Solution Portfolio - Page 102



Research indicates that items added to a basket do not always demonstrate a clear
intention to purchase on the part of the customer. In fact, a signicant proportion of
customers arrive at the checkout simply to look at the total purchase cost, treating
the basket as a wish list. From then on, they view the available means of payment,
terms and conditions on offer, and the affordability of the purchase with a mixture
of emotions such as anxiety, stress, and even guilt.
Payments Teams consider it their role to improve conversion at this last step in the
buying process. This is achieved through understanding customer behaviour and
identifying and eliminating pain-points.
DESIGN AND DELIVERY
There are several factors that can inuence a customer’s decision to make a
payment after they have decided what to buy. These are related to exibility and
choice but also, unsurprisingly, to the design and structure of the payments page.
The presentation of payment options in simple terms, and other modications
based on user experience testing can have a positive impact on conversion.
For low value transactions,
even the “order” in which
payment instruments appear in the
payment drop-down box has an
impact on customer’s decision to pay.
The ones at the top should be the
ones they are most likely to favour,”
Marovitz
Booking.com
22
The 7 Habits Of Successful “New” Payments Leaders
Best practices and insights by industry front runner

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