10 lessons learned from asking our users to pay

When your product deals with payments — even the smallest hiccup can drop your conversion rates to the ground.

1. Start with trust

2. Make sure the user feels safe and secure

Fewer risks = fewer drops

Fewer risks = fewer drops

3. Clarity = Conversion

Clarity = Conversion

4. Simplify

Remember the rule of thumb: more steps, more drops.

  • Set up your payment system in a way that will not require the ID and the CVV number (fewer fields to fill).
  • Make sure your payment system supports all types of credit/debit cards.
  • Add multiple payment options (PayPal, Apple Pay, Google Pay).
  • Store the payment details securely (or if you can’t, use a 3rd party for that) so that the next purchase will not require re-entering the payment details.
  • Follow this set of UX rules for providing a great mobile typing experience when entering the payment details.
  • Incorporate a credit card scanning feature to save manual typing (researches indicate a 4%-5% increase in conversion rates when scanning feature is available).
  • For heavy shopper apps — allow adding more than one credit card.

5. Make your cart accessible everywhere — even if you don’t have a cart.

  • “Why is there an extra cost?”
  • “Will I really get a discount?”
  • “How can I be certain that my gift card will be used?”
  • “Did you receive my promo-code?”
  • “My booking is next week, will the discount still be applied?”

Uncertainties cause doubts, doubts cause hesitations, and hesitant users don’t convert.

6. Avoid dark patterns even if you are desperate to move the needle.

  • Hidden costs for certain shipments or packaging
  • Sneak into basket techniques where weird items are added to the basket automatically
  • Confusing terminology causing users to accidentally subscribe to expensive plans

7. When it comes to money — surprises are always a bad thing

8. No bugs, please

9. Transparency

10. Make it super easy for users to contact you in realtime

  1. We were able to address user inquiries in almost real-time, help users gain trust by answering their questions real fast, make them feel secure with the process, and convert better.
  2. We were able to label and then analyze the types of questions we received, and polish our funnel using qualitative insights (as opposed to the common quantitive data you get from mobile analytics).

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Gil Bouhnick

Gil Bouhnick

CoFounder and CTO at Missbeez. Playing at the intersection of technology, design and users. Creating products for 20 years. Owner of www.mobilespoon.net.