Is Your Payment System Easy for Web Site Customers?

You would think that it's a simple process to take somebody's credit
card for a payment. It should be, but it's amazing to see just how
complicated it is on some Web sites. In fact, studies have shown that
most shoppers who start buying on a Web site abandon the process
before completing it.In the real world, this would be bizarre. But in
the on-line world, it's the rule rather than the exception.Here are
some of the dumb things that Web site owners do to annoy, upset and
even scare their users:Forcing them to "register" as members before
they can buy anything.
Not using a secure server.
Adding unnecessary steps to what should be a straightforward process.
Not publishing a clear privacy policy on their Web site.
Not providing a variety of payment options, especially for people who
are worried about giving their credit card details on the Internet.
Not publishing a telephone number that allows a wary customer to talk
to a real person.
Not publishing a full street address that reassures the customer that
this is a legitimate business.
Assuming that all customers are from the same country, and not
providing a handy currency converter for international customers.
Making it difficult to determine postage and handling costs, or not
even publishing them at all.
Including a whole block of incomprehensible fine print for Terms and
Conditions, instead of writing them out in plain, easy-to-read
language.
Not publishing a refund policy, or making it so heavily weighted
against the customer that it's a deterrent rather than an
incentive.You've probably seen some of these mistakes already on other
Web sites. Make sure that yours doesn't make the same
mistakes.Whatever e-commerce system you use for taking orders, use
this checklist to evaluate it:It uses a secure server to reassure the
client that their credit card information is being transmitted safely
across the Internet. In fact, most e-commerce sites that are hacked do
have secure servers, so a secure server doesn't guarantee security.
But Internet users have been taught to expect a secure server, so it's
essential.
It lists the products or services being ordered. This might seem
obvious, but it's surprising how often the Web site forgets to
re-state the exact details of the order.
It shows the total price, including shipping and taxes. Again, this
seems obvious, but some order forms leave out this information.
Sometimes they will include vague phrasing like "Shipping and taxes
will be added automatically to your order", but that hardly inspires
trust in the client.
It includes a currency converter, if you're interested in taking
international orders.
It describes the expected delivery time, or - in the case of
electronic products that can be downloaded immediately - the delivery
format and expected download time.
It re-states any special offers, such as time-limited offers, quantity
discounts, "VIP codes" or bonuses.
It takes credit card orders. In all but exceptional cases, taking
credit card orders is essential if you're realistic about selling
directly on your Web site.
It offers other payment options - such as cheque, fax, PayPal, or
invoicing - for clients who are wary of paying on-line by credit card.
It shows your full contact information, including telephone number,
for clients who require more reassurance than a Web site can offer.
It re-states the guarantee, which ideally should be a 100% money-back
guarantee; and the returns policy.
It states your privacy policy, especially reassuring the client that
you will keep their information confidential.