While plenty of website traffic can translate to more sales, this is not always the case. Your SEO or PPC strategies can push all the users to your website, but without further consideration for its design, a website might underperform in terms of turning visitors into buyers.
There is no such thing as a perfect system. It is impossible to convert every single visit into a purchase, but it is nevertheless important to aim for as high a conversion rate as possible. If you’ve got a great site design and plenty of interest for your product, though, what could be the issue? We’ve got one culprit you may want to consider: your payment page.
How quickly your customer converts into a purchase often depends on how many clicks it takes to get to your payment form. That being said, this article will talk about what else you can do on your business website and what mistakes you can avoid making that can expedite the process other than the obvious route of reducing clicks. Here are some of these strategies:
1. Not informing the customer of their checkout progress
We’ve spoken before about the importance of making sure your website is easy to navigate. This means making it as easy as possible for visitors to get from your landing page to your checkout page. Beyond the ease, though, you can take things a step further by showing them how far along they are in the process.
Customers might find it tiring to be forced to endure all the steps needed to make online deliveries, such as inputting their address, filling in their contact and payment information, and so on. If they are made aware of how close they are to the finish line, though, they may be more inclined to complete the purchase. A progress bar also adds a layer of transparency that might just provide enough transparency to make them feel more comfortable.
2. Not allowing guest checkout
The numerous website data breaches of the last decade resulted in billions and billions of accounts and various details being leaked to unscrupulous criminals on the internet, and as such, users are now more reluctant to hand over their details to just any website.
Allowing your customers to check out items as a guest can help them feel more comfortable about their purchase. It addresses their security concerns and can expedite the process—especially since they don’t have to go through the extra step of making an account.
3. Not disclosing delivery and other additional charges
Nothing turns off a buyer more than surprise charges. It is the reason why 7 out of 10 buyers abandon their shopping carts right before the final step. Even before your customers reach the payment page of your website, they should know exactly how much they’re paying for.
Customers have to be made aware of any and all charges as early as possible, so that they don’t feel like they’ve been fooled into paying more. If possible, try to offer promotions that give your customers perks like free shipping or small gifts depending on how much they buy.
In conclusion
The payment process is an important aspect of the customer experience. As such, it must avoid the previously mentioned mistakes. Avoiding these mistakes can allow you to offer your customers two things: transparency and security. These are just two of the most important things to think about when designing your website and payment page.
If you need a payment page builder, send us at Payment Page a message. We have the expertise to make this process more convenient for your customers, turning those visits into purchases.
