ObjectiveIt is more beneficial for customers to provide their bank information rather than making their purchase with a credit card. While credit cards expire, ones bank information stays the same unless the account is closed. Our product team wanted to run an experiment that would reward customers with a $20 Amazon gift card if they chose ACH.
SolutionsThere were two variants for this experiment:
- Variant 1 is a static graphic element that appears 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.