6 tips for optimizing the conversion rate of a payment page
The payment page is a key element of your online sales platform, whether it's an e-commerce site or a marketplace. It needs to be particularly well thought out and optimised. After all, without payments, there's no revenue!
The payment page is the crucial stage in the purchasing process for web users, and excellent optimisation of this page can drastically increase your revenues. Here are some key tips to help you do just that.
A payment page must be simple and clear
Even if it seems obvious, what is simple and clear for you is not necessarily so for all the customers of your e-commerce or marketplace.
It's essential to get to the point. A payment page is not a form for collecting information! If you want to collect user data, try to collect it at times other than the payment stage. This stage should be as direct as possible to avoid the user changing their mind.
As long as they haven't pressed the payment button, buyers can always change their mind. It is therefore very important not to distract them with elements that are not decisive in the act of buying.
The information that must be clearly visible and easily accessible on the payment page is as follows :
Information about the product or service
the name
price
Possibly an illustration or photograph
Information on discounts and additional costs
Method of delivery
Transport costs, if any
The amount of additional commission, if any, to avoid any unpleasant surprises
Payment methods
List of available payment methods that the user can choose from
Terms and conditions
Link to terms and conditions
Link to privacy policy
Link to help centre or quick access to user support
Call To Action (CTA)
A "Pay" or "Buy" button or any other denomination that makes the user understand that by clicking on this button, they are going to make a payment.
This information is more than enough to reassure users and give them a clear idea of what they are buying, how they are buying it and how much they are buying. This is the data that matters most to them at this stage.
A payment page must be accessible on all types of device
Whether the user is on a desktop or laptop computer, a tablet or a smartphone, their payment experience must remain optimal.
A good way of achieving this is to always design the payment page for mobile first. This inevitably forces you to cut to the chase and take a critical look at the payment experience.
A payment page should only offer the most suitable payment methods
You wouldn't settle a €2 transaction by making a bank transfer, and neither would your users.
Bear in mind that even if you offer a wide range of payment methods, it's important not to lose your users by offering them too many different payment methods.
Offer bankcards as a general rule, as they are the most popular and simple method of payment for online purchases.
Offer bank transfers for large-value transactions, as this will avoid impacting your users' card limits.
If your transactions are starting to put a strain on your customers' budgets, paying in instalments is an excellent way of removing a number of disincentives to purchase.
These few examples show that any payment method is good, but not for every purchase.
If you want to turn a user into a customer, it's better to offer them a limited choice of suitable payment methods, rather than offering them all the payment methods you integrate, which will undeniably confuse them and potentially drive them away.
A payment page should load quickly
There's nothing worse for a user than a loading time that they might find abnormally long when they need to proceed to payment. This can even lead to a feeling of fear and a loss of confidence at this decisive stage.
It is therefore important to allocate your resources efficiently and to take care with your development so that the payment page loads without delay. Otherwise, there's a good chance that the user will leave the page.
A payment page should instil a strong sense of trust
Don't forget that your users don't necessarily know you and that you are asking them to give their payment details. Bear in mind that according to a study by the Baymard Institute, 20% of users abandon their shopping basket if they do not have sufficient confidence when asked to provide their payment details.
To gain users' trust, you can focus on the following points:
An SSL (Secure Sockets Layer) certificate, which is a security protocol based on encryption
Quick access to get answers or talk to an advisor
Display of the logo or information about the payment partner.
In general, pay particular attention to the design of your payment page, making it clear, easy to understand and user-friendly! Note that all the advice in this article is also aimed at building user confidence.
Choose Obvy, which offers optimised payment pages to increase your conversion rate
Obvy is an all-in-one transactional solution dedicated to online sales platforms for goods and services, whether marketplaces, e-commerce sites or software platforms.
Obvy offers all the functions needed to manage all types of online transactions, including payment (by card, bank transfer, direct debit, payment in instalments by credit card, etc.), delivery (with numerous integrated carriers such as Mondial Relay, Colissimo, Chronopost, etc.) and all the monitoring and management tools needed to manage your business simply, quickly and securely.
But Obvy also offers all the user interfaces you need, which are fully customisable and secure.