You’re ready to sell some products or services on your website and you’ve built a payment form, but you aren’t sure where to place it. The location of your payment forms can impact your conversions, so this isn’t a decision to make lightly.
In this article, we’ll break down the different locations where you can embed your WordPress payment forms. We’ll also offer some tips to use your forms effectively in those locations.
A checkout page is the most obvious location for a payment form. It’s right for any site that anticipates that visitors will purchase multiple items or will want to “save” items by adding them to a shopping cart while they continue browsing. If you have a fully fledged ecommerce store, it makes sense to use a checkout page.
Your payment form should be the primary element on your checkout page. Don’t clutter this page with extra images, copy, or links that don’t relate to the checkout experience. Anything you add to this page is an opportunity for customers to become distracted and leave. It’s even smart to use a custom header and footer on this page so users don’t have avenues to do something else.
That said, there are two items you might find beneficial alongside the payment form on your checkout page:
- Important reminders, like delivery, processing, payment, or shipping terms. These can answer last-minute questions and help conversions.
- Upsells, such as protection plans, guarantees, priority service, etc. These are powerful revenue boosters, but only if they don’t require them to leave the page.
If your customers need any post-sale information, add it to a separate “thank you” page so it doesn’t disrupt your conversion. This might include instructions or next steps to take (like “Check your email after purchasing”), product/service best practices, or how they can contact you if they have questions or concerns.
A landing page is a page designed to be landed on first by your visitors (appropriate name, right?). For instance, you might buy ads that link to a landing page where the copy of the ad relates to the copy of the page. Your services page could also be landing pages.
Landing pages typically have a single purpose: to convince the visitor to take some kind of action, like contact you, make a donation, subscribe to your email list, or make a purchase. Adding a payment form to this page, as opposed to making visitors click to another page, might be a good way to increase conversions.
If you decide to add a payment form to a landing page, just make sure the page includes all the information a visitor needs to make a buying decision. Don’t expect visitors to browse around your website searching for answers to their questions. Include a strong headline, supporting copy, frequently asked questions, trust signals, and anything you can add to make your customers feel safe.
Product pages are pages that promote a specific product or service. These might be landing pages, but they aren’t always.
Depending on the nature of your products and services, it might be smart to put your payment form directly on the product page, rather than using a traditional shopping cart and checkout flow. This makes sense when you don’t expect visitors to purchase multiple products/services at the same time.
Notice how this ebook sales page includes a checkout form at the bottom of the page. The visitor doesn’t have to go anywhere else to complete their purchase.
In Your Content
As you craft content for your readers, you may mention a product or service and want to give them a chance to buy it on the spot. In these cases, it helps to add the payment form directly to the page.
For instance, let’s say you’re writing a blog post. In the article, you refer to your ebook. Instead of linking to another page, you could include a short blurb about the book and a simple payment form to buy it. This ensures you create every possible opportunity for your readers to buy.
If you take this approach, we recommend being as undisruptive as possible. Keep your form and any supporting copy or images small so readers don’t feel like they have to scroll past ads to enjoy the content.
In some cases, it makes sense to put a payment form in a sidebar. Since the sidebar is an element that appears on many pages, a form in this location will make it appear throughout your website. This is especially useful if your website has (or will have) a lot of pages and you want that form to be as accessible as possible.
For instance, let’s say you produce regular blog content. Instead of trying to get blog readers over to your ebook landing page, you could promote your ebook in the sidebar of every page. You could include a payment form right below it so readers can buy without taking another step.
If you’re a nonprofit that collects donations, it’s smart to put a payment form in the sidebar so your potential donors can donate as soon as the mood strikes them. This ensures you never miss a donation because the form was inaccessible.
This sidebar payment form is a great example. It appears on multiple pages throughout the site for generous fans to buy this podcaster a coffee.
Payment forms in footers are rare, but they make sense in some cases. Unlike sidebars that appear on some but not all pages, footers generally appear on every page (except in cases like landing pages where footers are specifically excluded). Therefore, whatever you put in the footer should be something suitable for every page.
Footers are unsuitable places for payment forms that sell products and services that require supporting copy and images. There just isn’t enough space for that kind of thing. But a footer payment form may work if you’re selling a self-explanatory product (like a piece of content) or soliciting a small donation (like “buy me a coffee” or “support us with $3”).
This isn’t technically an embeddable location, but we didn’t want to leave it out. Your final option is to use an offsite page that’s hosted by your payment processor. A button on your website brings the visitor to a separate page that includes the traditional payment fields. Here’s what a Stripe-hosted checkout page looks like.
The advantage to this system is that all the page building is done for you by the hosting service. The button to reach this page can exist anywhere, even as a simple text link on a menu or in your content. Plus, the page is hosted by a reputable company that people trust as safe.
The Right Payments Tool
As you can see, there are lots of suitable places to embed your payment forms, but the right location depends on the nature and purpose of your form. But in order to have full control, you need a flexible payments plugin that allows you to post forms anywhere.
With WP Simple Pay, embedding a form on your WordPress site is as simple as pasting a shortcode. You can also set forms to display as a full-page overlay or use an offsite page. Grab WP Simple Pay today.
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