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For all of the planned benefits of adding any new payment method to your checkout, you actually need your customers to pay using it. If the payment method is to improve conversion, shoppers need to be willing to try it in the first place. If it’s to save on fees or operating costs, then the more shoppers that use it, the more you’ll save compared to the other available payment methods.
For any head of payments or payments manager, the key time to maximise adoption is when you first launch your new payment method. The window to prove to the rest of your business that this new payment option deserves a space at, or near, the top of the checkout is a short one.
And it’s no different for Pay by Bank. When you launch Pay by Bank at checkout you’re asking your shoppers to try something new — or new for your brand, at least. So, how do you make sure your Pay by Bank launch lands with the biggest possible splash?
Let’s start with answering 3 questions…
1. What does maximising adoption of Pay by Bank mean for a merchant?
Maximising adoption simply means increasing share of checkout for Pay by Bank at the checkout.
2. What does share of checkout mean?
Share of checkout is the percentage of payments via a specific payment method at the checkout. In this instance, more customers choosing to pay with Pay by Bank, at the expense of other payment methods, equals a higher share of checkout for Pay by Bank.
For example, if you process 10,000 payments a month, and 1,400 are made using Pay by bank, then your share of checkout is 14%.
3. What are the benefits of increasing Pay by Bank share of checkout for a merchant?
Any new payment method will likely be low to begin with. But you can quickly increase Pay by Bank’s share of checkout with the right tactics, especially considering 2 in 3 consumers are already comfortable paying with Pay by bank if offered, with 23% saying they have already tried it.
As it grows and shoppers become even more familiar with it, merchants can capture more sales, lower operating costs, decrease payment fees and reduce card scheme dependency to name a few benefits.
This naturally brings us on to the next question…
How can I increase Pay by Bank share of checkout?
The answer can be split into two areas:
what you do pre-launch
what you do post-launch
1. Pre-launch: optimising UX with your customer in mind
UX decisions on the checkout pages pre-launch are key to getting your customers to select Pay by Bank when it is live, which in turn increases conversion rates.
Key things to think about when you are integrating Pay by Bank include:
Presentation and positioning of Pay by Bank at the checkout
First, focus on the description and explanation of the payment method and any iconography used. In the example below, the Recommended tag encourages users to select Pay by Bank, with descriptive text making it easy for them to understand what it is. Additionally, bank icons help reinforce it as a trustworthy payment option.
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The user journey
Ensure there is a balance between minimising the number of steps involved in authorising a payment, while also making sure customers are comfortable with the experience and fully understand how Pay by Bank works. Clearly notify them when their payment has been successful.
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Optimise both the mobile and desktop experience
On mobile, make sure you are delivering an optimised web and app-to-app journey for the user to move from your brand — to their mobile banking app — and then back again seamlessly. On desktop, give the customer the choice to continue on desktop or transfer to their mobile device to complete payment authorisation.
Read the TrueLayer payments experience playbook for more insights and suggestions from our experts.
2. Pre and post-launch: educating your customers
Clearly communicating Pay by Bank at checkout (pre-launch) is important for an early boost for its share of checkout. You can use emails, social media, articles, in-app content and more to educate your shoppers.
Explain how it can benefit them; it’s convenient, fast and importantly secure. Security is particularly important to communicate to shoppers. In our 2025 change at checkout report, 8 in 10 consumers ranked security as a top-three factor in trying a new payment method, with over half ranking it top.
Consumer education also works post-launch when Pay by Bank is live, because your repeat customers will become familiar with seeing it at the checkout. Any additional nudge to use it serves as a powerful way of increasing share of checkout. Further emails, push notifications and in-app content all work well in this instance. Even a simple web page can be useful; such as Ryanair introducing Pay by Bank on its website.
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3. Post-launch: incentivising your customers
You can increase a customers’ willingness to switch payment methods once Pay by Bank is live on the checkout through rewards and/or incentives. A good example of this is the partnership TrueLayer has with cashback app JamDoughnut, who now give their customers the chance to gain double the cashback or points when selecting Pay by Bank at checkout, as opposed to the alternative card option.
Why does it work so well? Because buying something is a fundamentally emotional experience, and the customer gets that psychological boost from the idea of saving or earning something with every purchase they make
But does that mean you always need to incentivise customers for each purchase? While it’s a powerful tool, once a shopper understands and trusts Pay by Bank, they will be more likely to continue using it regardless of incentives.
4. Post-launch: offering Pay by Bank as a sales recovery method
While adoption is typically a result of offering a payment method at checkout, Pay by Bank can also be used as a sales recovery method, when other payment methods — like card payments — fail, and you run the risk of losing that sale.
Offering Pay by Bank as a fallback not only increases the share of checkout in the short-term, but compounds over a longer period of time as users are more familiar with it after using it once.
Speak to one of TrueLayer’s experts
We have helped lots of businesses maximise the adoption of Pay by Bank. TrueLayer’s user network has now surpassed 10 million active users, with a new user now joining every 3 seconds.
Our integration teams help our merchants deliver the best user experience, leaning on their experience working with enterprise businesses such as Just Eat Takeaway, Ryanair and Lastminute.com launch their own Pay by Bank offerings.
The demand for Pay by Bank is growing. Talk to one of our payment experts to find out how you could benefit from adding Pay by Bank to your checkout.
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