Well over 80% of JustGiving’s traffic now comes from mobile devices.
This peaks further still as we enter the outdoor fundraising event season (hello, spring!) – and as our traffic makeup changes, so too do the ways we optimise our technology and offering to ensure that people are getting the best out of their online experience.
There are all sorts of digital wallets and payment methods out there – PayPal is the most commonly adopted one for mobile giving, followed by ApplePay. But now we’ve got a pretty exciting announcement to make.
We’re introducing Google Pay to JustGiving, too!
You’ll start seeing Google Pay as a payment option on all devices and browsers from the end of March.
Why are we doing it?
We’re keen to offer payment methods that our donors will actually use (and they expect to find). We want to make it as easy and seamless as possible for donors to support causes.
Google Pay not only put a smile on the face of our Android users, but it’s easy and accessible for anyone (whatever device they’re using). No more pesky card details, and don’t worry, we’ll always show the default card if a donor already has one linked in their JustGiving account.
It’s part of a wider strategy to optimise the payment experience. Our top priorities are:
- Removing friction at checkout by defaulting to the most seamless payment method available
- Offering an alternative to relatively painful card detail input
- Offering payment methods that our donors expect to be offered and are used to using
- Further improving payment acceptance, driving up conversion rates
What does it look like?
The general idea is to get folks to the donation summary page as quickly and painlessly as possible and minimise abandonment. Because of this, we’re using dynamic journey routing – this means we treat each donor individually and show them the route we think is going to be most successful when they try and donate.
Google Pay is an openly available method with no browser or device restrictions – and that means it will be selected as the default method in many more cases than Apple.
We’ve been testing for months to ensure a friction-free journey for your donors but we welcome any feedback from anyone on bugs, including suggestions for improvement.
As always, you can find us on Twitter @JGCauses!