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For all businesses accepting online payments

This section covers three important topics for all businesses accepting payments: how the online payments funnel can increase your conversion, how adding the right payment methods can expand your pool of potential customers, and how to simplify tax compliance so you can focus on growing your business.

How the online payments funnel can increase your conversion

Transactions go through three steps: checkout completion, fraud protection, and network acceptance. Conversion happens when a transaction is successfully completed.

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Through each stage of online payment processing, your pool of potential customers can gradually shrink. If you have a long or complicated checkout process, a fraction of customers will fall off. Then, when you factor in fraud and average transaction acceptance rates, the pool shrinks even more.

Understanding the interaction between these steps is important to optimizing your entire funnel. This is especially true for businesses that have separate teams owning checkout, fraud, and network acceptance, with each one optimizing for their own metrics. For example, if the team working on checkout completion solely focuses on reducing cart abandonment rates, they may ask for less customer information to reduce friction. However, this can result in more fraud since you’re not always capturing details like the full billing address and ZIP code to help validate the transaction.

In this section, we’ll give you an overview of the online payments funnel and share best practices to increase conversion.

The online payments funnel starts with the checkout experience, where customers enter their payment information to purchase goods or services. At this stage, you want to collect enough details to be able to verify that customers are who they say they are, but avoid adding too much friction to the checkout process—which can cause customers to abandon it altogether.

If your checkout form is too complicated, you risk losing sales from the most likely buyers—customers with items in their cart and every intention to make a purchase. In fact, 87% of customers abandon a purchase if the checkout process is too difficult.

To improve your checkout completion rate, the first step is to go through your own checkout process from the customer’s point of view and look for any friction that could lead to drop off. Pay attention to how long the site takes to load, how many fields are in your form, and if your checkout process supports autofill.

The best checkout forms adapt to the customer’s experience. For example, it’s best practice to offer responsive checkout forms that automatically resize to the smaller screen of a mobile device and offer a numerical keypad when customers are prompted to enter their card information. You should also consider supporting mobile payment methods, such as Apple Pay or Google Pay, to bypass manual data entry.

If you choose to expand internationally, your checkout form should cater to each market. Allowing customers to pay in their local currency is a start, but you also need to support local payment methods to provide the most relevant experience. For example, more than half of customers in the Netherlands prefer to pay with iDEAL, a payment method which directly transfers funds from a customer’s bank account to the business.

The card number can also indicate where a customer is located geographically, allowing you to dynamically change the form fields to capture the right information for each country. For example, if your form recognizes a UK card, you should add a field to capture the postcode. If your form recognizes an American credit or debit card, you should change that field to ZIP code.

Stripe Checkout is a drop-in payments page designed to drive conversion. It dynamically surfaces mobile wallets when appropriate and supports 15 languages so customers can use a checkout form that‘s personalized and relevant. Learn more here.

The next step is to evaluate whether a transaction is fraudulent. The majority of illegitimate payments involve fraudsters pretending to be legitimate customers by using stolen cards and card numbers.

For example, if a fraudster makes a purchase on your website using a stolen card number that hasn’t been reported, it’s possible the payment would be processed successfully. Then, when the cardholder discovers the fraudulent use of the card, he or she would question the payment with his or her bank by filing a chargeback. While you have the chance to dispute this chargeback by submitting evidence about whether the payment was valid, card network rules tend to favor the customer in most disputes. If your business loses a dispute, your business would lose the original transaction amount. You, as the business owner, would also have to pay a chargeback fee, the cost associated with the bank reversing the card payment.

While chargebacks are a part of accepting payments online, the best way to manage them is to prevent them from happening in the first place. There are two primary approaches: rules-based logic and machine learning.

Rules-based fraud detection operates on an “If x happens, then do y” logic created and is managed on an ongoing basis by fraud analysts. Examples include blocking all transactions from a certain country, IP address, or above a certain dollar amount. However, because this logic is based on strict rules, it doesn’t recognize hidden patterns nor does it adapt to shifting fraud vectors by analyzing information beyond these defined parameters. As a result, analysts are often playing catch up—manually creating new rules after they detect fraud rather than proactively fighting fraud.

Fraud management based on machine learning, on the other hand, can use transaction data to train algorithms that learn and adapt. Some machine learning models mimic the behavior of human reviewers, while others are trained by millions of data points. These models learn how to discern legitimate transactions from those that are potentially fraudulent. Some of these models can even train themselves, making them more scalable and efficient than rules-based logic.

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For example, let’s say a customer with normal browsing behavior and a suspicious IP address wants to purchase something from your site. Machine learning decides how much weight each of these signals should carry. For example, should the transaction be declined solely based on the IP address? A rules-based system may block all transactions from that location, but a machine learning model should be able to distinguish between good and bad transactions by weighting the location alongside all the other information available to determine the probability that a given payment will result in a chargeback.

