The payment process may not seem like a big deal to many. The customer has already made a purchasing decision, and they are ready to hand over their credit card information. What could go wrong? The fact that 69,57% of potential customers abandon their shopping carts shows how vital this process is for your business's success.
Making it as easy and safe as possible for your customers to purchase online is a key to increasing your conversions and sales. Read on for six fundamental steps to take in this direction.
A variety of payment methods
Online payment methods have changed significantly following the global rise of e-commerce and consumers' shift to online shopping. Most recently, digital wallet options have become increasingly popular. At the same time, credit cards continue to be the go-to payment method for online shopping.
You can make online shopping more convenient for your client by integrating the online payment methods they are most familiar with. If your website fits your customer's payment preferences, they will feel more secure and likely make the purchase.
While it's absurd to offer every online payment method, you can think of, analyze your target audience, see which methods they prefer, and implement them. For example, if your target audience is among the German population, consider ELV. If most of your customer base are Russian shoppers, opt for QIWI, a digital wallet.
A good combination of methods can include all major credit cards and direct bank transfers. With Visa being one of the most widely used credit cards, choose transparent and low visa interchange rates. The customers will know how to appreciate the added benefits.
Go for a consistent design
Even though the checkout page is crucial, online businesses need to carefully design all the other steps customers need to take before arriving there.
This means delivering a consistent and intuitive user experience from the beginning of their journey-headline and call to action, throughout the entire website, right to the checkout page.
Maintaining consistency when it comes to font, color, and design will enhance brand recognition. However, with all the stories of online scams, the consistent design will also prevent the clients' confusion and assure them of your authenticity. For these reasons, whenever possible, avoid redirecting customers to a third-party checkout page.
Enable guest payments
There are many ways online retailers can complicate checkout, but forcing an account on a customer is a major conversion killer.
No one wants to create yet another username and password when buying online unless there's a clear advantage in doing so. To make the payment easy for your customers, enable them to complete their transactions as guests without interrupting the process. By making the payment run as smoothly as possible, you will also benefit, as you will get paid quicker and have a chance to gain a loyal customer.
Request essential information only
In the same vein, requesting too much information will deter your potential customers and drive them away. They will most possibly leave without making a purchase.
Ask yourself - who wants to fill out countless forms to make a simple purchase? Make it painless for your customers to complete their orders and ask for minimum information only. If you need additional information, such as an email address or a phone number, explain why that information is essential to the process.
Make errors easy to fix
Online shoppers can make all sorts of simple mistakes during the payment process, from missing out on some essential payment details to mistyping their address or phone number.
However, fixing those mistakes should be intuitive and easy for the customers. You need to be clear about what kind of error occurred and what they need to change or fix. An error message should appear in the field in which it occurred, along with an explanation of the reason for the error.
Also, ensure that the systems store information customers submit, so they don't need to enter it all over again because of a single mistake.
Showcase the security and privacy measures
Security and privacy of the payment process pose a big issue for online shoppers, as they are wary of scams and various security risks. When you require personal and sensitive information from your potential customers, you need to showcase your company's security measures to keep their data safe. Guaranteeing their security and confidentiality is vital to the online payment process. It is also an essential step towards gaining trust and securing conversion.
First of all, you need a Secure Sockets Layer (SSL) certificate for your website to encrypt credit card information and provide a secure connection. Ensure that the SSL certificate is also displayed clearly on your website. Additionally, you will want a PCI-compliant website that guarantees security on credit card information.
Today's customers are looking for a convenient and easy-to-use payment experience, so adjust your systems to how they prefer to pay.