There are two key elements to online payment. Security and clarity. These two elements cannot exist without each other. They really can, but it will be at the expense of sales. The payment process must be very clear so that users can navigate what and how they are expected to do to complete their order. On the other hand, no matter how clear the process is, if the user does not feel calm and confident that they will not be deceived, the sale simply will not take place (in most cases).
A well-designed payment process consists of both clearly communicating what is happening with the user’s money, but also with an equally well and clearly communicated path to completing the order.
Below we will comment on the main elements of a well-built payment process.
1. Offer payment methods
Usually on the Internet, payment by card is the most common and preferred method. However, this does not mean that you should not offer your customers each of the other possible payment methods. Each of the methods has its pros and cons for the customer, and for you as a business owner.
This means that some payments are more or less risky for one of the two parties.
For example, paying with the so-called “cash on delivery” or payment on delivery creates convenience and security for the consumer, since he is sure that he will not lose money, that he will not be deceived. On the other hand, however, you, as a business owner, are not sure whether the delivery will be made or the customer will give up while waiting for it. This would create unnecessary costs for you and your company, since the delivery in both directions will remain at your expense.
2. Payer details
Assuming that most users, especially those who have trusted you, will choose to pay by card, the next logical step, after choosing a payment method, is to enter the card details.
It is logical to place fields for all relevant data on this page (step). Good design practices indicate that the size of the field should correspond to the amount of data that should be filled in. In other words, do not put large fields for dates, and do not put too small ones for names and card numbers.
It is a good idea to place the so-called tooltips for fields that some users may need help with. For example, the field for the so-called CVC code, which is located on the back of the card.
If you have a lot of products and/or expect users to shop from you periodically, provide them with the ability to save (as well as remove) payment methods in your site’s database (i.e., in their profile).
3. Verification?
You could verify the card details. The user could make a mistake, enter the wrong number, the card may have expired. Make sure the card details are correct.
4. Show that the payment is being processed
The payment, of course, may not be made instantly. It may take a few seconds or even minutes.
Show the user that the system has received the request and is processing it. This will reassure them. Keep in mind that people are very touchy about money and whenever they work with you, they should know what is happening with their money and that it will not be taken away from them illegally. It doesn’t matter if it’s 5 BGN or 15,000 BGN.
5. Confirm payment completion
When the payment goes through and the system makes sure that everything is OK, it is extremely important to show this to the user. He needs to know that he has paid and that he can expect the product/service he wanted.
Share with the user the completion of the payment unambiguously.
6. Next steps?
Payment completed. Now what?
Clearly indicate to users what needs to happen. In case they ordered a physical product, tell them that the payment has been completed and they can expect their order to be processed within a certain period, and to receive the purchased item within another. In case they are paying for a service or subscription, tell them for what period (with exact date) they paid and provide a link that, when followed, will allow them to start using the service they purchased.
