Link Account to Merchants

Users can link their PayPal accounts to merchant accounts so that all their preferred payment info is saved and they can pay faster. This was a pre-existing feature that wasn't marketed to users in any way, users were doing this organically. Not much was actually known about this feature and how it behaved so I asked a lot of questions and the product manager had to do a lot of digging.
We wanted to drive awareness of this feature and also learn what would motivate a user to take the time proactively to set this up.
We did multiple rounds of rapid research as well as testing different value props, messaging, and incentives.
- We first tested content variations on a very specific billing info use case
- Engagement with the card was about the same for both versions but Version B landing page led to more linked accounts
Overall, by highlighting this feature on the home page, there was a 22% transaction lift across the participating merchants, 1.6% lift in 7 day new user activation, and 2% lift in 7 day re-engagement.
We also tested versions where users could earn points for each merchant they linked. Surprisingly, this didn't cause a significant lift versus the non-incentivized versions.

Phase 2

Next, we wanted to learn if there was any value by calling this feature "Linking". This is a different process than the normal PayPal checkout flow, but did users think that? Or was it something we recognized only as employees. It didn't come up as a point of confusion with our users during testing, but it was a topic of discussion internally.
The more discussion we had, I thought we should strip it down and focus on the immediate action we wanted the user to take and what exact benefit they would get
- My one point of concern was if this benefit would be lost as the value of PayPal as a whole is to check out faster. Would users gloss over this because they've seen this messaging from us so much already?
- Results are still TBD!