When it comes to taking care of business, the first rule is always to take care of your customers. Of course, in today’s fast paced world of internet retail, that means making it as easy as pie for your customers to find how to pay online for your goods or services. The payment process should be intuitive and secure, and also easy to find on your site. If you want to convert that visitor into a buyer, it all starts with your online payment page and how it is designed. Here are a few tips from some experts on the best approach for this all important page. Whether you are a web designer or business owner that is hiring a web designer, these are important tips to keep in mind when planning that online payment page for your customers.
Give Them Payment Options
This may sound simple but it is always a prime principal for your payment page. If all you offer them is payment through PayPal, you may lose them if they don’t like or trust it. Credit card payments are fine, but even today there are customers who will not want to input their card number on a site they don’t know. While it is important to know just which type of payment options your clients tend to prefer, be sure that they have options when they make the decision to buy.
Don’t Require an Account
While there are plenty of great reasons to have an account set up for your customers, it shouldn’t be the only way they can buy. If you are looking to collect emails addresses, offering them discounts through a monthly newsletter is a better incentive. Plus, you may find some potential customers leaving you at the purchase gate if you require an account setup from them before they can buy. We all have too many account passwords to remember already, don’t make it a barrier to that purchase on your e-commerce site.
Fix Those Errors Now
Every site has problems from time to time, so will yours. But if that problem crops up within the payment cycle, you are losing money. Make sure that your design of your online payment page shows them an easy way to fix that error when they leave out the “@” in their email address or forget to include their zip code. While error codes often show up at the top of an information box, having it appear right where the error happens is even better. That way when they scroll down they don’t miss it and get frustrated and leave without buying. Always make it easy for your customer to give you all the right information.
Don’t Ask for Too Much Information
While we all want to get as much information about our customers as we can, there is a limit to how much they will be willing to tell us. A recent survey by Forrester showed that over 10% of adults making purchases online abandoned the purchase when they felt they were being asked to give unneeded information. Pick your questions carefully in that purchase funnel and be sure you don’t shoot yourself in the foot along the way.
Always Be Clear on Next Steps
It can be distracting to order online. You don’t know if your customer is at work, minding the kids while shopping or even shopping from a smartphone in a busy mall. Whatever the situation, make it easy by keeping the flow of next steps clear for them. Calls to action should be followed with easy to see boxes and intuitive steps. The easier the process the less likely they are to abandon the purchase when they get lost.
All sites lose shoppers along the way, it is simply the cost of doing business. But with these online payment page tips you can at least prevent the most common reasons for your customers to change their mind. When that shopping experience is one they enjoy, they will be back again for more. That, in the end, is a winning strategy for everyone.