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Increasing PayLater conversion at checkout

Background

Gojek started its journey in fin-tech with the introduction of micro loans to our users, merchants and drivers. PayLater is Gojek's user facing lending product that gives a pre-assigned limit to the users for a small one time monthly fee. This fee is charged with the first transaction that you do in the month so in a way subscription is renewed every month. PayLater follows an end of the month payment cycle; that means you are due by the end of the month if you have used PayLater in the month.

The problems

PayLater charged a small one time monthly fee for its BNPL service. This was charged with the first transaction and the user could continue using PayLater limit for the rest of the month for free.


The real problem was that for users only using PayLater for a small transaction, the fee did not make sense. Think Rp10,000 for the service + Rp10,000 for the fee.

Enter GoPay Plus

Rebrand KYC and give it a new home. Solving for how users understand the product, increase recall and giving KYC a home on Gojek.

i. Rebranding KYC

This included a redesign of their wallet with particular design elements. KYC'ed and Non-KYC'ed wallets would look a little different.

ii. A permanent home for GoPay Plus

  • Provide a permanent homepage for KYC that will serve:

    • How-to information to do KYC for non-KYC users

    • KYC benefits for non-KYC users

    • KYC submission status

    • KYC rejection reason for KYC-rejected users

    • Provide a way for users to upload KTP if they have KYCed using a different document

2. Changing the way we communicate KYC benefits

Redesign KYC benefits and intro screens. And change the way we communicate about KYC.

i. A new KYC benefits screen

Reinforced messaging around security and privacy with a more exhaustive list of benefits.

ii. Adding contextual and focussed KYC nudges

Data also suggested that KYC conversation rates are higher when people are nudged to finish KYC during a critical action. We hence came up with contextual nudges for our users to do KYC. Instead of showing the entire list of benefits for KYC, we would simply show one benefit related to the action that the user is trying to complete.

3. Solving for privacy and security issues

Redesign the screens where users upload their IDs and reinforce security

The old flow and screens had a bunch of key things missing in them.

  • When redesigning the screens within the flow, we made sure we mentioned the number of steps.

  • The guidelines were hidden behind a hyperlink to declutter the screen. If the users still needed help, we were relying on our DS SDK to provide real-time feedback on image quality.

  • To comfort our users around data and privacy concerns, we added a dedicated message at the bottom of the screen.

4. Reducing rejection reasons

Add real time feedback when taking pictures and liveness check to reduce rejection rates

Results

  • Because of a permanent home for KYC and providing clear rejections reasons saw an increase of 12% in KYC resubmissions.

  • KYC awareness grew from 30% to 33% and then to 67% in 3 months.

  • We saw a massive 65% drop in the rejection reasons around ID and selfie image quality and eventually increased overall KYC numbers.

  • Liveness check is yet to go live.