In this era of rapidly evolving digitization and the post-COVID situation, the world has mostly shifted to the medium of online payments. With easy access and convenience, more and more people commit to this elementary method, mostly at challenging times when this technology came to the immediate rescue of all.
During the COVID-19 pandemic, human beings had undoubtedly been accustomed to instant virtual connections like digital banking and shopping. Consequently, the businesses benefited in manifold ways, giving customers the option to pay online and drive more conversion rates and sales.
A survey conducted by a renowned consumer billing and payment company revealed that almost 70 percent of respondents today prefer the mode of digital payments.
At the beginning of the year 2020, experts had predicted that the total spending by online consumers is expected to hit $100 billion. At present, on average, the daily payment quota of consumers online is $40 billion.
Studies have also mentioned that online E-Commerce consumers alone will contribute to 20% of global retail sales by 2023. Henceforth, every business and enterprise should pay added attention to ensure smooth payment gateways for all.
In this article, we will discuss some constructive methods of assuring that.
- Providing numerous Payment Methods
Although it does sound obvious, many websites on the internet offer only a single payment medium. This is highly inconvenient for the customers. The Milo Mclver detailed survey report concluded that 56% of all global consumers prefer more than two payment methods after checking out.
Hence, it is practical and conceivable to have multiple payment options than a single one. This way, you can also attract more audiences.
For example, you can go for the following combination – options for direct bank transfer, payment option via credit and debit cards, application-based payment platforms, etc. The customers should also feel secure enough while paying online.
- Allowing Payments without Accounts
People have additional difficulties such as registering before making the desired payment online, remembering passwords, and remembering usernames. Many websites force people to sign up as their first-time customers.
Very few people realize that it is a significant conversion killer, thus disrupting the business in many ways. The magazine named ‘Smashing’ wrote an interesting summary that explains the critical reason why users hate signing up on websites.
The result was due to fears of flooding with promotional messages and emails. It repeatedly stresses its customers by undertaking the whole payment process continually for no reason.
Therefore, every business should make it easy for buyers to undergo online payments. In this way, they are less baffled and satisfied more. Potential customers can sign up as guests to simplify the process.
Therefore, every business should make it easy for buyers to undergo online payments. Potential customers can sign up as guests to simplify the process.
- Fixing Corrections
Given we are all human beings and not machines, typing errors and spelling mistakes are bound to happen, especially while entering all the payment details one after the other. Sometimes mistakes also occur in the case of entering card numbers or expiry dates.
Program your system in a manner that users can quickly resolve this issue without having to type repetitively. Alert them about the fields where the correct information is necessary.
Auto-fill the boxes with the relevant information if an error message pops up or the page is reloaded again. Save the previous data already submitted. This is a handy tip to make it easy for people who are visiting your site.
- Go for a Seamless yet Engaging Design
This is highly essential from the branding perspective. Try to keep every element on the page consistent, without any distractions like advertisements. Balance the color, fonts, and layout.
All these will speak much about your brand and you as a professional businessperson. Henceforth, never give up control over how your website payment/checkout page should look. This page is crucial, given it comes at the end of the sales cycle.
Excessive advertisements on the checkout page force the buyers to leave the payment incomplete. Hence, keeping the customers engaged and interested should be one of your core responsibilities.
- Resolving the Errors Quickly
While checking out and going ahead with the online transaction, buyers often face server problems, difficulty in adding information, etc.
Give new customers the option of auto-saving all the details so that they do not have to go through it repeatedly.
Auto-correction of mistakes is another good idea. In order to enhance business, the checkout page should function flawlessly. Before launching the website, analyze and test the page carefully so that further issues can be avoided.
- Avoid Redirecting People
Most websites redirect the customers/buyers to another website after or before checkout. As the leader, your prime objective should be to make more consumers visit your website.
Most payment services also redirect buyers away from the main website. It would help if you avoided those to the maximum. Hence, the aim should be to build strong consumer loyalty to increase buyer retention.
- Assure Security
The smooth execution of online transactions is possible only after the buyer provides all his necessary personal information to the website. So, whenever data and information exchange happen across any internet platform, the customers look for utmost guarantee and security assurance.
Studies have suggested that almost 58% of the buyers opt-out after checkout, given the doubtful security systems. This becomes a huge concern for the business.
Begin by building a soberly designed checkout page without redirecting the customers to other outsider websites/places. This contributes to building the trust of the buyers.
Convince them that all details are kept confidential and protected against hackers. Possessing a RapidSSL wildcard certificate is the key to keeping your website safe and all the data encrypted from third party users.
Comply with the standard guidelines of the PCI SSC or PCI Security Standards Council. The card companies, who manage security protocols regarding storage, transmission, and processing of the cardholder’s data, enforce it.
- Ask for Important Information only.
Buyers hate giving in too much information, also because of the security concern. Hence, websites should only ask for critical and necessary information. Redundancy in work should be avoided to the maximum.
Customers get bored while providing needless information, which also consumes a lot of extra time. Adding long lists in the forms is also exhausting. To reduce cart abandonment rates, you have to optimize the checkout and payment page.
After putting in additional details like email id and phone number, the customer should proceed and complete the transaction smoothly.
- Think from the Customer’s Perspective
The ideal payment process for any website is rooted in the minute preferences and interests of the customers. Hence, you should adjust your payment page to be completely customer centric.
Give the assurance of cross-functionality since Smartphone users are increasing rapidly. Lastly, the payment process should be easy and simplified with extra features like a guest checkout mode.
Conclusion:
Attracting more and more audiences to the business is a big challenge. Assuring unhindered online payment or transaction besides making it buyer-friendly is the key.
Devising new online payment strategies is also likely to favor all businesses to increase their sales, profit, revenue, and conversion rate.
Barry Lachey is a Professional Editor at Zobuz. Previously He has also worked for Moxly Sports and Network Resources “Joe Joe.” He is a graduate of the Kings College at the University of Thames Valley London. You can reach Barry via email or by phone.
