Vagaro Merchant Services Application
Increasing conversions for Vagaro's Merchant Services application
Role
Lead Designer, 2 PMs, Growth Marketer (Data), 2 Dev Leads
Cross-Collaborative Teams
VMS Team, Marketing, Development, Support
Platforms
Web, Mobile
Overview
Among its many offerings, Vagaro's payment processing services stand out as a significant revenue driver, enabling businesses to accept payments from customers. However, the process for applying for merchant services had not seen improvements in years, leading to a less than optimal user experience.
The Problem
The aim was to re-imagine the sign up flow to create a seamless, user-friendly experience for both new and existing Vagaro businesses seeking to enable payment processing. This redesign also included the integration of Plaid for enhanced identity authentication. Additionally, we sought to leverage the sign-up flow to upsell Vagaro's hardware products, thereby increasing product purchases and general awareness of product offerings.
Addressing Drop-Off
Presenting the application at an opportune time
Addressing Drop-Off
Balancing upsells and identity verification with a digestible application
Addressing Drop-Off
Reducing denied and fraudulent applications
Discovery & Research
The sign up flow at that time did not have any data-tracking built in, meaning we were unable to get an accurate understanding of how long applicants took to fill out the form and at what point they were dropping off. What we could measure against was successful applications completed and knew how many of these applications were fraudulent.