Website Testing Wins: The Option to Pay Later Converts Now

By ​Peter Borden

July 16, 2012

When it comes to payment options, we've definitely seen that offering visitors a variety of choices drives conversion. And earlier this year, one of our clients scored an increase in conversions along with a lower cart abandon rate by adding a button on product detail pages that emphasized its acceptance of PayPal.

But what about a bill-me option—does it have a big impact on sales?

That was the question faced by Tafford Uniforms, a multichannel marketer of medical scrubs. The marketer offered its website visitors the choice of applying for delayed payment through third-party provider Bill Me Later®, but was growing concerned about the significant rate of visitors who were declined. Wondering if it would be better to forgo this payment alternative entirely, Tafford decided to run a test.

For the test, Tafford compared the results of displaying the bill-me payment option throughout the website (for example, below the hero image in this screenshot) versus not showing it at all. After analysis, the marketer realized that 3%-5% of its sales would be lost without offering customers the bill-me payment option.

Now that it has determined the value of a bill-me payment option to it online business, Tafford is leveraging this knowledge to start testing other alternative payment options.

Peter Borden is a former marketing strategist at Monetate and was responsible for PPC and email marketing strategy. Peter's also an expert on the psychology of persuasion, influence, and conversion as well as an active iOS developer.

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