56% of online shoppers expect a variety of payment options once they reach checkout. With most retailers now offering financing services and split payments, it’s become significantly easier for shoppers to reach checkout. To remove any remaining barriers to purchase, tailor the payment experience by targeting shoppers who are in different stages of their buying journey and showing the payment options most relevant to them.
While supporting various payment methods can serve as a hygiene factor for most online stores, there are also real implications to dynamically showing or hiding certain payment methods based on the specific actions your prospective shoppers take on your site.
An example: Two shoppers at an electronics store are looking for two items that are polar opposites in terms of price point.
- The first shopper is looking for a new 50-inch television priced at $1,000
- The second shopper is interested in a pack of batteries priced at $2.50
While the second shopper’s transaction can be done rather quickly, the first shopper will likely need more convincing before they are ready to purchase. Offering different payment options can actually ease the barrier to purchase for both of these customers.
For example, for high-ticket televisions, payment financing options can be prominently displayed with additional content to help consumers spread out the payments on a big purchase. Likewise, for the batteries, highlighting a simple “add to cart with one click” option and content about how fast checkout is can help shoppers make a quick impulse addition.
To start personalizing your payment options experience, you can narrow down your audience based on factors such as purchase affinity, brand affinity or viewing history (ex: focusing on unconverted shoppers with an affinity for 50-inch televisions). You can then refine this audience and fine-tune the messaging around payment to remove the holdouts to purchase.
Using Klarna’s ‘Pay in 4’ installment to create heightened shopping experiences
By singling out the shoppers who show very specific affinities for a certain product or hold a certain amount of order value in their cart, you’re able to focus on the shoppers who have the most potential to purchase. For example, Klarna’s ‘Pay in 4’ installment allows shoppers to split their payments into 4 parts. This capability would apply to shoppers who:
- Hold 2x AOV in their cart
- Visit the Cart page 3 or more times
- Click on Klarna’s ‘learn more’ tab on the PDP
You can then leverage this behavior to offer heightened experiences on multiple pages of your site that drive the shopper closer to checkout. You can display personalized content such as:
- ‘Buy Now, Pay Later’ headers and footers
- A homepage hero banner displaying the brand name alongside Klarna that implies the option to finance
- A block on Category/collections pages promoting the Pay in 4 installment to shoppers who display the behavior mentioned above
- A ‘Buy Now, Pay Later’ pop-up that appears to shoppers who have 2x AOV in their cart and are about to exit the site
- A ‘Buy Now, Pay Later’ pop-up that appears to site visitors, prompting them them to add their email to unlock Klarna’s ‘Buy Now, Pay Later’ capabilities.
How to narrow your site audience to create your content campaign (in 5 simple steps)
- Using Segmentations & Insights, we can narrow down this audience by creating a segment called Unconverted Television Shoppers – 50inch affinity. We achieve this by including clients with a high affinity towards the 50-inch televisions in question. This affinity can come from actions such as viewing specific products, viewing category pages and the number of times visiting a section of your site.You can further refine this audience by excluding the clients who have already bought from this category. In a real-life use case, you might want to add other categories to the mix or create a master category for all categories containing products priced above the average threshold.
2.Using the Placements concept within Nosto, we can then create a dedicated container that adds a banner at the end of the product description section where we can inject our campaign.
3. After the placement has been configured, we can create a simple campaign that shows a banner to users that exclusively belong to our segment. This can be achieved by using Onsite Content Personalization to tailor unique content-based campaigns that can be dynamically injected to the online store based on the targeting rules and placement configurations created.
4. By using the Asset Manager, you can then tie an image to the campaign and further refine the styling if needed.
5.After hooking up both the Segment, the Placement and the Onsite Content Campaign, the banner will be shown exclusively to shoppers that are part of our targeting rules. More rigorous rules to narrow down the campaign to only trigger on certain product ranges (for example the category for 50-inch televisions) can also be achieved using Template Variables.
The end result: a fully dynamic banner that is only shown to unconverted prospects with an affinity towards 50 inch televisions.
With this part of our strategy successfully deployed, we can continue creating new Segments of users and new Campaigns using the same Placement to further change the dynamic content based on different lifecycle stages, different affinities towards product range or even post-purchase. To supplement this, you can also bake in a segment of shoppers who meet Klarna’s Pay in 4 behavioral criteria (as mentioned earlier).
Note: These strategies are also perfectly doable even if you don’t use Klarna as a payment provider; however, they have our proud stamp of approval. 😎
If you’re interested in a more in-depth walk through of how you can use content personalization to tailor payment methods onsite, we’re always one quick message away. Simply hit the pink chat button at the bottom of this page to chat with our team!