Hypothesis
The fewer friction points you have in your 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 increase the ease of checkout and improve the user experience.
THE RESULTS SO FAR*
RESULTS DISTRIBUTION
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
What We Did
To reduce the friction of the payment information step, we created a Credit Card Auto Detect Template which automatically detects a customer’s credit card type based the input of the first four digits from the customer. By automating the credit card selection step, we will eliminate a step in the checkout process and increase conversions.
Why We Did It
A common friction point on many merchant sites is the payment information section — where customers are prompted to enter their credit card type. To reduce the friction of the payment information step, we created a Credit Card Auto Detect Template which automatically detects a customer’s credit card type.
THE EXPERIMENT IN ACTION
CONTROL – MOBILE
TREATMENT – MOBILE
ANALYSIS OF DATA
What It Means
Having a responsive site is no longer good enough; there is a divergence between experiences on different form factors. CR (Conversion Rate) is not a reliable predictor of revenue lift – RPV is. The average RPV number is positive for desktop and tablet and slightly negative for the phone. Even though the average is negative, many participants had success on phone. Experiment to determine if it is working for your brand.
Things To Consider
Experiment to determine if it is working for your brand. Evaluate results across different phone manufactures and browsers.
- Success (66.67%)
- Failure (33.33%)
Favorable Odds:
2/3 of all phone experiments are successful
WHO SHOULD USE 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.
COLLABORATE WITH US
Share your experience and give feedback on the test.