Editor’s note: This is part of a monthly blog series by Gokmen Atak, Onebip’s Product Offer & Quality Specialist. Gokmen aims to share his “Tips of the month” which includes product features and updates that Onebip partners can take advantage of to improve their mobile payment offering. Please feel free to add your comments at the end of the post.
The end user experience is one of the most important aspects of any payment flow since the better the purchase experience a payment flow has, the more payment conversion is secured. Carrier billing has a proven track record for its simple and seamless purchase experience and that’s why consumers are in love with carrier billing to purchase digital goods. At Onebip, providing the best streamlined experience for customers of our merchants is our duty and we follow a certain process to do this.
Firstly, the purchase experience of the end user is designed to keep into account the requirements imposed by regulatory bodies and carrier policies and secondly the available authentication and billing technologies but then optimized to increase the simplicity and experience of the transaction. The different payment flows (as you can read on my previous blog post here http://corporate.onebip.com/the-most-popular-billing-payment-flows-explained/) and the layout of the pages can have a very big impact on the final purchase conversion.
Today, I want to focus on how we optimize the user interfaces of our payment pages. We design and develop the layout and the user interface of our page according to the following process:
~ Collection of input from mobile networks and regulatory bodies.
~ Collection of input from merchants.
~ Collection and analysis of consumer behavior including historical transaction data and user purchase behavior and dedicated focus groups.
~ Selection of a master version among different versions based on the user behavior and market characteristics.
~ A/B Testing of minor optimizations (fonts, colors etc.)
~ Adaptation of all devices (PC, tablet, smartphone, feature phone)
~ Adaptation of all browsers and operating systems.
Please see below a preview of our payment pages on web with different versions that we can use according the different factors:
Please see below a preview of our payment pages on mobile web with different versions that we can use according the different factors:
Some characteristics of the our payment pages include:
~ Clean, modern and reliable formatting and layout focusing on the simplicity of the payment itself.
~ Clear and visible pricing information which can be customizable based on regulations such as VAT information and currency symbols and codes (i.e. $, £, USD) can be included on the appropriate places.
~ Fonts, font sizes and font colors can be adjusted based on the regulations.
~ Disclaimers, Terms and Conditions can be added on the page and their content can be customizable.
~ Steps and process to complete the authentication and payment are clear.
~ Buttons change the color automatically (color that usually psychologically induces to “go ahead”) once the number is inserted in the form.
In addition to the characteristics above, the look and feel of the Onebip payment pages can be totally customized and branded by using personalized logos, layouts and the graphics through our Skinnability API.