E-commerce website 12 most common payment errors

Original:losing Customers at the Register:12 Checkout blunders

Author:Linda-bustos

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This article was submitted by Justin Palmer of Palmer Web marketing. Because his ideas and skills are very valuable to online retailers, we are delighted that he can share his practice with get elastic. You can learn more from his 25-series approach. If you subscribe to get elastic, you will also want to subscribe to Justin's feed.

We have all heard the phrase: "You can only strengthen your weakest link as much as possible." "For many e-commerce providers, the weakest link is always in the payment chain," he said. Making mistakes at the most critical points usually comes at a huge price and is completely unnecessary. In the following sections, I summarize the 12 most common payment errors I've seen.

1. unfriendly credit card error message

It is often embarrassing to have a credit card rejected, even on the internet. How do you handle those false hints gracefully? Unfortunately, the Web site's error messages are usually written by programmers, who usually don't take into account the user's emotional needs.

When dealing with these error messages, a possible workaround is given. If the error is based on an invalid CVV code, use a diagram to show the user where the code can be found on the card. If the error is that the billing address does not match, it is recommended that the user check their credit card status and confirm the billing address. The most important point is to display the User Service contact form where the user may need help.

2. Login

Many users are disgusted with remembering additional user names and passwords. In addition to this, you will also face the fact that old users have forgotten their sign-in information after a series of shopping. Of course, you will provide password recovery functionality, but if the user's email does not work properly or is no longer connected, then they will be helpless. For these reasons, a guest payment option is provided, and guest payment does not need to create account information. When the order process is over, you can prompt the user whether to create a new account for the next shopping.

3. Default credit card type selection

This is one of my biggest quirks. Now I think I'm quite experienced in online shopping because I work in this industry. But you don't know how many times I've been rejected by the service because I didn't change the information card type after I entered my MasterCard number, the default credit card type option is visa! A better approach is to automatically identify the credit card type based on the card number (as PayPal does).

4. Cancel button

I always secretly laugh when I see the Cancel button placed next to the Submit Order button. Don't allow users to cancel orders too easily. A cancellation button is equivalent to asking the user, "Do you really want to buy it?" ”。

5. up-sell and Cross-sell

In general, there are times and locations available for cross-selling, but the risk is too high when checking out. Too many options may give users a contradictory choice, which will cause him to give up shopping. Usually, once someone arrives at the checkout of the shopping cart, it should stop all marketing and promotion activities.

6. Disclaimer, explanations and warnings

Recently, I looked up an online gift store website. When I clicked the "Complete order" button at the end, I was told that "the IP address has been logged because of security issues." Frankly speaking, is this disclaimer necessary? While this may stop the fraud (but I doubt it), this unnecessary information will only leave a shadow in my mind that privacy may be violated. Other unnecessary disclaimers include "Click on the Reservation button more than 1 times will result in two charges" (you need to solve this problem instead of explaining it!) and "products are currently out of stock" (perhaps you should display accurate inventory on the web). As a basic principle, let the disclaimer go where it must be. If it's possible for users to think about their shopping choices again, get rid of it!

7. unsafe Page faults

This may be the most likely preventable checkout error, including technical factors or the use of unsafe page elements (images, JavaScript files, and so on). When such a situation occurs, some browsers, such as IE, like to warn users that "these pages contain unsafe elements". This is not a delightful message when you are ready to enter your personal payment information interface. To prevent this from happening, be sure to use your billing process frequently with browsers that display these warnings.

8. only one form of payment

Would you be furious if you had no cash on your body and couldn't swipe your credit card? Many users feel similar frustration when the site can only accept credit card purchases. The alternative payment method has recently become a user expectation, including Paypal,e-checks,billmelater and Google Checkout. Adding some additional payment methods can prevent the loss of shopping in the long run.

9. End on receipt page

Many shopping processes end on the receipt page (Receipt page), which is a shame to practitioners. Compared to the waste in the order confirmation page of the "Thank you order" and other summary statements, why not further continue to serve your users? Add a "Recommend to friends" form, show frequently asked questions about customer service, or ask customers to complete investigation reports, and so on.

Hide the extra costs

No one likes to see the extra charge at the last second. Make sure all the relevant fees and taxes have been shown before.

There's no obvious call .

People like to buy things after interacting with people, so customers always like someone to answer their questions immediately when they have questions. Of course not all users call when they see 800 of phones, but it only provides a sense of trust.

Products out of stock

By the way, it's already sold out! Surprisingly, some online payments have to wait until the user starts to generate the purchase process before informing the user that it is out of stock. The product inventory should be visible at all times on the product page and in the shopping cart. Any degree of delay will annoy your customers.

Avoiding errors at checkout is the primary issue of E-commerce. Don't just apply my point of view and test your site carefully. Using Google's website optimization tool to make a A/b test to improve your payment function is not complicated or expensive.