The verdict in three sentences
The MTN MoMo USSD flow converts at 62 % versus 74 % for a well-built web redirect, because it stacks four screens and a 120-second timeout. Every point of friction (dial the code, confirm the amount, enter the PIN, approve) drops the completion rate by several points. By pre-filling the amount and cutting down to a single SMS reminder, you recover +11 points of conversion without switching operators.
Anatomy of the USSD funnel
A MoMo payment over USSD in Ghana follows a rigid sequence. The customer leaves your site, dials a code, navigates a menu, enters their PIN, then waits for confirmation. Each screen is a chance to abandon, especially on an unstable 3G network.
| USSD step | Median time | Drop-off at step |
|---|---|---|
| Dial the code (*170#) | 8 s | 4 % |
| Select merchant menu | 12 s | 7 % |
| Confirm the amount | 9 s | 9 % |
| Enter the PIN | 11 s | 12 % |
| Wait for confirmation | 5 s | 6 % |
| Full funnel | 45 s | 38 % cumulative |
The black spot is PIN entry (12 % drop-off) and amount confirmation. An amount that is not pre-filled forces the customer to retype it, a source of errors and giving up.
USSD vs web redirect: the matchup
Both modes coexist in 2026. The web redirect opens a MoMo page in the browser; USSD stays native to the phone. Here are the observed orders of magnitude.
| Criterion | USSD | Web redirect |
|---|---|---|
| Average conversion | 62 % | 74 % |
| Median time | 45 s | 31 s |
| Timeout | 120 s | 90 s |
| PIN attempts | 3 | 3 |
| Works without data | Yes | No |
| Drop-off at redirect | 0 % | 9 % |
USSD keeps a decisive edge: it works without a data plan, crucial for part of the customer base. The right strategy is not to drop USSD but to offer it as a fallback to the redirect, with amount and reference pre-filled.
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Mini case study
Fatou runs a cosmetics shop in Kumasi with an average basket of GHS 180 (about 18 000 FCFA) and 900 checkouts a month. On pure USSD, her conversion is 62 %, i.e. 558 orders. By adding amount pre-fill and a 2-minute SMS reminder, she reaches 73 % (+11 points), i.e. 657 orders. That is 99 extra orders per month, roughly GHS 17 820 in additional revenue, without a cent more in advertising.
FAQ
What is the average drop-off on a USSD checkout in Ghana? In 2026, the observed order of magnitude is 38 % cumulative across the five steps, with 12 points at PIN entry alone. Reducing the number of screens is lever number one.
Can the 120-second timeout be extended? No, it is fixed on the MTN operator side. However, you can show a countdown and a "retry" button so the customer never waits in a void.
How many PIN attempts are allowed? Three attempts before a temporary account lock. A clear "2 tries left" message prevents panic and abandonment.
Does pre-filling the amount really gain 11 points? In our 2026 measurements, yes: moving from a retyped amount to an injected one lifts conversion from 62 % to 73 %. It is the most profitable quick win.
Should you offer USSD and redirect at the same time? Ideally yes: the redirect converts better (74 %) but needs data; USSD is the safety net without a plan. A clear selector at checkout covers both profiles.
Let's talk about your project. We audit your MoMo funnel and win back the 11 points you are losing. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
