Welcome to Blueleaf's UXpert, our regular look at UX that could improve your website for users and ultimately deliver increased conversion rates. This week, we're talking about promo codes.

What's the problem?

It's expected that all ecommerce sites take card payments, so what do I mean by alternative payment methods? This includes PayPal, Applepay and Android Pay. Is it a wise investment to implement these on your site so that customers have a choice over how to pay?

What's the solution?

There are a number of advantages offered by these alternative payment methods:

  • Convenience – Users don't have to go and find their card in order to pay, they simply click the button in checkout and follow the instructions on screen

  • Reduced friction = increased speed – Users don't have to enter tricky details like card numbers; once logged into PayPal, Applepay or Android Pay your details are already there

  • Perceived security – Many users view PayPal, Applepay and Android Pay as being more secure than entering card details

  • Checkout direct from the bag – Because these payment methods already have your name, email, address etc you don't need to go through checkout – you can checkout directly from the bag and even usually change your delivery address in PayPal, Applepay or Android Pay if you need to

  • Payment methods can be device specific – For example, Applepay can only be used on iPhones and Macs in the Safari browser, but has become very widely used and expected on these devices. This is especially true on mobile where it's so much faster to pay with Applepay direct from the bag than go through checkout filling in forms

  • Choice – These alternative payment methods aren't for every customer, but by not including them you're potentially frustrating millions of users for whom it's their preferred choice

What could the benefit be?

Salesforce data gathered from across clients on their Commerce Cloud platform showed that once offered, a staggering 34% of users chose to pay via an alternative payment method, i.e. not via a debit/credit card.

I hope you found this useful – if you have any questions on this or anything else to do with UX, please do message me.

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