For ecommerce businesses, providing customers with a simplified payment process is an important consideration that must be addressed before implementing payment functionality. To help customers complete the checkout process, it is important to have a landing page (LP) with a built-in form. If your LP includes a simple payment process, it can help prevent cart abandonment and improve your conversion rate.

In this article, we explain how to integrate payment functionality into LPs, including an explanation of the key considerations for Japanese ecommerce businesses when selecting a payment service provider. We also explain the implementation process and tips for boosting conversion rates.

What’s in this article?

• How to implement payment functionality on a landing page
  
• Landing page payment methods
  
• How to choose a payment service provider
  
• Steps to implement payment functionality on a landing page
  
• Tips for improving landing page conversion rates
  
• How Stripe Checkout can help
  

How to implement payment functionality on a landing page

There are three ways to allow customers visiting an ecommerce site to complete their payment on the LP.

Use a payment service provider

The first option is to use a payment service provider. This is currently the most common method and is used by many companies. For example, Stripe is a payment service provider that can be used for Japanese ecommerce.

The services that payment service providers offer range from establishing contracts with multiple payment institutions to consolidating information management systems. When using a payment service provider, the business does not need to develop and build its own payment systems. As a result, multiple payment methods—including credit card payments and convenience store (Konbini) payments—can be quickly and easily adopted without having to invest a significant amount of effort into setting up the payment functionality.

However, it is important to remember that the initial setup fees, monthly service charges, and payment processing fees vary by payment processor. Therefore, it is important to check the pricing structure in advance. Find out about fees incurred during use, specific services offered, and types of payment methods available. This can help businesses select the most suitable option after assessing cost-effectiveness.

Use an LP creation tool’s payment functionality

Some LP creation tools include built-in payment functionality, while others provide it as an optional feature. One of the advantages of these creation tools is that they facilitate everything from LP creation to payment functionality integration within a single tool.

LP creation tools allow businesses to implement payment functionality on their LPs with premade templates, designs, and components and without programming knowledge or experience. Therefore, these tools are appropriate for small-scale businesses that sell products such as online courses and digital content.

However, there are some payment methods that are not supported, depending on the LP creation tool.

Develop payment functionality in-house

Instead of using a payment processing service or LP creation tool, businesses can also develop their own payment functionality in-house. This method is sometimes called “ground-up” or “from-scratch” development. With in-house development, businesses can build unique payment pages by designing the layout and functionality without using existing source code. This way, businesses can differentiate themselves from their competitors by offering unique payment processes.

However, this approach does not build on a foundation of existing frameworks or source codes. Thus, it requires a significant investment of time and resources, as well as close collaboration between the in-house engineering team and external partners. Therefore, with the exception of relatively large ecommerce sites, it is generally advisable to use payment processing services that offer superior security and cost-effectiveness or use an LP creation tool.

Landing page payment methods

Simply integrating payment functionality into an LP isn’t enough to ensure the success of an ecommerce business. Below, we review data provided by the Ministry of Internal Affairs and Communications to see which payment methods are recommended for LPs on Japanese ecommerce sites.

Based on their data, here are the usage rates in Japan for various ecommerce payment methods. Note that multiple answers were permitted:

• Credit card payments: 79.8%
  
• Electronic money payments: 43.5%
  
• Konbini payments: 33.7%
  
• Payment at bank or post office counters and ATMs: 23%
  
• Internet banking: 23%
  
• Mobile payments: 16.3%
  
• Cash on delivery (COD): 16.1%
  

Based on the data, credit cards, e-money, and Konbini payments are used most frequently. In other words, these are particularly prevalent payment methods within the Japanese ecommerce market. Therefore, ecommerce businesses should prioritize offering these three payment methods. In particular, with a usage rate of almost 80%, credit card payments are by far the most popular payment method. Thus, it is necessary for ecommerce sites to offer this payment method.

However, some customers prefer to use other payment methods. This is why it is important to thoroughly assess the payment needs of target audiences before selecting payment methods to offer. For example, bank transfers are available to customers with bank accounts and accepting them can make using an ecommerce site easier for customers from older generations.

How to choose a payment service provider

Most businesses use payment service providers, which is the most common method for implementing payment functionality on LPs. When considering a payment service provider, it is important to consider the following points.

Payment methods

To prevent the loss of sales opportunities, it is important to offer a variety of payment methods. For this reason, businesses should consider payment service providers that offer options such as Konbini payments and bank transfers. This allows customers to make payments confidently and with peace of mind—whether or not they have a credit card.

Cost

It is important to understand a payment service provider’s pricing structure, including setup fees, monthly service charges, and payment processing fees. For example, some payment service providers don’t charge monthly fees, but their per-transaction fees are high. Therefore, it is important to estimate the total cost, consider the balance between expenses and revenue, and compare the amounts against monthly sales forecasts. For smaller businesses, payment service providers without fixed costs—such as monthly fees—are generally recommended.

Security

Adopting and using advanced security measures is important for running an ecommerce business. If credit card data leaks, it could severely damage a company’s reputation and negatively impact sales. To ensure the security of the payment environment, confirm that the service provider complies with the Payment Card Industry Data Security Standard (PCI DSS) and supports card data tokenization.

Steps to implement payment functionality on a landing page

We provide the specific steps for implementing payment functionality on an LP when using a payment service provider. The process is beginner friendly and involves four steps.

Sign a contract with the payment service provider

Here is the process for establishing a contract with a payment service provider. First, decide when you want to launch your LP and work backwards to figure out the schedule. You need time to research and prepare the necessary documents in advance, as well as create the page itself. Leave yourself plenty of time to complete the process:

• Select a provider: Select a payment service provider that offers the features and services that are suited to your company’s industry, characteristics, business model, products, and customer base.
  
