Buxter Whitepaper How To Increase Your Facebook App ROI With                   BuxterContactClickandBuy International Limi...
Table of Contents1.   Executive Summary......................................................................................
1. Executive SummaryCreating and maintaining a significant active user base for a Facebook application is a bigachievement...
Founded in 1999, ClickandBuy represents over 10 years of experience and expertise in the e-paymentmarket. The online payme...
2. The Business Challenges for Facebook AppsThe traditional payment process on Facebook is known for its low conversions d...
3. The Buxter SolutionGood solutions always tackle the issue at root level – and thats exactly what Buxter does.3.1     In...
So Buxter also perfectly solves your second business challenge: it minimizes the number of stepswithin your complete purch...
4. Buxter Payout and Pricing Model4.1     The Buxter Payout ProcessAll sales transactions of your Facebook app that are ha...
5. Buxter Target MarketsIs Buxter the right payment processor for your Facebook application? Here is a short questionnaire...
6. SummaryWhen it comes to implementing a commercially successful Facebook application, merchants typicallyface these thre...
Recommendation      Get Feedback                 Give the 60 Minutes Buxter Quick Start Guide to your IT                  ...
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Buxter whitepaper

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ClickandBuy solution for making payment on a facebook page.

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Buxter whitepaper

  1. 1. Buxter Whitepaper How To Increase Your Facebook App ROI With BuxterContactClickandBuy International LimitedLincoln House137 / 143 Hammersmith RoadLondon W14 0QLTelefon: +44 (0)20 7153 9160Email: merchants@buxter.com
  2. 2. Table of Contents1. Executive Summary..........................................................................................................................32. The Business Challenges for Facebook Apps..................................................................................53. The Buxter Solution ..........................................................................................................................6 3.1 In-Facebook-Payment: No Media Disruption .........................................................................6 3.2 2-Click Buy: Fastlane Sales....................................................................................................6 3.3 Hands-Free Purchase: Trigger Impulse Buys ........................................................................74. Buxter Payout and Pricing Model .....................................................................................................8 4.1 The Buxter Payout Process....................................................................................................8 4.2 Supported Currencies.............................................................................................................8 4.3 Buxter Transaction Limits .......................................................................................................85. Buxter Target Markets ......................................................................................................................96. Summary.........................................................................................................................................10Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 2 of 11
  3. 3. 1. Executive SummaryCreating and maintaining a significant active user base for a Facebook application is a bigachievement. Converting these users into paying customers has just become much easier thanksto ClickandBuys new Facebook application called Buxter.Buxter can interact seamlessly with any Facebook application (via an easy API integration), servingas the perfect In-Facebook Payment Gateway.No longer will Facebook users abort payment processes because they feel uncomfortable having toleave their trusted Facebook environment – now they can pay within Facebook with Buxter.Quickly, safely and stress-free.It doesnt matter if you are selling Virtual goods Tangible items Software Services Pay-What-You-Like items, e.g. Music, freewareon Facebook – Buxter can help you increase your profitability and your ROI on your Facebooktraffic investments (PPC, offline marketing activities, etc).If you dont sell anything yet within your Facebook application, Buxter can provide the perfect solutionfor a quick and reliable payment implementation, both in the fixed-price and the Pay-What-You-Like business model.Best of all, Buxters low clearing fee also covers the risk of non-payment, which gives you peace ofmind. No more unpaid items thanks to this Buxter payment guarantee!About ClickandBuyClickandBuy is one of the leading payment services on the internet. Certified by McAfee and tested byGermany’s Technical Inspection and Testing Association (TÜV), this online payment system is usedfor internet purchases by over 13 million people. Having doubled its turnover generated by traders andend customers to € 922 million (TTV) in 2008, the ClickandBuy Group first crossed the billion eurothreshold in 2009.Over 16.000 online traders use ClickandBuy’s epayment system for their ecommerce, retail, onlineentertainment, and paid content & services billing, including Deutsche Telekom, Scout24 Group, AppleiTunes, Napster, Orange, msn, AOL, Meetic, Parship, Electronic Arts (EA), Codemasters, McAfee,Panda, RTL, Playboy, Financial Times Deutschland, Foto.com, Deutsche Boerse Group, KPMG,Yamaha, Digital River, Redcoon, bonprix (Otto Group).Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 3 of 11
