Creating the Payment Page
Gaining consumer trust is the most important factor for success in e-commerce. Trust lowers the basket abandonment rate of visitors. In addition, it increases sales volume and creates a loyal customer base. Consumers who think that their personal data is safe for payment on the e-commerce site will want to shop from this site again later. The design, infrastructure and content of the payment pages of e-commerce sites are important in this sense.
Checkout Pages Features
There is a directly proportional relationship between user experience and payment and sales. The checkout page is part of the consumer experience. The shopping experience that starts on the homepage ends at the checkout page. Simple mistakes made at the last stage of the shopping may result in cart abandonment. If the user is not trusted until the last stage, no matter how good the online store design and the products offered, the experiences of the customer who spend time on the site may not result in sales.
The payment pages of e-commerce sites are the pages that pay after the product selection in the basket, regardless of the product detail page. Checkout pages directly affect cart abandonment rates. A seamless checkout page will prevent the customer from leaving the cart. For this, there should be some features on the payment pages and these features should work without any problems.
The basic features that should be found on the payment pages are as follows;
- Simplicity: The checkout page is a place where the customer is directed after they decide to buy the product. There is no need to provide product introduction or unnecessary details in this area. For this reason, the payment page should be presented in a simple design that will allow the customer to pay as soon as possible and not distract. Results-oriented items such as personal information, address information, card information or installment options should be included.
- Payment security: There should be applications such as SSL certificate and 3D Secure on the payment page of the e-commerce site. SSL certificate is an international online payment security protocol. It encrypts the transactions in credit card payments and sends the necessary information to the bank and ensures its storage. 3D Secure, on the other hand, is a system that requests confirmation from the customer with a code sent to the mobile phone when paying by credit card. Specifying these security features with icons or buttons on the payment page gives the customer confidence. It is also reassuring that information such as credit card or debit card information is not shared or recorded on the payment page.
- Distance sales agreement: The distance sales agreement, which is one of the documents that must be included on the payment pages, covers the rights of customers who shop from e-commerce sites and the responsibilities of the site. It is a legal obligation to present this contract to the customer and to be approved by the customer before online payment.
- Payment without being a member: All e-commerce sites have a membership system. Memberships that offer various advantages to customers are not a situation that every customer will prefer. In particular, customers who occasionally shop from the relevant e-commerce site should be able to shop or pay without becoming a member. Membership obligation or the requirement to log into a membership account for shopping is a factor that increases basket abandonment rates. For this reason, customers should be offered a payment or shopping option free of procedures in a short time.
- Fees: One of the most important areas on the payment pages of e-commerce sites is the fees associated with the product. On the product detail page, the VAT rate, VAT fee, shipping fee, service fee or additional feature fees should be detailed. Until the last stage of online shopping, e-commerce sites that do not show additional payments or fees including VAT on the product are quite high. The reason of this; With the addition of VAT, cargo and other costs, the customer who sees the increase in the product fee during the payment feels deceitful. This is risky and could result in the customer leaving the cart and the site – perhaps forever. For this reason, it is important that all prices of the product are presented to the customer from the product page.
- User information: User information, including address and personal information, is the indispensable area of the payment page. Provincial and district selection should be made in the address field. In the phone number field, “Will it be ‘0’ at the beginning?” Routing should be done without the need for.
- Cargo Information: A customer who purchases a product from the e-commerce site begins to wait for cargo. The perception of cargo companies in customers can affect the conversion of shopping into payment. For example; If a person who has purchased a product from the internet before has had a problem with a cargo company, he / she does not want to choose that cargo company again. In addition, some customers may want to choose cargo companies that have a branch closest to their home or business. For this reason, if possible, an agreement should be made with more than one cargo company.
- Virtual POS: The customer who comes to the payment page of the e-commerce site wants to see some advantages and alternatives in this area. Virtual POS options are one of them. Offering the installment option to the credit card and not getting any commission from the installments are the factors that trigger the shopping payment. For this reason, virtual POS agreements should be made with the banks to which the widely used credit cards are connected. In addition, adding digital payment systems platforms that allow shopping with many banks at once to the payment page are also attractive payment options for customers.
- Payment variety: The variety of payment on the payment page positively affects the sales. For this reason, customers should be offered different payment options such as credit card, debit card, bank transfer, payment on delivery, digital wallet or digital money.
- Return and exchange: It is a legal obligation to give customers the opportunity of return and exchange. It is among the reassuring factors that these opportunities offered by the site are specified on the payment page. Customers will want to know in what cases they can return and change. Providing this information in detail will create trust in the e-commerce site in the eyes of the customer, as well as preventing possible objections and problems in return or exchange situations.
Tips for E-Commerce Site Payment Pages
- Offering coupons or gift certificates on the checkout page is a very attractive gesture for customers. Coupons and gift certificates can be added, especially for customers who shop over a certain amount.
- The payment page should not contain images, content, different products and links that prevent the customer from focusing on the payment. Simplicity should be characteristic of the checkout page.
- The mobile compatibility of the payment pages is extremely important. A payment page design that allows easy-to-open and secure payments should be presented on mobile devices. Also, the payment page must be sized to fit the mobile device’s screen.
- The payment page algorithm should be set up with superior features. It should be integrated with new generation payment applications and artificial intelligence should be applied if possible.
- If the page fails or closes at any stage during the checkout, it creates a great disappointment for the customer. For this reason, measures should be taken against such errors on payment pages.
- After the payment, the order details should be presented to the customer, the estimated shipping time should be specified and thanked.