That’s why it’s hard to see so many people getting it wrong, especially when a few simple tweaks can make a world of difference.
So let me show you the most common mistakes I come across – to help you avoid making them too.
1 – Not putting mobile firstThis is absolutely crucial. I see a lot of websites that look fine on a desktop computer, but when they’re viewed on mobile devices it’s the opposite. You really should have a website that’s responsive to the device people are viewing it on.
Not sure it that’s important? Think again. Ecommerce sales via mobile and tablet are now higher than those from desktop and laptop computers1.
It’s not necessarily that businesses aren’t developing new websites with this in mind. It’s often older sites that just aren’t being updated. The owners don’t realise how many visits are coming from mobile, and could be really losing out as a result.
2 – Too many clicksHow many clicks does it take for your customer to go from finding a product to making a purchase? Can you make it any fewer?
If you can, it’s worth doing so. Every additional click a customer has to make to complete a purchase reduces the likelihood of that purchase being made. This is especially important when a customer is entering personal data, such as their payment details.
Some, including ours, can help with reducing the number of clicks. And making the path to purchase as smooth as possible really pays off. A survey by F5 networks shows that over 30% of consumers said a poor online experience would prevent them from completing a purchase2.
3 – Putting price above qualityThis is a tricky one, and each business will have it’s own definition of value for money. But the simple fact is that some cheaper online payment solutions can integrate less smoothly than others that cost a bit more.
Whether that’s a price that’s worth paying in an ecommerce solution will depend on the individual business.
Some of the best solutions can be customised so they look like you haven’t left the merchant’s website when paying. Others not only make it obvious that you have, but also make customers feel insecure when entering their payment details. And that increases the likelihood of them abandoning their transactions.
My tip for ecommerce websites is that spending the extra money on optimising the payment process is worth it.
4 – Not thinking hard enough about fraudFraud should be a serious concern for small businesses. And many of them do take it seriously, but perhaps they aren’t always as protected as they can be.
A recent Barclaycard survey of businesses trading online showed that almost half of them had had a cyber attack in the last year. Around 10% had been hit four times or more in that period.
One thing you can do to protect yourself is to have a good in place from an external payment provider. This will mean you won’t be holding any card data yourself, and if you don’t have it you can’t lose it if you get hacked.
There are other benefits too. If you get one with really good fraud prevention tools, you should be able to reduce the number of fraudulent transactions .
You may spend more per genuine sale, but you will get back the extra you’re paying by having fewer of the dodgy ones.
Speak to us today to find out how we can help your business – 0800 046 6814 *.
Please note that the views expressed in this article are personal opinions. Barclaycard cannot accept any responsibility or liability for reliance by any person on this article or any of the information set out in it.
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