Pattern #12: Payment First

Pattern #12  Tested 2 timesFirst tested by Sunir Shah Recently tested by Alexander Krieger on Feb 01, 2019

Based on 2 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
Payment First (Variant A) Payment First (Variant B)

Expected Median Effects Of B

-

Progression

?

Leads

(1 tests)

?

Signups

(1 tests)

-

Engagement

?

Sales

(1 tests)

?

Revenue

(1 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(2 tests)

Tested on

Tests

Replaced

Isolated

Test # 166 on Olark.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Sunir Shah    Apr 05, 2018 Test link

Find Out How It Did With 61,916 Visitors

  • Measured by account signups

  • Measured by visits to post purchase page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

Olark's homepage was directing users towards a free forever trial - with followup nudges to upgrade some days later. The variation B of the experiment tested a more aggressive push to a pricing page page - with options to select a paid plan, as well as provide a credit card (getting the payment conversation out of the way sooner).

Get Access To See The Test Results

Replaced

Isolated

Test # 223 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Krieger    Feb 01, 2019 Test link

Find Out How It Did

  • Measured by total leads (free and paid)

  • Measured by total revenue

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

This test deprioritized the free option (kostenlos) of cancelling a contract. It did so by placing it under the paid options as small text link / radio option.

Get Access To See The Test Results

Leaks

Leak #18 from Netflix.com   |   Aug 6, 2019 Home & Landing

Netflix A/B Tests And Rejects Free Trials

A - May 15, 2019
D - May 15, 2019 IMPLEMENTED

Netflix has been offering a 30 day free trial for Canadians. Sometime in May however we spotted something way more interesting - they began a/b testing different trial durations (30, 14 and 7 days), as well as an immediate payment-first approach (without a trial). View Leak

+0.5 Evidence

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.