Pattern #12: Payment First Save Pattern Bookmark

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-3
-2
-1
0
+1
+2
+3
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+5
Almost Certain Winner
Payment First

  1. Less Visible Free Plan Choice

    The pattern suggests to de-prioritize the free plan by making it less visible (ex: as a smaller text link).

  2. More Prominent Payment Plans Recommending

    Plans which lead to a payment flow or credit-card trials are more visible.

Median Effects

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Engagement

Ex: Any Action / Visit

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Conversions

Ex: Signups, Leads

(2 tests)

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Sales

Ex: Transactions, Upsells

(1 tests)

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Revenue

Ex: AOV, LTV

(1 tests)

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #12: Payment First
Was Tested On Volders.de by Alexander Krieger

Test #223 Tested on Volders.de by Alexander Krieger Alexander Feb 01, 2019

Find Out How It Performed

Signup Desktop, Mobile

  • Measured by total leads (free and paid)   |   p-val (?)

  • Measured by total revenue   |   p-val (?)

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

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

The Same Pattern Was Also Tested Here

Test #166 Tested on Olark.com by Sunir Shah Apr 05, 2018

Find Out How It Performed With 61,916 Visitors

Home & Landing Desktop, Mobile

  • Measured by account signups   |   p-val (?)

  • Measured by visits to post purchase page   |   p-val (?)

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

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

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

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.