The checkout process is very important when shopping online. After all, the point here is that customers actually order and pay for the products in the shopping cart. However, many retailers still do not place enough value on customer experience in this area. Despite intensive marketing efforts, a lot of money is lost, especially in the last few meters.
The checkout process as a means of customer loyalty
Online shopping now plays an important role in almost every household. Whether it’s food, gifts, clothing, or the new television. Trade is increasingly shifting to the Internet. There are still enormous growth opportunities for online mail-order companies and all online shops. It doesn’t just require a clear website, good prices, and a comprehensive range. The payment process also plays an enormous role when making a purchase. In local stores, you can pay easily and securely at the checkout. However, on the Internet, a transaction always takes place via a payment platform.
Customers sometimes give up control. You must rely on the merchant to ensure that the payment is successful and that the data is transmitted encrypted. If a problem arises during the payment process, this can have a negative impact on customer loyalty. Error messages or even incorrect debits can lead to uncertainty. Often, there is even a breach of trust. The potential customers then choose another online retailer and never return. On the other hand, a functioning checkout process can be used as a means of customer loyalty. This creates a feeling of security when paying, which plays an important role for many buyers.
Optimization for returning visitors
The online payment process doesn’t just have to be secure. Customers want to be able to pay quickly and easily. Therefore, every online retailer should offer an appropriate option for storing data. Here, it is worthwhile to rely on service providers with the necessary expertise. Payment data is highly sensitive and must be encrypted. If data theft occurs, customers could even suffer financial damage in the worst-case scenario. At the same time, returning visitors to the online shop are annoyed when they have to provide their bank or credit card details every time. 1-click payment reduces the hurdles in the purchasing process. Therefore, potential customers are more likely to place an order again.
Offer relevant payment methods.
There are various ways to pay online. Here, online shops need to find a healthy balance. On the one hand, the most important payment methods must be available. These include:
- Credit card payment
- SEPA direct debit
- Purchase on account
- Express-Check-out uber Wallets
On the other hand, it is not recommended to overfill the checkout page with payment methods. This seems confusing and can make customers reluctant to make a purchase. In addition, an excessive range of payment methods also brings with it a certain degree of uncertainty. Customers often cannot decide which option they should ultimately take advantage of. In addition, it may be worthwhile to analyze the payment methods used over time. In this way, the most frequently used forms can be clearly visible, and less used methods can be replaced with new offers. For some online retailers, paying with cryptocurrencies can also be an interesting, unique selling point. This is how you currently stand out from the big competition. But above all, it depends on the industry. Online retailers in the gaming sector can market this payment method better than clothing and shoe shops.
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