Ways to make the payment process easy for online customers
While customer experience has become a key focus for eCommerce retailers, many are missing a critical trick when it comes to the final and most important stage of the online customer journey – the payment process. Around 87% of online shoppers abandon their carts during checkout if the process is too long or complicated. A complicated and lengthy payment process can be a huge contributor to cart abandonment. Streamlining the online payment process will prove to be a game-changer for eCommerce retailers looking to drive up their conversion rates. Payflex outlines 8 ways to make the payment process as easy as possible for online customers.
Don’t put all your eggs in one basket
Today’s shoppers want variety, which is why it is crucial not to make the mistake of offering limited payment methods. According to the Global Alternative Online Payment Methods 2020 and COVID-19’s Impact, one-fifth of digital buyers worldwide would not complete an online purchase if their preferred payment method was not offered. Globally, there are over 200 alternative payment methods including buy now pay later, mobile payment solutions, bank transfers, direct debit, digital wallets, cash on delivery, e-invoices and digital currencies. What’s more, alternative payment methods comprised nearly 55% of global eCommerce payments last year. The message is clear: if you aren’t offering a number of easy online payment methods, you’re definitely doing your eCommerce platform a huge disservice and potentially missing out on a significant audience.
Offer flexible payment options
A recent report by Global Web Index found 83% of consumers think brands should be providing flexibility in payment options. Flexible payment options such as Payflex’s buy now pay later platform, enable consumers to get what they need now without pushing them into an unnecessary debt spiral. This is especially relevant at the moment when consumers are finding themselves under additional financial pressure due to the Coronavirus pandemic.
Keep it as simple as possible
Online shoppers want their eCommerce experience to be quick, simple and efficient. It is therefore crucial to make the checkout and payment process as simple and user friendly as possible. The more complicated, the more likely the shopper will go elsewhere to find what they want. Make calls to action clear, keep distractions to a minimum, and ensure the page design and navigation is simple and to-the-point.
Make them feel secure
According to a LexisNexis Study, overall retail fraud attempts doubled year-over-year and tripled since 2017. The outbreak of the COVID-19 pandemic has pushed record numbers of people online, making online shopping fraud even more commonplace. It is therefore hugely important to make consumers feel secure shopping on your eCommerce site by showcasing the mechanisms you have put in place to protect their personal information.
Offer an account-free option
Offer customers an account-free option that doesn’t require an extra step to the checkout process.
Whilst getting customers to create an account on your website is an excellent marketing tool, you could be limiting your sales if your site requires mandatory account creation in order to make a purchase. This is particularly true for first-time shoppers who are unfamiliar with your brand and offering and may not be ready to sign up.
Detail storage option
Returning or regular customers will love the idea of you storing their information (Securely of course), so they don’t need to waste time entering their payment and delivery details each time they return to your store.
Communication is key
Clear communication is integral to a streamlined, easy online payment process. Once payment has been completed, make sure you send the shopper confirmation of their purchase. Be sure to provide them with a trackable order number so they can check how soon their order will be delivered.
Avoid redirecting away from your site
Redirecting the customer to another website to process payments means you lose control over things like error messages, customer service, and payment confirmation. This is very risky and could be highly detrimental to customer experience. This is also an additional, unwanted step in a process that should be swift and streamlined. Whatever payment options you choose, make sure you offer checkout on-site.
Conclusion
Apart from being a key component of providing an integrated and seamless shopping experience, a streamlined payment process can significantly increase revenue for eCommerce retailers. If you get a potential customer to the point where they are prepared to enter their payment details, you’re in the home stretch. It’s not easy to reach this point, which is why it is so vital to do everything you can to ensure the shopper follows through. Implementing a strong payments strategy which incorporates a host of easy online payment methods, is therefore a major opportunity for retailers to gain a competitive advantage.
