Chris Bruner is a Product Manager at Zuora
Checkout is a particularly crucial time period for conversion rates. If a customer has gotten that far, the chances of them being interested and genuinely wanting to sign up are high. However, you need to avoid the friction and distractions that could turn a likely subscriber into a lost opportunity.
We released our next generation of Payment Pages in order to help you streamline that checkout process. If you are not already familiar with them, Payment Pages are secure, hosted payment forms that send subscriber payment details directly to Zuora, making PCI compliance much easier for you. Now, in addition to those benefits, here are five things that you can do with Payment Pages 2.0 to increase your checkout path conversion.
Just get what you need.
Fewer fields typically means higher conversion rate. Zuora’s Payment Pages automatically detect credit card type, eliminating the need to ask an additional question.
Catch errors before form submission.
Catching errors with inline validation before a form is submitted makes it faster for your subscribers to find and correct them. Zuora has expanded built-in client side validation to catch more error types.
Design for mobile.
If you are seeing mobile sign-ups for your product, it is important to ensure that your checkout flow is responsive and mobile friendly.
One of the most basic ways to achieve a higher conversion rate is to ensure your checkout flow matches language and display conventions of your users. In Zuora, you can upload alternate translations for your Payment Pages and dynamically choose which translation to use.
Lastly, the best thing that you can do is test and iterate.
You have a lot of design flexibility with the new Payment Page HTML structure. Here are four examples of things that you can try with the new Payment Pages:
- Add tooltips for fields where subscribers commonly make errors
- Test alternate language on calls to action, such as ‘Continue’, ‘Proceed to Confirmation Page’, or ‘Sign-up’
- Show form as a shadowbox instead of embedding it, removing distractions while customers are entering their payment information
- Use skeuomorphic designs, in which the layout of the credit card fields is similar to the horizontal layout of the information on a physical credit card
If you are interested in trying out the new payment pages, join me for an upcoming webinar and learn how these features can be optimized for your business. I will be walking you through the setup steps and considerations for each feature mentioned here.
Date: Thursday, December 4
Time: 10AM PT / 1PM ET
If you’d like to get an early start, you can reach out to firstname.lastname@example.org to have Payment Pages 2.0 enabled in your tenant. Please take a look and let us know your thoughts.