Subject: Express Checkout Follow Up
From: "Vaughan, Janet" <[email-masked]>
To: "Mike" <[email-masked]>
Cc: "Vaughan, Janet" <[email-masked]>
Date: Wed, 14 Apr 2010 09:24:48 -0700

Michael,
Thank you for taking the time to discuss placing PayPal Express Checkout on your website.  In follow up to our conversation, your pricing structure is currently at 1.98% + . 30 for Direct Credit Card Transactions.   If a buyer chooses to pay with PayPal Express Checkout (once it is integrated) the cost for the transactions using EC as the payment method would be 1.90% + .20.  International credit card payments are subject to an additional 1% fee.

In the event that you choose not to integrate Express Checkout on the website, the rates for your Direct Credit Card Transactions would increase to 2.48% + .30.  In order to maintain your current rate, PayPal Express Checkout would need to be integrated by June 30, 2010.  If the integration is not complete by that date, the rate increase would take effect on July 15th, 2010.

I am including some additional information below.  Please do not hesitate to reach out to me if you have any additional questions or require integration support.
Thanks
Janet

Our research shows that PayPal integrations with the following three characteristics yield the highest sales lift and buyer conversion rates:

1)      A properly placed PayPal Express Checkout Shortcut Button on your checkout page;

2)      Adding PayPal as a Payment Option on your payment page; and,

3)      Adding strategic PayPal Brand Placements on your home and product details pages.

Also, you can check out www.compuplus.com<http://www.compuplus.com> for a real-life example of an excellent PayPal integration.

Instructions & Screenshots for Best Practices
Below are instructions with sample screen shots that explain how to apply each of the three key PayPal integration best practices.  You can find more detail and additional tips in the attached PDF guide.

1)    PayPal Express Checkout Shortcut Button
This shortcut button provides PayPal users with a fast PayPal guest checkout option. You can find our hosted PayPal Express Checkout images at https://www.paypal.com/express-checkout-buttons. Here are some quick tips to get the biggest impact from using this button:

1)      Place the button next to your own checkout button on your checkout page.

2)      Provide customers with a guest checkout option when using the Shortcut Button. PayPal customers like to select the PayPal Express Checkout option to bypass steps and save time.

3)      Limit the number of pages customer see when returning to your site from PayPal to 2 or less pages to reduce abandonment.  PayPal passes certain pieces of information during the transaction (such as customer email, phone number and shipping address) so customers don't have to re-enter information.

2)    PayPal as a Payment Option
Offering PayPal as a payment option allows PayPal users who skip the Express Checkout Shortcut button an additional opportunity to quickly pay with their PayPal account information. Using radio buttons converts almost 20% better than drop down menus or tabs (according to 2008 conversion analysis of PayPal's top 100 merchants).

3)    PayPal Brand Placement
Use strategically placed PayPal logos on your home and product detail pages to let customers know you accept PayPal. 60% of consumers think about payments before the final payments page. Messaging PayPal early and often allows consumers to make that payment choice quicker and increases the likelihood for impulse buys (according to Jupiter 2007 Research Survey).

You can find hosted PayPal logos at https://www.paypal.com/logos.

Janet Vaughan / Account Manager - Merchant Services

direct 402.516.9489 / cell 402.960.8185
[email-masked]<mailto:[email-masked]>

7700 Eastport Parkway
LaVista, NE 68128

<https://merchant.paypal.com/us/cgi-bin/?&cmd=_render-content&content_ID=merchant/demo_express_checkout>