Optimising the customer payment experience:- www.deekpay.com

Choosing a payment gateway can actually be very simple. Don't believe us? This blog, How to Choose the Best Payment Gateway, explains in detail the steps to consider when looking for a payment solution. Though the importance of an online payment partner is revealed at the very last stage of the shopping process, it is the most crucial factor in determining the actual sales of a website. Imagine a customer wanting to buy your product, but you are unable to process the payment, resulting in a lost sale. Therefore, it is vital to choose the right payment partner that will not only facilitate you and your customers.

Below are a few areas to improve the current payment process:

- **Payment Process**: No customer wants to go through a long payment process. In online shopping, shopping cart abandonment rates rise as the number of steps required to complete a purchase increases.

Solution - Choose redirection or inline payment process? The redirection process directs customers from your shop to a third-party payment page, where the experience may be different from your website. However, it can also be a sign of trust for startups, as payment gateways (e.g. CitrusPay/PayU) are better known. With an inline process i.e. making payments on your website, you can control the look and feel of the payment page to make it consistent with your website experience. Note, however, that inline forms require dedicated developer input.

- **Trust and Security**: It takes a long time to build customer trust, both online and offline. However, in the online world, phishing, data breaches, hacking, and other cyberattacks make it difficult to build and maintain customer trust.

Solution - Choose a trusted payment gateway. Check that it adheres to the latest security standards (PCI DSS). Display trustmarks and security logos on the payment checkout page to foster customer trust. Ensure that familiar logos such as Visa, MasterCard, American Express/other premium cards or any local card/payment method are displayed on the checkout page.

- **Limited payment options**: Do you only accept payments from specific payment instruments, such as internet banking or specific mobile wallets? If your website lacks payment options for shoppers to choose from, they will likely not return to complete their order.

Solution - Online shoppers like to have a variety of choices, and this applies to payment methods as well. Offering multiple payment options is a basic requirement. To serve a wider customer base, enable multiple wallets, premium credit cards, and as many internet banking options as possible. This also helps customers to switch to other available options in case of payment failure in a particular payment instrument.

- **Fixed or variable amount**: Is the amount shown on your website fixed or does the client need to fill in the amount? Do you serve international clients?

Solution - Fixed amounts can help avoid manual errors by customers when entering amounts. Also, avoid unclear pricing or hidden fees when accepting international payments. Consider offering payment options in the customer's local currency, or let them choose the currency from a list. Shoppers from other countries should not have to calculate how much they need to pay and what the exchange rate is.

Choosing the right payment gateway and how you present payment options on your website is crucial. Consider the above points to appease your customers and provide an excellent payment experience on the final "order confirmation" page.

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