So you’ve created a killer landing page and are ready to start converting those visitors into paying customers. That’s awesome! However, there’s one more super critical piece you need to implement for people to actually whip out their wallets – an easy and seamless payment gateway integration.
I see you nodding skeptically – payment gateways sound complicated and technical. I promise they’re not as scary as they seem! Essentially, they are simple third-party services that securely handle online payments and transfer money from your customer into your business bank account.
Without one properly set up, you could have the most compelling copy and tantalizing offer in the world, yet still end up with a big fat zero in sales. No one wants to go through the process of whipping out their credit card only to find clunky wiring instructions for an offline bank transfer at the end!
So if you want your landing page to convert visitors into paying customers, you absolutely need to integrate a payment gateway. I’ll walk you through what exactly these services do, the most popular options, as well as tips for choosing and optimizing one on your landing page so you can start raking in revenue. Sounds good? Okay, let’s get started!
In our last landing page best practices article, we discussed about the AIDA model. Today I threw the phrase “payment gateway” out there earlier, but what exactly do these things do behind the scenes?
Simply put, a payment gateway is a third-party service that acts as a bridge between your customer’s bank and your own business bank account. It’s the infrastructure that allows you to securely accept credit card payments online directly into your bank account.
Here’s a quick analogy – think of a payment gateway as a translator between two parties that don’t speak the same language, i.e. your customer’s money and your bank account. The gateway translates payment information on your customer’s end and communicates it to financial institutions on your business end so that money can exchange hands. Make sense?
These services authorize credit card transactions, debit card payments and other payment methods to transfer money between your customers and your business. They are the key middleman that facilitates online payments while also handling all the sensitive financial data, transaction fees, and actual transfers of funds.
And the best part is that as a business owner, you don’t need to deal with any of the complicated payment processing logic happening in the background! Reputable payment gateway providers make it easy with turnkey solutions to plug right into your website or landing page.
Now that you know what these things do at a high level, let’s get into more detail on exactly how they work their magic.
Now that you understand the role of payment gateways, you’re probably wondering – how do these magical services actually work? How does money get from a customer’s wallet into your bank account safely and securely?
Here’s a quick breakdown of what’s happening behind the scenes when a customer buys from your landing page:
So in summary, your landing page seamlessly hands off secured payment data to the gateway provider, who handles all the back-and-forth communication with various financial institutions to ensure the money ends up in your coffers. Phew, that’s a lot of work!
And the great news is these gateways make the process smooth and simple for you as a business owner so you can focus on creating great products and content instead of wrestling with technical financial details.
Now let’s get into why integrating one of these payment gateways is so critical for your landing pages…
By now, you understand the critical behind-the-scenes role that payment gateways play in securely facilitating online payments and transfers.
But why exactly do you need to integrate one into your beautifully crafted landing pages specifically? Can’t you just collect leads then process payments offline later?
Well you could, but that approach has two big problems:
First, you’d miss out on a tremendous amount of potential sales and revenue. If visitors have to request a call or email you to complete checkout, you add unnecessary friction into the process. Research shows nearly 70% of shopping carts are abandoned when extra steps are introduced. Yikes!
Instead, you want to make it as quick and seamless as possible for visitors to pull out their wallets right then and there when interest and desire is highest. Don’t lose out on those hot leads!
Second, paying offline destroys trust and credibility. If after enticing visitors with a compelling copy they only find confusing offline payment instructions, you’ll completely shatter confidence in you and your offer. Would you whip out your credit card for instructions to wire money blindly via Western Union or checks in the mail? I didn’t think so.
The key takeaway is that properly integrating an appropriate payment gateway directly into your landing pages is absolutely critical for maximizing conversions and revenue. When it’s easy and secure for visitors to spend money with just a few clicks, you make sales happen.
Fortunately, most leading landing page builders make it super simple to connect your choice of payment gateway with intuitive plugins and integrations. We’ll tackle figuring out which one is right for you next!
Alright, so you’re convinced that you need a payment gateway integrated directly into your landing page to maximize conversions. But with so many options out there, how do you know what type of payment gateway is best for your needs?
There are a couple key ways that payment gateways differ in their setup and functionality that impact the customer and business owner experience:
Some payment gateway providers like Stripe offer ready-made, customizable checkout and payment pages you can use. Others are coded integrations that process payments directly on your existing landing pages. Important to understand the difference in visitor experience.
