Project (5)
~ ACH Incentive, Ethos


Our product team wanted to run an experiment to reward customers with a $20 Amazon gift card if they chose ACH. Given that credit cards expire while bank information remains constant unless the account is closed, it was more beneficial for customers to provide their bank information rather than making their purchase with a credit card.


There were two variants for this experiment:
  • Variant 1 was a static graphic element that appeared just above the payment form. This experiment was later baselined.
  • Variant 2 included information about the incentive hidden in a dropdown which users would have to click to view. Through multiple iterations of this test, we also switched between displaying "$20 gift card" or "Recommended" next to the payment title.


Incentivizing ACH adoption created a 13% increase in conversion.