Landing Page: Auto Pay Opt-In / Unlock
Hypothesis
Getting users to actively unlock or opt-in to autopay at the plan selection step.
Test Results
Key Learning
Problem: Multi-step processes on the landing page can overwhelm users if they can't see how far along they are or how much is left.
What was tried: Getting users to actively unlock or opt-in to autopay at the plan selection step. (-17.4% change)
Why it failed: Pricing page changes carry risk — users are price-sensitive and changes can increase cognitive load or perceived cost.
How to Apply This to Your Site
This test showed that landing page: auto pay opt-in / unlock led to a -17.4% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that pricing tests typically require adequate traffic to reach statistical significance. This test ran for 44 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Getting users to actively unlock or opt-in to autopay at the plan selection step.
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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Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.