Conversion Optimization with Realtime Payment Analytics - 2014-11-19 - Conversion Summit - Swiss Hotel Bosphorus, Istanbul Turkey GOAL: To Increase Conversion - Minimum page transition - Minimum click - Minimum distracting elements - Maximum information - “Above the fold” concept - Page performance

1. Conversion Optimization with
Realtime Payment Analytics
19.11.2014
Conversion Summit
İstanbul
https://www.iyzico.com 1

2. Predefined and Sequential Life:
Birth, School, University, Consultancy,
Corporate Career, ...
2
@hakanerdogan
Life with Entrepreneurship:
Uncertain, ups and downs, stressfull,
enjoyable, passionate, roller-coaster ...
1981 2005 2007 2012
2014
Feb
2014
Nov
iyzico
https://www.iyzico.com

3. 3
Payment Systems Experience, Since 2007
Credit / Debit Cards :
- EST / Asseco
- Garanti Bank GVP
- YKB Posnet
EFT / Wire Transfer:
- Integration of
Internet Banking
https://www.iyzico.com

4. E-commerce Steps and Flows
2- Registration 4- Add to Basket
E-commerce Site
Product Info
4
1- Traffic
Adwords
SEM
Affiliate
SEO
…
$ $ $
Product
Image
Add to
Basket
Reg. Form
E-mail
Name
Surname
Password
Password
(re)
GSM
Sex
+90
M F
Register
3- Desire
Search, browse, find
women shoes Search
https://www.iyzico.com

5. E-commerce Steps and Flows
5
5- Basket Page 6- Address Page 7- Checkout Page
Name Surname
Card Number
Expire Year / Month
/
https://www.iyzico.com
Product 1
Product 2
Product 3
Total : 100 TL
Shipment: 6 TL
Discount: 16 TL
Final: 90 TL
Proceed >>
Address 1
Address 2
Add New Address
Proceed >>
Complete
Payment
CVC
8- Success Page
E-commerce Site
Payment Success !
CONVERSION

6. Conversion
…
https://www.iyzico.com 6
1- Traffic
Adwords
SEM
Affiliate
SEO
…
$ $ $
8- Success Page
E-commerce Site
CONVERSION Payment Success !

7. Basket Conversion
8- Success Page
E-commerce Site
5- Basket Page …
BASKET CONVERSION Payment Success !
https://www.iyzico.com 7
Product 1
Product 2
Product 3
Total : 100 TL
Shipment: 6 TL
Discount: 16 TL
Final: 90 TL
Proceed >>

8. Checkout Page Conversion
8- Success Page
E-commerce Site
CHECKOUT PAGE CONVERSION Payment Success !
https://www.iyzico.com 8
7- Checkout Page
Name Surname
Card Number
Expire Year / Month
/
Complete
Payment
CVC

9. Conversion of What ?
CONVERSION
BASKET CONVERSION
CHECKOUT PAGE
CONVERSION
https://www.iyzico.com 9

10. How to Increase Basket Conversion Rate
10
Basket –
Product
Selection
Address
(Delivery/Invoice)
Selection
Payment Method
Selection
Payment
Result
SUCCESS =
CONVERSION
SHOPPING CART
ABANDONMENT
%65+ *
* http://www.ritholtz.com/blog/2012/05/shopping-cart-abandonment/
* http://baymard.com/lists/cart-abandonment-rate
GOAL: To Increase Conversion
• Minimum page transition
• Minimum click
• Minimum distracting elements
• Maximum information
• “Above the fold” concept
• Page performance
https://www.iyzico.com

11. Minimum Page Transition and Click
Max. 3 pages
If there is only 1
address then skip
address page
11
No name surname, bank
selection, card type (visa,
mastercard, amex) selection
Do not use 3DS
in possible
Expire Month & Year is asked
before CVC2 and formatted as
08/17
https://www.iyzico.com

12. Minimum Distracting Elements
12
No Menu, banner, logo,
ads, basket items are
clear
Additional info is given in
modal/lightbox without leaving
page
Clear header and no links
https://www.iyzico.com

13. Maximum Information
Clear
breadcrumb
All banks
installments and
given card
installments are
displayed
13
Card logo, bank,
and association
is displayed
Basket and
address
summary is
displayed
CVC2 and 3DS
information is
given
https://www.iyzico.com

14. Above the Fold Concept
Visible
area of
page
Buttons and
links are
placed in the
visible area of
the page
14
https://www.iyzico.com

15. Design of Card Payment Page
Syntactic and Semantic
15
Validations
• Length validation
• Numeric input validation
• 3DS supported card validation
• Debit card installment validation
• BIN validation and not existing
Virtual POS – installment validation
• …
e.g.: Card Number
• 15 or 16 digits,
• CVV/CVC 3 or 4 digits, numeric
• Luhn Algorithm check
https://www.iyzico.com

16. Distribution of Payment Errors
• 20 – 25 % of payment requests are failed
• Roughly 1/3 of those failed payment requests are caused by “insufficient funds
– not enough limit” (33 – 38 %)
• Other Payment Errors:
o General declined (15 – 18 %)
o Invalid expire year or month (10 – 12 %)
o Invalid CVV / CVC (2 – 3 %)
o 3DS not supported by card / bank
o Card does not support installment
o Can not proceed, card is not allowed to internet payments
o Technical problems, …
https://www.iyzico.com 16

17. Error Messages to Display
17
• Your card number is not valid, …
• Your expire year and month is not valid, …
• Your CVV / CVC2 is not valid, …
• Your card does not support installment …
• You can not make installment payments with debit cards, …
• Your card limit is below the payment amount, …
https://www.iyzico.com

18. Major Questions
• What is your Basket Conversion Rate (Google Analytics Funnel
Visualization) ?
• What is your checkout page Payment Success Rate?
• What is your Lost Turnover ?
• What are the Payment Errors that you get ?
• Do you have Proactive Monitoring to handle POS or system
downtime ?
• Do you know your customers’ Payment Behaviour ?
https://www.iyzico.com 18

19. Dashboard
https://www.iyzico.com 19

20. Live Payments Stream
https://www.iyzico.com 20

21. Payment Volumes
https://www.iyzico.com 21

22. Payments Distribution
https://www.iyzico.com 22

23. Payment Errors
https://www.iyzico.com 23

24. Proactive Monitoring
https://www.iyzico.com 24

25. Thanks
25
hakan@iyzico.com
@hakanerdogan
@iyzico_com
http://www.odemesistemleri.org
@odemesistemleri
https://www.iyzico.com