How to drive conversions with Google Pay for Android | Session

Key Takeaways

[Music] hello my name is jose and i'm a developer relations engineer at google pay and i'm lucian and i work as an engineer supporting partner with google pay integration thanks for tuning in although our roles differ we both get to see google pay integrations from many different businesses and developers ranging from large teams with a few hundred engineers to the single developer in the project in today's session we'd like to tell you about some of the benefits of using google pay in your android applications and share proven integration patterns which have been adopted and tested with several partners we'd also like to introduce you to a range of product updates and improvements to our developer tools which will help you integrate more easily but first let's talk about the options for collecting payments that are available to developers distributing their android applications on google pay there are two primary ways you can use to accept payments google plays billing system and google pay google play's billing system is required when you're selling digital items or services within an app on google play while google pay can be used when you're selling physical items or services that will be used or delivered outside of your app such as groceries retail merchandise or food delivery accepting google pay speeds up your checkout process since users don't need to type in their payment details when they first download your application or every time they pay hundreds of millions of cards have already been saved to google accounts during their phone setup process or from previous transactions with google including google play chrome and other apps and websites that have already integrated with the google pay apis once uses save payment method they can easily use that same payment method for all their future purchases with just the tab the authorization screen is native to the android platform that means the user never leaves your application to verify their payment details in addition to convenience this also increases security the partnership between google pay and the supported psps allows us to securely handle your customers payment information using techniques such as encryption and tokenization this way payment details can be securely sent to you to create the order with your payment processor of choice make sure to continue running your existing risk checks through your payment processor or existing in-house infrastructure when the order is created if you are collecting payments in europe google provides a seamless and an sca-compliant checkout process that meets the dynamic linking requirements for visa mastercard and amax device tokens also known as d-pads this eliminates the need to challenge or step up the user during the transaction reduces the friction and improve the conversion rate very soon we will be launching device binding for android devices a seamless checkout experience where a user can strongly bind their payment credentials to their devices and go through one time verification with their bank to assist with european sca requirements device bank credentials will require device unlock like a device pin or biometrics for future transactions made by the user on their device this will eliminate the need for frequently stepping up or challenging the user take a look at our quick guide in the description below to adjust your payment configuration for transactions that are subject to strong customer authentication requirements in europe finally integrating with google pay payments api also lets you enable a re-engagement service inside google pay app in 2020 google launched a new google pay app in the us for android and ios and coming soon in other countries a transaction made with google pay inside your app automatically creates a branded experience for your company inside the google pay app where the users can view transaction history discover offers sign up for loyalty and more your brand becomes searchable for millions of active google pay users providing you with the new re-engagement opportunities in summary google pay is a convenient and secure form of payment for your users that is optimized for android and now with the new google pay app it also helps you build relationship and engage your customers at scale now that you have the basics i'd like to share with you some proven integration patterns to help you get the most out of google pay in your android applications in this section we'll discuss eui and ux patterns in the areas of payment method selection guest checkout and simplified payment flows that partners and other businesses are successfully using to drive conversions user engagement user acquisition increased order value and other related metrics we'll also share two additional tips to further optimize your payment flows and keep them secure let's start talking about setting google pay as a default payment option for ready to pay users using the guild app as an example following this pattern allows your users to move smoothly throughout the checkout process by putting them two taps away from completing a transaction this provides a more seamless payment experience for your users and reduces the risk of card abandonment partners who implemented this pattern report a significant uplift in the success metrics for guilt that is 34 of the total google pay checkouts were net new guild member conversions and 57 of the total google pay checkouts were reactivations of lapsed guild members the next pattern we'd like to tell you about is providing the option to purchase one item directly from the detail page of a given product what we typically refer to as express checkup especially when you know your customers are likely to check out with a single item this provides them with the shorter path to complete the purchase skipping the action card step you can see here how the guild group has integrated this feature into their checkout process the google play button on the product page allows users to move directly to checkout with google pay set as a default payment option this way users can complete a purchase with just a few clicks let's have a look at the guest checkout pattern based on the panera example panera is an american chain store of bakery cafe restaurants a guest checkout flow provides another way of reducing barriers for your users to complete the purchase and increase conversions also users who transact in your application are more likely to create an account and engage again in the future to offer a guest checkout flow for unregistered users simply add google pay as an option to continue with the payment process alongside your account creation element google pay in this case similar to the previous examples provides for a smoother faster checkout process for users who are ready to pay even before they create an account once they complete the first transaction you can prompt the user to create an account after integrating google pay the panera app experienced an increase of seven percent in order value and thirty percent in share of wallet the spot hero app is another example of how the guest checkout pattern can drive successful payment and add simplicity and