How to implement a seamless customer experience
If you’ve spent any time with Payments Explorer, you’ve probably heard us talk about the importance of a seamless customer experience. But what does that actually mean? And how do you create one?
We can start with the consummate example of a seamless experience: Amazon. Their convenient delivery is a huge part of their bottom line, sure—but so is the way people pay on the site. There aren’t any barriers as you move toward checkout; in fact, they have a “1-Click” order button that does exactly what it says on the tin. Even when you don’t use the 1-Click feature, Amazon makes it incredibly easy to buy from the moment an item hits your cart.
Can you say the same for the items customers buy from your clients?
We’re going to show you how to get there. Let’s dive in on how exactly you can get that seamless payment experience.
- Does the customer leave your site to pay?
- Consistent branding design and experience across site and payment platform
- Payment disputes aren’t handled by the merchant, confusing the card holder
Keep the customer on the site during checkout.
Companies using a payments partner to handle the transaction process can create a disjointed experience. It’s disjointed because customers literally end up leaving the website to pay—and there’s a good chance they may not come back. Imagine it: what if Amazon’s checkout page sent you to a third-party site with no Amazon logo, then asked you for your credit card information? You’d get out of there ASAP, and probably check your hard drive for viruses. Fragmented payment experiences make shoppers uncomfortable, and when they’re uncomfortable, they abandon their shopping carts. Review your process and see where it takes you (and therefore the customer). Make sure you’re keeping customers on your website, with your branding, the entire time they’re checking out. Which brings us to…
Use consistent branding design and language to create trust.
When there’s suddenly no trace of your brand’s look and feel, customers figure out pretty quickly that they’ve left your site. Different wording, a lack of logo, even different button designs can make customers hesitate—and that hesitation leads to abandoned shopping carts. So when you review the process, take note of the little elements that just don’t look or feel like your brand. Really study how different the third-party site feels, and put yourself in the customer’s shoes. When you revamp that payments process, use your logo, fonts, and colors consistently so customers trust they’re still purchasing through you and no one else.
Let merchants handle payment disputes.
How do you handle chargebacks or payment disputes? In a traditional payment setup, the merchant themselves never even see the payment disputes. Of course, this easily creates confusion for the customer, leading to delays and frustration on the way to getting their money back. That frustration often keeps customers from coming back! Make sure your merchants handle disputes directly, and you’ll go a long way toward customer confidence.
If nothing else, remember: think like Amazon. We all want convenient, easy checkout experiences—especially the customers of your clients. Developing a payments strategy that creates a seamless experience isn’t just an added feature, but a huge value for the customer.
If you are in a (B2B) business to business environment, review the Clio case to see how payments increased their customer satisfaction.