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Why do people put payment method icons on their website?

over 2 years ago from , front-end design/shopify optimization

On a lot of e-commerce websites, I see inline lists of icons like this...

ACCEPTED PAYMENTS: Visa, Mastercard, AmEx, Amazon Pay, PayPal, etc.

I’m curious why people still put those on e-commerce sites. It seems like most people know how to purchase things online nowadays.

Are there any studies showing that putting Accepted Payment Methods on your site will increase conversions?

14 comments

  • Felix LebedinzewFelix Lebedinzew, over 2 years ago

    For Me, speaking as a customers perspective from Germany these badges really help me to identify the way I can pay (…well yeah of course thats the reason why you show these icons…) at a certain website. But its kinda helpful to know in advance if they accept my American Express or I can easily check out with PayPal or even other specific local payment services. So I know when I buy something, the checkout is learned and intuitive with the methods I prefer.

    13 points
  • Jon MyersJon Myers, over 2 years ago

    There are several reasons and there's research you can dig up.

    The short of it:

    1. Credit card icons are a trust signal.

    2. Credit card forms are a unique point of breakdown. Many will have to stop and go get a card. The icons can help route their eyes when they return.

    8 points
  • Andy LeverenzAndy Leverenz, over 2 years ago

    That's the website owner/designer showing empathy for its users.

    People want to know you're legit. Sometimes showing security/credit card icons helps make people feel warm and fuzzy because they know their purchase will be handled securely and safely.

    As far as studies go, I've got nothing! :) But my best guess is that it's geared around making the user feel like it's 100% okay to make a purchase.

    Quick Edit: Demographic is also a good reason. Certain cards aren't accepted everywhere.

    7 points
  • Tony GinesTony Gines, over 2 years ago

    I think it's definitely dependant on your site's demographic and whether or not you sell internationally as well as how the icons might fit into your overall design (if you're trying to do something different or modern). That said, I think the other comments here are correct in that it helps legitimize a site as well as give some international users an idea of what cards are accepted. Side note: I made some credit card icons in sketch a while back. Here ya go: https://dribbble.com/shots/2415614-Credit-Card-Icons-Sketch-File

    1 point
  • Ronja V., over 2 years ago

    Yeah, this definitely applies to international markets. At my company (I work in Germany) we did not implement a credit card payment option until recently because most of our users preferred German, Dutch or French native payment options. It was also much more expensive to handle credit cards and there wasn't a big demand for it. Unlike Americans, who use credit cards for everything, a lot of people here like to use their IBAN.

    1 point
  • Mark Lastborn, over 2 years ago

    The reason is simple. It still working. Personally, when I go to a website, the first thing I want to see is what type of payment is accepted and the shipping details.

    1 point
  • Bob CechacekBob Cechacek, over 2 years ago

    As with meaningless (and extremely expensive) security badges, it may make the site seem more legit and authoritative. And it’s free.

    You use big-brand names everyone recognizes, and associate your site with them. It’s rather desperate, but it builds trust and reassures the user it’s not a scam… because the icon says so.

    I especially love how even some big sites out there use their own security badges and such adornments. A stock vector that says „100% secure“, that’s perfection.


    Conversation with a client goes like this:

    Client: “The homepage looks empty, could you add credit cards and cheques we accept, somewhere around… right here?”

    You: “Don‘t all of your competitors accept credit cards? People except that, it’s a standard.”

    Client: “…”

    You:“So… Visa, MasterCard, Diner’s Club, anything else?”

    1 point
  • Stef KorsStef Kors, over 2 years ago

    I really like those icons, in Netherlands for example a lot of people don't have creditcards. So knowing it's possible to pay with paypal or ideal or whatever is really good. If it's only creditcard as payment option it's impossible to pay, which is really annoying after you filled a shopping card with stuff

    0 points
  • Michael FMichael F, over 2 years ago

    I believe in the UK it's actually a requirement that you must show the visitor how they can pay BEFORE placing any orders. It's not enough to assume that 'most people know how to purchase things online nowadays'.

    I don't think this specifically means you must show payment method icons but there is no better way than a visual indicator that will also give visitors a little extra trust.

    Source

    0 points
  • Greg O, over 2 years ago

    Because while VISA and MasterCard might be universal/common, most of the others are not. Think of PayPal or even AMEX, but also in some countries like Germany you may have some way of paying cash, which is quite common there but very few international sites care about it. Some users now may like Bitcoin too. And so on.

    It's best for the customer to know, either via the logos, or via a word somewhere early in the navigation; obviously before going through the whole cart/purchase tunnel and having the disappointment late in the process...

    While some people will be unhappy if their preferred payment method is not available, but still be able to switch to another one, some will just abandon the purchase and keep a very bad feeling about your site if it took them too long to find out.

    0 points
  • James Young, over 2 years ago

    Broadly speaking it's because it removes a question that is a potential cause of hesitation at the point in the checkout process that always has the highest abandonment.

    People usually like to confirm quickly (and without having to ask) that their preferred payment method is accepted rather than take the time to enter their info and find it's not accepted.

    We added a couple of other bits to our checkout process on Cutting Edge Knives ages ago that helped reassure users - confirmation of free UK shipping and also our money back guarantee. This helped nudge conversions up too.

    0 points
  • Theus FalcãoTheus Falcão, over 2 years ago

    I believe that because for existing many methods to payments, people can be in doubt what payment method is accepted or not. Here, in Brazil, that the methods are quite fragmented, is helpful these badges.

    0 points
  • Interested Curious, over 2 years ago

    When it comes to questions like this it's important to take the UX hat off and put the consumer hat on.

    If you visited a website that let you input your card number and then told you your card type wasn't accepted how would you feel?

    If you only had paypal to pay with but went through amazon for a product that sold out quickly, how would that effect your transaction experience upon reaching payment entry?

    How would you feel as a foreign consumer with mastercard on a site that only took visa?

    It's DIRE to remember you are a consumer as well. It helps put these things into perspective faster.

    0 points
  • Shane Boland, over 2 years ago

    Like this, why?

    0 points