• Apply: Visit the registration page on the official website, enter the required information, and submit your application.
  
• Submit documents: Corporations must submit certified copies of the corporate registry. Sole proprietors must submit business registration forms and the representative’s proof of identity.
  
• Complete merchant screening: The payment service provider and credit card company will perform a merchant screening. These screenings can take as little as a few days or as long as several weeks to complete.
  
• Conclude contract and register account: If you pass the screening process, sign the contract, and you will be issued an account. This provides access to the management console for using the various services offered by the payment service provider.
  

Create the payment button

Next, create a payment button to place on the LP. The presence of a payment button on the page ensures that customers can easily complete the payment process. The process for creating a button varies depending on the payment service provider. Here is the general process:

• Log in to the admin screen
  Use your login ID and password to access your account.
  
• Register product and service information
  Register the information for the product you will sell on the LP (e.g., product name, price, product description).
  
• Create payment button
  Select the menu option labeled “Create Payment Button” or “Link-based Payment” to generate the hypertext markup language (HTML) code for a payment button linked to your registered product. Some services allow you to choose the button color or customize the text, such as “Buy Now” or “Add to Cart.” You can also create a direct payment link that can be added to your ecommerce site or social media posts. Select “Link-based Payment” to do this.
  

Embed the payment button code

Next, copy the code for the payment button, and embed it into the page. Make sure to use the copied code as is without any changes:

• Open the HTML file: Use your website creation software to open the LP’s HTML file.
  
• Decide where to embed the button: Decide where you want to put the payment button, and locate the corresponding section in the HTML source code.
  
• Paste the code: Paste in the code for the payment button that you copied in the previous step.
  
• Update and save the file: After pasting in the code, save the HTML file.
  

If you are running your ecommerce site using a content management system (CMS)—such as WordPress or an LP creation tool—you can switch to a mode that allows direct editing or embed the code using features such as blocks and widgets. The various features built into the tools can be helpful for placing the code. Make sure to learn how your software works to get the most out of it.

Test the page and publish

Test the updated LP. Once you have confirmed that the payment functionality works correctly and there are no problems, you can publish the page.

Payment processing services typically include functions to perform tests. These are often called “test mode” or “sandbox mode.” Use this feature to run through the payment flow to see how it will work on the live site. When testing, be sure to have a credit card ready for testing purposes.

It is also important to test the page on desktop computers, laptops, and mobile devices, such as smartphones and tablets. In recent years, customers have shown an increasing preference for shopping on smartphones, which they can do anywhere and at any time. Make sure the page looks correct and functions well—even on mobile devices—before publishing.

Below, we include a checklist of the features to test before publishing the LP:

Tips for improving landing page conversion rates

Once you’ve selected a payment service provider and started using LP payments, it’s important to consider conversion rates. Implementing payment functionality into an LP doesn’t automatically improve the conversion rate. Here are some specific steps to help ensure that customers stay interested and successfully complete their purchases.

Reduce the number of input items

If there are too many required fields, customers might find the purchasing process cumbersome. This can lead to cart abandonment. If you reduce the number of entries, it can simplify the process and provide customers with an easier experience. Here are some specific measures to implement:

• Have the shipping address autofill into the billing address.
  
• Remove unnecessary items, such as company name and phone number.
  
• Hide or collapse optional fields, and use “Show more” to display them when needed.
  
• Don’t repeat already confirmed information on subsequent pages.
  

Offer multiple payment methods

It is important to offer as many payment methods as possible. If a customer is ready to make a purchase, they might go to a competitor if the offered payment methods are limited. To maintain a high conversion rate, consider expanding your payment options. In addition to the default choice of credit card payments, consider digital wallets (e.g., Google Pay and Apple Pay), as well as buy now, pay later (BNPL).

Provide one-click checkout

For repeat customers, being able to place orders quickly and easily is a key factor. By implementing one-click checkout, repeat customers don’t have to re-enter their information. In addition, one-click checkout can simplify and speed up the purchasing process, especially on smartphones. Mobile users are often multitasking on their devices, so they are particularly prone to abandoning their carts.

Use autofill functionality

Another great way to boost your conversion rate is by implementing autofill for addresses, phone numbers, and email addresses, as well as real-time input validation. This makes the payment process feel quick and smooth, which can lead to an improved user experience (UX).

Present the amount at the right time

If the taxes and shipping fees appear just before checkout, some customers could be surprised by the unexpected total and decide not to proceed with the purchase. Therefore, it is important to provide an estimate of shipping costs and taxes at an early stage. Provide an explanation of additional fees in a prominent location on the LP to help customers feel confident proceeding with their purchases. In addition, give customers the ability to select their preferred shipping methods and delivery dates and times before their orders are finalized.

How Stripe Checkout can help

Stripe Checkout is a fully customizable prebuilt payment form that makes it easy for you to accept payments on your website or application.
Checkout can help you:

• Increase conversion: Checkout’s mobile-optimized design and one-click checkout flow make it simple for customers to input and reuse their payment information.

• Reduce development time: Embed Checkout directly into your site, or direct customers to a Stripe-hosted page, with just a few lines of code.

• Improve security: Checkout handles sensitive card data, simplifying PCI compliance.

• Expand globally: Localize pricing in 100+ currencies with Adaptive Pricing, which supports 30+ languages and dynamically displays the payment methods most likely to improve conversion.

• Use advanced features: Integrate Checkout with other Stripe products, such as Billing for subscriptions, Radar for fraud prevention, and more.

• Maintain control: Fully customize the checkout experience, including saving payment methods and setting up post-purchase actions.

Learn more about how Checkout can optimize your payment flow, or get started today.