Document On Ready | Digital marketing agency in HK

Getting paid online - the gateway do affect your conversion rate

Posted by Joe Tsui on Aug 14, 2020 8:07:03 AM

In view of the marketing team, the payment gateway is straightforward and easy. Channels bring customers in, they pay, simple as that, I had made numerous purchases already, right?

中文版在英文版文章後

But payment gateway matters as they is part of the funnel. A bad payment gateway flow may confuse customers during checkout, so the drop off rate might be high. Common payment gateway in Hong Kong, like PayDollar/AsiaPay, Stripe, PayPal, their payment flow and UI are fair, but their flow are a little bit different:

 

Some common gateways

PayDollar/AsiaPay are actually the same company, they accept Visa, Master, Alipay, Wechat Pay payments. They use “redirection”, the browser will be send to paydollar site, and customer will input their credit card number on their website. After the transaction is finished, the customer can be sent back to your website. But this redirection is not guaranteed. PayDollar have office in HK and can provide some degree of customer service.

 

Stripe, in contrast, does not have a CS team in Hong Kong. The checkout flow does not involve redirection, customers will stay on your website with a popup to enter their credit card information. Customers will stay within your site throughout the transaction. Stripe also provides an easier setup for subscription based transactions, which a certain amount will be charged against the customers.

 

Paypal is similar to PayDollar, their flow involves redirection. They also provide more complex transactions that can use other checkout flows and subscriptions payments. Paypal’ transaction fees are probably highest.

 

Hong Kong specific

There are other Hong Kong only payment methods available, mostly suitable for small middle business: Payme and FPS.

 

Payme is founded by HSBC and started with C2C transactions. They had started with business accounts that aim to provide digital transaction services for offline business. So they do not yet to provide any support to online merchants. Websites that want to provide Payme as a valid payment method need to manually confirm the payment via the business Payme APP.

 

FPS (fast payment system) is founded by HKMA and aims to provide an inter Hong Kong payment system. FPS is similar to Payme but almost all customers having a online banking account can use FPS. FPS also provides a QR code for customers to scan. But scanning the QRcode on mobile screens means customers might need a screenshot taken, which is not the smoothest way of payment. But FPS transaction fees are zero or very low, which may be more favourable to small business.

 

These are the most common gateways in Hong Kong, effective 2020-Aug.

In theory you can accept all gateways above, but if they overlaps, there is no need to confuse customers with too much options.

They also have slightly different transaction fees, which may made a big difference if the profit margin is small.

 

p.s. for operation team

Sometimes ops team found they are in a bad situation, during the eshop buildup, they did not realise warehouse had that much more work to do. Similar cases when handling payment gateways.

Some gateways above are not fully automated, manual order confirmation is needed (PayMe, FPS). But even if they are automated, provided an API, they still involve some problematic transactions sometimes, on average around once every 100 transactions. So take that in mind as well. Payments are easy, but not that easy.

 

 

從營銷團隊的角度來看,付款方案 (payment gateway) 都非常簡單。 用 marketing channels 吸引客戶,客戶下單付錢。如此簡單,我已經是網上購物的常客了,不是嗎?

 

但其實 payment gateway 很重要,因為它們是 funnel 的一部分。 不流暢的 gateway 可能會在結帳期間使客戶感到困惑,流失率就會上升,直接影響 CTR,ROI。 

 

一些常見的網關


香港常見的 gateway,如PayDollar / AsiaPay,Stripe,PayPal,它們的支付流程和UI都是流暢的,但是它們的細節上有些不同:


PayDollar/AsiaPay 實際上是同一家公司,它們接受Visa,Master,Alipay,Wechat Pay付款。 他們使用“重定向”,瀏覽器將被轉送到Paydollar網站,客戶將在其網站上輸入信用卡號。 交易完成後,可以將客戶送回您的網站的 thank you page。 PayDollar在香港設有辦事處,可以提供一定程度的客戶服務。



Stripe 在香港沒有CS團隊,是一間美國公司。 結帳流程不涉及重定向,客戶將停留在您的網站上,並彈出一個窗口以輸入其信用卡資料。 客戶在整個交易過程中都維持在您的網站內。 Stripe 還為基於月費的交易提供了更簡單的設置。

Paypal與PayDollar相似,它們的流程涉及重定向 / 跳轉。他們還提供其他結帳流程和訂閱付款的,更複雜的交易。 Paypal的交易費用可能全部 gateway 中最高。

 

香港専用

還有其他僅香港專用的付款方式,特別適用於中小型企業:Payme和FPS。

Payme由匯豐銀行創立,一開始進行C2C為主的交易。他們由旨在為離線 offline 業務提供金錢交易的企業開始。因此,他們尚未為 online 商家提供任何支持。如想使用 Payme ,網站需要通過商業Payme APP手動確認付款。

FPS(快速支付系統)由金管局創立,旨在提供一種香港銀行之間的支付系統。 FPS與Payme相似,但是幾乎所有擁有網上銀行帳戶的用戶都可以使用FPS。 FPS還提供QR碼供客戶作掃描付款。但是在移動屏幕上掃描QRcode,意味著客戶可能需要拍攝屏幕快照,這不是最流暢的付款方式。但是FPS交易費用為零,或非常低,這可能對小型企業更有利。

以上就是香港最常見的 gateway,更新至 2020年 8月

從理論上講,您可以接受上面的所有gateway,但是如果它們功能上有重疊,則無需提供太多相同的選擇,令客戶困惑。

它們的交易費用也略有不同,如果利潤率很小,這就需要特別留意。

 

p.s. 運營的部分

在eshop建立期間,運維團隊有時沒有意識到倉庫中其實多了很多工作要做,而他們沒有足夠的認知。處理 payment gateway是其中一個情況。

上述某些網關並非完全自動化,需要手動確認訂單(PayMe,FPS)。 但是,即使它們是全自動化的(提供了API),它們有時仍會涉及一些有問題的交易,平均每100筆交易大約一次。這些都是需要手動再檢查,再確認的。

 

Topics: e-commerce, digital-marketing

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