Nothing impacts sales quite like a ruined customer payment experience. That’s why it’s important to ensure the checkout process is streamlined. After a decade of payment solutions experience, we’ve identified five pitfalls that could completely ruin a transaction for a customer.
1. Requiring Customers to Sign Up and Login
Any friction during the checkout process could cause your customer to back out. If they have to stop and fill out a bunch of information, then you give them an opportunity to walk away. Ideally, you should have an add-to-cart or guest checkout option that eliminates this issue. In a digital age where attention spans are decreasing, customers have become incredibly unforgiving. Given the chance, they will leave your store the second they feel the purchase process has become a hassle.
It’s also important to consider at what stage your customers are most willing to share their information. Most customers are now very conscious of their privacy both on and offline. This is primarily caused by reports of compromised customer payment data seen in the media over the past few years. So, to eliminate any friction during the checkout process, we recommend leaving any sign up forms until the very end of the customer’s journey. Right when they’re ready to make the purchase.
2. Inconsistent Branding
As mentioned above, today’s consumers are on the lookout for potential fraud, as data breaches and phishing are major issues that are becoming increasingly more common across the globe. While you may not think branding is a crucial part of the payment process, it plays a bigger role than many may think. If your branding is not consistent between the website and your checkout, then there’s a chance your customers may believe they have been redirected to a fraudulent site – therefore ruining the customer payment experience and losing sales.
In order maintain a professional, trust-worthy appearance both online and offline, it’s important to make sure everything in your checkout process lines up. From your payment portal to your invoices, all of the brand elements should match what’s found in-store or on your website.
3. Not Focused on Mobile
If you look at recent reports, you’ll see that mobile shopping accounted for 34.5 percent of ecommerce sales in 2017. If your payment experience is not optimised for mobile users, then you’re going to keep falling behind the competition. Test your checkout process on a variety of mobile devices to ensure that everything works properly and looks great. If your website is not optimised for mobile, it’s a good idea to invest in having this developed properly.
4. Your Payment Solution Doesn’t Work
This pitfall is self-explanatory. You can’t make money if your payment solution has errors or doesn’t process someone’s card properly. This situation occurs for many reasons, some of which may include:
- Poorly maintained platforms
- Hardware failure
- Network connectivity issues
- Incompatible software or hacking
If you’re looking to upgrade your customer payment experience, IntegraPay can help. We can set you up with a reliable recurring or one-off payment solution that integrates with your business software. By signing up with IntegraPay, you can start accepting payment methods such as Visa, MasterCard, Direct Debit and more.
5. You’re Not Storing Payment Information Safely or Securely
Hundreds of millions of people have dealt with data breaches and the inconvenience that it causes them. If you don’t have a way of storing payment information with the proper security measures, then you’re at a high risk for losing this data or running afoul of payment processing regulations.
Encryption methods like tokenisation should be the minimum standard when it comes to selecting a payment provider. This ensures that your customer’s payment data is stored securely, and can’t be easily exploited or lost to human error.
Now that you know what the pitfalls are, it may be time to give your payment processing solution a closer look to see where things could improve. Feel free to reach out to us and speak to an IntegraPay payment specialist today.