Visa is bringing the habit of swiping a card to digital commerce.
The card brand is updating the Visa Checkout online payment platform with a new button that asks users to swipe, rather than click, to initiate a payment.
The interactive button has an image of the user's Visa card at the left, and the user is asked to drag the card's image from left to right across the button to initiate a purchase on a touchscreen device. Afterwards Visa asks the consumer to enter a password in the same space on-screen.
The interactive button streamlines the Visa Checkout lightbox, which allows consumers to pay online without being redirected from the merchant's site or app. Visa introduced Visa Checkout in July of 2014, replacing its earlier V.me digital wallet.
The interactive button is available to merchants selling digital goods and services, such as movies, music, airline seats, or event tickets, or for items that consumers can purchase online and pick up at the physical store.
Visa plans to extend the interactive button capabilities to Visa Checkout merchants who ship physical goods in the coming months, the card network said in a March 11 press release.
"Visa Checkout's new interactive button is yet another way we are designing the future of online checkout and delivering on our promise to bring the simplicity of the swipe to any device," Sam Shrauger, senior vice president of Visa's digital solutions, stated in the release.
Tests of the new button indicated that consumers were "twice as likely to click-through and complete their purchase" compared to the existing Visa Checkout experience. And Visa Checkout already boasts of conversion rate of 86%, the company said.
Visa Checkout has more than 11 million consumer accounts. Visa plans expansion of Visa Checkout into five European countries and India by the end of 2016. The service is currently offered in 16 countries with the support of 600 financial institutions and "hundreds of thousands of large and small merchants," Visa said.
The process is somewhat reminiscent of an older Apple patent, which suggested the company's planned mobile wallet would ask users to imitate the swipe of a card on-screen to initiate a payment. The patent was published in 2012, two years before the launch of the Near Field Communication-based Apple Pay.