How Credit Card Forms Affect Conversion Rates

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Xsolla offers a streamlined, secure method of accepting payments for online and mobile games. It’s no surprise many companies and gaming experts would recommend Xsolla, as we pay close attention to the steps customers take to make a payment, even down to the forms they fill out in the process. Based on our expertise, we can recommend a few tips about credit card forms that we have proven to increase conversion rates.

Reduce Fill-in Fields

Payment systems facilitate one objective, which is to quickly and securely help gamers exchange their money with a desired in-game currency, item, or other IAP. It’s extremely important, then, to have an easy to use and simple form for users to fill out. Because these fields will be required when exchanging money for goods, they are at least once, inevitable. Xsolla has found that making forms as short as possible and as user friendly as possible means guiding players on a series of shorter screens. In place of large forms and many pages to scroll through and fill in, reduce the information required per window. Keep the pages themselves shorter, even if more numerous. Users may get overwhelmed if the forms are all in one overwhelming sheet of information and fill-in fields.

“Instead of having to prompt the user to complete one large form, it is much more effective to split the payment into several steps. In doing so, you will guide the client through the steps of payment, reassuring them as they get nearer to closing their payment deal,” says Xsolla’s interface designer, Denis Nistratov.

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Simplify the Fill-in Process

Xsolla analyst Valentin Kel suggests developers should choose to suggest an option when filling out these forms: put a button to auto-fill as much data as possible to facilitate quick field filling.

“Make it so that users do not have to think long while they are making purchases. The longer the form of payment stretches out while the user wants to buy something, the more you risk losing the sale. Make the buying process easy and enjoyable, but do not force the buyer to fill out endless forms. The well-known saying, “keep it simple and people will come to you” is appropriate in this circumstance 100% ” says Valentin.

Given the characteristics of digital goods and computer game content, you need to ensure that the payment process was as quick as possible, so that the player was not distracted from their gameplay. This can create a bit of a push and pull between the minimization of the number of fields for the form of payment, and the not overdoing the amount of fields so the player is taken out of gameplay.

Don’t try to Eliminate Fields

Forms will widely vary based on regional requirements and by country to country. Each area may have its own specific required information that needs to be provided when making online and in-game purchases. Bear this in mind when creating payment platform profiles. Vladimir Karnishin, Head of Risk Management and Acquiring, describes these regional differences:

“In the U.S., banks require a zip code for confirmation. Americans are used needing to input it everywhere from gas stations to online payments. In the CIS, a required parameter is the name on the card. In Brazil, it includes an extensive set of fields including a CPF (like a social security number) and sometimes a date of birth. Determine the best fields for the payment form for each region, which will not be an easy task. ” says Vladimir Karnishin.

Certify Security

The presence of additional steps in the purchase process indicates to users that you take security seriously. Do not cut back on the protection of any player’s transaction. It is not only risky in regards to financial risk, but also may put off potential, wary customers who won’t trust your payment system. Well-known payments logos, such as VISA or other trusted companies, will greatly enhance your credibility with online and gaming payments.

“Theoretically, you can authorize a payment without a card’s CVV/CVS code. This is done for example for a recurring payment schedule which requires no user interaction. Requesting this security code is often necessary for protection and reassures the customer that their information is protected. Many users are too afraid to authorize payments on a site where only the card number is needed. Players’ trust in a company or payment system will only grow if authentication is used, such as 3D Secure ,” explains Vladimir Karnishin.

Keep it Short and Sweet

In conclusion, here is a piece of advice for developers wonder what to display after a successful transaction in-game: a simple confirmation.

“After completing a successful sale, the payment status on the displayed page should not show anything extra. Show what that the user truly only wants to see: that their transfer was safely complete, and they can continue with their gameplay, knowing they’ve successfully gotten their in-app purchase.” explains Denis Nistratov.

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