What should I do if I fail to pay online?

Take payment failures seriously

For an online store, there are unpaid orders in the order list. From the analysis of consumers' behaviors, there are roughly two types of reasons for unpaid orders: subjective and objective. If your website tracks user behavior on the payment page, you can easily analyze the two different situations. For example, if a consumer jumps to the payment page after the purchase ends, but does not perform further operations, the unpaid order of the consumer can be classified as the first condition, that is, the unpaid order is generated because of the subjective reasons of the consumer. If the consumer jumps to the payment page after the shopping ends, and then enters the personal information (such as the logistics information) and then performs the payment operation, however, if the payment fails, this can be classified as the second case, that is, the unpaid order caused by the objective reasons of the website's payment system.
Subjective reasons can be roughly described as the consumer's withdrawal from the payment system due to temporary inconvenience or hesitation during the payment process. The problems and solutions are as follows.
Problem 1: the consumer makes a purchase decision due to temporary inconvenience.
Some orders were not paid at the time, but the payment was completed one or two days later, which is also common. For example, some consumers may have to ask for the consent of others to buy goods, or they do not carry a bank card around them. In this way, after a consumer buys goods during working hours and forms an order, after returning to your home in the evening, ask your family for approval or find a bank card, and then pay the unpaid order.
To solve this problem, we need to build a complete system for interacting with consumers. For example, we can automatically send an email to the customer for this order and use euphemism to remind the user of the existence of this order. Because emails usually take a long time in the customer's mailbox, you can remind the customer from time to time, because sometimes online shopping is an impromptu behavior of the consumer, and it is also common for the customer to forget.
Question 2: when a consumer makes a payment on the page, he or she has concerns. If this concern exceeded his/her desire to shop, he or she will not make a payment.
This situation should be comprehensively considered based on the quality of the website, such as whether the website is well-developed, whether there are various security certifications, various commitments, and whether the shopping terms are complete. At this time, users often stay on the payment page for a long time to consider whether to pay directly. These consumers are cautious and may investigate the website or ask online customer service.
To solve this problem, refer to section 6.1 to build a secure and trusted website. In addition to the content described in this section, you can also do some marketing work from the website, such as offline advertising. If there is no funds for advertising in terms of popularity, it is also a good way to use news, blogs, Seo and other methods to promote some positive comments, these tasks increase the credibility of the customer when conducting background checks on the website.
Question 3: the consumer only browses the product and experiences the website, and does not need to buy the product immediately. They just want to experience the purchase process.
In online shopping, this proportion is very small, because most consumers of this type only browse the product information and the various terms pages of the website, and do not go deep into the Order formation process. Consumers who can go deep into the order stage are just consumers with deep curiosity or consumers with certain purposes. For example, industry experts are investigating your website.
For this type of customers, if your website can bring interest to them and let them remember your website, they will return when they need it. They also recommend the content to their friends, which is also a kind of word-of-mouth marketing.
The objective reasons can be roughly described as the failure of the consumer to make a payment due to system reasons, such as website failure, bank card failure, and failure to provide a matching payment method. The problems and solutions are as follows.
Question 1: Are some customers unable to pay due to the lack of certain payment methods?
Especially for shopping websites in the global market, payment systems are generally more complex than for regional markets. People in different countries have different payment habits. To solve this problem, you can refer to section 5.1 "online payment system demand analysis" in this book ". In the initial stage of the website, there may be a lack of payment methods, resulting in the failure of consumers to make payment, resulting in unpaid orders.
The solution to this problem is to allow the website to provide multiple payment methods to meet the payment differences of most consumers as much as possible. For example, both intra-site payment and third-party payment such as PayPal and moneybookers account payment are provided, compatible with different credit and debit cards. The most direct way is to make a call back to the unpaid order, find out the problem, and solve the unpaid phenomenon due to the lack of a certain payment method as soon as possible.
Problem 2: website faults, payment gateway faults, and slow webpage access
For websites sold online, a dedicated person is responsible for processing Real-Time orders. When an order is suddenly interrupted or unpaid orders appear consecutively, the website may be down or the payment gateway may be down. In this case, the payment is suddenly interrupted due to system problems.
To solve this problem, we should plan ahead, improve the security and reliability of the website, and prepare emergency measures for emergency handling in case of such problems, so as to minimize the loss of online orders. For more detailed solutions, see section 12.2 "Building a highly reliable payment system ".
Question 3: User credit card errors
These errors include filling in the wrong information such as the credit card number, expiration date, password, and Bill address. Some payment methods only support the US dollar, but some credit cards do not enable the US dollar payment function; 3D credit card and non-3D credit card verification failure; credit card overdraft is too large, resulting in insufficient credit limit.
Solving these problems is also very simple. The most important thing is to give the customer real-time and accurate reasons for feedback and instructions, and remind consumers how to quickly solve them. It is generally an error reported by the payment gateway when the help document is provided on the payment page and highly integrated with the credit card payment channel Code Feedback to the customer after conversion.
Question 4: the website payment anti-fraud system proactively rejects users' payment
Third-party payment companies will provide payment security services to help sellers better cope with payment fraud. When the security of sellers is high, the Security Service Program It filters out credit cards that are considered dangerous and rejects payments from these credit cards. If you filter out the payment behavior of a credit card registration address that is far away from the swipe address, the logistics address is different from the credit registration address. It is also possible to filter out poor payment behaviors due to credit card credit records.
For the sake of security, website shopping needs to take the initiative to reject the payment of some consumers, but it cannot be prevented from being excessive, causing a bad impression on the customer. Because computer systems will never be perfect, we need to participate manually when encountering these problems and try our best to solve them in a human way, solutions in this section are described in detail in section 7.2 "Prevention of payment fraud.
The problems and solutions described above are summarized through the actual website operation experience. website operators can improve the website payment system through the content in this section, it can increase the payment success rate to an ideal level. According to the survey on online sales websites, the average payment success rate is between 70% and 80%. If we can improve the website's various aspects, especially the website's payment system, it is easier to increase the payment success rate to more than 90%. Increasing the payment success rate can greatly increase sales and profits without increasing investment.