A Case From Russia: As A Team Payment System InPlat Introduced A New Payment Interface

Founder and CEO of the payment system InPlat Anton mardzvincau talked about the pros of a joint platform for mobile and banking payments and shared the process of creating and testing new functionality in the company. Payment online account number is available to almost everyone the way that in many respects the Bank card. From the point of view of user identification by phone number it has no analogues.

But this method has one feature that few stores in the balance of the phone a large amount. In average, mobile operators spend 300-350 rubles a month. The average check is small, limiting the ability to use the phone as a universal means of payment to a small donation or purchase of different things in social networks and online games. According to our statistics, 94% of failed transactions when you pay with your phone due to lack of funds on the balance sheet.

If the person found that the money on mobile is very small, only at the time of purchase, the likelihood of completion approaches zero. To recharge or need to go to the terminal and Deposit the account with cash or put money on account via online banking, which involves some effort. We analyzed mobile payments over the past year and found. The average check is 170 rubles.

Compared with Internet stores, where pay cards and the average check is 3000 rubles, a very small amount. In addition, buyers in the majority of cases, there is no opportunity to pay something in the online store from your phone only using your Bank card through the terminal or in cash to the courier. According to analysts our widget, more than half of users makes payment for the card with mobile devices, and one – third via mobile Internet. All those buyers who are unable to pay for the purchase with the phone because of lack of funds, could complete the payment with credit card.

So we decided that we needed to link two payment methods together and use a phone number as an opportunity to pay by credit card. This will reduce the number of user actions within a single interface and will increase the average bill by payment card. We have aimed to create a payment form, which can remember a user and the client would not have to enter card details every time while making an online purchase. Thus the number of steps for the payment will be reduced to one click.

Within the mcommerce we are cooperating with all Russian mobile operators (Tele2, Beeline, MTS, Yota, MegaFon), but for the operation of the service requires operator assistance and additional agreement to the contract, which takes some time. So we started to implement a pilot project only with MegaFon and other operators are now in the process of negotiation. By the start of work on the project we had previously worked payment form, including mobile version, so it was decided to use her design and capabilities, taking into account the adaptation under the brand of “MegaFon”. During the study of the design and functionality of the forms of payment we analyzed hundreds of existing forms, including examples of foreign companies.

One of the first questions that arose during the development phase of the design was the display format of the form. Should it be minimalist or classic – as a real Bank card. We did two different designs and conducted A/b testing on 20 thousand payments. For both forms, we made a script that helps to enter the data faster.

The script detects the card data, expiration date and verifies their correctness, splits the card number on the group to improve the perception, automatically moves the input cursor to the next field allows you to enter an owner name in any language without switching the input language. When adapting to mobile phones form always fit on the screen and stores the entire set of the above-described functions. After testing under other equal conditions, the conversion in both cases was the same, but after analyzing user behavior on the form it turned out that the minimalist option, the average speed of data entry was 42-45 seconds, while the classical form was 53-56 seconds. In the end, it was decided to use a minimalistic version.

The result was the following script: When you return to the form of payment you can pay in one click with card or add new one.

We tested the service with several partners to determine the viability of the solution. The measurements were performed several times on different days at the same time of the day to avoid statistical fluctuations. Two months we ran the service for a week, in the same period. For all time of tests was conducted about 4.5 million payments. After comparing conversions in the moments of tests with similar periods before and after them revealed a decrease in the total number of failed payments on 14-17%.

Security payments, among other measures (3D Secure, PCI DSS certification, rule development and testing of functional and other) we have developed our own system of fraud monitoring, which includes various rules.

The main parameters to determine fraudulent activities. Geolocation of the user, the country of Bank card Issuer, number and amount of payments over a specified period of time, and frequency of payments. The system adapts to the behavior and data of the user and establish appropriate limits. If the map or phone number has previously been seen several times in excess of the established limits or violating other rules, then the payment for this card in conjunction with a phone number will be allowed only with the full input and 3DS.

Part of the monitoring system is a user identification system. It is located on a secure server of the Bank in compliance with all requirements of the law on personal data processing. We communicate with the system using the phone number on which she with the participation of the operator receives the passport data of the subscriber and checks them against databases of the Ministry of internal Affairs, FMS and others. In that case, if it is suspected that clients transaction is rejected.

Our main idea is to let the user pay goods and services card tied to the account phone. And tying the map one time, the user will be able to use it for payment in a single click without entering unnecessary data. An added bonus of using the system InPlat for legal entities will be able to get a large amount of data for statistics about the user and its solvency, and ultimately get a chance based on this data to develop new services. Now the service works for all payment of MegaFon, the third of which is connected to the card. Today we were able to bring 20% of failed payments to the finals.

We continue to work to transform the service into a universal payment instrument. Develop a personal user account where he can view the history of payments, manage saved cards, create templates. We are also working on a mechanism to pre-authorize so the user remains in your account on any site where there is our form of payment and can use all the features.

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