This article is based on research from the Baymard Institute. In particular, it is based on recent quantitative research, from which many of the figures quoted are taken.

THE DESIRE FOR CHOICE

Users like to have choices. 7% of them say they abandon a payment process that does not offer enough options. Most likely not the one they would have liked to use.

With this in mind, it may seem desirable to offer as many payment methods as possible: credit card, bank transfer, Paypal, Google or Apple pay, etc.

The impact of these third-party payment methods is multiple. For example, to the 7% of users who might abandon their journey if they are not proposed, we can add a part of the 4% who might opt for these methods after their card payment has been refused.

The notoriety of these brands reassures users. Offering these options will inspire more trust on the platform.

In addition to internationally known third-party payment methods, country-specific payment methods should also be included. Users expect to find them as well.

THE PARADOX OF CHOICE

While it is desirable to have such a wide choice, it brings an increased risk of complexity in the payment process, as well as paralysis of choice. For users who don't know or understand all the options, asking them to make an active choice will add significant friction to the checkout journey, which can lead to abandonment.

18% of users surveyed abandon the checkout process when they find it "too long/complicated."

These observations resemble a double paradox:

  • Users want choice but simplicity.
  • Familiarity reassures them because they may not know all the payment options, but they still need to be offered so as not to reduce choice.

The most common compromise solution combines progressive disclosure design and pre-selection.

The progressive disclosure design relies on conditionality by showing only what is selected, when it is selected (form fields, buttons, and descriptions). All content of unselected methods is hidden.

Although reduced, access to other methods should remain visible and close, so that you can quickly switch to another selection. This will have the effect of reducing the previously displayed content while expanding the content of the new payment method.

Preselection is the process of choosing a default payment method to reduce choice paralysis. It provides a clear path for users who may be slightly unsure, while keeping the other payment methods clear for users who know what alternative they are looking for.

It is possible to pre-select the user's preferred payment method based on cookies or account preferences.

Nevertheless, 24% of users abandon the payment process if a site forces them to create an account. Even for the least reluctant users, pre-selecting their preferred payment method requires that they have already made a payment on the platform.

Credit card seems to be the most used and familiar option. Therefore, its preselection is currently the most common default choice. The most popular and least risky.

SIMPLICITY VS. INNOVATION

But this has a counterpart: it does not encourage innovation and evolution of uses. By proposing a safe default, it diverts attention from alternative methods, which will therefore be less used, or even seen.

New uses will emerge more slowly, through the most curious users.

By constantly testing and observing, we will be able to detect these new uses by analyzing user data. Because data is extremely valuable, almost vital, allowing us to evolve our products and offers, simplify user paths and ultimately improve customer sales, all thanks to a more efficient payment path.