Date of Publication: 6 Sep 2022

Tips to Increase Sales with Optimized Checkout Page Design

It is a business’s goal to sell their products or services to customers. With uniqueness giving away to the ease of access, it is becoming increasingly critical to stand out by providing a smoother experience for customers. In today’s online stores, making the entire purchasing process comfortable for the consumer is more important than making unique goods and services.

In the ecommerce business, we often neglect to improve the payment processes in favor of improving the other aspects of the purchase process. Due to a complex payment system, your customers may abandon their cart as soon as they reach your checkout page.

To reduce cart abandonment, you should be thorough and creative with your checkout page design. Here are some tips to optimize your checkout page.

Anirban Guha

Digital Marketing Expert | Media Strategist | Entrepreneur

How to Optimize Checkout Page Design?

1. The length should be reduced

In addition to saving time and effort, customers prefer online shopping over physical retail shopping. They might be disinterested if they find that even online platforms involve lengthy procedures.

Keep your checkout page designs short and sweet as a merchant to mitigate this problem. Simply ask for the relevant information you need, such as an address, name, and payment method.

2. Provide multiple payment options

Lack of payment options leads to a large percentage of customers abandoning shopping carts. It is therefore necessary to offer multiple payment options in order to increase conversion rates.

Obviously, it won’t be possible to include every method of payment in the world, but by researching your target audience thoroughly, you will be able to find out which methods they prefer.

3. Build trust and credibility

Of all the steps involved in online shopping, the checkout process is one of the most important for you and your customers. If potential customers cannot safely locate your checkout page, they may be hesitant to enter important transaction details and purchase your product or service.

Choose a checkout page design that looks safe and secure so your customers can build trust in your business. Includes his SSL certificates, security badges, and security verifications from various security platforms such as McAfee.

4. Allow guest checkout

As a retailer, you may want to receive customer data for marketing campaigns. However, it is important to understand that not all customers are interested in promotions and promotions.

Therefore, it is better not to force the registration procedure. Eliminate the need for customers to set up accounts to purchase products.

5. Show progress

A one-page checkout is always desirable, but it’s often difficult to fit all the details you need on one page. However, this can annoy users if they don’t know how long the payment process will take. Showing a progress bar lets them know how far the checkout process has progressed.

Some important elements to you need to know for optimizing Checkout Page Design

What is a Payment Gateway?

Firstly for sellers, a payment gateway is an online payment software that makes transactions easier. Furthermore, these gateways are integrated into eCommerce software to give them an edge in the market. Basically, a payment gateway is a software that provides an online payment service to eCommerce merchants to process e-purchases made by the customers. It reads the customer’s information and transfers it to the customer’s bank account. Therefore making sure that it captures correct data, the availability of sufficient funds to ensure the merchant gets paid.

In this method, the customer can use any mode of payment for their convenience. This includes credit cards, debit cards, wallets, UPI, or net banking. Which is further processed by the payment gateway software.

How does a Payment Gateway work?

A payment gateway acts as an intermediary between the customer’s bank and the e-commerce merchant’s bank. All payment gateways involve the following key stakeholders in the process:

Merchant: A person or company that sells products or services.
Cardholder: A customer who purchases from a merchant.
Issuing Bank: The bank/financial institution where the customer’s account is held. This person could be the debit cardholder or an account linked to the debit card. Card Scheme: This only applies to customers using credit cards. In this case, the credit card company that manages the card gets involved and authorizes the amount.
Acquiring Bank: Finally, Acquiring Bank is the name given to the bank that raises the funds. In this case, it is the merchant’s bank account.

Step 1: The gateway works when a customer places an order online. He can pay cash on delivery (cash on delivery) or online. The process begins when the customer decides to pay online.

Step 2: The payment gateway starts checking whether the issuing bank has sufficient funds. Check if the transaction exceeds your credit limit or bank account balance.

Step 3: The payment gateway then encrypts the card information and securely transmits it to the card scheme to ensure the transaction is processed.

Step 4: Once the card scheme approves the transaction, the payment gateway sends it back to the merchant’s website. where the transaction is completed.

Step 5: The payment gateway then sends the information to the acquiring bank. Where a bank processes requests to transfer funds from a customer’s account to a merchant’s account.

What is a Hosted Payment Page?

Consumers are making more online purchases than ever, according to PWC’s 2019 Global Consumer Insights Survey. From 2010 to 2015, the percentage of consumers who shop online more than doubled, from 7% to 17%. Therefore, if you’ve been considering giving your website payment capabilities, this is the time to do it!

In the simplest terms, one of the most popular methods for accepting online payments is a hosted payment page, often known as an external checkout, third-party checkout, external payment page, or checkout page.

It is a third-party checkout web form that handles electronic transactions (payments made with credit and debit cards).

