Consistency is key when increasing conversions across multiple channels

By Nick Tubb, Vice President, Commercial Affairs at Ingenico ePayments

The consumer device ecosystem is growing more and more complex and customers are increasingly choosing to shop using a range of different platforms. Consequently, businesses looking to optimise checkout pages and increase conversions are running into a new challenge; they must do so across a range of different devices, including, laptops, mobile phones and wearable tech.

Key to this is creating a high performing user experience (UX) that is consistent across a range of different channels. But, in order to achieve this businesses need to understand how consumer demand and technology are changing.

Getting to grips with the basics of UX

Firstly, businesses should gain a basic understanding of UX. This is essential to preventing customers from dropping off. They should know that checkout pages should be simplified and easy for customers to fill in, requiring only the essential information needed to complete the purchase. Alternative headers should also be used to prevent distraction and keep the customer focused on the payment process.

To understand where improvements are needed to their checkout pages, retailers can analyse transaction data, such as error codes, to gain insight into why certain payments might be failing. For example, you might find that failed transactions have the same error code, such as customers entering ZIP codes incorrectly. Businesses can then make simple changes to the checkout page, such as restricting the number of characters in the form field, to rectify the issue.

How to approach UX on mobile devices

M-commerce is essential to the shopping experience, as customers now regularly use mobile payment methods, such as digital wallets, apps and mobile-first checkout pages. So, how should retailers approach this payment method?

On mobile, customers often find making a payment easier when using an app rather than the retailer’s own website. Therefore, the checkout experience must be equally as frictionless on both platforms. Customers won’t tolerate a checkout page that isn’t optimised for the channel they’re using, so businesses should design checkout pages with a mobile-first methodology and test to ensure it works.

A short and simple checkout experience with tokenisation
One reason customers abandon shopping carts is because checkout processes are too long and require too much information. Tokenisation allows businesses to remove this friction by storing customer credentials, preventing them from continuously inputting the same data. With tokenisation customers can check out with minimal effort, but again, the experience should be consistent across all channels.

Keeping ahead of the curve

For retailers to be able to continuously increase conversions, they must keep an eye on what new technologies are available to customers and understand how to optimise the UX for these platforms. If the checkout experience is not integrated seamlessly into this new channel, customers are likely to abandon transactions.

What’s more, businesses must know how consumers are using this technology in different locations across the globe, as preferred payment methods differ from region-to-region. Having access to data and doing research into developing consumer trends will help businesses make informed, robust decisions about how to optimise the checkout experience, maximise conversions and grow revenue.

Learn more about creating consistent and outstanding user experience in our latest guide on Conversion Rate Optimisation.

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