In order to accept credit card payments online, most gateways require an approved merchant account with your bank. This allows money to be deposited directly instead of into provider accounts first. Some third-party processors like PayPal handle this behind the scenes.
Understanding these key differences between hosted vs integrated options as well as merchant accounts vs third-party processors will help guide your gateway choice.
Weighing the pros and cons of pricing models, payment methods, integrations, and ease-of-use will ensure you find the best match!
Now let’s explore some of the most popular and widely-used payment gateway options for landing pages…
When it comes to selecting a payment gateway for your landing page, you have tons of options to choose from. But based on popularity, widespread compatibility, and ease of use – PayPal and Stripe have emerged as two of the top contenders.
PayPal should already be a household name at this point for handling all types of online payments. Known for convenience and security, it allows customers to pay quickly using their PayPal wallet or directly with a credit/debit card without creating accounts.
In terms of integration with landing pages, PayPal offers flexible checkout solutions like PayPal Checkout and PayPal Payments Standard that play nicely with all the major landing page builders.
Then you have Stripe, which has quickly become a leader in payment gateways thanks to its coding-friendly tools and simplified compliance handling. Offering convenient checkout modules along with extensive customization via API, it’s a top choice among developers.
Stripe integrates seamlessly with landing page builders like Instapage, Unbounce, and Leadpages. It really shines when you need more customization control compared to out-of-box solutions like PayPal.
When evaluating PayPal vs Stripe for use on your landing pages, consider factors like:
Depending on your business needs, either of these two payment gateway giants can empower your landing pages and take conversions to the next level. Weigh the options carefully as you evaluate!
Now that you know which payment gateways you should consider for landing pages, an equally important consideration is integration. How easily can you connect your chosen payment option with your landing page builder?
Fortunately, leading landing page platforms like LeadPages, Unbounce and Instapage make the process super simple by partnering directly with top payment gateways. Here’s a quick rundown:
LeadPages has out-of-the-box integration with Stripe for fast checkout setup. Simply activate the Stripe integration when publishing pages and you can have secure credit card payments up in running in no time without coding. For even more payment flexibility, check out LeadPages Checkout.
Looking to use PayPal instead? No worries, Unbounce has seamless PayPal integration at your fingertips. Connect your account, paste in API credentials and you’ll be off accepting PayPal payments without friction.
And for the developers out there, Instapage offers robust payment solutions as well. Integrate Stripe with custom code or utilize Instapage’s turnkey SlicePay system and tokenized fields for serious security.
Thanks to streamlined integrations between leading landing page builders and payment gateways, you don’t have to worry about complicated setup or coding. User-friendly plugins, apps and widgets make connecting Stripe, PayPal, or other processors simple across various platforms.
Now let’s move on to figuring out which one of these flexible payment options is the best fit for your specific landing page…
Okay, so by now you know your landing page needs an integrated payment gateway and you have options like Stripe and PayPal at the ready. But how do you decide what’s best for your specific business?
With so many choices out there, it can get overwhelming trying to discern what’s ideal for your needs. Here are a few key factors to consider when selecting payment gateways for landing pages:
Where are your customers located? What currencies and payment methods do they use? International reach and capabilities play a role in gateway choice. PayPal often has an advantage here with a global customer base.
Are you selling one-time purchases? Ongoing subscriptions? The payment gateway should align appropriately with handling single payments vs recurring billing at appropriate pricing levels.
Transactions involving nonprofits or larger enterprises may require additional compliance, security certificates, or functionality better handled by gateways like Stripe.
How simple is it to connect API or implement the hosted payment form on your landing page builder platform? Lean towards more plug-and-play solutions unless customization is needed.
Evaluating these elements against options like PayPal, Stripe, Authorize.Net and others simplifies how you can identify and select the best fitting payment gateway for your brand. Alignment equals landing page success!
Now that you’ve chosen a gateway option, let’s get into the nitty gritty of actually integrating it…
You’ve done your homework and selected the perfect payment gateway for seamlessly accepting payments on your new landing page. Awesome work! Now it’s time for the fun part – actually getting everything connected and implemented.
