01. The Challenge
Establishing A Digital Footprint
The payment processing industry has a reputation for lacking transparency and being vague about pricing plans. Processing rates are rarely posted, and the pro's and cons of the different pricing structures are typically unavailable on competing websites. This trend combined with the competition's offering of old, outdated equipment causes many small and medium size businesses to choose PayPal or Square even though it's much more expensive. Furthermore, Square and PayPal post rates and do a much better job describing their business solutions, articulating the features/benefits, and connecting their payment solutions to specific business types.
02. The Solution
Transparency & Education
Design a website with a clean aesthetic, clear message and sensible flow of information. The site should make it easy for customers to find answers to common questions, get detailed information on products and services, and learn about the industry's complex pricing structures. Potential clients should be able to request a free, no strings attached rate analysis and verify their current processing plans. Business development should be able to utilize the site to educate potential clients and use it for marketing and customer acquisition.
Design Elements
Corporate feel and color palette, large clean image headers, and clear sans-serif fonts. Content boxes with icons were used throughout the site to provide visual cues and bullet point key information. The page flow is based primarily on a problem-solution motif and uses carefully crafted headlines to solicit an emotional response and generate interest. Images were carefully selected and used to aid in telling the story.
Target Audience
The typical customer is a small to medium size retail, wholesale and eCommerce business looking for better pricing and more advanced payment solutions with multi-channel and mobile first technologies. It should also appeal to companies who need to seamlessly integrate physical and online stores.
03. The Results
High Quality Presence
The website establishes the problem and sets the frame for Insite's ideal customers. It transitions into the solution starting with a free offering, posted rates, and then showcases their equipment and software offerings with key features and benefits. Each section heading and sub heading is a call to action in its own right. Site navigation is clean with clearly identified menu categories. Infographics were created to explain the pros and cons of the four main pricing structures, and a user submission form was created for clients to request a free rate analysis.