Shopping no longer means buying from the physical store, standing in queues to pay the bill and wait at the exit for the security check. With advancements in technology, there has been a transformation in the way people used to shop and now it is all digitalized.
Did you know – HubSpot says 67% of the buyer’s journey is digital?
Well, that speaks volumes about how much your customer relies on online channels for shopping.
Having quoted that, let’s understand how you can improve the customer experience for the online shoppers and grow your business.
- Have a user-friendly website
Your website navigation majorly influences the traffic you get on your website. If you want them to stay on your website and buy from you, the most important factor to consider is ease of navigation. Keep your site simple with engaging copy that can entice the prospect to buy from you.
- Install an SSL Certificate
SSL Certificates are an inevitable component in any online shopping website. Your customers can trust your store if you use an HTTPS protocol along with SSL Certificate. This displays trust indicator like a green padlock in the address bar of the website in addition to the tag Secure. As a result, more customers are encouraged to buy from you, leading to more sales.
Also, you can go for end-to-end encryption that changes the information into encrypted data from clear text.
- Refrain from declining payments
A declined credit card is a major reason why your customer does not buy from you. It turns them off big time. To overcome this issue, start with evaluating your checkout process whether you are asking for the complete information that you would need for credit card processing. Incorrect and incomplete information is the most common reason because of which the payment gateway does not accept the credit card. You can prevent this by having a simple and easy to understand form.
Moreover, if the credit card gets declined because of reasons that are not in your control, get in touch with the customer and offer to help so that they can complete the purchase. Provide an alternative payment method or allow manual processing of the order. When you contact your customer, it reflects how much you care about providing a good customer service and secure the sale.
- Build a well-designed shopping cart
Your shopping cart should be designed in such a way that it matches the remaining web pages and looks in sync with the branding guidelines of the online store. Customers are looking for a consistent and smooth shopping experience, and if your website fails to do so, they are likely to bounce from your website and in worse cases, go to your competitors.
- Avoid storing the customer’s financial details
Many ecommerce stores save the credit card information. This is not a good practice as processing regulations disallow storing the card’s security code and any track data mentioned at the back of the credit card in the magnetic strip.
The card security number also known as CVV2, CID, and CSC is a 3-digit number written at the back of Visa/MasterCard/Discover cards. In American Express cards, this number is of 4 digits on the front.
The rationale of this number is to inform the merchants that the customer who is performing the transaction through the Internet or over the phone holds the card. However, this is particularly helpful only when the security code is not saved with the card number. With electronic storage, the workaround is simple. You just eliminate this field.
The track data written in the magnetic strip on the card includes details about the account that is not represented on the card. Transactions cannot take place without this information and it makes sure that the credit cards are not used by any unauthorized person.
Many ecommerce stores use card readers to get access to the track data and there are software programs to save this information without the customer’s knowledge. Your ecommerce store should make conscious efforts not to do it.
- Follow the technique of tokenization
Tokenization protects the confidential information with the help of random characters so that there are no data breaches and information hacks. One of the method is to use a token to depict the credit card number. After authorizing the transaction, the centralized server on the website collects the private information for its secure storage. The system of every merchant works on a distinctive number that enables the customers to make payments with a single click for the future transactions.
- Follow payment guidelines
According to Payment Card Industry’s Data Security Standards, you should follow certain guidelines listed below:
- Protect the cardholder’s data with firewall.
- Do not have vendor-supplied defaults as passwords.
- Encrypt the transfer of the cardholder’s information through various public networks.
- Make sure that you maintain the security of the passwords and card information that is stored online.
- Update the anti-virus software of your business at regular intervals.
- Carry out regular testing of the security systems and processes.
- All the employees should understand the importance of customer security and be well versed with the security standards.
- Employ anti-fraud tools
Fraud prevention tools make sure that no transaction takes place without proper scanning or monitoring. Hence, it assures the prevention of fraudulent activities. Also, whenever you choose a payment gateway for your online store, give special consideration to the customer support. This is of paramount importance as you should be able to reach out to the merchant in case of a technical glitch.
Online stores have opened new avenues for the perpetrators of cyber-criminals who are constantly looking for personal and bank details of Internet users. If you are not vigilant enough, your customers would become a victim to such crimes and ultimately end up choosing another store to buy their products. Select all the software systems after careful thinking to prevent any inadvertent happening on your shopping website.