Codapay – Optimizing for Payment Success

When it comes to payments, success isn’t just about getting a transaction through. It’s about making the entire flow feel seamless—for every user, on every device, in every market.

Codapay makes it easier for users to pay with the methods they know and trust–whether that’s with a ride-hailing wallet in Jakarta, a local card in Riyadh, or direct carrier billing in the Philippines.

We’re focused on maximizing conversion. That means analyzing every step of the payment journey, identifying drop-off points, and removing friction—whether it’s an unnecessary input field or a poorly placed redirect. Across all markets and payment methods, our mindset stays the same: make payments smoother, faster, and more reliable. That’s how we drive more revenue for our partners and better experiences for their users.

Success, Clearly Defined

Not all conversion rates are created equal. At Codapay, we break success down by user journey step and by payment flow—so we can spot exactly where users drop off and target the right fixes.

• Payment Completion Rate – Measures the entire journey from the moment a user clicks ‘Pay’ to when the transaction is successfully completed. It captures all potential drop-offs: form input errors, confusing redirects, insufficient balances, and mid-flow abandonment.
• Payment Success Rate – Focuses on users who have already submitted their payment details (e.g., card info or phone number) and are handed off for authorization. This is where we often collaborate with partners to streamline confirmation steps and reduce friction.

By splitting conversion into these two stages, we can more accurately pinpoint where users are struggling—and where the biggest optimization gains can be made.

Optimizing for Conversion, End-to-End

Conversion isn’t just a number—it’s the result of hundreds of micro-decisions in UX, form design, provider configuration, and fraud control.

Here are two examples from our experimentation program:

Brazil – Simplifying PIX Input Requirements

By working closely with partners and reviewing every detail of the PIX flow, we reduced the number of input fields required at checkout. 

Result: +2.4 percentage points uplift in Payment Completion Rate. Even a small change–like removing a single field–can drive measurable impact.

Pakistan – Removing the OTP Step for Top E-Wallets

We collaborated with a local provider to reassess the need for SMS OTP verification during payment. By removing the extra step, we reduced friction without increasing risk. 

Result: +3.2 percentage points uplift in Payment Completion Rate, with no rise in chargebacks–a clear improvement in both user experience and risk performance. 

This kind of experimentation happens continuously across our markets. If it helps users pay more easily, we test it. If it works, we ship it. And if it doesn’t, we learn from it.

Real-Time Visibility, Real-World Action

Success rates are never static–shaped by factors like device type, time of day, payment channel, to name a few. Codapay monitors performance in real-time, across millions of transactions, using a custom-built observability stack.

We track every dip and anomaly, so when something breaks, we don’t wait for merchants to tell us. We move fast to investigate issues, apply fixes, and optimize. Clear visibility into every payment flow is essential, and we build with that clarity from the start.

Always Testing, Always Tuning

We don’t believe in guesswork. Every change at Codapay is tested, measured, and validated. From small UI tweaks to provider switches–we continuously A/B test, analyze impact, and scale what works.

Optimization is never a one-off—it’s a loop. As markets shift and behaviors change, we continue refining fraud filters, simplifying form flows, improving responsiveness, and rolling out enhancements that make a measurable difference.

Performance-Driven Partnerships

Codapay doesn’t just integrate with payment providers—we collaborate. Our team works hand-in-hand with APMs, acquirers, and issuers to investigate failures, share learnings, and align on performance goals.

This partnership model unlocks real benefits:

• Improved OTP delivery logic
• Better 3DS fallback configurations
• Country-specific recommendations for field design and session timeouts

In high-volume markets, these details are the difference between a failed transaction and a converted user.

The Result: Higher Conversions, Stronger User Experience

The impact of optimization is real:

• Higher payment success rates
• Shorter time-to-pay
• Reduced user drop-offs
• More revenue unlocked from every market

With Codapay, publishers don’t just offer payments—they offer great payment experiences. And that’s what drives loyalty, lifetime value, and growth.

Global scale. Local insight. Relentless optimization.

That’s Codapay. Talk to us now.