HydrogenPay

Project Overview

Client: HydrogenPay (One of West Africa's leading Fintech Payment Gateways, similar to Square & Stripe/Paystack)
Industry: Payment, Financial Services
Timeline: 3 weeks (2024)
My Role: Lead Designer

Hydrogen, a bank-owned fintech under one of the biggest banks in Africa, Access Corporation, needed a landing page to introduce two of its flagship merchant products (InstantPay and POS terminals) to the Nigerian market.

As part of my role at Pulse Marketing, I was responsible for designing a conversion-focused landing page for paid traffic with the goal of turning cold visitors into qualified leads, driving merchant onboarding, and supporting the company’s target of acquiring 10,000+ signups at launch.

The Challenge

To design a high-converting landing page for Hydrogen Pay’s InstantPay and POS products, focused on owners and managers in the HoReCa industry.

The page needed to:

• Communicate Hydrogen Pay’s value in seconds for hotels, restaurants, and cafés.

• Match paid‑traffic ads promising “instant payments” or “simplified checkout”

• Drive every visitor to one primary action: start the merchant onboarding form—with every CTA leading directly to it.

• Feel trustworthy, industry‑relevant, and frictionless enough for busy HoReCa decision‑makers to complete onboarding quickly.

Ultimately, the goal was to drive merchant signups through a simplified, frictionless signup process.

My Approach

I treated this as a full paid‑traffic funnel for HoReCa, not a generic landing page. Every section and CTA is designed to move venue owners and managers from awareness → trust → onboarding in one session.

1. Define the audience (HoReCa decision‑makers)

The page targets owners, managers, and operations leads in:

• Restaurants and fast‑food outlets

• Cafés and bars

• Hotels and guest houses

Their priorities:

• Speed and convenience at checkout (instant payments, no card machine delays).

• Security and compliance for cashless transactions.

• Simple reporting for daily sales and payouts.

All copy and visuals were tailored to speak to pain points: “no more cash handling,” “faster clearing,” “simple reconciliation.”

2. Match the ad to the landing page

• If the ad promises “open a Hydrogen InstantPay account in 15 minutes,” the landing page immediately reaffirms that in the hero and the first CTA.

• The primary CTA on the page links directly to the same self‑onboarding form.

3. Build a clear hierarchy with the form as the destination

The page is structured so every section funnels users toward the onboarding form:

• Hero section

• Why Hydrogen Pay

• How it works

• Final CTA section

  
  

Testing & launch

Prototype testing

• Shared with internal stakeholders and sales reps, focusing on HoReCa scenarios (restaurant, café, hotel).

• Role‑played merchants going from ad → landing page → onboarding form to validate flow and copy clarity.

Refinements based on feedback

• Reduced the form to only key fields, with labels that reflect venue operations.

• Made success/error messages very explicit to reduce anxiety for busy owners.

Impact & results

The landing page launched as Hydrogen’s first major digital touchpoint for merchants, with the onboarding form as the central conversion point for HoReCa decision‑makers.

• ✅ 10,000+ merchant signups achieved shortly after launch.

• ✅ Increased visibility for Hydrogen in a saturated market.

Reflection

Designing this landing page around one core action (the onboarding form) and tailoring it to HoReCa decision‑makers reinforced that:

• Context‑specific messaging converts: When copy and examples match the user’s real‑world venue, they’re more likely to click “Start onboarding.”

• Simplicity drives conversion: With every CTA pointing to the same form and a minimal field set, even busy owners complete the flow.

• Onboarding is the real moment of truth: The landing page’s job is to get as many venue owners into that form as cleanly and quickly as possible.