Pattern #12: Payment First

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Payment First
  1. Less Visible Free Plan Choice

    The pattern suggests to de-prioritize the free plan by making it less visible (ex: as a smaller text link).

  2. More Prominent Payment Plans Recommending

    Plans which lead to a payment flow or credit-card trials are more visible.

Median Effects



Ex: Any Action / Visit



Ex: Signups, Leads

(2 tests)



Ex: Transactions, Upsells

(1 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Test #223 Tested on by Alexander Krieger Alexander Feb 01, 2019

Find Out How It Performed

Signup Desktop, Mobile
  • Measured by total leads (free and paid)   |   p-val (?)

  • Measured by total revenue   |   p-val (?)

This test deprioritized the free option (kostenlos) of cancelling a contract. It did so by placing it under the paid options as small text link / radio option.

Get Access To See The Test Results

Test #166 Tested on by Sunir Shah Apr 05, 2018

Find Out How It Performed With 61,916 Visitors

Home & Landing Desktop, Mobile
  • Measured by account signups   |   p-val (?)

  • Measured by visits to post purchase page   |   p-val (?)

Olark's homepage was directing users towards a free forever trial - with followup nudges to upgrade some days later. The variation B of the experiment tested a more aggressive push to a pricing page page - with options to select a paid plan, as well as provide a credit card (getting the payment conversation out of the way sooner).

Get Access To See The Test Results


Leak #18 from   |   Aug 6, 2019 Home & Landing

Netflix A/B Tests And Rejects Free Trials

Netflix has been offering a 30 day free trial for Canadians. Sometime in May however we spotted something way more interesting - they began a/b testing different trial durations (30, 14 and 7 days), as well as an immediate payment-first approach (without a trial). View Leak

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.