  4. 4. Founded in 1999, ClickandBuy represents over 10 years of experience and expertise in the e-paymentmarket. The online payment system is operated by ClickandBuy International Ltd. in London. Sincethe merger on 1 April 2010 the ClickandBuy Group has been a wholly-owned subsidiary of theDeutsche Telekom AG. As an e-money institution licensed by the UK’s Financial Services Authority(FSA), ClickandBuy’s complete service includes 120 currencies and offers 50 national andinternational modes of payment throughout 31 countries.Buxter takes full advantage of ClickandBuys sophisticated security features. In addition to complyingwith national legislation, ClickandBuy meets numerous other international acknowledged standardsand has acquired various additional seals of quality, including certification from McAfee or the BSI "IT-Grundschutz Certification".In a nutshell: Buxter is an easy, affordable and integrated payment system that can seamlesslyprovide full-scale payment options within any Facebook application, helping you to monetize yourFacebook app traffic to the max.Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 4 of 11
  5. 5. 2. The Business Challenges for Facebook AppsThe traditional payment process on Facebook is known for its low conversions due to a high abortionrate (bounce rate or shopping cart abandonment) during the payment process. The main reason forthis is simple: Facebook users dont feel comfortable when having to leave their trustedFacebook environment in order to pay an item or a service. Also this process takes too long.They rather abort the process and abandon the idea of purchasing the desired item than goingthrough the pain of leaving Facebook in order to check out and pay.Every time this happens you are missing business and losing customers!So obviously your first business challenge is to minimize the bounce rate of your payment processdue to media disruptions, i.e. users having to leave Facebook in order to pay.Avoiding these media disruptions by introducing In-Facebook-Payment will significantly increaseyour conversion rates and thus your revenues and profits.But it does not stop there. It is a known fact that every additional step within any online process – andespecially in payment processes – decreases conversion rates. Thus your second business challengeis to minimize the number of steps within your payment process as much as possible.Your third business challenge consists of reducing complexity and required time of your paymentprocess. Guess which of the following payment options will give you higher conversions? or "Pay with your Facebook name" Required time: ~5 seconds Required time: ~2 minutesBuxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 5 of 11
  6. 6. 3. The Buxter SolutionGood solutions always tackle the issue at root level – and thats exactly what Buxter does.3.1 In-Facebook-Payment: No Media DisruptionBuxter is a Facebook application which seamlessly integrates into the Facebook user experience.The Buxter app takes advantage of the well-known and trusted Facebook user interface, includingFacebook confirmation pop-ins which are used by Buxter for payment approval:Thus Buxter perfectly solves your first business challenge: it keeps the user within his/her trustedFacebook environment during the entire payment process (which with Buxter only takes 5 secondsanyway, see below).3.2 2-Click Buy: Fastlane SalesWhen the Facebook user arrives at the Buxter app during the checkout process Buxter receivesauthentification and user information from the Facebook system. Thus there is no need for any(conversion-lowering) login process of any kind.This results in a never-seen-before great shopping experience of only 2 clicks: User stumbles upon an item in your store that he/she likes, so he/she clicks the Buy now st button (1 click). The Buxter confirmation pop-in (see above) shows up, summing up the item details and nd asking for confirmation. User clicks the Confirm button (2 click).And thats it. Congratulations, you just made a sale!As the user has authorized the payment, the money is transferred from users Buxter account into yourcompany Buxter account. In the background Buxter confirms the successful payment to yourFacebook shop application so that it can show the Thank you for your purchase page to yourcustomer, giving him/her details of your product delivery process (in case of virtual goods possibly adownload link).Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 6 of 11
  7. 7. So Buxter also perfectly solves your second business challenge: it minimizes the number of stepswithin your complete purchase process to only 2 clicks – and these 2 clicks already include thepayment process.Never has any online purchase and payment process been more streamlined than this!This gives you the perfect opportunity for additional sales. Why not entice a player of your virtualgame during the game to buy some extra equipment in order to win this fight he/she is just about tolose?As it only takes 5 seconds many users will be happy to go for this help and buy spontaneously.Or maybe think of an online store. You can now easily add a 2-Click Buy button, giving the user afastlane alternative to the traditional Add to Cart approach.3.3 Hands-Free Purchase: Trigger Impulse BuysYou might have already realized that the purchase takes place without a single keystroke. Again theBuxter application takes advantage of the tight connection to the Facebook system, enabling Buxter toauthenticate the user in the background and to pull all required payment information from his/herBuxter account.So Buxter also perfectly solves your third business challenge: it absolutely reduces the complexityand the required time of your payment process. Not a single form has to be filled in, 2 clicks is theonly user action required.This gives your customers a literally hands-free purchase experience – and you theopportunity for additional sales through impulse buys.Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 7 of 11
