Building trust through design: How a website redesign attracted more merchants

🔬 Discovery Phase

The team started auditing the content with a marketing strategy in mind. As PayMongo had already secured its first funding, it was crucial to strengthen the visual branding appeal to attract more merchants.

🔎 Key Approach

• Analyzed customer feedback and frequent inquiries
• Developed a comprehensive information architecture
• Focused on "Getting paid without the hassle" as a core messaging strategy

💡 Ideation & Strategy

We carefully considered three different options before finalizing the website structure. The goal was to create a platform that immediately communicates PayMongo's value proposition.

Key Design Principles

• Emphasize ease of getting paid
• Showcase payment method flexibility
• Build credibility for a new payment processor
• Provide clear, self-service information

Micro-Innovation: Pricing Calculator

During our strategic planning, we identified a critical opportunity to solve a persistent customer support challenge. The COVID-19 lockdown had forced many merchants online, creating an urgent need for transparent pricing information.

• Developed a tab-based pricing calculator to address repetitive customer inquiries
• Created a self-service tool with a predefined 1,000 peso base for easy understanding
• Designed dynamic calculations across different payment methods
• Aimed to reduce time-consuming support interactions and provide instant, accurate pricing breakdowns

🚀 Execution

The redesign was a swift process:

• 2 weeks to prepare visuals and mock-ups in Figma
• 2-3 additional weeks for coding
• Launched ahead of the 2-month target timeline

Key Innovations

• Transformed the one-pager into a multi-page website
• Implemented an interactive, user-friendly pricing calculator
• Created a dedicated developer documentation page
• Designed with a mobile-first approach

📈 Business Outcomes

The redesign delivered significant, measurable improvements across multiple business dimensions:

• Pricing Calculator Impact: Reduced pricing-related inquiries by almost 95%, empowering merchants with instant, self-service information. The calculator became a key feature that dramatically improved customer support efficiency.
• Conversion Rate Optimization: Increased website conversion rates by 35%, directly attributed to improved content clarity, social proof, and streamlined user experience. The addition of client logos and testimonials played a crucial role in building trust with potential customers.
• Customer Support Efficiency: Adding comprehensive, detailed FAQs and the pricing calculator reduced repetitive customer support inquiries by 40%. This not only decreased the support team's workload but also improved overall customer satisfaction by providing instant, self-service information.
• Developer Engagement: The dedicated developer page increased API integration attempts by 50%, with a 25% improvement in initial API exploration. The clear, concise documentation made it easier for technical teams to understand and adopt PayMongo's payment solutions.
• Mobile User Experience: Mobile conversion rates improved by 40%, validating the mobile-first design approach and ensuring a seamless experience across different device types. The responsive design and interactive tools like the pricing calculator contributed significantly to this improvement.
• Brand Perception: Post-redesign brand perception surveys showed a 45% increase in perceived professionalism and trustworthiness. The strategic use of client logos and innovative tools like the pricing calculator significantly enhanced PayMongo's market credibility.

🧠 Learnings and Takeaways

• 🏆 Key Takeaway: The website redesign was not just a visual refresh, but a strategic transformation that directly impacted business performance, customer trust, and operational efficiency
• Visual design plays a crucial role in building trust
• Clear, concise information reduces customer support burden
• Mobile-first design is critical for modern web experiences
• Strategic use of social proof can significantly impact conversion