How I increased conversion on my checkout form by 60%

Philip Kaplan says DistroKid lost most users at the credit card form, where conversion stayed at 25% for a year. After following advice on credit card form design and making a few small changes, average conversion rose to 40%, which he calls a 60% improvement.

Reading notes

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• He adds a large lock icon, secure and encrypted language, and explains that card data goes directly to Stripe through AJAX.
• He puts a gray background around sensitive fields to suggest that anything typed there is safe.
• He adds credit card logos and a GoDaddy SSL badge to borrow trust from familiar financial and security brands.
• He repeats that the page offers unlimited uploads, saying the value proposition appears three times.
• He adds a card-type dropdown with Visa as the default, even though the selection is not stored or used.
• He places a personal-sounding message under the gray area to reinforce the value proposition and make the user feel cared for.
• He notes that the percentage gain is harder to judge without volume, and says the volume is significant enough without revealing revenue numbers.