Pay more attention to failure

For an online shop, there is a common phenomenon of unpaid orders in the order list. From the analysis of consumer behavior, the reasons why orders are not paid can be roughly divided into two categories, one for subjective reasons and the other for objective reasons. If your site is tracking user behavior on the payment page, you can easily analyze these two different situations.

For example, if the consumer jumps to the payment page after the end of the shopping, but no longer operates, basically, the customer's unpaid order can be categorized as the first case, that is, unpaid orders arising from the consumer's subjective reasons; if the consumer jumps to the payment page after the end of the shopping, Then fill in personal information (such as logistics information) and then pay the operation, but did not pay success, this situation can be categorized in the second case, that is because the site's payment system for the objective reasons of the unpaid orders.

Subjective reasons can generally be described as a temporary inconvenience to consumers, or in the operation to the payment link when there is hesitation, and exit the payment system. The problems and solutions in this area are as follows.

Problem One: Consumers are temporarily inconvenient to make purchase decisions for their own reasons

Some orders were not paid at the time, but after a two-day payment, it was also more common. For example, some consumers to buy goods to solicit the consent of others, or not with the bank card, etc., so that consumers in the working hours after shopping and form orders, evening back home to consult the family's approval or find a bank card, then the unpaid order completed payment.

To solve this problem is to do a good job of interacting with the consumer system, such as the ability to automatically send an e-mail to the customer, using a euphemism to remind users of the existence of this order. Because the mail usually stays in the customer's mailbox for a long time, so can remind the customer from moment to time, because sometimes in the online shopping is the consumer's impromptu behavior, the customer forgets also often phenomenon.

Question two: Consumers are concerned when paying the page, and if such concerns exceed their desire to buy, they will not pay

This situation should be based on the quality of the site to consider comprehensively, such as whether the site is produced well, there are a variety of safety certification, various commitments and shopping terms are complete. At this time the user will often stay on the payment page for a longer period of time to consider whether to pay directly. This kind of consumer is more cautious, may investigate the website or ask online customer service.

Solve this problem can refer to section 6.1, building a safe and credible website. In addition to the content described in this section, you can also leave the site to do some marketing work, such as offline advertising. If you do not have the funds to advertise the publicity, use of news, blogs, SEO and other methods to promote a number of positive comments is also a good way, these work can be in the customer's site background checks to increase credibility.

Question three: Consumers simply browse the product and experience the site, and there is no immediate purchase demand. They just want to experience the buying process.

This is a small proportion of online shopping, because most of this type of consumers will only browse the product information and the various terms of the website page, and will not go deep into the shopping process to form the order link. Consumers who can dive into the order are just consumers with deep curiosity, or consumers with certain purposes, such as industry experts, who are examining your site.

For this type of customer, if your site can be of interest to them, let them remember your site, when they have the need to return. They will also recommend these content to friends, is virtually a word-of-mouth marketing.

Objective reasons can be generally described as consumers in the payment, because the system is not able to pay success, such as Web site failure, bank cards are not accepted, did not provide matching payment methods. The problems and solutions in this area are as follows.

Question number one: Is there a lack of a payment method that some customers cannot pay

In particular, for shopping sites on the global market, payment systems are often more complex than regional markets. People in different countries have different payment habits. For this issue, readers can refer to section 5.1 of this book, "Online payment system requirements analysis." The initial stage of the site is likely to be a lack of payment, resulting in customers having no way to pay for unpaid orders.

The solution to this problem is to allow the site to provide a variety of payment methods, as much as possible to meet the majority of consumers pay differences, such as the same time to provide site payments and third-party such as PayPal, Moneybookers account payments, compatible with different credit cards and debit cards. The most direct way is to pay a return call to the unpaid orders, to find out the problem, as soon as possible due to the lack of some form of payment caused by the unpaid phenomenon.

Problem Two: Website failure, payment gateway failure, Web page open too slow, etc.

Online sales of the site, there will be someone responsible for real-time orders processing. When a sudden discovery of an order interruption or a continuous backlog of unpaid orders, it is possible that the site is down, or payment gateway downtime. This time the consumer will suddenly cause the payment interruption because of the system problem.

To solve this problem should be proactive, improve the security and reliability of the site, while preparing emergency measures to prepare for such problems, emergency treatment, so that the loss of online orders to minimize the extent. More detailed solutions can refer to section 12.2 of this book, "Building a highly reliable payment system".

Question three: About user credit card errors

These errors generally have credit card number, expiration date, password, billing address and other information to fill in the wrong; some payment methods only support the United States dollar, but some credit cards do not open the United States dollar payment function, 3D credit card and non-3D credit card caused by the verification failure, etc.

Solving these problems is also very simple, the most important is to give customers real-time and accurate reasons for feedback and instructions, and to remind consumers how to quickly resolve. Generally, the error code that provides help documentation on the payment page, and a high integration with the credit card payment channel is fed back to the customer after the feedback of the payment gateway.

Issue four: Web site payment Fraud Prevention System initiative to deny the user's payment

Third-party payment companies will provide security services to help businesses better deal with payment fraud, and when the security settings are high, the Security Service program will filter out some of the credit cards that are considered risky and refuse to accept them. such as filtering out the credit card registration address is very far away from the card address, logistics address and credit registration address different payment behavior. It is also possible to filter out bad payment behavior in credit card credit records.

For the sake of safety, the website shopping need to voluntarily reject some consumer's payment, but cannot prevent excessively, but causes the bad impression to the customer. Because the computer system can never perfect, so encounter these problems when the need for human participation, as far as possible to use humane methods to solve the problem, this part of the solution will be in this book 7.2 "Pay Fraud prevention" section in detail.

The above mentioned problems and solutions are summed up through the actual experience of the website operation, the site operators through the content of this article to improve the payment system of the website, the payment success rate can be raised to a more ideal level. According to the online Sales Web site survey, the average rate of payment will be between 70% and 80%, if it can be from all aspects of the site, especially the site's payment system to improve, it is easier to increase the rate of payment success to more than 90%. Increasing the success rate of payment can significantly increase sales and profits without increasing investment.

This digest has been published in the "online payment-network business Success".