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What Your Payment Page Looks Like and Why you Should Care

Did you know that by creating a payment page with your business’ visual identity, you can improve your customer's experience? In this post, you can check out all of the advantages of investing in a customized environment, in order to generate security and peace of mind for your buyers, and increase your conversion chances.

Imagen de una página de pago de Hotmart y todas sus variables.

Have you ever noticed that a good presentation can create sensations and determine many decisions in our lives? A nicely plated dish, a decorated home that makes us feel cozy, and products from brands that sometimes we don’t even know, but because they have beautifully designed packaging, we feel confident and convinced that it’s a quality product.

The sensations we feel in the physical environment, also occur in the online environment. And that’s why I’m here to tell you about your payment page’s appearance. 

Think about the buying process divided into 4 parts:

Now, imagine that people came to your product’s promotion page and saw photos, a video with you giving explanations about the product, a well-crafted visual identity, and have already broken down several objections.

Then, when they decide to buy, they are directed to the Payment Page in a completely different environment. What will happen? A sudden change in look and feel, a break in the experience. In addition, this can create doubts as to whether the environment is safe for providing payment information, which can result in a purchase being abandoned at the last second. 

Therefore, just like your sales page needs special attention to present your product and attract customers, your payment page also needs your dedication. 

Your Product Page is like a front store window

This is the place where you will attract your potential customers, and tell them why they need to buy your product.

Your Payment Page is like a salesperson

After the potential customer is practically convinced to make the purchase, it gives that extra nudge to close the sale. 

Knowing this, it’s worth making the effort and using techniques to build a payment page that can facilitate your conversions. And with Hotmart’s Payment Page Appearance solution, you have the ability to create high-converting custom pages without having to pay anything extra for it.

But wait! Do you have the feeling that you already know this solution? Don’t worry, everything’s all right! If you already work with Hotmart, you’ve probably heard of the Checkout Builder. And that’s what we are talking about, or rather, its new version, which is now called Payment Page Appearance. 

With a revamped look and a more intuitive interface, the Payment Page Appearance section provides Producers with a new space that allows anyone to create custom payment pages to offer buyers a positive shopping experience. Best of all, you pay nothing to use it.

An Adyen Retail Reimagined survey showed that bad shopping experiences have resulted in a US$ 2.5 trillion annual loss for retailers worldwide. But at the same time, gains from positive experiences amount to US$1 trillion. 

The main advantages of using our solution to change your payment page’s appearance

A high degree of page customization 

It’s possible to build pages according to the verbal and visual identity of your business, without the need for a technical team. Just drag and drop the elements you want to include on your page.

Our mobile version comes first

Have you ever heard of Mobile First? This is a concept applied to web projects where the initial focus of the appearance and browsing is directed to mobile devices. And do you know why we care so much about this? Hotmart studies have already demonstrated that more than 80% of buyers access digital product payment pages via mobile devices. And, to make sure that our Producers never forget to set up this version, we put it first. 

I’ll give you a tip: If you still aren’t using Hotmart Analytics, start using it now! This solution is fully integrated with the Hotmart platform, and you can view reports with the main information about your digital business, including what I told you earlier, about access via mobile devices. In Hotmart Analytics, you can find out where your page visitors are coming from, and even if they’re using Android or iOS devices. 

Create payment pages according to your offers 

You can create as many pages as you want, taking into account each of your digital product strategies, making as many customized offers as you want. Create specific pages with different prices for seasonal dates, such as Easter, Mother’s Day, and Black Friday; or create them according to where your visitors come from. 

For example, if they came via paid traffic, it might be a good idea to create an impactful text that talks about the pain your product solves. But, if you shared the link to your payment page in a live product launch, and all objections have already been broken down, your audience is probably already convinced to buy. In this case, create a page that is more direct and focused on scarcity, so that there are no distractions and people can complete the purchase quickly. 

High-converting templates

To facilitate the creation of your payment pages, we have several ready-made, high-converting templates. In other words, you just have to choose the one that best suits your strategies and adapt it to your business.

All to increase buyer trust

With the Payment Page Appearance solution, you can break down purchase objections by including positive reviews from those who have already purchased the product, guarantee seals, and you can also build a page that has the same identity that you already use on your product page or sales page.

Remember that your payment page is where buyers enter their personal information, documents, and bank details, such as their credit card number. In other words, they need to feel safe! 

That’s why it’s so important to use the same identity as your sales page on your payment page (remember the store window and buyer example), so when you switch from one page to another, you’ll make such a subtle transition that most of the time, a change of environment will be imperceptible. The result? Fewer chances of buyers abandoning the purchase and more chances of conversion!

Approximately 11% of shopping cart abandonments occur because of an unattractive payment page.

Source: Forrester Research

Recover those who are thinking about giving up on the purchase

Has your buyer landed on your payment page, browsed it, was ready to make a purchase, but for some reason, thought of giving up? If you use the Exit Pop-up feature when the person tries to leave the page, they will be notified with a message or offer so you have a chance to reverse this situation and not lose the sale.  

Increase your sales with buyback elements

The Order Bump is another available element that you can include in your payment page. This tool works like a “flash” offer so you can offer a complimentary product at the time of payment. This is that offer of a hamburger where you can upgrade it and get fries for an extra price. It’s the same logic! 

With the Order Bump, you can offer an experience that’s even more complete, increasing the value of your sale directly on the payment page without the buyer having to go through the purchasing flow again.

Rendering speed

Did you know that the speed in which your page loads can determine the success of your sales? With our Payment Page Appearance solution, you don’t have to worry about it, because even if you customize it to include several elements, it will load quickly and appear instantly to your buyers.

And of course, after the buyer completes the purchase and the payment is approved, our payment system automatically sends the information to the Hotmart platform, which releases access to your product within a few seconds. 

Offer payment methods your buyers use the most 

Besides creating an attractive structure for your payment page, it is necessary to pay attention to the basic settings, such as the payment methods you will offer to buyers: credit cards, PIX, PayPal, vouchers, transfers, and others. 

The Hotmart Payment System is a complete solution fully integrated into the platform. With it, you can sell in more than 12 currencies and offer your buyers the most varied payment methods, and even in local payment methods from several countries. 

Remember that each region has the methods it uses the most. Therefore, if you sell outside your country, it’s important to know the main local payment methods used by your buyers in order to make them available on your payment page. 

NOTE: In order to configure the payment methods that will be available on your payment page, you need to go to “Payment Page Settings” in the “Tools” tab. 

Always focus on the buyer’s experience

It’s important to remember that in this post, I have listed a few options of elements to include in your payment page’s appearance, but you don’t necessarily need to include all of them on your page, okay? It will all depend on your strategies and the audience you’re working with. The important thing to always keep in mind is that the page needs to offer people a positive shopping experience. 

Check out the steps on how to customize your payment page’s appearance

  1. Go to your Hotmart account through the following link: https://app-vlc.hotmart.com/login
  2. On the side menu, select Tools 
  3. Click “Payment Page Appearance”
  4. On the next page, select the product 
  5. Select the theme you want to use. You can choose to create a new one or use one of the Hotmart templates
  6. Click “Use this template” 
  7. Configure your payment page with all the desired components 
  8. Click “Publish”

Did you see how there’s no mystery about how to customize your payment page’s appearance? Now that you’ve learned about the main advantages of having a page with your digital business’ look, and the step-by-step instructions for setting it up, it’s time to roll up your sleeves and get started!

Happy sales!