While each gateway and page builder integration will differ slightly, here is a general checklist of steps for accepting payments on your landing pages:
Step 1: Activate Plugin or Connect Account – In platforms like LeadPages or Unbounce, install extension or connect payment gateway account with API keys.
Step 2: Configure Payment Method Types – Determine what types of credit cards, Paypal, etc to accept. Important for international payments.
Step 3: Set Up Products or Memberships – Input any offerings with pricing, plans, one-time or recurring billing details to publish.
Step 4: Design Smooth Checkout Process – Craft streamlined credit card and payment field form with trust signals like security badges.
Step 5: Configure Taxes, Shipping, Discounts – Decide how to charge for taxes, shipping costs and any special promotional pricing.
Step 6: Test End-to-End Transactions – Verify entire real purchase process from start to funds deposited safely into your account!
While the technical setup can vary across different platforms, walking through these key steps will have your landing page payment gateway implementation humming along in no time.
Let’s wrap up with some pro tips and best practices for further optimizing the payment experience for visitors once you’re live…
You nailed the payment gateway integration and are ready to start processing real payments on your slick new landing page – amazing! However, don’t overlook the importance of optimizing the actual checkout process and payment form itself.
Remember, just because someone landed on your page doesn’t always mean they are ready to whip out their wallet just yet. Your payment flow needs to gently nurture visitors across the finish line. Here are some proven tips for maximizing conversions:
The key is to appreciate the psychology behind the payment process and guide customers through it. Payments should feel simple, safe and reassured. Do that well, and your landing page will yield some serious dividends!
Now let’s shift gears and cover what NOT to do…some common mistakes to avoid…
We just covered tips for creating an optimized payment process on your landing pages. But it’s equally important to know what NOT to do so that you can avoid common mistakes others make. Stay away from these payment faux pas!
In general, lack of testing and failing to appreciate the emotional perspective of customers during payment are behind most stumbles. Prevent doubt, uncertainty and surprises that shatter trust.
Alright, we have payment gateway functionality down and covered integration best practices along with pitfalls to avoid. But there are still a few other important considerations…
We’ve covered a ton so far – what payment gateways are, how to integrate them, best practices to optimize checkout, mistakes to avoid and more. But there are still a few other additional factors to keep in mind when accepting payments on landing pages.
If transactions involve larger amounts, monthly recurring billing, or qualified businesses, additional compliance steps may be necessary during checkout like collecting tax ID for verification.
Services like Chargebee integrate beautifully for handling complex recurring billing models, automated invoices and freemium to paid tier transitions.
Set up instant payment notifications to receive back-end calls when transactions are completed or refunds issued for order management.
While out-of-box integrations are easier, developers may want more customization of payment UI design, flows and enhancements available via API.
No doubt optimizing payment infrastructure takes some work up front. But once your high-converting landing page has a secure, trustworthy gateway implemented – just sit back and watch those sales roll in on autopilot!
Now let’s wrap up with some frequently asked questions…
Alright by this point in the article, hopefully any lingering questions around setting up payment gateways on landing pages are answered! But just in case, here are some additional frequently asked questions for extra clarity:
Yes! Reputable gateways use top notch TLS/SSL encryption and tokenization to protect sensitive financial data entered by your customers during checkout. Much more secure than old school merchant accounts!
Pricing can vary across providers, but expect competitive transaction fees around 2-3% plus potential monthly fees for accounts around $30. Watch out for hidden charges!
Quality payment gateways have solid technical support and troubleshooting help available. For newer providers or complex situations, developer resources may be more limited so buyer beware!
Deposited directly when bank merchant accounts are set up or will transfer from third party provider accounts within standard 1-5 day periods upon transaction clearing.
Alright, final stretch – let’s drive things home with the key takeaways you need to remember…
We’ve covered a ton of ground here on everything related to integrating payment gateways into your high-impact landing pages – nicely done!
To recap, here are the major key takeaways:
Phew, that’s a lot to digest! In closing, resist any temptation to shortcut setting up proper payments because it seems overly complex. Investing the effort up front to integrate a tailored solution will yield big dividends across all your landing pages.
You’re now equipped with all the knowledge needed to begin accepting payments like a pro! Time to put it into action. As always, drop me a line if any other questions come up. Happy page building!
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