Step One Life · UK · Oct 2025
Instalment options existed but were invisible at the point of decision. Making payment types visible on the PDP lifted UK conversion +5.6% — and generated its own follow-up: relocate the logos to the side cart and test whether the win survives the move.
conversion rate, UK PDP
days to the call (11–20 Oct 2025)
follow-up spawned — side-cart relocation test
Step One offers instalment and alternative payment options, but on the PDP they were effectively invisible. For a multi-pack purchase decision, "can I spread this payment?" is a conversion question, not a checkout question — by the time a shopper reaches checkout the decision has already been made.
Hypothesis: if payment-type visibility is increased on the PDP, conversion will increase because shoppers understand their options — including instalments — before committing.
Payment method visibility added to the UK product pages: the available payment types and instalment options shown at the point of decision.
+5.6% conversion rate, UK storefront, 11–20 Oct 2025. Winner: the variant, implemented.
A win creates its own next problem. The payment lock-up works, but it occupies valuable PDP space — so the queued follow-up moves the same logos to the side cart near the main CTA, testing whether the conversion effect survives the relocation. The working hypothesis, written into that follow-up: it's the payment types that matter, not the instalment calculations — and if that's true, the PDP gets its space back at no conversion cost.
That is what a healthy pipeline looks like: the result of one test becomes the hypothesis of the next.
Financing anxiety is resolved upstream of the cart. Shoppers deciding whether a 7-pack is worth it need to know the payment options while they decide — not after. Visibility of payment methods is a PDP conversion lever, not a checkout hygiene feature.
Source: experiment UK_PDP_CVR_251011, Step One UK storefront, 11–20 Oct 2025. Side-cart relocation follow-up queued in the test backlog. All figures traceable to the named experiment ID.