Excoffier felt it important to develop an in-house methodology for comparing the myriad processor options instead of relying on third-party data.
“We all know the importance of geo-targeting,” Excoffier said. “That’s well documented and has yielded fruit for everyone. At TotemCash, we wanted to dig deeper, get more precise. Which billers really performed, country to country, culture to culture? Were there discernable patterns? We wanted concrete answers.”
TotemCash programmers set about the task of creating a backend platform to answer these questions, a tool to gauge biller performance on a country by country basis. Successful transactions were compared alongside attempted transactions, and results were tabulated by region.
“Each biller has its own rules,” Excoffier said. "It’s a costly mistake to think they’re all the same. Some accept customers from Russia, others not. One processor might be ideal for micropayment processing in one country, but best for monthly billing in another.”
The new approach to billing has already been integrated into VideoHub.com, VirtuaGirl2.com and VirtuaGuy2.com.
The results, Excoffier reports, were immediate. Conversion rates jumped 7 percent across the board.
Excoffier also noted that the billing options are by no means fixed. They can be adjusted dynamically to conform to changes in the market and consumer preference.
Soon the company will release a multilingual, geo-banner system that displays sales tools in surfers’ native tongues.
