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A/B Testing Idea #51 - When taking billing information ask for credit card details last
Description
Only ask your customers for their card details once all other information has been given (name, email, delivery info, etc.) as it is better to start by asking them for easier, less disagreeable information (studies have shown that the act of paying so reduces the pleasure of purchasing that sometimes it can halt people from completion).
Asking for credit card details at the end has two advantages: by this point your customers will already be fully engaged in the payment process having taken the time to fill out all their other details and so will be more motivated to complete the action they've started; and also some of their details (name, billing address) will be the same so you can pre-fill these for them making it even easier to finish the process.
This tactic is transferable to many other areas as it is always preferable to start by asking your customers to complete the easiest and least disagreeable tasks first in order to engage them in the action you want them to complete.
Principles
- Commitment and Consistency (Cialdini, 1984)
- Pain of Paying (Prelec & Loewenstein, 1998)
The Research
Commitment and Consistency
Once we have publicly committed to something or someone, then we are more likely to carry through and deliver on that commitment in order to be consistent.
Pain of Paying
The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.
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