Optimize Your Credit Card Update Page for Customer Retention
When you email customers, you need to link them somewhere to update their card.
This step is one of the most important you can focus on, and we see a lot of sub-optimal setups.
The goal of this page is to make it as frictionless as possible for customers to update their billing information and remove any potential barriers that keep them from completing the payment update form. The better this page performs, the higher the completion rate, and the better customer retention.
Follow these best practices for optimizing performance of these pages, and you'll reduce churn by full percentage points.
Don’t require a login to update a credit card
Over 70% of our card update pages are opened on mobile, and that number only continues to grow. The last thing you want when a customer has their credit card in hand is a game of 'forgot my password'. Don't make your customer do any more work than absolutely necessary. All they want to do is click a link, fill out a simple form, and move on. The more hurdles you put in front of them, the less likely they are to update their payment information.
Optimize card update pages for mobile
For the same reasons, your page needs to be responsive and mobile-optimized. Remove navigation, remove unnecessary copy. Test across multiple browsers, devices, and screen sizes. At this stage, it’s most important to a) show the customer this isn’t a sketchy phishing campaign, and b) display cleanly and reliably in their browser.
**If you're a Churn Buster customer, your pages will load on mobile with a credit card scanner. Your customers can update their card via their phone's camera - no typing necessary. Seriously - it's pretty much magic.
Host a dedicated page where customers can update their card
If you use a modal to show the form, it’s possible that other code on the page will interact/conflict with the billing code, and cause problems. If it there isn’t a conflict today, it may happen after a future website update when you least expect it.
Routinely test your card update page
We’ve seen companies update their app or marketing site, and not realize the page they are linking customers to had been broken during the update—for several months! Once you’re at five-figure MRR, this is a problem that scales disastrously… and is well worth your effort to fix. Don't let costly mistakes happen on repeat!
Encrypt card update pages
Please, make sure your page is encrypted, and don’t store credit card details on your server. Pass them directly through to your payments provider. Security is paramount when dealing with payment data.
You may think that customers will find a way to update their card if they value your service, but that’s not always the case. Shit happens, people get busy or go on vacation, they leave their job at the company, or if you’re B2B you could be dealing with multiple points of contact who may not see the value/usage of your product.
Company credit cards, manager authorizations, and other internal operations of the customer’s company all find their way into the updating process. Make it easy for them to pay you.