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How to design a user-centered online checkout experience
People buy online, a lot. But also, people are afraid to pay online. So how can you provide a sense of security to these users?
Bringing the physical payments experience to the virtual world requires some emphasis on user experience. The shift to virtual payments happened very fast together with internet evolution and opened a whole new world of many possibilities, stores no longer need a physical space for selling their products and services.
Most large brands sell online and each of them has an alternative to the traditional physical store. This new way of selling products frees them from dependency on a physical world. They no longer depend on time differences, worldwide store distribution, and workers.
In accordance with the new way of having stores, payment experience changed too. Payments are no longer related to the physical world only, they are available online too. There are many pros and cons to paying online.
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When you buy a product in a physical store you are dealing with people. If there is a problem with your card someone will smile at you and say “Sorry, but your card is declined for some reason, do you have an alternative card or maybe you prefer to pay cash?”
You have an option to choose how you would like to pay, maybe you will go to the closest ATM and will pay with cash instead of the declined card. The human impact is huge.
When you buy a product online, your card can be declined for some reason, but there is no one to help with this problem. No human will smile at you so you will need to solve this problem alone.
User Experience in online payments has a huge impact on online shopping.
People buy online, a lot. But also, people are afraid to pay online. So how good user experience can help to overcome this struggle?
People are afraid of fraud, afraid of providing personal data online, afraid that someone can save their payment details and reuse it somewhere else.
In order to improve a payment user experience, first of all, people will need to come in mind.
When designing a checkout page with the “Smile to you” approach in mind some of the common payment fears can be overcome.
People are searching for a sense of security, so give it to them. Show all relevant licenses in a checkout page.
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If there is a declining problem, again bring to the user a “Smile to you” solution. Describe what was the problem in a user-friendly way, and suggest an alternative solution for payment.
Give your users an alternative option to pay, in addition to the card option. People are afraid of storing card details online, so give them an alternative solution for paying online.
At the end of the payment include a successful response saying that payment was successfully done, thank the user for the purchase and give them a virtual smile :)
The world of online payments is diverse and user experience has a huge impact on e-commerce.
I enjoy researching the online payments world every day and helping improve people’s struggles in this new and evolving virtual world of payments.
Hope you guys enjoyed reading this, your thoughts in the comments will be appreciated.
Thank you for reading!