Musicians Friend Credit Card – If users can’t pay you, they can’t buy anything from you, so it’s obviously a good idea to accept multiple payment methods so that every user can send money the way they want.
In fact, most sites offer third-party payment options, and 89% of our comparison sites offer at least one credit card payment alternative.
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In addition, our 2021 quantitative study on the reasons for cart abandonment showed that 7% of users abandoned a checkout in the last three months because the website did not offer the payment option they wanted.
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However, during several rounds of payment testing, we noticed that presenting multiple payment options without carefully designing the payment method selection interface could complicate the payment process and lead to selection paralysis.
Additionally, users who misunderstand the third-party payment process can lead to premature cancellations and unintended order cancellations.
In this article, we look at some of the research findings from large-scale usability tests that reveal how payment options are structured and explain third-party payment processes, and explain why and what third-party payment methods are needed:
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During testing, users were intimidated, paralyzed by their options, and significantly slowed down by payment interfaces overloaded with different payment options.
It was clear that the way different payment methods are presented to consumers has a big impact on how easy it is for the majority of people who want to proceed anyway to pay with a credit card.
In fact, having “credit card” as the default payment method is particularly important because many users are unfamiliar with third-party options.
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The optimal solution requires a progressive publishing design, where users only see the description, fields and buttons of the selected payment method, and all the content of non-selected payment methods is collapsed.
For users who do not know or fully understand third-party options, the process of choosing a payment method creates significant friction and requires active choice. for example, to actively search for and select a credit card option.
In our testing, we’ve consistently observed that the default choice that works for the majority is a clear “safe choice” that the site recommends to users, so they spend significantly less time and energy on alternative methods.
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In addition to the most popular choice by default, the interface must take into account that each payment method has different fields, descriptions and even related processes, which are only relevant for users who have chosen that payment option.
For example, the use of third-party payment options that redirect users to a third-party website requires a clear description of the third-party traffic and the name of a custom parent button, see also.
In testing on both desktop and mobile sites, they noticed that certain payment selection patterns performed much better than others.
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On the one-column radio button interface used by AllPosters, most users paid a disproportionate amount of attention (shown here with data from the eye-tracking graph), focusing on 4 alternative payment methods, even though they had already entered their credit card details. and despite the fact that none of them chose any of the alternative methods. Note that the default selection interface for a single column radio button often displays the other options as separate selections.
ASOS’ payment interface, which mixed credit cards and third-party payment methods in a long line, caused problems for many users, with some ignoring the option entirely.
“At first it was a click, something… I was very surprised that later PayPal was no longer the payment method. Usually when I use PayPal, the site asks me to choose a payment method.
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, this user explained because he thought PayPal wasn’t available on Wayfair. This is because alternative payment methods, including PayPal, were completely hidden in the drop-down menu, which defaulted to “Credit Card”.
Some design patterns caused unnecessary delay and difficulty for users. For example, it’s almost impossible to ensure the proximity of radio buttons by offering a default selection that expands to display most of the embedded content.
In the case of a vertical, tabbed design, all payment methods and their associated labels are stacked vertically in the small column on the left, while the main middle column contains content expanded based on the selected option.
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If the plan is horizontal with tabs, each payment method will have a single horizontal line above the expanded content of the selected option.
In desktop testing, the best performing payment method interfaces were tabbed designs, either horizontally or vertically.
Desktop testing strongly confirmed that the tabbed design worked well and caused almost no friction for unsuspecting users who just wanted to proceed with the default credit card method.
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Most importantly, however, users who want to pay with an alternative payment method will have no problem finding their preferred payment method.
Note, however, that while both vertical and horizontal tab designs can work well, vertical tab designs have many options (eg 6 or more) and the horizontal method is less suitable for many payment methods .
Finally, if only one payment method is available for some users (e.g. in some countries), the entire selection interface should be dynamically removed, as these users will no longer be able to choose.
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In contrast to the desktop experience, when testing the mobile sites, it was observed that some of the payment selectors worked well and none of the users experienced any usability issues.
If you only have a third-party payment option, simple radio buttons positioned vertically (eg Neiman Marcus, first image) or horizontally (eg Target, second image) worked well as payment method selectors in mobile testing. Note that in both cases, credit card payment was the default method that worked for most users.
Williams-Sonoma offers selector buttons with the logo as payment selectors. Credit card payment is the obvious default, but third-party payment methods are easy to find and choose from.
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NewEgg’s vertical radio button design also worked well in testing. Notice how the main button changed from “Place Order” (first image) to “Pay with PayPal” (second image) when the user selected their preferred payment method.
In fact, all of the mobile payment selectors above allowed test users to quickly see what payment methods are available and choose the most suitable one.
Notice how all payment options are displayed in one viewport, and the design makes it clear that users only need to select one.
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In fact, viewport restrictions that limit the design of payment selectors on mobile devices can benefit users. Choosing payment methods dominates the preview area, unlike on desktop where many elements on the page compete for attention.
However, during mobile testing, explanations of third-party payment processes were mostly absent, making it difficult for users to know in advance what would happen if they chose a third-party option.
“I see there is a PayPal vault. I don’t know, I think that would direct me to paypal until I can look again.
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Due to the uncertainty of how PayPal payment works without any explanation, the user of the German Cyberport website was reluctant to use this payment option.
“Um.” It says “not available”. I just don’t know. “Number”, “Name”. I’ll try to click on that to see if I can sign it somehow.
During testing, we found that some users with third-party accounts already thought about and expected third-party payment processes to work, while others did not.
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So even if users are experienced with third-party billing, they can still encounter new traffic.
In fact, in testing, 19% of users using third-party payments misunderstood what happens next when they decide to use a third-party payment method.
“I should go to PayPal right away. When I click Next, I’m redirected to the PayPal page. The explanation of third-party traffic on the German Zalando website was enough to make sure the user knows what happens if he chooses this option.
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Much of the problem stems from the fact that third-party payment integrations often involve two different processes.
The difference in performance between third-party billing processes can be confusing or intimidating to users if the process is not explained.
Although testing did not show that one process performed better than another, it was clear that all third-party payment processes needed to be described.
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Average users of third-party payments who expect some traffic but show up with different traffic may wonder why it’s different, for example if users expect to be sent to a third-party site but instead are sent according to the site’s own billing . river.
Conversely, users unfamiliar with third-party payment processes may feel uncomfortable when a site sends them to a third-party payment site to log in.
Therefore, based on what users expect and the variety that streaming sites choose, a brief explanation of the future of streaming is needed.
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