Most of the E-commerce business find it challenging to convince customers to make a purchase. It’s not because their sites are heavy or they overwhelm their customers with a variety of products. It’s because they require customers to make payments, via a form, often through their credit/debit cards.
Making online payments is often a risky task. Hence, people tend to abandon their shopping carts whenever they smell suspicion. Also, they let go of the process when they find the form to be lengthy or the information asked for to be irrelevant. Believe me, all of this is damn true.
“70% of all shopping carts are abandoned. And 28% of those carts are abandoned because of a lengthy checkout process.“ – source
E-commerce Companies And Their Efforts To Earn:
E-commerce companies want you to spend money. However are unable to accomplish this endeavor as a result of the payment form being substandard.
As a matter of fact, the payment part should be the easiest of all. How to ensure it conveys ease? Here are a few tips that can help.
1. Minimalism is the Best Policy
Try keeping the form as simple as possible, both visually and textually. Psychology says that an aesthetic clutter generates a repulsion, forcing the customers to leave the process at check-out.
For businesses that really wish to accumulate cash, need to ensure that their form isn’t lengthy. A one-page form would suffice. If lengthy, try keeping it one or two questions per page; this would make the form appear otherwise. Also, one should ensure that nothing else is displayed on the form page. With more blank space on the sides, the form appears to be easy to fill.
2. Offer Multiple Payment Options In E-commerce Business
Offering customers with multiple payment options make it easier for them to purchase from the site. If a site only accepts credit card payments, it will be losing upon the customers that do not own credit cards. Similarly, a site that accepts cash on delivery will be depriving itself of international clients. Hence, offering multiple payment options is a must.
It is always advisable to make the payment options available on the form so that its easier for the customers to check the most desirable option.
3. Never Let the Customers Wait
Waiting periods are horrible. Imagine yourself in a super mart standing at the counter, ready to make your payment, when the cashier leaves the spot soon as it’s your turn to pay. How annoying could that be? We’ve all been in situations like these and we know how bad it feels. Don’t let your customers face the same. The fact that they’re shopping online is for avoiding the hassle that comes with traditional shopping. Making them experience the same agitation online will make them sway away from the site, never to return.
Often delays occur as a result of the customers typing in wrong details, preventing them from moving forward. In order to cater to this problem, sites can highlight the wrong typed information while providing suggestions for its correction. For e.g. a user having put the wrong email address can receive a message reading
Incorrect User ID
email@example.com should be firstname.lastname@example.org
4. Make the Platform Safe
It is vital for e-commerce business and sites to build a platform that the customers think of as safe and secure. Since payment information is to be entered in such forms, it is crucial for the site to reflect credibility.
“A recent study revealed 17% of shoppers left a page without paying due to security concerns.”
There can be no better proof of a company’s integrity than its form itself. A form that is not lengthy, aesthetically appealing, contains no errors and spelling mistakes, and is easy to decipher will always be considered as safe.
Keeping in mind all these points, an e-commerce site can always make the payment process easy for its customers.
Apart from online payment, there’s more a website owner needs to do. Here’s something some tips for the creating a dope website.