When you’re launching a business or trying to grow it from the ground up, there is generally much time spent on attracting as many customers as possible. You want to please each of your clients so that they shop with you again and again and also refer you to their friends, colleagues, family members and other contacts.
Keep in mind, though, that while you may put lots of time, effort, and money into drawing in your target market, you won’t get very far in business if you don’t actually also entice these potential customers into completing transactions.
In order to convert as many leads as possible into final sales, it is imperative that you do what you can to make it easy for customers to part with their money. Read on for three main ways that you can encourage clients to complete their transactions today.
Provide Choice in Payment Methods
A trend that has been growing over recent years when it comes to payments is that of consumers expecting to have multiple payment methods to choose from when they get to the checkout.
If you want to ensure customers don’t walk or click away at the last minute, you must give them as many choices as possible so they can select the transaction type that works best for their needs at the time. Clients are also much more likely to purchase from you again in the future if they know that you accept various payment types.
While most businesses accept credit and debit card payments these days, it also pays to allow shoppers to select from other options. Consider accepting electronic checks, gift cards, PayPal, text2pay mobile payments, loyalty points, credit card reward points, mobile wallets, virtual currency, and direct pay-by-phone solutions.
Make the Checkout Processes Quick and Easy
Another good way to encourage all of your clients to complete their transactions is to ensure that the payment process is as quick and easy for them as possible. For starters, ensure that your e-commerce checkout or your physical, brick-and-mortar checkout is easy to find.
You don’t want customers to have to spend time trying to locate a cash register in a store or searching for “Add to Cart” or “Check Out Now” buttons on a Website. If these aren’t clear straight away, many people will simply go elsewhere.
If you accept payments online, then your Website in particular needs to be easy for buyers to use. Once people get to the checkout, make sure that they aren’t asked to enter too many details up front in order to complete their transaction.
If, for example, you make it impossible for them to finalize payment without signing up for an account, selecting a password, and/or typing in other non-essential data, they may very well find the site too much of a hassle and go searching elsewhere for products.
As well, digital shopfronts need to have a clear navigation that is easy for even the most inexperienced Web shoppers to use. It should never take customers too many clicks of a button to find out about your shipping costs, delivery details, and accepted payment forms; and they shouldn’t have to look hard to find the right areas to input gift-card or discount/promo codes, either.
Pre-fill form functionality is also beneficial (such as automatically putting the same billing and delivery address for shoppers), as this saves buyers time and hassle. Your Website should also load quickly at all stages if you don’t want to irritate customers.
Tailor Things to Best Suit Your Target Market
Lastly, you will dramatically increase your conversion rate at the checkout if you take the time to think about your target market when designing shopping and payment processes. Remember: the ideal process (whether online or in a physical store) is not the one that is easiest for your business to implement but rather the one that will be the most preferred by your ideal customers.
When you’re analyzing your current payment processes, or planning new ones, you should think about a variety of elements. For example, consider how and when customers will be browsing (e.g. at work, on the go, or at home; and on smartphones, tablets, or desktop computers). Also consider whether they are likely to prefer self-service checkout facilities or to have salespeople on hand to run transactions through for them.
If you understand who exactly your ideal customers are, and how they likely to shop and pay, you will be able to set up checkout processes that are tailored to their needs and wants. This, in turn, will encourage them to complete their transactions much more often.
Jackie Roberson is a content coordinator and contributor who creates quality articles for topics like technology, home life, and education. She studied business management and is continually building positive relationships with other publishers and the Internet community.