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Mark Hagan - Don't Leave Cash in the Cart... Build a Payment Experience that Converts

WooConf
April 06, 2016

Mark Hagan - Don't Leave Cash in the Cart... Build a Payment Experience that Converts

Mark Hagan brings more than 15 years of development experience to his role as eCommerce Development Manager for Heartland Payment Systems. He works with both merchants and developers to reduce their overall cost of payments acceptance by developing solutions that increase sales, encourage repeat purchases and reduce scope of PCI compliance. Mark has integrated Heartland into more than 50 of the leading online store platforms used by Heartland’s eCommerce merchants – including WooCommerce.

Don’t Leave Cash in the Cart… Build a Payment Experience that Converts

Checkout abandonment is an issue for all online merchants. An online retailer that clocks $6 to $7 million in annual sales could stand to lose up to $4 million this year. Shoppers unfortunately know the drill that drives them to frustration: Enter First Name, Last Name, Bill to Address, Ship to Address, Card Type, Card Number, Expiration Month/Year and last but not least the CVV. And just when they think they’re finished, they may be asked to create a customer account—including a username and password.

Join Heartland on the quest to convert an ordinary—and cumbersome—payment form into an experience that helps you convert more shoppers into buyers, improve transaction security and minimize total cost of acceptance from a smaller PCI-DSS footprint.

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April 06, 2016
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  1. HAGAN MARK 01:30 HEARTLAND W HOTEL GREAT ROOM NEXT WOOCONF2016

    DON’T LEAVE CASH IN THE CART… BUILD A PAYMENT EXPERIENCE THAT CONVERTS
  2. mark hagan asked for slides in 16:9 instead cobus to

    deliver his speaker slide Don’t&Leave&Cash&in&the&Cart…Build&a&Payment&Experience&that&Converts Mark Hagan, Development Manager / April 6, 2016
  3. Today’s&Agenda 4 Establishing Goals Assess What Exists Iterate Often Putting

    it all together ©2016& Heartland& Payment& Systems,& Inc.
  4. Goals&to&Target&Each&Iteration 6 Keep These Goals in Mind With Each Change:

    ! Converts more shoppers into buyers ! Reduces friction & creates speedier checkout ! Increases payment security while reducing PCI-DSS scope ! Keeps the experience beautiful & intuitive ! Encourages repeat purchases ! Reduces cart abandonment ©2016& Heartland& Payment& Systems,& Inc.
  5. Classic&Payment&Form 8 ©2016& Heartland& Payment& Systems,& Inc. Classic Form Issues

    Card Type can be detected Don’t bother with card name No description of CVV Why is the expiration wrapped? Why is 2010 the default? No card logos / trust logos No required field indicators
  6. Payment&Form&Iteration&1&(Visual) 9 Added card logos Removed “Card Type” Removed “Name

    on Card” Corrected Expiration Year ©2016& Heartland& Payment& Systems,& Inc.
  7. Payment&Form&Iteration&2&(Not&Visual) 10 ! Added single-use tokenization ! Added Advanced Fraud

    services ! Changed field names to standard ! Changed field types for mobile ©2016& Heartland& Payment& Systems,& Inc. Consumer shops on your website Encrypted data is sent Secure transaction processed and assigned a “token” Token approval returned, no card data transmitted
  8. Payment&Form&Iteration&3&(Visual) 12 Styled fields & added placeholder / required ind.

    Added Trust Shield Added card type detection Added CVV display (changes on type detection) ©2016& Heartland& Payment& Systems,& Inc.
  9. Payment&Form&Iteration&4&(Visual) 13 Added card saving option for logged in users

    Added manage card functionality Added easy card selection for logged in users ©2016& Heartland& Payment& Systems,& Inc.
  10. Payment&Form&Iteration&5&(Visual) 14 Added PayPal as method of payment Added MasterPass

    as a method of payment ©2016& Heartland& Payment& Systems,& Inc.
  11. Not&All&Checkout&Forms&Are&Created&Equal 16 ! Assess your current situation ! Iterate and

    solicit feedback often ! Measure success with each iteration ! Not all payment experiences are equal ! Use an auto-updating plugin ©2016& Heartland& Payment& Systems,& Inc.
  12. Additional&Best&Practices 17 ! Make Checkout as Guest your default !

    Remove the coupon option if you don’t have active coupons ! Add trust badges / logos ! Make sure your site is mobile friendly ! Make your customer service contact simple ! Show Reviews & Testimonials ©2016& Heartland& Payment& Systems,& Inc.