In exchange for a small transaction fee, these Hosted Checkout Pages will take care of the entire transaction process: payment information collection, sensitive data protection, and transaction security.

How does Hosted Payment Pages work?

If you only use a Hosted Payment Page to process payments, your Payment Card Industry Data Security Standard (PCI DSS) requirements are usually lower. The entire process of PCI Compliance becomes as easy for you as filling out a Self-Assessment Questionnaire form.

Why is a Hosted Payment Page important?

Hosted Payment Pages can be useful whether you are accepting donations, selling goods online, or both. You as a merchant don’t have to be concerned about customers’ sensitive data because these solutions are hosted on secure third-party servers. The advantages of hosted payment pages are obvious: rapid setup, excellent data security, reduced PCI scope and expenses, enhanced checkout. The most crucial benefit is that you may concentrate on the business strategy and approaches to advance it while third-party Hosted Checkout Pages handle all the tedious payment procedures. If you only use a Hosted Payment Page to process payments, your Payment Card Industry Data Security Standard (PCI DSS) requirements are usually lower. The entire process of PCI Compliance becomes as easy for you as filling out a Self-Assessment Questionnaire form.

10 Best Payment Gateways in India

1. Razorpay

Razorpay is integrated with Security Compliance.
Easy to integrate and easy to understand software.
In addition, they offer over 100 payment methods and international payments.
Email functionality notifies customers of transaction status.

2. Paytm

Along with a wide range of domestic payment methods; they also support international cards such as Visa, Master, Maestro, Amex, Discover, Diners and other payment types.
They provide 24/7 customer support through their merchant helpdesk with a dedicated key account manager.
Paytm’s user reach exceeds his 330 million.

3. PayPal

They support over 100 currencies on their platform.
They also have over 20 years of experience in the field, reaching over 400 million active users.
PayPal’s business setup allows you to scale and grow your business without the hassle of gateways.

4. Cashfree Payments

This payment gateway is specially designed for the Indian audience.
The interface is easy to use, with dashboards and analytics to keep things organized.
They offer payment options via cards, over 75 net banking options, mobile wallets, UPI, NEFT, IMPS and PayPal.
Cashfree not only supports over 32 currencies, but others are available upon request.

5. CC Avenue

The best and unique part of CCAvenue is that it provides a multilingual checkout page in 18 major Indian and international languages that would widen your customer base across the globe.
It even provides multi-currency transactions in 27 major currencies.
The payment gateway lets you design the payment page as per your requirements by including your company logo, colors, etc.
It supports multiple payment modes including credit/debit cards, UPI, wallets, etc.
They even offer a CCAvenue Checkout feature that makes repeated payments easier. Therefore making it easier for your repeated customers.

6. Instamojo

Offers a test account to get a glimpse of the functionality with restrictions on payment transactions.
Supporting multiple payment types such as debit/credit cards, UPI, net banking, wallets, NEFT/IMP, Instamojo also supports international card payments.
Instamojo makes it easy to embed a checkout button on your website.

7. PayU

Payu accepts various payment types such as credit/debit cards, net banking, UPI, wallets, EMI.
In addition to accepting international payments, they also offer multi-currency support.
The platform can be easily integrated with various platforms for easy payments.
It can be customized to match your brand.

8. EBS

EBS accepts international payments and even has multi-currency support across 11 major currencies.
They offer a customized experience as per your brand.
Furthermore, they promise the security of every payment.

9. PayKun

They offer over 120 payment methods
All modes available with lowest transaction costs
Plus, they offer great support via phone, chat, and email
Most importantly, they provide timely payment methods according to the agreed billing cycle.
Finally, you can accept payments via SMS, email, and WhatsApp without registering on the site.

10. Zaakpay by MobiKwik

Offers hassle-free integration and secure payment processing
Dashboard complete with robust tools and efficient payment management system.
Efficient cost of each transaction allows you to grow your business. Also, no hidden fees were charged.
You also have the option to design a custom checkout page with a smooth user interface.

Choosing a payment gateway provider

1. Study the Pricing:

Every payment solution provider has its own terms of use and fees. Usually, you will have the following fee types:

gateway setup fee,
monthly gateway fee,
merchant account setup, and
a fee for each transaction processed.

Read all the pricing documentation to avoid hidden fees or additional expenses

2. Check transaction limits for a given provider

While fees and installation charges are inevitable, there is one thing that may determine whether you can work with a certain provider. Gateway providers set transaction limits as a minimum and maximum amount. Both values are of interest to merchants and their businesses, as you want to use a single gateway for all the available products. The second thing you should pay attention to is daily or monthly transaction limits. These occur pretty rarely, but also play a huge role in gateway provider choice.

3. Examine merchant account options

A merchant account is an agreement between a merchant and an acquiring bank, by which a merchant allows a bank to process their transactions. Additionally, a merchant agrees to follow the operational regulations of credit card processing established by credit card companies.

