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Digital River World Payments Whitepaper: Transforming the payment experience into a sales tool

Research Type: Overview
Published: 04 Jul 2012
Pages: 10
File Type: PDF
Size: 1954kb
Analysts: Ionela Barbuta
Geographic Scope:    World
Editions: Online Payments
Topics: Company, Market, Online-Payments, Product, Services
Companies: Digital River World Payments

This whitepaper is for merchants who are interested in using proven marketing principles and tactics to maximize the conversion opportunities that exist as part of the online checkout process.

The “four Ps of marketing” (product, price, promotion and placement) traditionally represent the most crucial elements for successfully bringing a new offering to market. But when it comes to e-commerce, and especially when bringing a product to a global marketplace, an effective marketing mix must include a fifth P: payments.

Why payments?

A merchant may have done everything right and covered each of the traditional four Ps. However, true success is only measured by the completed purchase. Most merchants still pay more attention to other aspects of conversion optimization than they pay to their payments program (the things that happen after the customer clicks “buy”). This failure to consider the fifth P of marketing is a missed opportunity that can affect short- and long-term business success.

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