Pay Later Dynamic Messaging Best Practices Guide

Learn how to use PayPal Pay Later dynamic promotional messaging to help drive conversion, sales, and higher average order values.

PayPal Pay Later dynamic promotional messaging automatically presents the most relevant Pay Later option to your customers as they are browsing. This guide goes over the best practices for implementing dynamic promotional messaging on your website, so you can take advantage of the full benefits of PayPal Pay Later.

Leverage the full power of Pay Later with dynamic promotional messaging

The popularity of buy now, pay later (BNPL) is increasing.¹ Customers love the ability to better manage their expenses with pay-over-time options.² That’s why letting them know early in the process that you offer PayPal Pay Later could help you:

• Build trust – PayPal is 14X more trusted by Millennials to keep their financial information secure than other BNPL providers.³
• Grow sales – After implementing Pay Later dynamic messaging, one enterprise fashion merchant saw a 107% YOY lift in Pay Later sales volume and 3.5X incremental lift in growth.⁴
• Increase conversion and cart size – PayPal Pay Later can boost conversion rates and increase cart sizes by 39%.⁵
• Drive loyalty and lifetime value – 89% of Pay in 4 spend in the U.S. is from repeat users.⁶

Best practices for product pages: boost buying power

Pay Later messaging should be placed directly above the Add to Cart button so customers know flexible payment options are available.

Why you need Pay Later messaging on your product pages:

• Help boost buying power by informing customers they can buy now and pay later – 74% of buy now, pay later users say BNPL messaging encouraged them to complete a purchase.⁷
• Pay-over-time offers are an important feature to consumers and can help drive conversion – 72% of BNPL users are more likely to complete a purchase if a buy now, pay later option is available.⁷
• Let customers know you can help them budget – 50% of consumers agree that they can manage their expenses better if they can buy some things now and pay for them later.⁸

Best practices for the shopping cart: help reduce shopping cart abandonment

Place Pay Later messaging above the Checkout button, below the cart total and present PayPal Checkout and Pay Later buttons in same button size and shape as the Checkout call to action button.

Why you need Pay Later messaging in your shopping cart:

• Reinforce the ability to pay later to help reduce cart abandonment – 42% of fashion merchants agree that BNPL financing options help reduce shopping cart abandonment.⁹
• Help capture the sale with Pay Later messaging that lets users know you offer the payment method they may prefer – of buy now, pay later users have abandoned a purchase when they didn’t see a BNPL message while shopping.⁷
• Give your customers a convenient way to pay – 77% of PayPal consumers using BNPL say that PayPal makes checkout faster.¹⁰

Best practices for the Pay Later button

Use the stacked button to present PayPal Checkout and Pay Later equally and use the gold button to leverage PayPal’s brand recognition.

PayPal Pay Later provides payment choices for PayPal customers who already like and use PayPal to make purchases. By presenting it as equal to PayPal Checkout and traditional checkout in your shopping cart and further down the buying journey, you can help drive awareness and use of this popular solution – and leverage the PayPal brand to help close the sale.

When the PayPal Checkout and Pay Later buttons are displayed, it’s essential to display dynamic promotional messaging as well. This will provide clarity for the customer on:

• How to access the offers they saw displayed while browsing
• What’s available when they click the Pay Later button

Download the guide below.