A merchant account can be opened through banks or payment gateway providers, that offer merchant accounts as a part of a service.

4. Make sure the gateway supports necessary payment methods and credit cards

Credit cards is a major payment method, you have to make sure a payment gateway accepts all the required credit card networks. Also check whether you can accept other modes of payments like UPI, Paypal, Rupay, PhonePe, Apple Pay, Gpay, Samsung Pay etc.Another aspect is multi-currency support. If your business is international, you want your customers to be able to pay, no matter what currency they use. Popular gateway providers offer multi-currency support processing with or without an additional fee.

5. Ensure your product type is permitted by the provider

Generally, there are two types of products considered by providers: digital and physical. Some of the payment solution providers offer their services both for physical and digital products. But it’s not rare for only one type of product to be available in use of a certain system. So, before subscribing to a provider, make sure it permits your type of a product.

6. Holding Time

Payments are usually approved almost immediately, but funds are held for several days before being credited to your account. This is for processing refunds and chargebacks. These hold periods vary from 1 to 7 days depending on the payment service provider. Depending on your cash flow, you can choose to wait or get paid immediately.

7. Security

When you receive payments online, the security of your payment gateway should be your top priority as you store sensitive financial information. Keep in mind that different payment gateways comply with different security standards, so make sure the gateway you choose is Level 1 PCI DSS compliant. Some gateways are equipped with fraud detection and other screening tools to protect your business from fraudulent transactions.

8. Mobile Payment Support

The majority of customers today shop on mobile phones and tablets, so it’s important to choose a gateway that also accepts payments from mobile devices. This gives your customers the flexibility to pay regardless of the device they use.

9 . Limit

Some payment gateways cap the amount of transactions they can process per month. This is not a problem for small businesses. However, if your business deals in high-value items or processes a high volume of transactions, you may lose potential customers, so you should be aware of these limitations.

10. Integration with Other Systems

Finally, it’s worth considering whether your payment gateway can connect to your billing or accounting software. This will automatically update the relevant invoices in your accounting system when you pay online. This saves a lot of time and effort as you don’t have to track payments and manually update that payment information in your accounting system.

11. Multiple Currency Support

If you operate internationally, you need to ensure that your payment gateway can process payments in different currencies and from different countries. Most importantly, customers can pay in their own currency. You should also look for fees associated with foreign currency transactions.

12. Recurring Billing

If you run a subscription-based business, you should choose a payment gateway that can handle all the variable parts of your recurring bills. Your provider of choice should be able to save and store customer details for future transactions, automatically charge credit cards according to pre-set subscription schedules, and offer retry options for failed transactions. I have. Otherwise, you may have to do this extra work manually.

Whats one-click payment?

One-click on checkout or unmarried price is a comfort characteristic that lets in a service provider to pay for items and offerings together along with her unmarried click on of a button. However, those clients can be required to go into their card info in the course of their first transaction with a selected retailer, and a unmarried price choice can be to be had for next purchases from the identical retailer. Accepted payments: credit score cards, debit cards, e-wallets (relying on solution).

After coming into all price info (card number, CVV, expiration date, cardholder first and ultimate name, etc.), the consumer makes his first buy at the service provider`s internet site.This preliminary transaction is tokenized and all statistics is saved withinside the device.When the identical consumer returns to the identical retailer’s internet site to save again, the device acknowledges them as repeat clients.A one-click on price choice is to be had and shoppers select to pay with it.The device makes use of pre-saved statistics to technique the transaction and price the cardholder. (This technique may also fluctuate for different price methods).

How to build a custom gateway?

Creating a custom payment gateway requires several steps:

Contracting with banks. Contract banks that will act as payment processors to handle the actual processing for you. Multiple banks can give you different transaction fees for international transfers, or different rates for currency exchange.
API development. Develop an API for your gateway and write robust documentation as required within PCI DSS compliance.
Tokenization solution. Any institution that stores credit card information does it in the form of tokens. This is a security measure when we replace sensitive data with tokens as it reduces the chance of fraud. Tokens contain transaction data and cardholder information, without exposing it to third parties.
PCI DSS certification. Become PCI DSS compliant by implementing all the necessary security measures and integrating merchant fraud protection mechanisms on your website.
Choose additional payment methods. If you need additional methods like PayPal, Bitcoin, or mobile wallets (e.g. Apple Pay), you’ll need to integrate them separately with their APIs.
Management tools development. Develop a merchant administration web application, or simply an admin panel to allow your staff to control merchant operations.

You may also use open-source payment gateway solutions. It is possible to use an open-source payment gateway (like OmniPay, PayU, Active Merchant) software that will lower the costs of the engineering. But it will, again, restrict you in customization options.

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