Are you investing heavily into driving traffic to your business?
Nailing your ads, prizes, and landing pages?
Great! But you may still be missing a trick…
Getting customers onto your website is an essential first step, sure, but you might still miss out on revenue at the payment stage if there’s too much friction for customers. Here’s why.
But first off, you may be wondering what we’re even talking about! Let’s take it from the top.
Payment friction is basically anything that makes entering and paying harder than it needs to be for your customers. This could be:
You’ve likely been frustrated with one of the above as a customer yourself at some point, and your customers are no different!
Even if your checkout technically does the job, taking things up a notch and making things easier for your customers will really help boost those conversions.
Payment friction can make a real dent in your revenue in more ways than one. Here are a few of the biggy’s…
As in, someone wants to enter your competition but ends up not following through.
Think of it this way: competition players are often impulse buyers, so every extra click or unnecessary form, the more likely they are to walk away. To them, it’s just not worth the hassle!
Soooo much competition traffic actually comes from people on their phones – so how your site works on a mobile device really really counts! If typing out card details or filling out forms feels fiddly on a smaller screen, that’s just another chance for increased drop off.
Okay, this is a huge one! Imagine how frustrating it is to go through all the hassle of purchasing a ticket, filling out your details, only for the whole thing to fail anyway! Falling at the literal last hurdle like this can have a huge impact on revenue.
If things aren’t working, many customers will simply go elsewhere. Not ideal.
When it comes to handing over money online, trust is crucial. And your checkout design and experience can really influence said trust. If your payment process involves out-of-the-blue redirects or clunky (or even *gasp* failed!) payments, this can straight away ring alarm bells for customers.
Do you have visitors viewing comps, but not completing entries?
If interest levels appear pretty solid, but sales aren’t reflecting it, the issue may lie in the payment journey rather than your marketing.
Drop offs that keep happening at the final stage of the funnel (a.k.a. right when they’re going through the payment page) is often a huge red flag for unnecessary friction going on at checkout.
If your mobile traffic is high, but the conversion rates are kinda lagging behind your desktop stats, this could be a sign that something’s off.
A mobile experience that’s not up to scratch can do more damage than you think, so try to keep things as smooth and user friendly as possible for those smaller screens.
Luckily, there’s lots you can do to fix it!
You’ve technically done the hard work by getting the customers to check out your comps and pop some tickets in their basket! But if you wanna give your checkout process some TLC, here are a few starting points…
And if you really want to take things to the next level, you might wanna consider giving Zap Pay a whirl. It’s speedy, secure, and built specifically for comp businesses – helping your customers check out quickly and confident.
Ergo, with Zap Pay, you’ll be stopping that payment friction for good!
We invest heavily in getting customers to our websites. But too often, after all that effort, they abandon their purchase at the final step: payment!
The good news? Payment friction is super fixable, and reducing it can have a huge impact on conversion rates, successful purchases, and overall sales.
Don’t sweat it.
We want you to nail your customer journey from start to finish, and are here to help if you do too. Get in touch and you’ll be on your way in no time.
