THE GLOBAL PAYMENT PAGE
Streamlining the payment experience, increasing revenue by £22.5m.
The current payment page is distracting & overloaded with information, making payment completion low and abandonment high.
I redesigned the payment page, creating a simpler payment experience, improving conversion, decreasing page exits & significantly increasing revenue and margin.
+1.6%
Increase in conversion.
13.4%
Reduction in page exits.
+£22.5m
Revenue increase.
Over 40% of visitors did not attempt to book.
41.5% of visitors to the payment page do not attempt to book. The resulting traffic was split by those who abandoned the payment process, encountered a session timeout or navigated back to a different area of the website.
50%
Traffic exiting the page.
14%
Timeout during the session.
36%
Navigate away from payment.
Users indicated there was too much information that wasn't relevant.
During usability testing, when landing on the payment page (unprompted), participants didn’t seem ‘overwhelmed’ by the page, but they did spend a significant period of time scrolling up and down, trying to review all of the information. Many participants commented there was "a lot of text / the page was content heavy".
Finding the balance between minimal and overwhelming.
Users wanted clarity, not clutter. The challenge was to remove unnecessary information while preserving the details that build trust and support decision-making at the point of payment.
Streamline
How might we create a more streamlined and less distracting experience?
Balance
How might we strike the balance between removing content, whilst retaining trust?
Content
What is missing earlier in the journey that they are looking for on the payment page?
Evaluating all the payment information.
I evaluated all scenarios within the payment experience to decide what information was critical to the payment journey, where we had duplicate content, information that wasn’t relevant or more useful post-booking, rather than at the point of payment.
Prioritising key elements of the payment process.
More prominence was given to certain content like the payment methods and cards that we accept, as well as clearer pricing information. Headings were updated to provide a more logical flow & explicit opt-ins for Terms & Conditions were removed.
Payment methods we accept
Content brought to the top of the page, so users can immediately see the types of cards and options we accept.
Updated headings
To make it clearer what action a user needed to take.
T&Cs
To reduce errors, the requirement for an explicit opt-in for the Terms & Conditions was removed.
Unnecessary information
To reduce the volume of content, any information that wasn't explicitly required to book at this stage of the journey was removed.
Simplifying the experience, reducing exits & increasing conversion.
Through these changes we observed a higher completion rate for the payment process and a decrease in the rate of customers abandoning or navigating away from the page. This resulted in a significant revenue and margin increase.
+1.6%
Increase in conversion.
13.4%
Reduction in page exits.
+£22.5m
Revenue increase.
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Explore more of my work.
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CONTACT
a.mcmanus@outlook.com
07395 269 866