fluidness to your payment flows spot here is a digital parking service that allows users to book and pay for parking spots at discounted prices after integrating google pay spotter increased its sales funnel by 20 times of the total amount of guest checkouts registered 87 of them were completed using google pay finally we would like to show you some of the more innovative ways of how partners are using the google pay apis to integrate payments directly from a notification sometimes payment requests are issued as a result of events that users expect like an abandoned card a donation or credit that is about to run out on a prepaid card just to mention a few these transactions are different from others in the sense that they are typically simple purchases that users are familiar with and thus they are ready to perform a payment quickly allowing your users to pay directly from a notification reduces the friction to pay and as a result increases conversion in your application mts is the largest mobile network operator in russia serving more than 80 million users in russia armenia and belarus mts adopted a pattern to allow their customers to top up their accounts directly from a notification helping them increase conversion by 80 to help you adopt this pattern quicker we have added it to our sample open source application if you want to learn more about this and other patterns discussed here today head over to our developer documentation under slash pay integration patents link now we'd like to share two additional tips to keep your payment flow secure and further optimize them by supporting additional paths to collect payment information to complete a purchase use autofill on android if you are collecting payment information through forms with autofill customers can reuse existing payment information saved in their accounts which saves time and effort while completing checkout forms getting started with autofill is easy all you have to do is add hints to your input elements to help autofill choose the most appropriate information for each of them you can use hints for names addresses phone numbers and credit card numbers with expiration date and security number to learn more about how to prepare your checkout forms to benefit from autofill head over to the slash android autofill optimized link in the description below autofill is a great step in stone to make it easier to pay in your applications with minimal effort note that integrating the google pay api and autofill are not mutually exclusive to the country they form a great tandem together where autofill helps you reuse your existing forms by populating them with matching payment information already saved on your customers google accounts and the google pay api takes your checkout experience to the next level with a new and simplified way of making payments there's one more tip that we'd like to share which can help you prevent security risks leading to unpleasant situations as much as the investment potential in security is virtually infinite there are some fundamental practices that take very little effort and account for a great deal of protection the bottom line is to treat any information that exists in the clear within your application as vulnerable as such here are some recommendations to look out for use the ssl for all the connections between your applications and back-end services over the public internet do not collect or store payment data or any other sensitive information in the clear within your application all the prices can be calculated on the client to show it in your ui and keep the user informed however payments should be made with calculations applied in your backend services we've also been working hard to make it easier for you to add google page to your android applications creating tools documentation and libraries that better adapt to your needs and use cases while collecting payments for the last part of this session we'd like to tell you more about three of these improvements and how they can be helpful to you last year we launched google pays business console a tool to help you streamline your google pay integrations into your apps and websites since then we have seen thousands of integrations submitted and approved through it with substantial gains and simplicity and a proven reduction in the time to integrate if you are ready to add google page your website or mobile application head over to the console and follow the steps to get started and submit your integration for approval testing your integrations before pushing them live is key to ensure a reliable checkout experience for your customers and a robust payment stack for your business the ability to use test cards to try out your integration has been one of the top requests for the google pay apis today we'd like to share you a suite of sample credit cards and addresses that you can use to test your integration before requesting production access without using personal or real card information by flipping a switch you'll be able to use regular and tokenized cards from multiple networks and the list of shipping addresses in test mode now let's talk about tools and libraries this is another area where we have heard your consistent feedback about the technology stack that you are using to build your applications we like to provide you with the right set of tools to help you integrate google pay in the most familiar and convenient way for you and your team if you're using flutter to build your applications or are planning to do so you'll be happy to hear that today we're sharing a flutter plugin for payments with you and the community as an open source project the plugin simplifies adding payments to your flatter applications both on the android and ios ends you can start using it today look for the pay package in pap.dev we'd also love to hear your thoughts on feature requests and we'll be waiting for your contributions in github to summarize google pay make it easier for your customers to check out on your android app even if they haven't created an account yet when your customers use google pay in your app their payments credentials are encrypted before they're shared with you this keeps their sensitive information safe and ensure it's never exposed today you have also seen successful patents at different levels in the checkout process that other businesses integrating google pay are using to improve performance on key metrics while offering a delightful checkout experience to their customers we are committed to improve and evolve the integration experience with tooling libraries documentation and other resources to help you add google pay to your application in a more convenient and familiar way take a look at the links in the slide and the description below to learn more about the tips and patterns we have discussed today as well as how to add google pay to your app when you're ready to integrate you can create a business profile and submit your integration through google pays business consult now it's your turn to make your checkout process in android more effective for you and convenient and secure for your customers make your way over to the sandbox by visiting this slash pay io 2021 link to learn more we will see you soon [Music] you