As car engineers improve a design from the past to determine what not to put in their next model. So too, web designers should take a closer look at examples of digital failure to determine what works and what does not work.
Your pay page design can be the most crucial part of your entire site, either bringing a customer to a point of sale or pushing them away from one.
The cards are already stacked against you: around 60-80% of customers will leave their shopping cart at checkout. So it is important that you get your payment page right.
With that in mind, let’s look at a few iron-clad no-nos when it comes to your design.
1) Never tell me about other products on sale
A site without recommendations is one that has a lack of sales.
If your visitors come to the checkout, they have proven that they are willing to pull their wallets over the purchase. So this is the best time to recommend similar products they might be interested in.
Base your recommendations on their personal purchase history (if available) or the likelihood of cross-over purchases based on existing sales records.
Tip: This should not be done as a pop-up, but rather as a side-by-side feature when going to checkout.
Sometimes it can be helpful when a site comes up with suggestions …
2) Zero paths to the box are offered
It should go without saying that you need bright links and graphics to show a visitor where the box is. Otherwise, they visit another company’s page and give you a $ 0 transaction.
Conversion plays a big role in the health of your business sales, which is why you need to remove the drop-off at every step of a sales pitch.
When it comes to a payment page, the conversion process is relatively simple: make sure there are many ways to get to the checkout itself.
The most successful conversion companies are the ones that provide several ways to get to the checkout and buy an item.
Every time you add something to your cart, you can go to checkout …
Having no path or only a single path risks a serious decline in customer interest and interaction. Find out more about how to create an effective conversion funnel here.
3) Buyer beware: You are alone
Some of your customers grew up with computers and are happy to complete a purchase without ever talking to another human being, but many more will know that one person is at the other end of all these circuits and gears.
Use a live chat feature at all hours of the day to connect people with people and ensure that there are no misunderstandings that short-circuit a sale.
Absolutely no help for your flight here …
4) No safety features shown
No security icon or badge or descriptions make customers feel nervous. And rightly so. Hackers have found their way to secure information, even though Fortune 500 companies and 130 million people have their identities stolen every year.
Make sure it is clear when it’s time to close accounts that there are no security issues with payment information.
Tip: The security of a page has nothing to do with the image of the checkout, but since that is all the customer can see, it will be a good help to have a security for their credit information.
You can feel safe with eBay.
5) How good is it? No one knows
Unless they see a rating system on your product page, customers have no way of knowing if the purchase is a smart one.
But if they see five out of five stars next to a product and a section that exalts its virtues, they can be affected.
Tip: Give product reviews and opinions about each product.
Read reviews before you buy Saturday night …
6) Before you buy, click here and here and here … and here
You would not want to step into a grocery store and be bombarded by a sales staff that gives the hard sale on memberships. So why would you force registration before a customer can make a purchase on your site?
Getting customers to sign up for a registration process is an excellent way to ensure loyalty and future purchases. The problem, however, is that a registration process is an easy way to alienate any customer who just wants to get in and out.
Put your registration into action at the end of your buying process. As an incentive, you can offer them a coupon or a unique guarantee for future purchases.
Tip: Remember that no call to action hurts more than a bad call to action. Learn more about effective CTAs here.
What if I do not want to register?
7) Never tell me about future offers
Companies that do not have sign-up forms leave money on the table. Period. Your customers are too busy to remember to visit your site without periodic email reminders.
For tips on designing registration forms, check out this infographic.
So, once it is live, test your form to make sure you get as many subscribers as possible. There are two easy ways to test your forms:
A / B testing is easy to perform and is often all you need. Multivariate testing allows you to test more than one item at a time.
Tip: Do not just place a sign-up form on your site. Test it!
Sign up to receive news and offers!
8) Make it as complicated as possible to buy
The vast majority of customers who come to your payment page will use the same address for their shipping and billing. So one way to streamline your buying process is to remove separate items for shipping and billing (unless necessary for your business records).
Tip: Reduce the number of forms your customer needs to fill out as much as possible. Combine shipping and billing forms so customers are not overwhelmed. Shorten the time customers spend paying for your products and you are likely to sell more.
The tedious task of having the same billing and shipping address …
9) No changes allowed
Do you want to visit a restaurant where you have to change your entire order if you change your mind about soup or salad? Similarly, no customer wants to start over just because they want to add a new item or use a coupon.
Makes it very easy to correct mistakes, remove items and get out of the shopping cart.
Tip: If you press the “back” button, they should come back with the forms still filled out so they don’t get frustrated.
10) Patterns and analysis? Not interested
While not a sales problem in itself, not tracking the data coming from your company’s checkout page – total sales, sales over time, customer relapse, and interest in new pages – is like playing a game of darts with volume for the eyes.
Use multivariate analytics to track your organization’s digital sales statistics, and you’ll be able to do a lot with the information.
Progression lets you understand which products sell and what do not sell, how customers respond to stimuli on your site, how quality control affects the process, and many other factors to predict what will and will not be successful.
Tip: Want to see where people click? Try Marketing-Ideas heat cards on your e-commerce site.
Analyze patterns, analyze sales, analyze profits …
The last word
There are as many bad ways to build a payment site as there are successful ways.
Keeping a few bad design elements away from your payment template will ensure that customers respond positively to your page and keep coming back to look for new products.
Let the processes flow quickly without setting roadblocks. And it always makes it easy for the customer to enter their credit card number to get the all-important sale.
Olivia Rose is the author of @bizwinners and she enjoys giving online businesses advice and tips. She is an avid online shopper, cat lover and marketing junkie.
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