E-commerce has proved to be a tremendous leveler in more than one ways. Smaller online businesses now have access to the same international user base that established retailers enjoy. That said, unlike established retailers who already have a strong foothold in the e-commerce sector, newer players have to perfect the online shopping experience on their website through trial and error. Overall, E-commerce optimization is fluid, evolving, and complex. Therefore, businesses need to focus on crucial aspects that help maintain profit margins. To help, here are three important steps to improve the e-commerce experience for your website.
Ensure Hassle-free Payments
Consumers always prefer to get from point A to point B in as few clicks as possible – especially when it comes to making payments. To ensure a seamless experience, you need to avoid redirecting customers away from your website to an external payment gateway. Instead, you can choose a gateway provider that can help integrate the payment API seamlessly with your e-commerce site or mobile app. Furthermore, you can work to include a progress bar at the top of checkout screen, so that customers can view the timeline of the checkout process.
This helps to reassure the customers that there’s not much further to go and in turn, build loyalty towards your brand. Additionally, you must avoid asking users to register before completing a transaction. It is a major turnoff for the customer and may result in increasing cart abandonment rates. You can, however, allow customers to proceed towards checkout as a guest and then give them the option to register, once they have completed the purchase.
Boost Security and Fraud prevention
The rising amount of data breaches and online fraud has made shoppers wary of providing personal details online. According to market studies, it’s estimated that more than one-fifth of total cart abandonments occur when users cannot trust your website with their credit card details. Therefore, you need to provide adequate security assurance to your customers and also boost customers’ confidence by securing the entire checkout process. Nowadays, most merchants use Address Verification Service (AVS) to verify the address of a customer who claims to own a credit card. In addition, Card Verification Value (CVV) is another popular security protocol, which asks the cardholder to provide the 3 digit security number depicted on the back of Visa or MasterCard card.
Cater to Consumers’ Omnichannel Preferences
Omnichannel optimization is becoming more important than ever nowadays. Today, customers begin shopping on a desktop and visit the store to see and touch items, before completing the purchase on a mobile app. There are endless possibilities of cross-channel combinations, however, the crux of the matter remains the same – consumers prefer a consistent experience across channels and devices. Therefore, you can work with a reputable payment services provider to streamline omnichannel preferences across the board including broad payment types, fraud prevention tools, and high-level security.
E-commerce has opened up a world of opportunity for retailers and businesses to reach out to new audiences. That said, you need to take advantage of this opportunity by implementing best practices and inculcate the ability to evolve with the changing consumer preferences. By prioritizing customer experience, improving security and providing omnichannel experience, e-commerce businesses can build a distinctive brand image for themselves.