You are helping Netflix introduce an ACH payment method in the United States. What test would you conduct to help them determine whether ACH should be generally available?

To determine general availability of ACH payments for Netflix in the US, I would conduct a phased rollout and A/B testing.

Phase 1: Limited Beta Launch

• Target Audience: Roll out ACH to a small, controlled segment of new and existing US subscribers. This could be opt-in or a random selection.
• Key Metrics: Monitor success rates for initial setup, recurring payments, failed payments, customer support contacts related to ACH, and transaction costs.
• Feedback: Gather qualitative feedback from beta users on ease of use, perceived security, and overall satisfaction.

Phase 2: A/B Testing Against Existing Methods

• Setup: For a larger group of users, present a choice between ACH and existing payment methods (credit/debit card).
• Metrics: Compare conversion rates for adding ACH as a payment method, churn rates for users who select ACH vs. others, average revenue per user (ARPU), and operational costs.
• Error Analysis: Deep dive into any ACH-specific errors or disputes.

Decision Criteria for General Availability:

• Success Rate: Achieve a consistently high success rate for ACH transactions (e.g., >98% for recurring payments).
• Customer Satisfaction: Maintain or improve customer satisfaction scores related to payment methods.
• Operational Efficiency: Demonstrate cost savings or parity compared to existing methods, with manageable operational overhead.
• Risk Mitigation: Ensure robust fraud detection and dispute resolution processes are in place.

If these tests demonstrate reliable performance, positive customer reception, and operational benefits, then ACH would be deemed ready for general availability.