Making the payment process when shopping on your site as quick and easy as possible is important for increasing conversions and sales. It is why your checkout page is so important. It is the final stop for people who are shopping on your sire. This is the place where they are going to hand over their credit card details and eventually part with their hard-earned cash. It is the point where window shoppers become paying customers.
Putting PayPal on your site is an easy option, but if you are serious about making things easy for your customers, you will want to have full control of your payment process.
Here, we look at how to make the payment process easier for your customers.
Offer a range of payment methods
It sounds bizarre, but there are websites out there that only offer one form of payment. This might be easier for the business but for many customers, it is off-putting and looks shady and unprofessional. A survey conducted by YouGov showed that more than half of people would consider abandoning their carts and making the purchase elsewhere if they could not use their preferred form of payment. This shows why it is important to have a variety of options available to your customers. There is plenty of choice out there, from conventional debit and credit card payments to PayPal and Stripe. For small businesses, a direct debit is also a good option as it allows for easier recurring purchases and payments.
Although definitely not necessary, or realistic, for that matter, to provide every imaginable payment method available to you, you should consider taking a look at your target market and see the payment methods they use so that you can catch the majority of people visiting your website. A merchant services such as T1 Payments will be able to give you more advice on this.
Allow customers to pay without making an account
We need to sign up for almost every single thing we need to do online these days – which is fine until we realise e do not know what our username or password is for a particular site. So many people will give up if they can not remember because the hassle of retrieving their details is too much.
It also scares off potential customers because handing over large amounts of personal information can feel invasive, and this is a real conversion killer. Many people dislike setting up accounts and giving email addresses as they fully expect to end up with an inbox filled with junk and promotional emails.
To prevent potential customers from abandoning their cart and finding someone else to give their money to, give them the option as purchasing as a guest with the possibility of signing up for an account at the end, if this is what they want.
While these tips are almost definitely going to decrease shopping cart abandonment and make it easier for people to pay, it is always a good idea to test different designs to find out what works best. As mentioned earlier, your checkout page is where window shoppers turn into paying customers.