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It has been found that between the Payment and the Purchase steps in the funnel, Popeyes ES has scope for improvement in comparison with other markets (e.g.: Germany).
Figma file for reference: https://www.figma.com/board/cb2B9y2wM6YrHnIcuQqoil/2024---Q1---%5BIBFEC-1677%5D---Payment-Method-page-improvement?node-id=0-1&t=TjfseIEN5b3vAAgz-0
Popeyes ES abandonment rate is about the 11.8%
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Moreover, the error message the user gets when entering a non-accepted card is so generic they may , which may lead the customers to not understand what the error is and would try to repet repeat the payment with the same card:
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❔ Expected Outcome
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What are the goals the opportunity is going to address |
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4️⃣ Competitor Landscape
We look looked into other competitors to find out:·
How they show this information
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When they show this information
After analyzing 11 competitors, we discovered that only 4 of them are using thumbnails of the accepted cards, but in 2 different ways:·
Showing accepted cards + also the other payment alternatives. The Competitors that offer alternatives payments, show both cards and alternative payment thumbnails. Due to this, these thumbnails appear before they show the different payment option to select:
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Showing the accept cards thumbnails. They normally show the thumbnails once the user has selected the card as payment method:
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