Buxter whitepaper

Buxter Whitepaper

How To Increase Your Facebook App ROI With
Buxter

Contact
ClickandBuy International Limited
Lincoln House
137 / 143 Hammersmith Road
London W14 0QL
Telefon: +44 (0)20 7153 9160
Email: merchants@buxter.com

Table of Contents

1. Executive Summary..........................................................................................................................3
2. The Business Challenges for Facebook Apps..................................................................................5
3. 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 ........................................................................7
4. Buxter Payout and Pricing Model .....................................................................................................8
4.1 The Buxter Payout Process....................................................................................................8
4.2 Supported Currencies.............................................................................................................8
4.3 Buxter Transaction Limits .......................................................................................................8
5. Buxter Target Markets ......................................................................................................................9
6. Summary.........................................................................................................................................10

Buxter – How To Increase Your Facebook App ROI With Buxter Version 1.0
© ClickandBuy Page 2 of 11

1. Executive Summary
Creating and maintaining a significant active user base for a Facebook application is a big
achievement. Converting these users into paying customers has just become much easier thanks
to ClickandBuy's new Facebook application called 'Buxter'.
Buxter can interact seamlessly with any Facebook application (via an easy API integration), serving
as the perfect In-Facebook Payment Gateway.
No longer will Facebook users abort payment processes because they feel uncomfortable having to
leave their trusted Facebook environment – now they can pay within Facebook with Buxter.
Quickly, safely and stress-free.
It doesn't matter if you are selling
Virtual goods
Tangible items
Software
Services
'Pay-What-You-Like' items, e.g. Music, freeware
on Facebook – Buxter can help you increase your profitability and your ROI on your Facebook
traffic investments (PPC, offline marketing activities, etc).
If you don't sell anything yet within your Facebook application, Buxter can provide the perfect solution
for a quick and reliable payment implementation, both in the fixed-price and the 'Pay-What-You-
Like' business model.
Best of all, Buxter's low clearing fee also covers the risk of non-payment, which gives you peace of
mind. No more unpaid items thanks to this Buxter payment guarantee!

About ClickandBuy
ClickandBuy is one of the leading payment services on the internet. Certified by McAfee and tested by
Germany’s Technical Inspection and Testing Association (TÜV), this online payment system is used
for internet purchases by over 13 million people. Having doubled its turnover generated by traders and
end customers to € 922 million (TTV) in 2008, the ClickandBuy Group first crossed the billion euro
threshold in 2009.
Over 16.000 online traders use ClickandBuy’s epayment system for their ecommerce, retail, online
entertainment, and paid content & services billing, including Deutsche Telekom, Scout24 Group, Apple
iTunes, 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).


Founded in 1999, ClickandBuy represents over 10 years of experience and expertise in the e-payment
market. The online payment system is operated by ClickandBuy International Ltd. in London. Since
the merger on 1 April 2010 the ClickandBuy Group has been a wholly-owned subsidiary of the
Deutsche 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 and
international modes of payment throughout 31 countries.
Buxter takes full advantage of ClickandBuy's sophisticated security features. In addition to complying
with national legislation, ClickandBuy meets numerous other international acknowledged standards
and 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 seamlessly
provide full-scale payment options within any Facebook application, helping you to monetize your
Facebook app traffic to the max.


2. The Business Challenges for Facebook Apps
The traditional payment process on Facebook is known for its low conversions due to a high abortion
rate ('bounce rate' or 'shopping cart abandonment') during the payment process. The main reason for
this is simple: Facebook users don't feel comfortable when having to leave their trusted
Facebook 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 going
through 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 process
due 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 increase
your 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 – and
especially in payment processes – decreases conversion rates. Thus your second business challenge
is 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 payment
process. 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 minutes


3. The Buxter Solution
Good solutions always tackle the issue at root level – and that's exactly what Buxter does.

3.1 In-Facebook-Payment: No Media Disruption
Buxter 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, including
Facebook 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 trusted
Facebook environment during the entire payment process (which with Buxter only takes 5 seconds
anyway, see below).

3.2 2-Click Buy: Fastlane Sales
When the Facebook user arrives at the Buxter app during the checkout process Buxter receives
authentification 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 that's it. Congratulations, you just made a sale!
As the user has authorized the payment, the money is transferred from user's Buxter account into your
company Buxter account. In the background Buxter confirms the successful payment to your
Facebook shop application so that it can show the 'Thank you for your purchase' page to your
customer, giving him/her details of your product delivery process (in case of virtual goods possibly a
download link).


So Buxter also perfectly solves your second business challenge: it minimizes the number of steps
within your complete purchase process to only 2 clicks – and these 2 clicks already include the
payment 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 virtual
game during the game to buy some extra equipment in order to win this fight he/she is just about to
lose?
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 a
fastlane alternative to the traditional 'Add to Cart' approach.

3.3 Hands-Free Purchase: Trigger Impulse Buys
You might have already realized that the purchase takes place without a single keystroke. Again the
Buxter application takes advantage of the tight connection to the Facebook system, enabling Buxter to
authenticate the user in the background and to pull all required payment information from his/her
Buxter account.

So Buxter also perfectly solves your third business challenge: it absolutely reduces the complexity
and the required time of your payment process. Not a single form has to be filled in, 2 clicks is the
only user action required.
This gives your customers a literally hands-free purchase experience – and you the
opportunity for additional sales through impulse buys.


4. Buxter Payout and Pricing Model

4.1 The Buxter Payout Process
All sales transactions of your Facebook app that are handled by Buxter will be entered on the credit
side of your Buxter account.
At any time you can transfer credits from your Buxter account to your ClickandBuy account. This
transfer comes with a clearing fee of only 15%. This fee also covers your payment risk, giving you
a payment guarantee.
After the money has arrived in your ClickandBuy account you can either leave it there or transfer it into
your bank account. This only costs 1.75 GBP / 1.85 EUR / 2.75 USD per transfer, regardless of the
amount that you transfer.
It is important to note that during checkout there are no transaction fees to be paid, neither by the
merchant nor by the customer/user.
As a merchant you can start with a private customer Buxter account, but we strongly recommend to
apply for a Buxter merchant account as this will significantly increase your withdrawal, balance
and turnover limits.
If you would like to open a Buxter merchant account, please contact us via email:
merchants@buxter.com

4.2 Supported Currencies
Buxter currently supports EUR, GBP and USD. Due to Facebook concerns regarding US banking
regulations the Buxter application is currently not available for users within the United States. But it is
possible 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: unlimited


5. Buxter Target Markets
Is Buxter the right payment processor for your Facebook application? Here is a short questionnaire for
you 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 doesn't 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!


6. Summary
When it comes to implementing a commercially successful Facebook application, merchants typically
face 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 business
challenges 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 within
Buxter's low clearing fee. The result: no unpaid items!
And most importantly: It is very easy to integrate the Buxter payment option into your Facebook
application – 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 instructions
on how to create a feasibility prototype in less than 60 minutes, even if you don't have your own
Facebook application yet.


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.zip

Congratulations, you are now on your way to increased conversions, higher
profitability and better ROI of your Facebook application!

If you would like to open a Buxter merchant account, please contact us via email:
merchants@buxter.com

Contact
ClickandBuy International Limited
Lincoln House
137 / 143 Hammersmith Road
London W14 0QL
Telefon: +44 (0)20 7153 9160
Email: merchants@buxter.com


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