Build the Ideal Mobile In-App Payment Experience

By Kevin Sullivan , Vice President-Strategic Alliances, JCB USA

Just 14% of global consumers are content with the online shopping experience, according to a 2024 study by the IBM Institute for Business Value.

One way for retailers, service businesses and marketplaces to improve satisfaction is to ensure the mobile in-app payment experience is simple, hassle-free and doesn’t get in the way.

How to do this as part of the next update for your app?

Allow your customers to save a tokenized version of their preferred payment account number as a “Card on File” That way, once the consumer had decided, they can simply click one button in the app to use that stored credential for a facilitated payment.

The first time a consumer chooses to pay, offer the ability to save the payment account number. If just a one-time transaction, it’s still helpful to offer the option to create a customer profile with the tokenized number.

The payment account number can be maintained by accessing account updater services offered by the payment networks that provide an updated account number or expiration date if changed. The merchant can send an in-app notification or ask the consumer to provide a new card expiration date within 30 days of expiration. Pre-fill as much necessary order information you have on file for the consumer to correct or approve before finalizing the sale. Personal info edits go right into the profile.

Trust is what the consumer wants when it comes to payment functionality. Remind them that data is secure and encrypted. Use password re-enter requests and two-factor authentication (text code or other method) judiciously to reduce fraud. The merchant can build satisfaction by only making such “challenges” when a click will move money or because the fraud score is elevated (driven by factors such as log-in via new device or geographic location of consumer).

Your payments folks should be part of the User Experience team for the updated app. Shopping, comparing and paying are phases of the same customer journey and should feel consistent.

Offer as many payment options as you can so you’re not saying “no” to a client who has a preferred way to pay. Serve global and local payment methods and currencies to make the shopper feel welcome no matter where they live.

Unique payment features can be added to provide more customer control and drive loyalty. Consumers prefer the option to save more than one payment account (e.g. debit and credit) on file – and let you know when to use one instead of another (based on dollar amount or purchase type). Give them the choice to pay with points from your rewards program. A feature can allow the consumer to pre-set a tip amount to be calculated with each use.

Analyze and monitor results; test new approaches; and get customer feedback on your payment screen with the next update in mind.

In the end, remember it’s about the core product, not the payment. Our job in payments is not to mess it up!

JCB USA is excited to partner with system integrators, validation providers, technology providers and network partners to enable in-app payments globally. We look forward to collaborating with you to create this seamless experience. Please contact us at ask@jcbusa.com to discuss our in-app payments initiatives.