Experiments

CREDIT CARD AUTO DETECT

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

How It Works

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 mobile eCommerce sales.

Why We Are Testing 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.

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 Visit
(RPV)

Conversion Rate
(CR)

Average Order Value
(AOV)

Treatment

Control

Mobile

+1.97%

+4.92%

-2.88%

25,048

21,989

Desktop

+4.79%

+0.74%

+2.77%

39,525

34,619

Tablet

+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 Visit (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 Visit (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 Visit (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

What It Means

Having a responsive site is no longer good enough — form fields can also impact the overall experience a user has with your site. For this experiment, we saw a positive lift on mobile, desktop, and tablet RPV. Experiment to determine if it is working for your brand.

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.

Success (66.67%)
Failure (33.33%)

Favorable Odds:
2/3 of all phone experiments are successful

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

ZIP CODE AUTO FILL

AUTO CART UPDATE

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