Combining these two approaches—rules-based logic and machine learning fraud management—can be a powerful, customizable solution. You are able to leverage the sophistication of machine learning, but also customize the approach and encode logic that is specific to your business. For example, you can set custom rules based on the risk level of a subset of your users and what they are buying.

For more information, read our guide on machine learning for fraud detection.

Stripe Radar is a suite of modern tools for fraud detection and prevention. Its core is powered by adaptive machine learning, with algorithms evaluating every transaction for fraud risk and taking appropriate actions. Radar is included for free as part of Stripe’s integrated pricing. Users can upgrade to Radar for Fraud Teams to set their own rules-based logic, and use other powerful tools for fraud professionals.

The last step in the online payments funnel is card network acceptance: having the issuing bank successfully process and accept the card payment.

When customers make a purchase, a payment request is sent to the issuing bank. Based on a variety of factors, ranging from your customer’s available balance, the formatting of transaction metadata, or even system downtime, the issuing bank will either accept or decline the request. The higher your acceptance rate, the more transactions you‘ve been able to successfully process.

You can help reduce unnecessary declines by collecting additional data or passing through details like CVC, billing address, and ZIP code during checkout. This information gives the issuing bank extra information about the transaction, helping improve the chances of acceptance for legitimate transactions.

Stripe helps automatically improve network acceptance for businesses thanks to direct network integrations and industry partnerships that provide additional data and insights into the reasons for declines. We use this to build machine learning models that identify the best ways to update payment metadata to improve the chances of acceptance. Learn more here.

While cards are the predominant online payment method in the US, 40% of consumers outside the US prefer to use a payment method other than a credit or debit card, including bank transfers and digital wallets (such as Alipay, WeChat Pay, or Apple Pay). You may lose sales simply because you don’t offer the preferred payment methods of a global audience.

To capitalize on a global customer base, you need to offer the payment methods that are most commonly used in the countries in which you operate. There are the five common types of payment methods:

  • Credit cards allow customers to borrow funds from a bank and either pay the balance in full each month or pay the money back with interest. Debit cards make payments by deducting money directly from a customer‘s checking account, rather than using a line of credit.
  • Digital wallets, including Apple Pay and Google Pay, let customers pay for products or services electronically by linking a card or bank account. Digital wallets can also allow customers to store monetary value directly in the app with top-ups.
  • Bank debits and transfers move money directly from a customer’s bank account. Account debits collect your customers’ banking information and pull funds from their accounts (for example, ACH in the US). Credit transfers link to customers’ bank accounts and they push money to you (like wire transfers). There are also payment methods like Giropay in Germany and iDEAL in the Netherlands that operate as a layer on top of banks to facilitate transfers, but look more like digital wallets.
  • Buy now, pay later is a growing category of payment methods that offers customers immediate financing for online payments, typically repaid in fixed installments over time. Examples include Afterpay, Klarna, and Affirm.
  • Cash-based payment methods, from companies like OXXO and Boleto, allow customers to make online purchases without a bank account. Instead of paying for a product or service, customers receive a scannable voucher with a transaction reference number that they can then bring to an ATM, bank, convenience store, or supermarket and make a payment in cash. Once the reference number for the cash payment is matched to the initial purchase, the business gets paid and can ship the product.

Stripe lets you support dozens of payment methods with a single integration. Learn more.

FAQ

Can you pay a Flow internet bill OnLine?

With online banking options like direct debit and recurring payments through your own bank, you can pay your bill from the comfort of your home.

How do I access my Flow bill OnLine?

Once on the Billing and Organization Settings page, click “Manage Subscription”. From the Manage Subscriptions page click on “View Billing History” to see a list of your invoices. Your invoice history will be organized with the most recent at the top. Hit download to view your selected invoice.

How to check Flow balance?

How do I check my balance? You can easily check your balance on the MyFlow App (Available for Android and iOS) or dial *129*6# and select “balance enquiry”. You may also check your text and minutes balance by dial *120#. To check your data balance dial *146*0#.

How do I pay my flow Bill?

No registration is required,and there’s no need to log in. Simply have your account number ready and pay with your credit card. If you prefer to visit a location to pay your bill, we’ve got you. You can pay with cash or your preferred credit card at any of our external payment agencies, stores, or kiosks. Click to find a Flow store near you.

Where can I pay my flow business account?

You can pay with cash or your preferred credit card at any of our external payment agencies, stores, or kiosks. Click to find a Flow store near you. Learn more Try a quick, convenient, and safe way to pay your business account

Do I want to receive my flow bill online via my account?

This will be used to email you your password and as your login username upon registration. Yes I want to receive my Flow Bill online via My Account. I understand that I will no longer receive a printed bill via post. By clicking Register, you agree to our Terms and that you have read our Data Policy, including our Cookie Use.

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