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A/B Testing Idea #197 - 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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