Tracking Ecommerce Conversion Rates

Back in 2015, I made a mistake that many founders still make today: I thought payments were just a commodity. Connect a provider, then forget about it, right? Wrong. After building Rappi and now Yuno, I learned that the payments landscape has evolved dramatically. → Multiple payment processors needed per country → New payment methods launching every month → Complex approval rate optimization → Fraud management → Local regulations in each market As a result, we see: → Companies losing money due to suboptimal payment setups → Opportunities missed because of limited payment options → Resources wasted on complex integrations A recent example: One of our merchants accepted an alternative payment method with a 40% conversion. "That's normal," they said. Their provider told them so. We ran an A/B test with a different provider. The result: 70% conversion. That's the difference a payment orchestrator/partner can make - we: - Ask the right questions - Run the right tests - Optimize what others assume is "normal" Payment infrastructure can be either your biggest limitation or your strongest competitive advantage. The choice is yours.

What if I told you that your payment system is quietly leaking millions of dollars every year — and you don’t even see it? Let’s learn a case study by Tranzzo. Most conversations around payment orchestration focus on connectivity, compliance, and coverage. But the real threat to revenue often hides in plain sight: your routing logic. Revenue leakage from poor routing rarely shows up as a red flag. Merchants don’t usually “see” the missed approvals — they only notice slightly lower revenue, unexpected churn, or strange fluctuations in conversion metrics. Each misrouted transaction quietly erodes unit economics, and the damage only becomes obvious when it’s already significant. 👉 From my experience, key sources of hidden loss include: 🔹 Grey zone transactions - delayed approvals that temporarily block cash flow and reduce operational predictability. 🔹 Overpaid transaction fees - static routing often sends payments through suboptimal PSPs, unnecessarily increasing costs. 🔹 Data loss for fraud and risk models - limited routing insights reduce the predictive accuracy of anti-fraud algorithms. 🔹 Short-term channel optimization - focusing solely on the cheapest PSP or corridor can negatively impact customer lifetime value (LTV), especially in cross-border payments. Industry data confirms the impact - approval rate gaps between optimal vs. suboptimal routing can range from 5% to 12%, depending on vertical and geography. For large merchants, that difference translates directly into millions of dollars annually. I have had a conversation about this topic with the team at Tranzzo, who’ve spent years refining adaptive smart routing for merchants across Europe, America, and MENA. Their approach to dynamic orchestration — routing decisions made in real time, based on live data: 🔹 PSP uptime and latency 🔹 Geo-specific approval trends 🔹 Currency conversion efficiency 🔹 Even time-of-day performance patterns In practice, this means the system continuously learns and adapts. Every payment is routed along the optimal path to maximize approval rates while minimizing costs. The benefits extend beyond cost efficiency — merchants gain faster settlement cycles, improved cash flow predictability, and stronger customer trust. 👉 The key takeaway In a fragmented global payments ecosystem, relying on a single acquirer or static routing logic is no longer viable. The real competitive edge lies in the ability to adapt transactions dynamically, at scale, and in real-time. The question I keep returning to is: how many merchants are silently leaking revenue today — and how many will take the strategic leap to treat routing as a core part of their growth playbook? #fintech #payments #paymentorchestration

70% of business owners find it hard to boost their conversion rate beyond a certain number. Most have tried: - improving their copy - improving their product images - different offers and FOMO strategies Yet they struggle to move the conversion needle. That's when I suggest looking at something more fundamental. The information hierarchy. It's the order in which you arrange content. The most important, relevant information/sections being shown first. Ignoring information hierarchy can make your users feel confused, uninformed, or even miss crucial steps. Ultimately making them bounce or not convert. In this example, using daily objects product page, I've implemented changes that can increase the conversion rate by improving the information hierarchy. Below are the 6 changes I recommend a/b testing - 1. Adding an announcement bar highlighting a sale, an offer you're running, or your free shipping threshold. 2. Moving the product name, reviews, and price above the image. This way, the space b/w the image and add-to-cart is reduced. Making it appear closer than it is. 3. Adding image thumbnails. This is critical if your images contain information like product features. 4. Showing product benefits before the add-to-cart CTA in an easy-to-consume format (like bullet points). 5. Optimizing the area around the add-to-cart by highlighting the shipping and return policies. 6. Highlighting offers close to add-to-cart as that's when the user is considering taking an action. Other changes I made: 1. Adding the logo bar with hamburger, search, and cart icon. This is important to maintain if you're driving ad traffic directly to product pages. 2. Adding the in-line / within-the-page add to cart. I'm seeing more brands removing the within-the-page add to cart CTA and replacing it with a sticky one. Make sure you a/b test this before implementing. 3. In the options section, adding an action verb like 'Choose' or 'Select' next to 'Color', 'Size'. This prompts the user to take an action. Found this useful? Let me know in the comments! P.S. The best way to identify gaps in your information hierarchy is by using heatmaps and scroll-maps tools like Microsoft Clarity. It's free to use and can help you back your hypothesis with actual user insights. #conversionrateoptimization #uxdesign