  8. 8. 4. Buxter Payout and Pricing Model4.1 The Buxter Payout ProcessAll sales transactions of your Facebook app that are handled by Buxter will be entered on the creditside of your Buxter account.At any time you can transfer credits from your Buxter account to your ClickandBuy account. Thistransfer comes with a clearing fee of only 15%. This fee also covers your payment risk, giving youa payment guarantee.After the money has arrived in your ClickandBuy account you can either leave it there or transfer it intoyour bank account. This only costs 1.75 GBP / 1.85 EUR / 2.75 USD per transfer, regardless of theamount that you transfer.It is important to note that during checkout there are no transaction fees to be paid, neither by themerchant nor by the customer/user.As a merchant you can start with a private customer Buxter account, but we strongly recommend toapply for a Buxter merchant account as this will significantly increase your withdrawal, balanceand turnover limits.If you would like to open a Buxter merchant account, please contact us via email:merchants@buxter.com4.2 Supported CurrenciesBuxter currently supports EUR, GBP and USD. Due to Facebook concerns regarding US bankingregulations the Buxter application is currently not available for users within the United States. But it ispossible for US merchants to offer the Buxter payment option to Non-US Facebook users.4.3 Buxter Transaction Limits Minimal amount for a single transaction: 0.10 EUR / 0.10 GBP / 0.15 USD Maximal amount for a single transaction: 50 EUR / 50 GBP / 75 USD Maximal number of monthly transactions: unlimitedBuxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 8 of 11
  9. 9. 5. Buxter Target MarketsIs Buxter the right payment processor for your Facebook application? Here is a short questionnaire foryou to find the answer to that question.Q: Does your Facebook app target one or multiple Non-US markets (e.g. Asia, Europe, Australia) ?A: If your answer is Yes: Perfect, Buxter is the right solution for you. ClickandBuy is one of the leading global online payment systems, it is used for internet purchases by over 13 million people worldwide. So there is already a huge user base available, they are just a few clicks away from also using Buxter. If your answer is No: Please be patient with us, we are in the process of making Buxter available for US Facebook users as well.Q: What kind of products or services are you selling / are you planning to sell via your Facebook app?A: It really doesnt matter if you want to sell Virtual goods Tangible items Software Services or if you want to collect money in Facebook through Fundraising Donations for any cause Donations for your free software, services or music Pay-What-You-Like business models, e.g. music or freeware Buxter can handle all sorts of sales, no matter what kind of products or services you are selling, as long as the payment transaction stays within the given limits (see previous chapter for details). Buxter can also easily handle fundraisings, donations and Pay-What-You-Like.Q: Does your Facebook app offer just one item for sale, or does it offer a whole catalog of items which can be put into a shopping cart?A: If your answer is Just one: Great, you can easily integrate Buxter by changing your current Buy Now link. If your answer is Shopping Cart: Great, you can easily integrate Buxter by changing the Checkout Now link of your shopping cart. Or just add a Buxter button next to each item and let your users purchase instantly, which further streamlines the purchase process (no shopping cart involved!) by offering this additional one-item fastlane. Use the power of impulse buying!Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 9 of 11
  10. 10. 6. SummaryWhen it comes to implementing a commercially successful Facebook application, merchants typicallyface these three business challenges: How to minimize shopping cart abandonment rates caused by media disruptions, How to minimize the number of required steps within the payment process, How to reduce the complexity (especially the number of fields) and required time of the payment process.Buxter is the perfect one-stop solution for merchants of any size to tackle all three businesschallenges at once. The Buxter Facebook application offers In-Facebook-Payment: No media disruption because the user user stays within the trusted Facebook environment during the whole payment process, 2-Click Buy: Fastlane sales – it only takes 2 clicks to buy an item, Hands-Free Purchase: Trigger impulse buys by offering the Buxter payment option. With Buxter a purchase only takes 5 seconds.Buxter gives merchants peace of mind in regards to payment risks: they are already covered withinBuxters low clearing fee. The result: no unpaid items!And most importantly: It is very easy to integrate the Buxter payment option into your Facebookapplication – thanks to a fully documented and easy-to-understand application programming interface(API).In fact, we prepared a 60 Minutes Buxter Quick Start Guide which gives easy-to-follow instructionson how to create a feasibility prototype in less than 60 minutes, even if you dont have your ownFacebook application yet.Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 10 of 11
  11. 11. Recommendation Get Feedback Give the 60 Minutes Buxter Quick Start Guide to your IT department or your agency – it is available at this link: NOW! http://wiki.buxter.com/f/60-Minutes-Buxter-Quick-Start-Guide.pdf Ask them to follow the steps described within the document. This can easily be done within less than 60 minutes, so you could request to get your feasibility results within the hour.If you prefer a zipped version of the document: http://wiki.buxter.com/f/60-Minutes-Buxter-Quick-Start-Guide.zipCongratulations, you are now on your way to increased conversions, higherprofitability and better ROI of your Facebook application!If you would like to open a Buxter merchant account, please contact us via email:merchants@buxter.comContactClickandBuy International LimitedLincoln House137 / 143 Hammersmith RoadLondon W14 0QLTelefon: +44 (0)20 7153 9160Email: merchants@buxter.comBuxter – How To Increase Your Facebook App ROI With Buxter Version 1.0© ClickandBuy Page 11 of 11

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