Forcing people to create an account as they reach the payment process on your online shop is a major turn off for first-time consumers, and will usually culminate in them abandoning their cart (especially on mobile, where the cart abandonment rate is 83%). When it comes to the moment of truth – the payment – it makes no sense to suddenly redirect your customer elsewhere. While getting people to sign up is great for the creation of a mailing list, most people avoid doing precisely that because they do not want to be bombarded with emails.
Instead, set up an option that gives the first-time customer the choice of continuing as a guest. This means that they just need to click one extra button. The seamlessness and tidiness of your payment process is therefore uninterrupted.
The most important aspect of the payment section – a practice followed by all major outlets – is to have multiple payment options available to the customer. Offering just credit or debit card payment is not enough; the insertion of a PayPal option means that, if the customer is already logged into their PayPal account, they can pay with just one touch. Apple Pay does something similar too. Including these options, therefore, is absolutely necessary for any ‘professional’ ecommerce website design.
Moreover, to have a fully comprehensive payment section, it is important to demonstrate to your customer that payments are completely secure. While multiple payment options and SSL security certificates go some way to achieving this, the customer may not be fully satisfied until they see a security badge – verification that a major security provider, like McAfee, is supporting your ecommerce website design. After all, you cannot be too careful.
If you can afford to offer your customers free shipping, happy days. Chances are, though, that you will need to attach some shipping options with varying costs, and it is important to not spring this on the customer at the last minute, for this can often cause them to abandon their cart. Be sure to make the shipping fee totally unambiguous in the checkout process. Showing them the expected delivery date, based on their order date and shipping method, is another way of adding to the professionalism of your ecommerce website design.
You may be offering the standard duopoly of either first class postage or standard shipping. And that is fine. But with DotGO’s ecommerce website design system, you can set up specific delivery bands which, by factoring in weight of order and customer location, determine a more particular shipping cost. This feature adds another veneer of professionalism to your online shop.
No payment is complete without a prompt, professional-looking and personalised confirmation email. Customers are always anxious to see this go through. And with DotGO’s ecommerce website design system, you can go even further for your customer by inserting a specific personalised message – along with recommendations to look at similar products – for each item in your online shop.
You can even attach a downloadable file or link – articles, instructions, video content, etc. – to each item using our ‘Digital Links and Downloads’ feature. This means that every purchase is equipped by a unique message and a piece of relevant downloadable content. Suddenly, an automated, lifeless post-sale email becomes something that the customer can appreciate and make use of. These little things add up to mean a lot, after all.