Why Some of the Best-Converting Checkouts Don’t Look Like Checkouts We’ve spent the last decade obsessing over “optimising the checkout page”, tweaking button colours, shuffling fields, shaving milliseconds off load time. Yet the highest-converting commerce flows I see today have no stand-alone page at all. They dissolve the hand-off between browsing and paying until shoppers hardly notice a boundary. Why is that working? – Speed sets the floor. Internal tests at several large merchants echo a recent Mastercard study: every extra 100 ms in payment latency drags conversion down by roughly 1 percent. If the entire journey fits inside the product page or app screen, you scrap the redirect and gain those precious milliseconds. – Stored credentials do the heavy lifting. Network tokens keep card data fresh, PAR keeps it linked, and orchestration decides in real-time which acquirer is most likely to approve. The result: fewer declines, fewer “update your card” pop-ups, higher lifetime value. – Context drives trust. A Deloitte survey found 7 in 10 consumers are more comfortable paying where they already are, a ride-hail app, a food-delivery chat, a social feed, than in a generic web form. When the payment choice is rendered in the same UI language as the rest of the experience, drop-off falls sharply. – Local options appear only when relevant. The best flows don’t show a wall of logos. They detect device location, BIN, and order value, then surface iDEAL in The Netherlands, Pix in Brazil, or ACH in the U.S., all without adding clicks. – Invisible risk controls stay invisible. Device intelligence, behavioural signals, and 3-DS exemptions fire in the background. According to Riskified, merchants that pre-screen for fraud before checkout save up to 14 seconds per order without raising chargebacks. – Failover is automatic. If a wallet token soft-declines, the platform retries with a fallback credential or routes to a secondary processor. Customers never see the rescue act; they just see “Payment successful”. Put simply, modern checkout is less a page and more an intent-to-cash layer woven throughout the journey. It’s why brands like Uber, Amazon, and Alipay convert north of 90 percent on mobile while traditional web carts still leak 60 percent at the final step. So, where do we go from here? I see three priorities for enterprise merchants in 2025: 1. Embed the pay button wherever intent happens, not just at the end. 2. Own your tokens and routing logic; don’t lock them inside one PSP, like with IXOPAY. 3. Measure friction in sub-second increments, because customers already do. What’s your take? Are we ready to retire the standalone checkout page, or will it always have a place? Let me know in the comments. P.S. For more in-depth Payments Strategy check out my newsletter https://lnkd.in/e6eXZrF9

It’s 2025. If your website or mobile app still doesn’t support digital wallets, you’re quietly killing your own conversion rates. Why? Because the way people pay has fundamentally shifted. Digital wallets are the norm. Apple Pay, Google Pay, PayPal, these aren’t “nice extras” anymore, they’re the default payment method for a huge percentage of consumers. People are used to tapping their phone or clicking once and being done. Checkout friction = lost sales. Every extra step at checkout bleeds conversion. Making someone reach for their card, type 16 digits, expiry, CVV, billing address… it’s just too much. The moment of purchase is fragile, and too many businesses still make it harder than it needs to be. Your competition is already doing it. If another brand offers one-tap checkout and you don’t, you’ve basically invited your customer to go shop with them instead. The irony is that enabling wallet payments isn’t some radical innovation anymore. It should just be BAU. It builds trust, reduces abandonment, and in many cases even increases average order value because the experience is so smooth. Yet I still see sites and apps that force customers through outdated checkout flows. In 2025, that’s madness. Because let’s be honest: consumers aren’t going backwards. No one’s going to say, “Actually, I’d love to type in all my payment details manually today.” 👉 If you haven’t enabled wallets yet, it should be at the very top of your roadmap. 👉 If you already have, great, but make sure it’s front and centre in your checkout, not buried behind a bunch of clicks. Digital wallets are no longer about innovation. They’re about conversion survival.

