In the golden era of infomercials, one phrase consistently sealed the deal:
“Three easy payments of $19.99!”
That wasn’t just clever copy—it was an offer structure. A psychological nudge that made big-ticket items feel manageable, safe, and attainable. Fast forward to today, and that philosophy is back in a big way—but this time, it’s powered by modern fintech players like Affirm, Afterpay, Klarna, and PayPal Pay Later.
Welcome to the new frontier of direct response: Buy Now, Pay Later.
Why BNPL Matters in Direct Response
Direct response has always been about removing friction. Make it easy to understand. Easy to respond. Easy to say “yes.”
BNPL does exactly that—at the checkout level. Instead of building payment plans into your DRTV offer stack, now platforms handle it in real time, offering 4 interest-free payments or low-interest monthly installments without adding complexity to your pitch.
That means higher conversions. Bigger average order values. And reduced cart abandonment.
For DRTV brands, it’s a modern evolution of a time-tested idea: split the cost, close the sale.
The Psychology of Payments
The power behind BNPL is rooted in direct response psychology:
- Perceived affordability: $150 paid over time feels like $37.50
- Urgency with control: Consumers can buy now without waiting for payday
- Trust through simplicity: Platforms like PayPal offer known, secure systems that lower hesitation
It’s the same mechanism we used in TV offers for decades—now digitized and seamlessly integrated into e-commerce checkouts.
Where It Fits in the Funnel
BNPL doesn’t replace your offer—it enhances it. Imagine a classic infomercial CTA:
“Call now or visit our website to order your [product]. And now with Affirm, you can get it for as low as $29/month!”
This doesn’t just help close the sale—it expands your potential audience. Customers who might hesitate at a $199 price point may convert at $49/month, especially when paired with social proof, demos, and guarantees.
BNPL’s Impact on Key Metrics
Here’s what we’re seeing across DRTV and e-commerce integrations:
- Increase in conversion rates by 20–40%
- Average order value (AOV) lift of 15–30%
- Cart abandonment reduction of up to 35%
- Better LTV from installment buyers vs. one-time-payers
Whether you’re selling fitness equipment, beauty bundles, or sleep solutions, BNPL helps make bigger offers more digestible without compromising cash flow.
Which Platform Is Right for You?
Platform | Strengths | Ideal Use Cases |
---|---|---|
Affirm | Monthly plans, high-ticket items | Fitness, home goods, tech |
Afterpay | Interest-free installments | Apparel, beauty, entry-level offers |
Klarna | Mix of pay later & financing | Lifestyle, electronics, subscription |
PayPal Pay Later | Trusted, fast adoption | General DRTV, especially older demos |
Pro tip: Integrate the BNPL brand into your creative. Add badges, copy mentions, or QR codes that highlight payment flexibility—especially during the close of your spot.
Real-World Examples
- A $299 air purifier brand saw a 28% increase in conversion after integrating Affirm into both its landing page and infomercial voiceover.
- A skincare brand bundled its full regimen for $149—but with Klarna, allowed four payments of $37.25. Result: 25% lift in AOV and a 40% increase in upsell acceptance.
Final Word
Direct response has always been about saying “yes” without hesitation. Buy Now, Pay Later is the next step in that tradition—removing resistance at the point of purchase and giving customers the confidence to act now.
As marketers, we no longer have to build complex offer stacks to reduce sticker shock. BNPL does that heavy lifting—and it’s changing the game for infomercial campaigns across TV, OTT, and digital.
So the next time you craft your CTA, remember:
“Operators are standing by—and yes, you can split the payments.”
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