When it comes to attracting and pleasing customers in order to grow a business, there are many factors to keep in mind, from your choice of marketing avenues and the types of products or services you sell, to the presentation of your goods, how you communicate with each client, and more.
However, while you might spend a lot of time focusing on how to get customers to your shop front in the first place, don’t forget that converting these prospects into paying customers, and then repeat shoppers is just as vital. To ensure that you convert as many leads into sales as possible, it’s important to make it as easy for consumers to complete their transactions every time. Read on for some effective ways you can do that today.
Provide Multiple Payment Options
Consumers expect to be provided with a wide variety of payment options when they hit the checkout, whether online or in person, so that they can choose the method that suits them best at the time. If you make sure that customers have choices when it comes to the checkout, you will be able to increase your conversion rate straight away. You will also encourage shoppers to come back again.
Credit and debit card payments are usually the most popular payment choice across the board, but consumers also want to be able to pay with other options such as gift cards, electronic checks, gift cards, loyalty points, credit card reward points, mobile payments and wallets, virtual currency, and the like. In addition, many customers want the ability to phone a company to make payment, or to utilize a handy direct-pay by phone solution.
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Make the Process Simple, Straightforward, and Quick
Another key factor in encouraging customers to complete each sale is how easy the process is for them. For example, you should make sure that shoppers aren’t required to enter too many details in order to finish a transaction. If you make it impossible for them to make payment without signing up for an account, choosing a password, and putting in other non-essential details, many consumers will be turned off by the hassle and time involved in the transaction.
As well, as simple as it may sound, you must ensure that your website or brick-and-mortar store makes checkouts and payment buttons easy to find. If shoppers have to waste time trying to find the right spot to enter their details or locating a register, they will often just give up and leave.
Online stores in particular must have plenty of very evident calls-to-action so that people aren’t left guessing about what to do next. For example, you should make it very clear that shoppers can “Continue to Checkout” or “Continue Shopping”, and show them what they have added to their basket. You should also make it evident where they can add delivery details or discount codes, and where they can find out answers to frequently asked questions if they require more information.
In addition, if you operate a digital shopfront you must make your website’s navigation straightforward and easy to use. It shouldn’t take too many clicks of a button for customers to find specific areas to input discount or gift-card codes and to complete a transaction. Forms should have pre-fill functionality to save them time and hassle too.
Your site should have clear language about what information is required in the checkout, so that customers don’t get frustrated or confused; and the whole payment process should be consistent with the rest of your branding, even if you use a third-party merchant services firm to take the payment. Your site should also load quickly for customer satisfaction.
Think About Your Ideal Customer and Tailor Processes to Them
Lastly, you will vastly improve your rate of completed sales if you actually think about your ideal customers and then tailor shopping and payment processes to them. The ideal process is not what works best for a business, but what is the easiest and most preferred by your venture’s target client.
To determine the best payment processes and then adapt them to your ideal buyer, you should think about things such as:
• How and when shoppers browse
* On a cellphone or larger computer?
* At home, at work, or on the go?
• What payment tools they prefer
• Whether they prefer self-service checkout or a sales associate’s help
Knowing who your customers are and how they like to browse and buy will help you to figure out the best way to give them the experience that best meets their needs.