Making it as easy as possible for your customers to pay is essential for increasing conversions and sales.
This is why your checkout page is critical. It’s the final stop for people shopping on your website. It’s the place where they hand over their credit card information and finally part with their hard-earned cash.
Your checkout page is where window shoppers become paying customers.
It’s easy to slap PayPal on your site and call it a day – but if you’re serious about making it easier for your customers to pay and increasing sales for your business, you will want to have full control over the entire checkout process.
Following, are 9 tips that will help you do this:
In need of professional and affordable business services? Click here
1. Provide a Number of Payment Methods
It sounds obvious, but there are websites that offer only one payment method. However, data highlighted in an infographic from Milo shows that 56 percent of respondents expect a variety of payment options on the checkout page.
While it’s not necessary – nor practical for that matter – to offer every conceivable payment method available, you’ll want to take a look at your target audience to see which payment methods they use.
Then, you’ll be able to capture the majority of people visiting your website.
For instance, a good combination would be to allow direct bank transfers and payments from all major credit cards. In the end, it all depends on who you’re catering to.
From the screenshot below, you’ll see that MindMeister allows users to pay with several credit cards, PayPal, or a coupon
In need of a professional Search Engine Optimization Specialist? Click here
2. Allow Payments Without Requiring an Account
Do we really need another username and password to remember? I doubt it. And why would anyone want to put up a wall like that preventing people from paying.
Forcing people to sign up for an account is just too intrusive for first-time customers, and it’s a major conversion killer.
A usability study by Smashing Magazine found that the main reason users hate setting up an account is they expect to be flooded with promotional emails.
It also pointed out that many customers don’t understand why they need to sign up to buy a product when brick and mortar stores don’t require an account to buy from them.
Another disadvantage is that it adds more fields for people to fill out and prolongs the payment process.
To make life easier for potential customers and ensure you get paid, follow Apple’s lead and let them check out as a guest.
As you’ll notice from the screenshot above, Apple gives customers the option to sign up at the end of the checkout process instead of forcing them to hand over their data at the beginning.
In need of a professional and highly qualified Medical Practitioner? Click here
3. Deliver a Seamless Design
From a branding perspective, you’ll want to keep everything as consistent as possible. This means using the same colors, fonts, and design on your checkout page as on the rest of your website, so you can raise brand recognition for your business.
Sure, certain online payment providers deliver the frontend ready-made for you, but you give up control over the look and feel of your checkout page.
And with all of the online scams and horror stories out there, it’s perfectly reasonable for folks to be skeptical when faced with a checkout page that’s different from the website they were shopping on.
In order to help raise brand awareness, keep your design consistent across all channels, especially your checkout page.
From the screenshots above, you’ll notice that 6Wunderkinder’s payments page matches the theme of their entire website.
In need of professional finance and accounting experts? Click here
4. Don’t Redirect People
You worked so hard to get people to your website. Why send them away to another website to pay?
This is the main disadvantage of using a service like PayPal that redirects people away from your website to a checkout page.
Since you have no control over the design of the checkout page, customers end up feeling as if they are giving their money to a business other than the one they are buying from.
Checking out and paying will be the last thing people do, which is why you want your business’s name to be the last thing on their minds.
In need of a professional tutor or trainer? Click here.
5. Make Errors Easy to Fix
It’s a given that people make mistakes. Sometimes a zip code gets overlooked or someone forgets the “@” in their email address. In any case, your task here is to point out the error and get folks to correct it.
Some checkout pages display an error message at the top of the page, but people don’t realize they need to scroll all the way up to find out what went wrong. Ideally, you want an error message to appear in the field in which it occurred.
Another handy tip for making it easier for people to pay is to save the information they submit.
Below, you’ll notice Spotify doesn’t clear the data that was already submitted and clearly displays the error message in red, which also explains the reason for the error.