Are you planning on integrating credit card payments on your website? Before you code your payment form, think about the customer experience. Try these 5 easy tips to make payments easy and worry-free for your customers and you’ll be rewarded with more completed sales and less abandoned shopping carts.
1. Pare down your form to the bare necessities using common sense logic.
Make it easy for your customers to breeze through checkout by shrinking the amount of data they need to enter. Save your users from a “credit card type” drop-down menu by coding the form to detect the card type automatically with the first 4 digits of the credit card. There’s a handy guide for this here. Same goes for the address field. All you need is a zip code to automatically populate city and state fields.
2. Even better: include a card scanning option for mobile users.
When you’re integrating credit card payments on your website, keep your mobile users in mind. I’ve been super grateful for Apple’s new credit card scan feature on iOS every time I’ve bought podcast tickets on my mobile phone on one of those event apps that gives you a teeny amount of time to reserve event tickets.
3. Offer incentives and loyalty points.
You want your customers to come back, right? Rewarding customers for shopping at your store is a great way to encourage them to come back and spend. Try offering a free sample at checkout or points that are redeemable for a discount on their next order. The benefits can vary from larger sales to an increase in return business. When you’re integrating credit cards on your website, giving a reward in exchange for a sale is a great way to delight customers.
4. Allow customers to pay for purchases on more than 1 card.
Say you have a group of friends who want to pool their money to buy a giant dinosaur sculpture (a totally reasonable purchase). Sure, they can buy their new dino statue on one person’s card and reimburse each other through various cash sharing apps, OR you can provide a user experience that will surprise and delight these dinosaur aficionados by coding a checkout that will allow a customer to divide a purchase among many cards. When integrating credit cards on your website, convenience and ease of use will delight your customers. Particularly if you’re selling higher-priced items, something like this could make the difference between a customer completing the purchase on your site or somewhere else.
5. Keep in mind that design can reinforce perceptions of security (and perceptions of vulnerability).
If your payment form doesn’t look safe or secured, you’re going to scare your customers away (and drive them to a competitor). Little designed elements can make a big difference. Check out how Wave designed their payment form to give a sense of security: https://uxdesign.cc/the-anatomy-of-a-credit-card-payment-form-32ec0e5708bb#8