Pattern #46: Pay Later

Pattern Author: Daniel Shapiro - Co-Founder @ Designlab

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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0
+1
+2
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Almost Certain Winner
Pay Later
  1. Add: No Payment Today Message Smaller Commitments

    Assuming that a payment isn't collected immediately the time of filling out the form, this pattern suggests to clarify this. One way to do this is simply with text in proximity to the form, stating that money will not be withdrawn today.

  2. Add: When Will Payment Occur Reassurances

    The second part of this pattern also suggests to inform customers when the payment will actually happen.

Median Effects

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Engagement

Ex: Any Action / Visit

(2 tests)

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Conversions

Ex: Signups, Leads

(2 tests)

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Sales

Ex: Transactions, Upsells

(1 tests)

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #46: Pay Later
Was Tested On Trydesignlab.com by Daniel Shapiro

Find Out How It Performed
With 5,495 Visitors
Screen: Product
Devices: Desktop, Mobile

  • Measured by visits enrollment form

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

  • Measured by visits to course pages

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

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The Same Pattern Was Also Tested Here

Find Out How It Performed
With 37,727 Visitors
Screen: Product

  • Measured by form submits

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

The test was run on multiple course pages. The screenshot contains the cropped bottom part of a long screen with an exposed signup form. The variation introduced additional text above the form which states: "Free Cancellation. Payment is not required today".

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Find Out How It Performed
With 2,218 Visitors
Screen: Checkout

  • Measured by visits to thank you page

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

  • Measured by visits to billing screen

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

This test was run on a 3 step checkout process. The first screen was asking for contact information, and the second screen asked for credit card details. The change was shown on both first two steps as shown on the image below.

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For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.

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Total sample size of all tests is based on 21,050,098 visitors - that's a lot of testing time

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