There’s a trend these days in SaaS apps where we try to make our signup forms as simple as possible, to increase the chances that a prospective customer will finish the signup process without bailing out of the entire process. Instead of asking for everything that we might want to know about a customer, we sometimes ask them only the minimum necessary to get them successfully signed up. This is a pretty good practice, especially if you progressively collect more information from your customers over time, using something like Metadater, because you’re slowly building a customer profile over time from a customer who’s invested in the service.
When you’re collecting credit cards, sometimes you’ll only collect the card number, CVV, and ZIP code. That works fine for a lot of transactions, but in some cases you’re just kicking the churn ball a little further down the field because you won’t be able to charge the customer and you’ll end up with involuntary churn.
Sometimes, credit card companies will decline a card just because you haven’t collected enough information about the cardholder to pass their fraud checks. In those cases, it’s important to get the customer to add additional information such as the cardholder name and their full billing address before the payment is retried.
We provide these additional fields in Stunning in a few ways: You can turn them on entirely for your app, so that all of your payment pages will require the full address and cardholder name, or you can turn it on individually in particular emails. It’s up to you how you implement these, but as long as you’re collecting as much billing information as you can when charges fail, you’ll recover more revenue from your failing payments.