Visa Checkout Introduces New Interactive Button for Faster Mobile Commerce
AUCKLAND — 14 March, 2016 — Visa Inc. has unveiled a digital “swipe” product enhancement for Visa Checkout that allows shoppers to complete their
online purchase by sliding a virtual image of their credit, debit or prepaid card across the screen of a smartphone,
tablet or laptop. The dynamic, new interactive button brings an engaging new way to pay with Visa Checkout, especially
on mobile devices with smaller screens.
In 2014, Visa first introduced the Visa Checkout lightbox, which lets consumers pay online, on any device, without being
redirected from the merchant’s site or app. The new interactive button streamlines the payment experience even further.
Now, instead of a lightbox, a consumer sees a picture of her card on the Visa Checkout button, swipes it to the right,
and simply enters her password inside the button itself to authenticate.
The interactive button is now available globally to merchants selling digital goods and services – such as music,
movies, airline seats, and tickets – or items that customers purchase online and pick up in a physical store. Visa will
extend the interactive button functionality to Visa Checkout merchants who ship goods in the coming months.
“Visa Checkout’s new interactive button is yet another way we are designing the future of online checkout and delivering
on our promise to bring the simplicity of the swipe to any device,” said Sam Shrauger, senior vice president of Visa’s
digital solutions. “This new experience brings digital payments one step closer to the ease, trust and familiarity that
consumers have long valued from Visa in the physical world.”
Recent pilot tests in the United States have shown that enrolled Visa Checkout customers who used the interactive button
were twice as likely to “click-through” and complete their purchase, compared to the existing Visa Checkout experience-
- which already boasts an industry leading conversion rate of 86 percent[1]. Visa Checkout participants visiting Pizza Hut, for example, were roughly twice as likely to “click-through” and pay
with the Visa Checkout interactive button, while those visiting the Virgin America and Fandango websites were each more
than 1.3 times as likely, when compared to the original Visa Checkout lightbox.
A recent regional survey commissioned by Visa showed more than half (53%) of New Zealand respondents have stopped an
online transaction on desktop, laptop, mobile or tablet because filling in information, such as billing and shipping
details, was too much hassle[2]. A top frustration also felt by Kiwis when paying online was having to repeatedly enter shipping, billing and payment
details every time they make a purchase (35%)[3].
“This design-led innovation is proven to increase conversion, helping merchants reach new customers,” said Shrauger.
One of the fastest-growing consumer products in the company’s history, Visa Checkout now has more than 11 million
consumer accounts. Hundreds of thousands of large and small merchants and 600 financial institution partners now offer
Visa Checkout in 16 countries around the world, and expansion to five European countries and India will take place by
the end of 2016. Visa Checkout merchants represent some of the biggest retailers on the internet, including Best Buy,
Fandango, Gap, Neiman Marcus, Pizza Hut, Staples, Rakuten, Under Armour, Virgin America, Williams Sonoma and zulily. For
a full list of participating merchants, and to learn more about Visa Checkout’s benefits for merchants, issuers and
consumers alike, visit www.visacheckout.com
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References
[1] comScore 2015 Visa Checkout Study, commissioned by Visa. Based on data from the comScore research panel of one
million U.S. PC/laptop users, April-October 2015
[2] YouGov survey of 500 people in New Zealand, 9 – 16 September
[3] YouGov survey of 500 people in New Zealand, 9 – 16 September
ENDS