SBC News Voice of the Sports Betting Industry
The payment widget is the most important part of the customer journey, said Artem Sydorenko, Marketing Manager at exactly®.
In discussion with SBC News, he explained why his company allows full customisation of its widget for clients, which helps to minimise any doubts in the mind of the consumer.
The most significant of these doubts, he added, arises when the payment environment is not associated with the brand that the consumer is setting up payment for.
SBC: Can you tell our readers about your team and core service?
AS: We are a team of professionals with vast experience in fintech, united by common values, a passion for innovation and the will to develop more personalised and client-oriented services day by day.
Our core service is an all-in-one payment system, which means that we offer a full-cycle service of financial management online for any type of business. This would mean that by using the exactly payment system, you can operate the financial part all in the same place.
All of the functions accept major payment system cards, for example, VISA, MasterCard and Mir, as well as a variety of alternative payments. Also, a valuable feature is that most of the world currencies are being accepted, which allows the business to expand globally and accept local currencies in a wide list of countries.
SBC: And what about the security attached to the system?
AS: The full-cycle financial service we offer is an amazing opportunity, but it would mean nothing if the processes were not secured. Therefore, we work on security even harder than on everything else.
A fully-protected performance under the authorisation of the payment system is guaranteed because the level of protection is very high: the client can choose their transactions to be 3D-secured.
The exactly payment system is PCI DSS certified, meaning that the payment gateway is consulted on the matter of security by the worldwide Payment Card Industry Data Security Standard institution.
And this is not where the security ends. There are ML‐enabled empowerment and manual transaction and chargeback verifications to help cut both criminal and friendly fraud as well as prevent uncontrolled chargebacks and the fraud of such kind.
SBC: How important is personalisation and customisation for the client?
AS: One of our strongest advantages that we like to talk about is our ability of customisation. It means that our interface and payment widget are able to be set the way the client likes it. It can be designed as per the client’s own vision or brandbook to grow the trust among their customers and make the checkout journey on the website as smooth as possible.
Another subject of customisation is the payment link environment which is also a tool for payments, but for the customised ones. For example, if the business has a variety of custom products or the suggestions and the special requests are accepted, the payment link would be the most convenient way for the company to issue an invoice and for the client to pay.
And it also has to look the way the website does, so it doesn’t raise any suspicions of fraud. The interface of the payment system where the employees have access to is easily customisable as well. Everything you see after accessing the business account is able to be set in their own way to make the working process more comfortable.
Furthermore, if there is a need for the development of a special feature to simplify the daily task execution, there is no problem to arrange a development of such kind from scratch.
We are ready to go the extra mile upon any request because we know that it pays off most of the time – we develop additional features, customers of our client evaluate that, our client is happy and so are we. Our reputation of a flexible payment system is one of the things we care about the most.
SBC: What is the level of support for any tech issues that customers might encounter? And how simple is the integration process?
AS: We offer fully-guided smooth integration to each of our clients, no matter what the situation on their side is. Our developers, customer support and key account managers are there for our clients anytime they need us. We are trying to be especially helpful if there is any problem, so our client doesn’t feel abandoned or left alone to face technical issues.
When it comes to the integration, many clients struggle because they lack technological knowledge or do not have enough technical employees at the company to run it. There is no need for such worries in this case – we will assist in setting up everything.
Furthermore, we offer API integration which is the simpler way of it. But anyway, if there is a need to do something extra to make things work – we will never refuse.
SBC: Can you tell us more about how you have grown your offering in recent times?
AS: Firstly, we have just deployed a newly designed website for the convenience of our clients in early October. Secondly, in terms of our service, we extend our offering rather frequently – not so long ago, we introduced the payment links.
We also never miss the opportunity of a new partner integration. Recently, we added a new marketplace to the list of our partners – shoptet.cz. They are the platform for online shop creation and are extremely popular in the Czech market, which is where our company comes from. By having them as our partner, we became more accessible to clients in our home market.
Thirdly, we are trying to expand in terms of cooperation with the banks and other payment systems. So, we started the partnership with the Portuguese company Multibanco which allows us to be more accessible in the local market of Portugal.
We were also authorised by the FCA not so long ago because authorisation of this institution is crucial for the companies which are working in the EU and the UK. This is what we introduced during the past two months and there are many more projects we are working on now.
SBC: How important has the widget become in terms of the transaction journey?
AS: Extremely important. This is why we offer a full customisation of it. If the payment widget interface looks ultimately the same as the website they are buying the products from, the process itself is more trustworthy, and helps to exclude the client’s questions like ‘am I really paying to the website I want to buy this item from?’, or ‘is it the same seller I wanted to pay, or not?’
To make the number of purchases on the website grow, the business has to minimise the client’s doubts, especially the most significant one – when the payment environment is not associated with the brand that the client wishes to pay.
Also, it’s important to show all information about the order on the payment widget so the client has trust in what they are paying for. It is better to make it nicely organised or even designed and styled as per the brandbook of the company, so there are no suspicions that the purchase is not legitimate.
SBC: So this concept of customisation is just as important for the end consumer as for the client?
AS: Yes, this is because of the increasing shrewdness of consumers. Specifically after the rapid development of online shopping as big market players introduced new features and best practices.
And the huge ones, who have reached a certain level of popularity among international markets, are now dictating the standards of customer journey in all types of online stores – it doesn’t matter if it is a small or middle enterprise, a construction material shop or if they sell handmade clothing for kids. Your new small online business will compete with each online shop on the internet in terms of customer journey.
Taking into account that the payment widget is the most important part of that journey, our answer is – yes it is crucial and this is obvious as to why. If a client spends some time filling their shopping cart, everything goes well and they disappear at the checkout as soon as they reach the payment widget interface – this is a bad scenario.
This is most likely because of the problems with the payment widget, such as functionality, appearance and provided information, or a lack thereof. This is why we offer full customisation of the payment widget and are really flexible here.
