An optimized cart page is a key factor in creating a seamless and satisfying shopping experience for customers, which can drive repeat business.
In the previous articles, we discussed the importance of a user-friendly design, clear product information, cart management, availability and delivery, and pricing and discounts on the cart page. Now, in this fifth article of our series on cart page CRO, we will delve into the significance of secure payment options. Providing your customers with a secure payment process is crucial for building trust and confidence in your brand, and it can significantly impact your conversion rates.
Secure Payment Options:
Offer a variety of secure payment options and clearly display security seals and certifications.
Elements:
- Secure payment options
- payment security seals and certifications or Trust Signals
Solutions and Suggestions:
Do you display alternative payment options below main the CTA-button and do you show images of all available payment methods?
This is especially important for websites that have a global customer base, as customers from different regions may have different preferences for payment methods. By displaying all available payment options, including alternative options like PayPal or Apple Pay:
- It greatly simplifies the checkout process for shoppers who are already accustomed to paying with these payment options.
- Shoppers can view the available payment options in the basket, which increases transparency, sense of security and trust.
- Additionally, providing images of the payment methods can improve the visual appeal of the cart page and make it easier for customers to quickly identify the payment method they prefer.
- It is important not to prioritize these alternative methods over the standard checkout button, as the standard checkout button is the main call to action. Alternative payment options should be presented as secondary elements.
A good example from Asos:
As you enter the website, Asos confirms the location you want to shop in and displays the available payment methods for that area. Additionally, it shows images of the available payment methods below the main CTA button in the cart page.
A good example from Uniqlo:
Uniqlo displays a range of payment options in the cart page, including PayPal, and Google Pay. The payment methods are shown below the main checkout button and are accompanied by their respective logos.
Do you clearly display the option for shoppers to pay with installments and indicate the monthly payment amount? (If you have such payment option)
Installment payments have become very popular in recent years. Because this is what helps people make purchases here and now without serious expenses, which greatly simplifies the process of rationalizing the purchase and making a purchase decision.
List of recommendations for promotion of this feature on the cart page:
- Use the most popular installments solution(s) in your region.
- Place this section near the subtotal price.
- Divide the subtotal price into separate payments so that the user clearly understands that he will only need to pay 1/4 now
- If you offer installments only in certain countries, but you have shoppers from all around the world, make sure to use geo-targeting.
A good example from H&M:
On the cart page in H&M, they displays an “Installments with Klarna” option with the monthly payment amount clearly indicated, along with a link to learn more.
Do you include graphics that build trust, like seals, padlocks, certification logos etc?
These graphics serve as visual cues that the website is secure and legitimate, which can alleviate concerns around sharing sensitive information like payment details. Additionally, trust-building graphics can help differentiate a website from competitors and increase the likelihood of a customer completing their purchase.
A good example from Crtuchfield:
Crutchfield, an online electronics retailer, places trust-building graphics on their cart page to assure customers of the safety of their personal and financial information. Additionally, they have a “Secure Checkout” section on their cart page that displays the steps they take to ensure customers’ privacy and security during checkout.
Conclusion:
In this article, we discussed the importance of offering secure payment options on your cart page. By providing a sense of security to customers, you can increase their confidence in completing their purchase and improve your conversion rates. In the next article of our series on cart page CRO, we will explore the significance of product recommendations and upselling/cross-selling tactics, as well as the importance of customer support and abandoned cart reminders. Stay tuned for more insights and tips to optimize your cart page and boost your sales.