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A/B Testing Idea #197 - Enable more than one means to pay

Tactic_Enable more than one means to pay

Description

Offering multiple payment methods offers customers the possibility to make a purchase in the way they feel most confident and secure, increasing the likelihood of them finalising payment.

People also like to feel like they are in control of the purchasing process and giving options for things like payment method helps to enhance this feeling of autonomy which in turn leads to positive feelings about making a purchase.

Principles

  • Autonomy bias (Deci, 1971; Ryan, 2008)

The Research

Autonomy bias

We prefer situations that we have control over.

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