Challenge

Jotform makes it easy to create robust online forms and capture important data. In 2019, the San Francisco-based Company set out to expand its capabilities by enabling users to accept payments for donations, tuition fees, event registrations, and more.

Jotform wanted a flexible payment solution that would allow the Company to launch new embedded payments products quickly. And as it added new payments products, Jotform wanted users to be able to adopt them without the need to reauthenticate or re-enter credentials. Similarly, Jotform wanted to reduce Checkout friction by providing a simplified payment experience that didn't require Customers to re-enter their payment details for every Transaction.

With a global User base, Jotform needed a payment partner that could support local payment methods that matched the regional preferences of the people filling out the forms and making Payments.

Solution

Jotform built its embedded payment offering on Stripe Connect, which orchestrates the movement of money between the platform's Business users and the Customers submitting Payments through the forms. Jotform used the Stripe-hosted Dashboard to quickly launch a Customer payments interface.

Jotform implemented Stripe Payments to provide the reliable and flexible payment experience it needed to support its global growth. With Optimized Checkout Suite, Jotform gave its Customers access to prebuilt payment UIs, international payment methods, and accelerated one-click Payments to increase developer efficiency, support global growth, and improve the Checkout experience.

Jotform used the Payment Element, an embeddable UI, to design and launch a secure on-form payment experience in one month. Jotform also enabled Stripe Checkout for its global Customers to leverage Adaptive Pricing, which allows businesses to display prices in local currencies across more than 150 markets – enhancing the global Customer experience. Jotform's integration also supports a wide variety of payment methods, including ACH, Affirm, Afterpay, Alipay, Amazon Pay, Apple Pay, Bacs Direct Debit, Bancontact, BLIK, Cash App Pay, Google Pay, iDEAL, Klarna, OXXO, PayNow, Pix, Przelewy24, Revolut Pay, and SEPA Direct Debit.

The Company accelerated the Checkout process with Link, a wallet built by Stripe that enables users' Customers to complete a Transaction in a single click without re-entering payment information. In addition to cards, Link supports Instant Bank Payments, giving Customers more choice at Checkout while helping Jotform reduce processing costs through lower fees compared to card Transactions.

With Stripe Billing, Jotform can capture subscription Revenue from users who need extra features such as extra fields per form, more views, and the ability to accept additional payment submissions beyond what the free plan offers. It also gives users the functionality they need to capture recurring donations, memberships and Plans from their Customers.

Results

Jotform grows its User base 6x with new embedded payments products

Since launching embedded payments with Stripe in 2019, Jotform's User base has grown from 5 million users to 32 million. The Company attributes the growth to its scaling suite of interconnected products, such as an AI agent that can answer Customer questions before Checkout, an e-signature product that accepts deposits when signing a contract, and a workflows product that can trigger Payments as part of an approval chain.

"The way these products work together to solve real-world problems makes them very sticky with our users. We see significantly higher retention rates among users who adopt our payment features than those who don't," said Emre Karataşoğlu, head of payments at Jotform.

Jotform reduces payments onboarding to 10 seconds

When onboarding, Jotform users can now add their Stripe accounts in as little as 10 seconds. Once they have entered their Stripe login, they can then use it for every Jotform product without having to re-enter their credentials.

"People can easily forget their credentials and then have to reset their password. We saw this was a pain point, so we can now let them connect once and not have to worry about it again," said Karataşoğlu.

Jotform collects $40 million in monthly payments for 10,000+ users

Using the Payment Element, Jotform processes more than 300,000 payments per month from subscriptions, donations and one-time payments. These are worth £40 million across more than 10,000 paying users, giving users that range from solopreneurs, schools, and non-profits to large enterprises a reliable way to get paid quickly as part of the form completion process.

Since launching Checkout, Jotform has made it easy for customers to accept a growing list of local payment methods without additional development work. One Jotform user saw a 67% increase in conversion after switching to Checkout, and now receives 18% of payments through payment methods such as Apple Pay, Google Pay and SEPA Direct Debit.

"Our users can create forms to solicit donations, subscriptions or orders, and then accept payment right in the form without sending a separate invoice or sending their customers to a different payment page. They can collect the information and the payment in the same step," said Karataşoğlu.

Link powers payments across 50% of Stripe-powered forms

Over 50% of Jotform's Stripe-powered forms now process transactions through Link, allowing customers to complete their transactions faster and with less friction. One business saw an over 60% lift in conversion for forms using Link.

"Setting up Link was simple," said Karataşoğlu. "The documentation is amazing."

Jotform powers recurring revenue for its users to drive 25%–30% revenue growth

Jotform uses Stripe to collect subscription revenue from its own users, which contributes to 25%–30% of Jotform's revenue growth. In addition, Jotform also allows its users to collect subscription revenue through forms. Currently, 3% of Jotform users leverage the platform to collect recurring payments.