Pattern #46: Pay Later

Pattern #46  Tested 7 timesFirst tested by Daniel Shapiro Recently tested by Melina Hess on Aug 31, 2025

Based on 7 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Pay Later (Variant A) Pay Later (Variant B)

Expected Median Effects Of B

?

Progression

(4 tests)

?

Leads

(1 tests)

?

Signups

(2 tests)

-

Engagement

?

Sales

(4 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(7 tests)

Tested on

Tests

Pattern #46: Pay Later
Was Tested On Finn.com by Daria Kurchinskaia

Replaced

Confounded

Test # 560 on Finn.com by Daria Kurchinskaia Daria Kurchinskaia    Oct 22, 2024 Test link

Find Out How It Did With 2,052 Visitors

  • Measured by completed form

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

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.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 609 Aug 31, 2025 Test link

Find Out How It Did With 364,582 Visitors

  • Measured by adds to cart

  • Measured by completed orders

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

In this experiment, a Klarna buy now pay later badge was added to the PDP. It was added above the paypal buy now pay later badge in the benefit section below the ATC button. Impact on adds to cart and sales was measured.

Get Access To See The Test Results

Added

Isolated

Test # 604 Jul 31, 2025 Test link

Find Out How It Did With 645,035 Visitors

  • Measured by adds to cart

  • Measured by completed orders

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

In this experiment, a Paypal badge with "buy now pay later" copy (pay within 30 days) was added underneath the add-to-cart button on product pages. Impact on adds to cart and sales was measured.

Get Access To See The Test Results

Replaced

Confounded

Test # 49 on Menufy.com by Aleksandr Elesev Aleksandr Elesev    Oct 26, 2018 Test link

Find Out How It Did With 21,184 Visitors

  • Measured by thank you page visits

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

Get Access To See The Test Results

Added

Isolated

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

Find Out How It Did With 5,495 Visitors

  • Measured by visits to course pages

  • Measured by visits enrollment form

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

Get Access To See The Test Results

Added

Isolated

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

Find Out How It Did With 37,727 Visitors

  • Measured by form submits

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

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".

Get Access To See The Test Results

Added

Isolated

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

Find Out How It Did With 2,218 Visitors

  • Measured by visits to billing screen

  • Measured by visits to thank you page

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

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.

Get Access To See The Test Results

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.