A/B Test Idea: Save customer payment information

Studies have shown that certain forms of payment ‘hurt’ more than others. The more observable, tangible or transparent the payment is, the less we feel the pleasure of our purchase. This is called the pain of payment. If you can reduce the pain of payment, then you are more likely to convert a visitor into a customer. How can you reduce the pain of payment?

Reduce the amount of fields that the user has to fill in.

The more data you require from the user, the more they have to type and the more they are likely to drop out of the process.

Don’t ask for their address if you don’t need it or any unnecessary information upfront. Instead you can defer asking for that info at a later time.

Why we think this is a Good A/B Test:

If you store the user’s card details, then they don’t have to enter their card details for each transaction.

If you use a system like Stripe, which tokenises payment details, then you don’t actually have the user’s card details stored.

This means that you never have to worry about being PCI compliant, which can be a costly and time-consuming process.

If you implement just a single one of these, then you should see an increase in your conversion rate.