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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-4
-3
-2
-1
0
+1
+2
+3
+4
+5
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 One way to do this is simply with text in proximity to the form, stating that money will not be withdrawn today.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

Test 183 Tested on Trydesignlab.com by Daniel Shapiro Daniel Jun 19, 2018

Find Out How It Performed With 5,495 Visitors

Screen: Product Devices: Desktop, Mobile

  • Measured by visits to course pages   |   p-val (?)

  • Measured by visits enrollment form   |   p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

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Test 140 Tested on Akademiafotograf... by Grzegorz Jancewicz Grzegorz Jan 05, 2018

Find Out How It Performed With 37,727 Visitors

Screen: Product

  •  

  • Measured by form submits   |   p-val (?)

Zoom In
  •  
  • (?)% ((?) successes out of (?) visits)
A
  •  
  • (?)% ((?) successes out of (?) visits)
B

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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Test 137 Tested on Trydesignlab.com by Daniel Shapiro Daniel Dec 22, 2017

Find Out How It Performed With 2,218 Visitors

Screen: Checkout

  • Measured by visits to billing screen   |   p-val (?)

  • Measured by visits to thank you page   |   p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

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.