A recent research conducted by a reputed organization suggested that few merchants pay attention to their customers’ experience with the payment process. Ignoring this can be a costly oversight, as the customer’s experience plays a vital role in converting sales. If the payment experience of your customers are not positive, they are more likely to abandon a purchase. Conversely, if the merchant offers an exceptional payment service, customers are more likely to complete transaction and even become loyal to the store.
Here we will learn about seven marketing best practices that will help you to increase your incremental conversion rates. These how-to’s will make payment easier to integrate and manage.
Evaluation of Shopping Experience
The golden rule of sales is to make shopping easy for customers. This includes removing all the friction and any consumer concerns from the entire buying process. Every customer visiting your site asks himself one or several of these following questions:
- Are payment terms available before I arrive at checkout?
- Can I pay with my preferred and trusted payment option?
- Is this a secure site – will my personal data be handled in a safe way?
- If I buy now, would it be easy to return the goods?
- What makes me trust or not trust this merchant?
- Can I access all the information I want and get through the entire payment process, regardless of the device I’m using?
- Does the merchant recognize me as a returning customer and ease the process for another purchase?
It is therefore necessary for you to consider the point of view of a consumer to evaluate the shopping experience of your site. Anything that slows a customer’s momentum has the capability to stall the purchase of an item altogether. Here are seven how to transform payment experience practices that will boost your sales.
Display Payment Information Throughout Customer Journey
A customer should be capable of seeing payment related information, payment policies and options on all the pages of their e-store, which includes homepage, product pages, shopping cart, etc. Money is vital to a business and well as to a customer, so the customer would definitely want to see where it was spent and if he is charged rightly. Equally, it is important to not leave the burden on consumers to search the site for payment terms and conditions. All information related to payment should be clear and easily accessible.
Offer Related Payment Options
A payment that is standard in certain countries might not be the same in other countries. May be those methods are yet to be introduced. Alternate payment methods should always be available at your site which is common and accessible to the countries you offer business. Know the relevant payment options available for target markets, understand the local payment flows, including re-directs to your site. Work with a payment partner to understand how to implement them into your existing payment program.
Provide Clear Information and Security Questions
Trust and security are key factors that determine a consumer’s level of comfort when shopping online. Payment security information should be easily accessible throughout the customer journey. An easy way to do this is to display on a page or include payment FAQ for easy viewing. Include the following information.
- Security seals, depending on the local adoption of such standards
- Information on payment partners and PCI compliance,
- How personal data will be handled/stored and by whom, and
- Consumer rights in the local country.
Keep the information simple, easy to comprehend without any clutter on the website.
Display Return Policy
Return policies attract customers, especially policies that state that they can return the product without incurring any extra cost, if they do not like the quality of the item, or if the item is damaged. Display your return policy benefits clearly on the payment page and if possible throughout a customer’s buying journey. This will customer identify the policies and understand their benefits on a purchase they make from the site.
Always Localize The Payment Page
Localizing your online store makes your customer feel secure and safe with their transactions. This gives them the freedom to buy more from your store. A good way to do this is by partnering with a payment brand that is locally trusted and known. You can use other localizing tactics like:
- Translating site and payment pages into a local language,
- Adding the ability to pay in a local currency,
- Offering locally relevant payment options, and
- Supporting local standard formats for mandatory address fields.
Make Your Site Device Friendly
People these days use various types of devices to stay connected online and perform their tasks which also include shopping. Most customers also have preferences when it comes to the device. Regardless of what device your customer use or like, ensure the payment experience is optimized to generate sales in that channel. Create a site that balances well with any device the customer use for shopping. A good way is to design an optimized payment experience for mobile and tablet devices. Ensure the following on the mobile optimized page:
- It takes as few clicks as possible to buy.
- Customers see large buttons.
- Payment tokens and user profiles facilitate stored account or single click checkout.
- The screen size adjusts to the device.
- Brand and buying processing logic is maintained, but kept minimalistic.
Use Tokenization to Identify & Recognize Returning Customer
Tokenization safely stores any sensitive customer payment information for future purchases. Once a customer logs in, the site software pre-populates payment page fields. Tokenization makes the customer journey to the payment button faster and smoother, by removing obstacles to the process and minimizing checkout time. However, it is essential to keep your system in compliance with payment industry regulation such as PCI.
These best practices succeed or fail based on your knowledge of the way customers make purchase decisions and prefer to shop. Payment logos, buy button color, payment security seals, and all such items affect consumer behavior, especially during the last crucial steps of the ecommerce funnel. Understand your customers and their behaviors, which will automatically disclose to you the elements that matter. Unlock the behavior data, make changes and test them to know which works and which doesn’t. Once all the elements are in place, it is simply a matter of deciding on how you want to proceed.
Facts to Tweet
- 75% of cart abandoners return to their carts to either place an order or abandon again.
- Consumers use the shopping cart as a wishlist & refer back to multiple times as they consider their purchases.
- 34% of consumers claim they do not shop online as they are concerned about payment fraud.
- Paypal is the most popular digital wallet.
- It is 6-7 times more expensive to acquire a new customer than it is to keep a current one.
Download the White paper from Digital River for a detailed analysis of the Payment Experience.