Checkout: Headline & Copy Test
Hypothesis
If we implement 'Pay Later' on checkout pages (The idea of this experiment was at least two fold), then key conversion metrics will improve.
Test Results
Key Learning
Context: The headline on the checkout may not resonate with what users actually care about or address their top objections.
What was tested: REAL-WORLD TEST: 'Pay Later' was tested on a live checkout page. The test involved 2,052 real visitors. Full statistical results require paid access. Test methodology: The idea of this experiment was at least two fold. 1) the variation attempted to clarify that there is no payment today with the copy "Pay 0€ today" o...
Result: No statistically significant difference was detected. Pricing tests that are inconclusive may indicate the price itself isn't the issue — the perceived value or the framing might matter more.
How to Apply This to Your Site
This experiment tested checkout: headline & copy test but produced no statistically significant change. The test was run on a checkout page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that pricing tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
The idea of this experiment was at least two fold. 1) the variation attempted to clarify that there is no payment today with the copy "Pay 0€ today" on the collapsed state of the payment amount. 2) clarify the payment terms with exact dates and amounts for future payments.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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