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Jimdo

Embedded Payments Onboarding

Payment setup completion went from 30% to 34% in October, after I moved verification inside Jimdo

06.2026 / 11.2026 · Product Design

JimdoPay payments landing: "Get paid automatically before the session", a Set up payments button and a paid €65.00 example.

The problem

Sellers clicked "Connect" and landed on the payment provider's site, in front of a long legal form that didn't say why, how long or what came next. Most of them never finished. And five places in Jimdo asked them to set up payments, each with its own story.

One way in

I merged the five entry points into one "Set up payments" flow with one order of steps. Before anyone fills in a field, the landing says what they get. Creating a paid event in Bookings leads to the same setup.

FlowA slice of the journey board: from the website editor to the payments landing and into setup.

Flow

Flow

Creating an event in Bookings: paying online is recommended, and choosing it says what to have ready.
After setup, the overview asks for the first payment link, then fills with payments.

Asking only what's missing

Engineering found that setup didn't capture the currency, tax status or bank account an invoice needs, and the provider's flow had no clean place for them. I answered with two short steps, asked inside the invoice editor when the seller needs them.

The prompt inside the invoice editor: two steps, about a minute.
Step one is the money: currency, tax status, bank account. Step two is the document: numbering and terms.

Exploration

Exploration

Exploration

Earlier versions had three steps and asked for some data twice.

Raw

Raw

Raw

My notes on the board, next to the screens: why the first step went, why this order, and what this doesn't solve.

A landing per market

Invoicing only exists in DACH and the Netherlands, so the landing changes with the market. Creator sellers can only get paid for bookings, and sellers moving from Stripe see what stays the same.

DACH and the Netherlands: invoices included.

Rest of the EEA and the UK: payment links.

Creator: paid bookings.

Moving from Stripe: the checkout keeps working.

Result

Setup completion, October

34%

from first step to verified

▲from 30%, target 50%

Before vs after

Volume, new JimdoPay

€5k+

in the first ~4 weeks

▲from €0

Before vs after

With 5+ pre-filled fields

~2×

completion rate

▲vs fewer fields

Before vs after

Before vs after means the numbers moved after the change, but no A/B test isolates the design. Sources: Mixpanel, October 2026 (completion). JimdoPay team updates, 20 Oct and 3 Nov 2026 (volume and pre-filled fields).

Honest read

Four causes, no A/B yet

The lift also came from pre-filled data, new markets and bug fixes. No A/B test separates them yet.

The leak is at the front door

In October only 12% of the 7,031 sellers who saw the onboarding submitted the first step. That is the next problem.

Team and role

I owned the flow end to end: every screen on desktop and mobile, the theming of the embedded verification and the copy, reviewed with Legal. I proposed the two decisions that changed the scope: one entry point instead of five, and the country shown as a fact instead of a dropdown.

Product Owner
Owned the key results.
Engineering Manager
Owned the rollout. Adopted my read-only country proposal.
Epic lead and four engineers
Built the flow.
Legal and Data
Legal reviewed the copy. Data defined the KPIs.
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