Smartphones and tablets are increasingly popular devices that people use every day. When it comes to ecommerce, mobile payments are becoming a popular option, thanks to the ease and convenience of making a payment anywhere, at any time, with just a few taps. As a merchant, enhancing your mobile payment process is a worthwhile investment that will lead to increased customer satisfaction, and ultimately – more sales.
An inferior payment process will stop you from reaching the mobile transaction goals for your industry and could result in higher numbers of chargebacks. If you’ve noticed these signs, it’s especially relevant for you to make improvements. There are a number of steps you can take to optimize the mobile payment process. Here are the top five:
1. Create a Mobile-Friendly Site
This is the most critical aspect in creating a smooth mobile payment process. Your website should be responsive – tailoring itself for mobile use so that users don’t have to zoom in or click on tiny buttons. Websites that are not optimized for mobile devices are frustrating and can prevent customers from completing the payment process altogether. According to Adobe, nearly 8 out of 10 consumers would stop engaging with content if it didn’t display well on their device.
A clean, minimalistic design, with large buttons and easy-to-read text, will enable a customer to proceed quickly through the shopping and transaction process. Some PSPs can provide hosted payment pages that are designed especially for mobile users.
In addition to a mobile-friendly website, you can also create a mobile app. Users can download the app to their mobile device and open it with a single tap, keeping your brand at their fingertips, 24/7.
2. Offer Mobile Payment Methods
It might seem like stating the obvious, but offering mobile payment methods is a great way to attract customers with mobile devices. The PSP you work with should be able to integrate mobile payment methods, such as mobile wallets and mobile money, which allow users to pay with their phones. Other payment methods, such as using a credit card, involve entering information manually, which is difficult on a small screen and takes a lot of time. In contrast, a mobile payment can be made with just a few swipes and taps. The quicker the payment process, the more likely a customer will be to complete it, significantly reducing shopping cart abandonment.
3. Allow for Omni-Channel Shopping
Technology is everywhere – you might have many customers who begin browsing your website at home and wish to finish their purchase on-the-go, with their mobile device. If your payment channels are consistent with each other, this becomes a non-issue. Research by Aberdeen Group found that companies with omni-channel customer engagement strategies had an 89% retention rate, compared to just 33% without. Your mobile site or app should resemble your desktop site in appearance. It should also offer the same payment methods – talk to your PSP to ensure this is a possibility.
4. Ensure you have dedicated security for mobile devices
Fraud protection is important for all areas of ecommerce, but security threats differ across channels. When choosing a PSP, make sure they can offer dedicated security for mobile payments, as fraud using mobile phone is often different to fraud committed online. The ease of a mobile payment process and minimal information entered by the user can increase fraud risks, making security paramount. Mobile security techniques include tracking devices and matching their location to billing and shipping addresses, as well as analyzing devices over time, to detect any suspicious transactions or activity.
5. Work with a PSP that offers an integrated solution
We’ve spoken about how to make the customer experience better, but what about you? As a merchant, you’ll want the mobile payment process to be easy to manage. A good payment service provider (PSP) will offer an integrated solution for both mobile and desktop, with a wide range of payment methods. They should provide tools that make it easy for you to integrate mobile payment methods. These tools may include software development kits and mobile payment APIs.
An optimal mobile payment process means designing the mobile experience to suit the needs of a mobile user. Create a dedicated mobile site that reflects your desktop site, and arm it with appropriate security and payment methods, for happier mobile customers, and increased conversions.
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