One Checkout, Fifty Choices: Stripe Proves Local Pays - Literally❗️ Still debating whether to add that “extra” wallet button? Stripe A/B tested 50+ payment methods and found the right one can spike revenue 12 % 🚀 5 Point Download from the Stripe Study: 🔑 Scale of the experiment: A hold-back test across Stripe’s Optimized Checkout Suite powered by US $1.4 T in annual volume measured real lift, not guesswork 🔑 Baseline uplift: Surfacing just one relevant method beyond cards delivered an average +12 % revenue and +7.4 % conversion 🔑 Local heroes, massive wins: - 91 % conversion with Alipay in China - 46 % with BLIK in Poland - 39 % with iDEAL in the Netherlands 🔑 Digital wallets shine: Apple Pay (+22 %), WeChat Pay (+13 %), Revolut Pay (+3 % conv. / +13 % rev.) show wallets aren’t just cool they’re cash 🔑 Bank debits = new money, not cannibalisation: ACH and Bacs Direct Debit added net-new volume; SEPA Direct Debit lifted EU conversion 12 % proof lower-cost rails can broaden reach without killing cards ⸻ Why It Matters 🌍 From “nice to have” → “need to A/B”: Payments now demand the same test-and-learn rigour as landing pages 🌍 Local ≠ niche: The Alipay/BLIK stats dwarf typical marketing tweaks - expansion playbooks must start at checkout 🌍 Wallet UX sets the bar: One-click flows translate into double-digit gains; clunky forms are a silent tax 🌍 Cost & conversion aren’t enemies: Bank debits show you can trim fees and boost top-line if you target the right segment ⸻ 🧐 Time to think for retailers What does this mean for your business. Payments is an integral part of your CX and you need to get scientific in the way you approach it. https://lnkd.in/dmCAJ-bv #FutureOfPayments #Checkout #Conversion #PaymentMethods

How to offer the right mix of payment options without overwhelming their customers? 🛒💡 Merchants constantly seek ways to enhance customer experience, with payment options at the forefront of this endeavor. As the former Head of Payments for a $4Bn company, I've observed firsthand the delicate balance required in optimizing payment methods. An eye-opening statistic from our analytics revealed that despite a 99% acceptance rate of a French wallet option, 98% of users initially selected it would switch to an alternative payment method. This underscores a broader trend: the paradox of choice in e-commerce. 🔄🔍 This phenomenon teaches us that diversity in payment options can be seen as an advantage, but it can also deter customers if not implemented thoughtfully. The challenge isn't just to offer a wide array of payment methods but to curate them in a way that resonates with your audience's needs and preferences. 🎯 ✨ Here's the takeaway: The key to enhancing customer satisfaction and boosting conversion rates is simplifying the checkout process. It's not about having the most payment options but the most effective ones. It requires understanding your customer base deeply and making data-driven decisions to streamline their payment experience. 📊💳 How do you strike the perfect balance between offering choice and maintaining simplicity in your payment options? Have you noticed a difference in customer behavior or sales conversions based on the payment methods you offer? #DigitalPayments #Ecommerce #UserExperience #CheckoutSimplicity #CustomerEngagement #BusinessStrategy 👇 Let's discuss below. Your experiences and strategies could provide invaluable guidance to others navigating the complex landscape of online payments.

Plot twist: Your influencer campaigns could be performing 10x better than you think 📊 Most brands are massively underestimating their influencer ROI because they're only looking at discount codes. Real example from our agency:  → Client thought cost per customer: $1,000 (based on discount codes) → Actual cost per customer: $82 (based on pixel data) → That's 92% of customers going untracked! 🤯 The attribution reality: Even our most sophisticated clients with seamless tracking see a minimum 40% "halo effect" of unattributed sales. For luxury/considered purchases? We're talking 100%+ unattributed impact. Why this happens: → People screenshot products and buy later → They share with friends who purchase → They search your brand name directly → They purchase but don't use the code. What to track instead:  ✅ Pixel data and site behavior analysis ✅ Brand lift surveys ✅ Search traffic spikes ✅ Overall sales velocity during campaign periods ✅ Customer journey mapping The takeaway: If you're only measuring discount code redemptions, you're probably missing the majority of your influencer marketing impact. Time to dig deeper into your data. Your CFO will thank you. How are you measuring the true impact of your influencer campaigns? #InfluencerMarketing #MarketingAnalytics #Attribution #ROI #Data #performancemarketing

