How to offer a seamless checkout while helping to prevent revenue loss

Tag: eCommerce Checkouts

How to offer a seamless checkout while helping to prevent revenue loss

How to offer a seamless checkout while helping to prevent revenue loss

As an e-commerce store owner, your main objective is to increase revenue in a highly competitive business environment. To do this, you have to deliver a seamless shopping experience devoid of any hiccups. On the surface, it looks like an easy feat to achieve but in reality, providing a seamless user experience is the most difficult thing an online store owner has to do. One area of focus when talking about user experience is the checkout process. While you would like to provide a seamless checkout process, there are security concerns and PCI compliance standards to worry about and finding a balance is not easy.

This article addresses how you can provide a seamless checkout process without exposing your business and the customers to security risks such as fraud. Keep reading.

The risks involved in e-commerce checkout process

Many online businesses have sunk under the weight of security lapses. While the internet has come as a godsend for sellers and consumers, the inherent security risks in data handling pose a big hurdle.  As an online business owner, you must appreciate the magnitude of responsibility on your hands once you start to take payments online.

It is a big convenience to both the customer and the retailer but there are risks of data loss, which can lead to fraud. While your initial concern is cart abandonment, you should not forget the consequences of lax security measures on your e-commerce store.

Stripping down their checkout to the bare essentials might seem like a good idea in providing a seamless checkout process but in doing so, you will expose both your business and the customers to fraud. Worse still, your brand can lose credibility in case of data breaches and it will take a lot of marketing to get back on your feet. In essence, you have to find a balance between providing a seamless checkout process and security checks.

In summary, your business risks losing revenue by relaxing the checkout process in the following ways:

  1. Fraud: Any business that loses customer data during checkout will have to refund the amounts lost. With the increasing cases of online fraud, you need to avoid chargeback claims at all costs because they can drain your revenue. You need to implement effective security systems without complicating the checkout process.
  2. Interchange costs: If you don’t provide billing address information, your business risks an interchange downgrade and associated increase in costs.
  3. Hard declines and soft declines: Hard declines are permanent while soft declines arise when the card-issuing bank can’t complete a transaction. Both types of declines lead to revenue loss and you need a payment solutions company that can advise you on how to minimize these.

Balancing seamless checkout and preventing revenue loss

The objective of your online business is to make money and to do this; you have to seal all avenues of revenue loss. If you are in the process of implementing a seamless payment system, you should also have revenue loss at the back of your mind. To find a balance, consider the following:

  1. Implement basic fraud tools: By working with your payment solutions provider, you should enable the best fraud tools subject to your security risk. Enabling these tools guarantees that you don’t expose your business and customers to fraud and at the same time, you provide a seamless shopping experience. Anti-fraud security such as AVS and CVV lower the risk of fraud.
  2. Request AVS and CVV authentication: To avoid soft declines, ask for AVS and CVV authentication for your U.S customers at least on the first transfer for each customer.
  3. Implement 3D secure system: For customers outside the U.S (Europe or in the Asia Pacific region), you should implement the 3D secure system to deal with soft declines. This system also helps solve the problem of chargebacks. This security system shifts chargeback liability to the card-issuing bank.

If you run an online store, you need to appreciate the importance of providing a seamless checkout process. It is the only way to reduce cart abandonment rates, grow revenue and build customer loyalty. However, there is also the risk of losing revenue through fraud, declines, and interchange costs. For this reason, you should find a balance between a seamless checkout and effective security during checkout. Go ahead and identify the best payment solutions provider to implement a seamless and secure checkout process.

The psychology of eCommerce Checkouts: how to get your customers to reach the Thank You page

The psychology of eCommerce Checkouts: how to get your customers to reach the Thank You page

It’s a long journey that your customer takes from discovery to purchase while moving through your sales funnel. During this process there is many a slip between the cup and the lip. Sometimes high potential customers fall through the cracks and leave eCommerce companies wondering where they’ve gone wrong.

You can either make an educated guess on understanding your customers psychology. Or you could analyze patterns in behavioural data to understand and view things from your user’s perspective. In either case, we’ve seen companies keep a close eye on every step of the funnel, scrutinizing their customer’s every move. Here are some tips on the psychology of online checkout that’ll help your customer reach the ‘Thank you’ page successfully.


In the online world, being found is equivalent of ‘existing’. If your customers can’t find you, then you don’t exist for them. The sales life cycle starts at this early stage where you take a series of steps to optimize your entire website and especially product pages to ensure customers can find you online.

Category Page design

The category page is an important step for your customer who is deep in the decision-making process on whether or not to make a purchase from you. This is the page that presents them with an array of choices and should be easy to navigate and understand at a glance. It is a page that will either push them to choose a product and keep moving in the direction you want them to… or it will make them bounce right off. The category page must display the most essential information about the product which is the way it looks (image), the name and the price along with discounts if any.
Along with this, there should be easy filters for price, colours, brands and features on the left that allows users to sort and select.

The Product Page

Here’s where the devil lies because here’s where the details truly matter. Most customers will make a purchase decision within 90s of seeing a product. That is a whole one and a half minutes that you have to impress and floor them. In internet time that quite a lot, so you need to make it count.

a) Offer different product views:
People would love to get a ‘feel’ of the product as much as possible before they buy. Is that scarf red or deep orange? What would it feel like to carry that leather purse? Most people try to find answers to these questions by zooming in and trying to get as close to the product as possible from different angles. Some eCommerce websites have seen a 58% increase in sales by simply adding different views of the product.

b) Add as much details as possible in the description:
The very fact that someone has clicked into a product is that they want to know more. Here’s where flowery creative language can be used to convince that there is truly no product like the one they are holding. From colours to sizes, manufacturer details to delivery time, history to usage, provide detailed description on how the product works and how it is a must have.

c) Add a video:
Video is one of the most powerful tools to include in your product detail page. It can be a how-to video, an ad or just a fun video around the product. Any of these are likely to increase engagement from the user. Surveys show that 50% consumers are more confident about their purchase decision after watching a video and they are more likely to return to the website too.

Checkout page design

Checkout pages are notorious for having the highest drop out rates in the sales funnel. These are pages where customers tend to discover hidden charges, feel bored to give out detailed information or may even suddenly face trust issues if they feel the process isn’t as secure as they want. Here’s what you can do

a) No hidden charges
Ensure that your product detail page has all the price info including taxes, shipping and any additional charges (like gift wrapping, express delivery) etc. This will leave no unpleasant surprises during checkout

b) Clearly mention delivery locations
If your product has delivery location restrictions, allow customers to check this in the product detail page before they proceed to checkout.

c) Keep the process simple
Checkout isn’t the place for you to collect your customer’s biodata. Keep the info simple, leading and quick so that people can move through the process quickly.

d) Offer fully secure payment options: Check out the best payment options that your customers want. If many prefer Cash on Delivery (CoD) over cards, you’ll probably have to go the extra mile to ensure they get to pay you the way they want.

e) A great thank you page
Once your customer has brought a product, make the Thank you page engaging with the right information on the product, billing, expected date of delivery and what else they can buy from your site.

Post purchase communication

As a part of procedure, ensure that you send a Thank you email with the purchase details, a communication number if they have any questions.

This purchase is just the beginning. Be prepared to start the serenading process all over again.