Why pain-free payment processes make it easier to retain customers

The payment process is an important part of a customer’s interaction with your company. If the process is complicated or makes customers hesitant to give you their personal information, you’ve probably just lost a customer.

Mobile optimisation, security certificates, a variety of alternative payment options, and other factors all contribute to a smooth payment process.

After all of your efforts in engaging a customer and piquing their interest in your product, the last thing you want to happen is for them to become frustrated and give up just as they’re about to pay.

Here are a few practical tips to help your company provide the best payment process to your customers.

Check that your website is secure for online payment processing

One of the most common concerns that customers have when ordering online is the security of their personal information. By using a Secure Sockets Layer (SSL) certificate that encrypts credit card data and ensures your website is PCI-compliant, you can reassure your customers that their personal and credit card information will never be compromised.

Each of these certificates enables you to display icons on your website that inform visitors that your site is secure.

Also, don’t forget to keep your software up to date. Hackers are becoming more sophisticated by the day, and software providers prepare regular updates to keep up – take advantage of the most recent technological advancements.

Use alerts strategically

Customers occasionally make mistakes when entering their information, and the website usually generates an error alert. The worst type of alert simply states that there was an error and that the client should verify all of their information without informing them of the nature of the error.

Then there are the alert boxes, which require the client to scroll to the top of the page only to see that there was an error somewhere near the bottom of the page – this is also a poor user experience.

Show your customers where the error was by highlighting the field and explaining what went wrong. If you make them guess, they may give up in frustration.

Provide several payment options

Customers are accustomed to having a variety of payment options. If your website’s payment options are limited, you may turn away potential buyers. Small businesses are no longer limited to local markets in today’s global world. They frequently have international clients and must provide payment options that meet their needs without requiring them to pay exorbitant fees.

Consider alternative payment platforms to remain competitive and appealing to a wide range of clients. It is not enough to simply adopt new platforms; you must also be familiar with their policies and procedures to ensure your staff are prepared to handle any errors that may arise.

Options for subscription renewal payment processes

When it comes to regular payments, many subscription-based businesses, such as Spotify or Netflix, use automatic renewals. It is convenient for the customer because it allows them to continue using a product or service without constantly entering their information on the billings page.

If you do not yet offer automatic renewal, it is time to consider the following three options:

1. No notification. I have a Netflix subscription, and they never notify me that I’ve been charged. They simply withdraw the funds from my account as agreed, and we are both satisfied. No muss, no fuss.
2. Email notification. Customers readily share their email addresses to receive business messages, making this a popular option. Send renewal notices before and after your customers’ accounts are charged. This reduces the likelihood of receiving complaints from users who simply forgot to select auto-renewal.
3. Text notification. Many billing notifications go unnoticed because they are sent via email and end up in the spam folder. Texting a payment notification gives clients an advantage over those who receive email notifications to pay their bills on time. Including billing messages in your business SMS templates can save you time when it comes to preparing and managing those notifications.

Optimise for mobile

If you have an e-commerce business, you must also have an m-commerce business. Indeed, m-commerce (commerce conducted via mobile devices such as smartphones and tablets) is on the rise.

Make sure your company’s mobile website makes it simple for customers to complete purchases using their phones. You can accomplish this by:

• Using shorter forms
• Using security symbols such as a closed lock to provide secure payment visuals
• Ensuring that the payment page loads quickly and has few errors

Keep track of your shopping cart abandonment data

The steps outlined above are best practices for any small business or start-up. However, if you want to know where you’re going wrong in the payments process, you should track your sales funnel to find out where and why customers abandon carts the most frequently so you can adjust where necessary.

Smart businesses provide their customers with a variety of payment options, ensure payment security, and test and improve their payment process to provide a frictionless customer experience. In fact, when it comes to spending money, the two most important factors are security and convenience. So keep them in mind as you create your payment page.

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