What Are Cascades?
Cascades send surfers through multiple billers to increase sign-up probability.
Cascades At A Glance
If a biller denies a surfer transaction, the surfer is sent to the next
biller. The diagram, Figure 1.1, provides a simple, graphical representation of
this process:
Surfers are sent from one biller to the next until they complete a
transaction or the surfer reaches the end of the Cascade. A cascade ends
with either of the two special cascade steps: Stop Cascade or Switch
Cascade step. For example: a credit card cascade might switch cascade to a check cascade.
Each Cascade has a description attribute, which is displayed to the
surfer on the Join Form. Usually this description is "Join by payment type." By selecting a payment type, the surfer transparently selects
the Cascade to handle their transaction.
Cascades can also geo-target whole Cascades or individual Cascade steps
using the GeoIP program. Geo-targeting sends surfers from one location
to a different cascade than surfers from another location.
NATS can also randomly choose the cascade a surfer sees. For example:
you can divide your surfers between two billers to test the
biller's effectiveness.
