Payment model test: heat pump, Netherlands
Which payment model do homeowners choose when they see all three side by side?
Decision
Offer models
Industry
Energy
Market
Netherlands
Channel
Meta
Field days
7
LP visitors
6,318
NL
en
Key findings
78% of sign-up intents go to rental or heat subscription instead of purchase.
Sample report
Payment model test: heat pump, Netherlands
Research question 1
Which of the three models is chosen most often?
Rental (42.5%) and heat subscription (35.8%) are level, purchase (21.7%) falls behind rental.
Research question 2
Do consumers choose a monthly model over purchase?
78.3% of sign-up intents go to a monthly model instead of the two thirds expected under an even split.
Research question 3
How strong is sign-up intent for the offer overall?
Sign-up intent of 1.90% lies with its whole interval above the illustrative benchmark of 1.20%.
Test design
One offer page for all visitors.
Only the payment method differs; unit, service, ad and page are identical, and the three models sit with equal weight on one product page to choose from.
Variant
Setup
Option A | Purchase ; Option B | Rental ; Option C | Heat subscription
One offer page, three models to choose from
Metrics
From ad impression to confirmation.
CTA II is sign-up intent: the click with which visitors show interest in the offer. Email and double opt-in follow after the notice that the offer is not yet available.
Field days
7
LP visitors
6,318
Ad spend
€3,640
Channel
Meta
| Total | Purchase | Rental | Heat subscription ; Impressions | 1,093,750 | shared | shared | shared ; Clicks | 7,000 | shared | shared | shared ; CTR | 0.64% | shared | shared | shared ; CPC | €0.52 | shared | shared | shared ; LP visitors | 6,318 | shared | shared | shared ; CTA I | 687 · 10.87% | shared | shared | shared ; CTA II · Sign-up intent | 120 · 1.90% | 26 · 21.7% of choices | 51 · 42.5% of choices | 43 · 35.8% of choices ; Email | 41 · 0.65% | shared | shared | shared ; Double opt-in | 26 · 0.41% | shared | shared | shared ; Cost per sign-up intent | €30.33 | shared | shared | shared
Context
What the data also shows.
Audience
Market potential
Customer journey
How visitors experienced the test.
Nothing is sold. What is measured is how many visitors choose the offer.
Step 1
Ad
The ad appears in a familiar setting, in search or in the feed.
Step 2
Offer page
Visitors see an offer page in a familiar online setting and can show their interest there.
Step 3
Notice
After the click, visitors learn that the offer is not yet available.
Step 4
Anyone who wants to be informed leaves their email voluntarily.
Step 5
Confirmation
The sign-up is confirmed by double opt-in.
Full report · PDF in English
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