If your site is slow, you’re leaving traffic and revenue on the table. Core Web Vitals are no longer optional. Google has made them a ranking factor, meaning publishers that ignore them risk losing visibility, traffic, and user trust. For those of us working in SEO and digital publishing, the message is clear: speed, stability, and responsiveness directly affect performance. Core Web Vitals focus on three measurable aspects of user experience: → Largest Contentful Paint (LCP): How quickly the main content loads. Target: under 2.5 seconds. → First Input Delay (FID) / Interaction to Next Paint (INP): How quickly the page responds when a user interacts. Target: under 200 milliseconds. → Cumulative Layout Shift (CLS): How visually stable a page is. Target: less than 0.1. These metrics are designed to capture the “real” experience of a visitor, not just what a developer or SEO sees on their end. Why publishers can't ignore CWV in 2025 1. SEO & Trust: Only ~47% of sites pass CWV assessments, presenting a competitive edge for publishers who optimize now. 2. Page performance pays off: A 1-second improvement can boost conversions by ~7% and reduce bounce rates—benefits seen across industries 3. User expectations have tightened: In 2025, anything slower than 3 seconds feels “slow” to most users—under 1 s is becoming the new gold standard, especially on mobile devices. 4. Real-world wins: a. Economic Times cut LCP by 80%, CLS by 250%, and slashed bounce rates by 43%. b. Agrofy improved LCP by 70%, and load abandonment fell from 3.8% to 0.9%. c. Yahoo! JAPAN saw session durations rise 13% and bounce rates drop after CLS fixes. Practical steps for improvement • Measure regularly: Use lab and field data to monitor Core Web Vitals across templates and devices. • Prioritize technical quick wins: Image compression, proper caching, and removing render-blocking scripts can deliver immediate improvements. • Stabilize layouts: Define media dimensions and manage ad slots to reduce layout shifts. • Invest in long-term fixes: Optimizing server response times and modernizing templates can help sustain improvements. Here are the key takeaways ✅ Core Web Vitals are measurable, actionable, and tied directly to SEO performance. ✅ Faster, more stable sites not only rank better but also improve engagement, ad revenue, and subscriptions. ✅ Publishers that treat Core Web Vitals as ongoing maintenance, not one-time fixes will see compounding benefits over time. Have you optimized your site for Core Web Vitals? Share your results and tips in the comments, your insights may help other publishers make meaningful improvements. #SEO #DigitalPublishing #CoreWebVitals #PageSpeed #UserExperience #SearchRanking

On your social media feeds, have you noticed a rise in influencer brand partnerships recently? There is a powerful reason why you see so. These influencer collaborations aren’t just driving engagement; they’re significantly boosting revenue for brands on platforms like Meta and Instagram in India and let me tell you how: 1.  74% Increase in Reach: According to 2024 data from EMARKETER, brands partnering with influencers see an average 74% increase in reach, tapping into highly engaged communities that go beyond their organic audience. 2. Higher purchase intent:  As reported by Nielsen, consumers are twice as likely to trust a recommendation from an influencer they follow compared to a traditional ad. This trust translates directly into higher conversion rates, with brands seeing up to a 34% increase in purchase intent. 3. Higher Engagement: Influencer content generates three times more likes, comments, and shares than typical ads, according to HubSpot. These collaborations aren’t just about visibility—they’re driving meaningful interactions that lead to action. 4.Higher Conversion Rate: Influencer marketing enables brands to target particular demographics. Whether it is Gen Z fashionistas or millennial fitness enthusiasts, influencer partnerships ensure the message reaches the right audience, resulting in a 20% higher conversion rate than broad-based ads, according to Forrester Research. 5. Revenue Uplift: Here’s the real deal—influencer-driven campaigns are delivering a significant boost to the bottom line. Brands are reporting up to a 5x return on investment (ROI), with some seeing a 38% increase in direct sales through these partnerships, according to a Statista report. It’s no surprise that Meta and other platforms are fully embracing these influencer collaborations. As an audience, it’s fascinating to see how these posts aren’t just creating buzz but also driving substantial revenue growth for brands. What’s your take? Let’s discuss #InfluencerMarketing #DigitalStrategy #MetaAds #MarketingTrends #RevenueGrowth #ROI #ConversionRates