The Experiment in Action
Hypothesis
The fewer friction points you have in your mobile checkout process, the better your odds will be of closing a sale. By removing the need for customers to select a credit card type during the payment process, you will streamline the mobile checkout process and improve the user experience.
CONTROL – MOBILE
TREATMENT – MOBILE
Credit Card Auto Detect Experiment
Results: Credit Card Auto Detect Experiment
Average performance numbers are based on results from June 13, 2018 to September 15, 2019 from 15 merchant sites.
Average Experiment Results So Far*
Device Type | Average Lift | Total Visitors | |||||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +1.97% | +4.92% | -2.88% | 25,048 | 21,989 | ||
| +4.79% | +0.74% | +2.77% | 39,525 | 34,619 | ||
| +8.84% | +2.33% | +5.36% | 6,700 | 6,615 |
Results: Credit Card Auto Detect Experiment
Average performance numbers are based on results from June 13, 2018 to September 15, 2019 from 15 merchant sites.
Average Experiment Results So Far*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+1.97% | +4.92% | -2.88% |
Total Visitors: Treatment: 25,048 | Control: 21,989
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+4.79% | +0.74% | +2.77% |
Total Visitors: Treatment: 39,525 | Control: 34,619
Tablet |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+8.84% | +2.33% | +5.36% |
Total Visitors: Treatment: 6,700 | Control: 6,615
Distribution of Average RPV Lift for All Traffic
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: Credit Card Auto Detect
Things to Consider
There are two variations to the setup of this experiment: hiding the card type and highlighting the card type icon. This experiment has been split into these two different variations in Q4, so look forward to further analysis of this checkout field in the future. Experiment with what works for your brand. Evaluate how the feature renders across different phone manufacturers and browsers.
Who Should Try It
The Credit Card Auto Detect Experiment is available to merchants who have credit card types listed as a drop down selection on their site.
Who Should Try It
The Credit Card Auto Detect Experiment is available to merchants who have credit card types listed as a drop down selection on their site.
Related Experiments
Interested in Learning More?
Get deeper insights into over 130 experiments focused on increasing mobile eCommerce growth available through the Initiative.