Customers’ reactions to cheesy payments on your website
Have you ever wondered why potential customers abandon their shopping carts? Maybe it’s because of payments on your website?
Today, we’re doing you a favour and are here to tell you how customers feel when they see a cheesy payment form on your website.
Here are the most common client’s reaction to payments on your site when…
1. … you redirect them to an external service to pay
How are customers supposed to know they are really paying you? They are redirected to a website with a completely different logo, design, and URL. They feel LOST. And CONFUSED. It goes without saying that they don’t complete the payment process.
Is that what you want?
2. … you ask for too much information
No one likes nosey people so why are you acting like this?
Think about your customers. They are on your website, having finally found the must have T-shirt and have to face a LOOOONG payment form with ten or more fields to fill in.
Didn’t anybody tell you to just ask the essentials? Put a form on your website with just 3 fields: a card number, expiration date, and CVV.
I know you’re tempted to add more, but don’t you dare! (OK, you can add more fields, but ONLY when you need delivery details, etc.)
3. … they need to overcome a multi-step checkout
Seriously? They’ve spent the time to find a clown sweater and are ready to buy it, but then you decide to give them the 8-step checkout process? And yes, 5 steps are still too much for the average impatient customer.
And know what? You can embed a super powerful one-page payment form into your website with the entire process. Wondering how? Check out this link.
4… they have no option to pay with cards
You did your best to hide payments on your website and when a customer finally finds it… you don’t even give him/her a chance to pay with their plastic.
Some quick stats: Credit and debit cards are the most popular online payment methods. And you still don’t have that option on your website. Maybe it’s time to change that?
5. … they can’t pay in their local currency
C’moooon! You sell globally and don’t provide customers with the option to pay in various currencies in your checkout?
Consider adding the most popular currencies to meet your customer’s expectation. Otherwise, you risk them abandoning their carts. Again!
6. … they can’t save their card details for future purchases
Online shoppers are IMPATIENT. Don’t pretend you didn’t know that.
They don’t feel like remembering all their card details and entering it every single time they want to buy something on your website.
The best is you don’t need to have superpowers to put customers in mind of 16-digit card number! All you need is the “Remember me” option in your checkout. Maaagic!
Important life lesson: The fewer clicks, the better.
7. … form fields on mobile are barely visible
Come on! I guess you have a smartphone and use it every day, don’t you?
Now think: How would you feel if a game developer reduced the size of jewels in your favorite mobile game, making it almost impossible to finish the level. All that just at the moment when you try to win a Jewels Star badge?
Feel the pain now? Exactly. Now you know what your customers are going through when they try to complete a purchase via mobile in your e-shop. Yup, they TRY.
Give them well-designed mobile payments with bigger input fields and an auto-fill or auto-complete option wherever possible. It’s that simple!
8. … they see too many distractions on the checkout page
Customers are on your website, clicking the ‘Go to checkout’ button and then… have a thousand thoughts whirling around in their mind like a hurricane!
No, it’s not that your checkout is that awesome. There’s too many distractions.
How can a customer focus on payments when you give them a link to your special-outdated-offer, social media buttons or even a link to the ‘About us’ website with an old-fashioned text no one understands?
See the point?
OK, let’s assume you understand all the mistakes you made on your payment website. Time for some BIG changes to make customers love you!
Ready? (Fingers crossed!)