1Bill Payment Tutorial System
1Bill had no extra fees, so people kept choosing it, then couldn't actually pay. Most transactions sat in pending and expired, because every bank app had its own way to finish the transfer and nobody, not even our support team, knew all of them. I built a tutorial system that showed each user how to pay with their specific bank. Stage-one drop-off fell from 80% to 16%.
1Bill was popular for a simple reason: no extra payment fees, so a lot of customers picked it. Then they couldn't finish paying. The payment completed off-platform, inside the customer's own banking app, and most transactions just sat in pending until they expired. We knew the bank apps were involved, but we'd only ever seen one or two ourselves, so we badly underestimated how different they all were. The real clue was in our call data. A big chunk of tagged calls were people asking how to pay through 1Bill from their specific bank. Worse, our support agents couldn't answer them, because they didn't know each bank's flow either.
Before building anything, I checked whether the demand was real. When a customer selected 1Bill, we generated their consumer number and added a "How to pay?" button that did nothing yet. 96% of people clicked it. That was my answer. So I built a three-tier flow, all inside the existing payment page: pick your transfer method, pick your bank or wallet, then get a short tutorial video plus written steps for that exact app. No new integrations and no waiting on the banks, about a month of work on a page we already owned. It covered every local bank and wallet.
96% clicked a button that did nothing.
I didn't want to produce a whole library of tutorials on a hunch, so I shipped a fake door first: a "How to pay?" button on the 1Bill screen that led nowhere. 96% of customers tapped it. These weren't people on the fence. They'd already checked out on time-sensitive, higher-value orders and just couldn't get the payment done.
Method, then bank, then the exact steps.
Tier one is the transfer method. Tier two is the specific bank or wallet. Tier three is a tutorial video for that exact app, with written steps beside it for anyone on a slow connection or who'd rather skim. I built it on the payment page we already owned, so there were no new integrations and no bank cooperation to wait on. It covered the full set of local banks and wallets in about a month.
The drop-off fell, and the videos kept working after.
Stage-one drop-off went from 80% to 16%, and of the people who continued, completion rose from 40% to 90%. "How do I pay?" tickets dropped about 70%. It helped push monthly payment volume toward $500K.
The part I didn't expect was that the tutorials kept earning after checkout. They ranked in search, sat on our FAQ and CMS pages, and our own call center agents started pulling them up to walk customers through payment. Over two years they passed 215,000 YouTube views.
See the in-flow tutorial.
One of the bank-specific tutorials from that playlist. The set earned 215,000+ views and kept bringing people in long after launch.
Per 100 who enter the 1Bill flow
×9.5