27 Kas?m 2 What Should Be the Ideal Payment Page for E-Commerce Websites?

What Should Be the Ideal Payment Page for E-Commerce Websites?

One of the conditions for being successful in e-commerce is to ensure that consumers can shop safely online. This feature helps to reduce the basket abandonment rate of 70%, increasing the sales volume and creating a loyal customer base. Consumers, who know that their card information and personal information will be safe while shopping on the e-commerce site, turn directly to these sites for any product or service need. So what are the ways to create the ideal checkout page? Safe Shopping Certificates Should Be Highlighted You should highlight SSL Certificate and 3D Secure security application to convince users who think that their credit card and debit card information will be seized by third parties. The SSL Certificate, which provides encryption and storage of transactions in credit card purchases, is one of the proofs of compliance with international security protocols. 3D Secure, on the other hand, is an application that seeks not only the bank's approval but also the consumer's final approval when shopping online with a credit card. The payment process is completed by entering the code sent by the bank to the consumer in the relevant field on the payment page. Since shopping cannot be done without this code, consumers are sure that their cards are safe. Shopping without being a member One of the reasons for the high basket abandonment rate in e-commerce is that companies require membership for shopping. Consumers who think that this process is long and sometimes unnecessary often prefer to interrupt the shopping process. Therefore, offering a shopping option without being a member allows consumers to go directly to the payment process. Unnecessary Details Should Not Be Included The payment page should not contain banners, links that will direct you to another site, and details that may prevent the user from focusing on the payment process. Including only card information, personal information and other most necessary information will help the consumer not to be distracted and to complete the shopping successfully. Have a Distance Sales Contract The Regulation on Distance Contracts, which covers the rights of users who shop online and the obligations of e-commerce sites, must be presented to the customer during the online payment process. The Distance Sales Contract, which is required by law to be presented to the customer, must be shared and approved with the consumer before the payment process. All Additional Fees Should Be Displayed Some e-commerce sites prefer to show product prices without VAT until the final stage of the payment process. In addition, cargo and other costs are not shown at this stage. However, this may bring along a feeling of deceit in users who see that the amount to be paid has increased in the last stage. As a result, they may give up shopping and cause the site to be abandoned. For this reason, when examining the products, prices including VAT should be presented and the cargo price should be shared with the consumers in the first place.​​

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