Retail. Optimising the online payment journey for shoppers

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1 Retail Optimising the online payment journey for shoppers

2 Introduction Retailers go to great lengths to attract shoppers to their websites in a race to boost their sales. Often, however, they mistakenly think that a shopper s payment experience begins and ends with the checkout this is by no means the case. There are in fact multiple steps in the online payment journey. Shoppers often start their journey on the homepage where they look for security reassurance and this journey does not end until the shopper receives an confirmation post-purchase. Retailers need to optimise each step of this process with a strong payment strategy which aligns to local shopper preferences. At every stage, retailers must be a source of constant reassurance. Homepage Shopping basket User profile Payment page Error handling Confirmation Support The following report sheds light on how retailers can improve the online payment experience to help make the process as seamless and secure as possible for shoppers. The research was carried out in partnership with KAE Marketing Intelligence Limited, who conducted a desktop analysis of 25 top retail sites and surveyed 250 online shoppers in 14 countries across North America, South America, EMEA and APAC. 1 Some shoppers remain sceptical of retail sites that do not inspire confidence throughout the journey. This report explores the best ways for retailers to build on their current user experience and address this scepticism from first click to last click.

3 Addressing security concerns from the onset Shoppers unease over security persists throughout the shopping journey. Security is a priority for 24% of shoppers when choosing which website to embark on their retail journey with. Assuring shoppers that they are in safe hands throughout the experience should be a priority for retailers. These concerns may prevent shoppers from considering purchasing, or ultimately deter them from hitting buy when they reach checkout. A strong payment-related support function is central to security reassurance, helping shoppers address their concerns at each stage of their journey. of shoppers globally admit seeing payment authentication and digital certificate logos displayed prominently on a homepage would give them a security reassurance. The prominent placement of such logos on the homepage is the single most reassuring element in the payment journey for 25% shoppers, ahead even of the website being a well-known, reputable brand (24%). This holds particularly true in Mexico (66%), Spain (62%) and Chile (59%), indicating that a simple third-party security reassurance will go a long way in addressing the misgivings of Latin American shoppers.

4 Even once a shopper has added products to its basket, they can get put off by nagging security concerns that peak before they click buy. In Mexico, 26% of shoppers have dropped out of the checkout over security concerns, an issue that is almost equally experienced in Chile and Spain (23%), Brazil (22%), India (21%) and France (21%). It s worth noting that nearly 25% of shoppers would also like to be able to click on payment logos to learn more about what they represent. 23% 23% 22% 21% 21% The addition of logos and supporting information will give shoppers the peace of mind of knowing they are dealing with a reliable and secure organisation and will encourage them to proceed with their transaction. Creating an environment where shoppers feel comfortable creating a user profile With shoppers reassured about their data security concerns and confident that their preferred payment type will be accepted, retailers will be in a good position to take the next step towards guaranteeing repeat business - inciting shoppers to build user profiles on their site so they can benefit from a more efficient shopping experience. of shoppers globally have at least one customer account online in which their payment details are stored. These figures are highest in Germany and Japan (over 70%) and are also quite high in other mature markets such as the US (60%) and the UK (66%). Registering personal and payment details with an online retailer demands a certain level of trust; however, on a global scale there is resistance. 31% of shoppers worldwide say they don t want a retail website to store their payment details. Most averse to the idea are shoppers in South Korea and Australia, with over 50% of them saying they do not want this information to be stored online.

5 For retailers, transparency is once again the best way to help shoppers overcome their apprehension. More than half (57%) of shoppers want to see more information clearly advertised on how their data is being kept secure. of shoppers in China and Japan expect this reassurance. 43% of shoppers globally say that a clear explanation of how their details will be used would make them consider setting up an online user account with a retailer. of shoppers globally say that a clear indication of how they can delete their personal or payment information from a user profile would make them more inclined to build one in the first place. Getting over the buy now barrier When it comes to the checkout, there are considerable barriers keeping shoppers from following through on their purchase, not least issues around shoppers preferred payment type and nagging doubts over the security of their payment details. It s worth remembering that 65% of shoppers have abandoned their purchase at the checkout stage. of shoppers say they would drop out of a payment if their preferred payment type was displayed on a retail site s homepage but wasn t available at checkout. In France and the UK, more than 75% of shoppers would drop out. Retailers will struggle to inspire confidence in their customers if they cannot deliver on shoppers expectations, so it is crucial that the experience they deliver is consistent from start to finish. Retailers also need to keep the process simple and efficient by choosing an intuitive layout for their payment pages.

6 Almost 40% of shoppers globally admit they would not take the time to look for their preferred payment method at checkout if it wasn t easy to find and that they would drop out of a transaction prematurely as a result. This feeling is particularly strong in Japan, where 62% of shoppers would not take the time to seek out their preferred payment method if it wasn t clearly indicated at checkout. Another factor that may turn shoppers away at checkout is whether retailers fail to clearly indicate next steps in the payments journey on their website for example, warning shoppers that they will be re-directed to a third-party website to progress their payment. 94% of online shoppers globally say it is important for them to be informed on what happens next with each click, especially when being asked to submit personal data, confirm a purchase, or when they are redirected to a partner website. On the whole, one-fifth of consumers would instantly drop a transaction if they were ushered to a third-party site without warning and 56% admit they would be worried and would research the site they have been re-directed to before completing their purchase. of shoppers in the US, Germany and Japan would drop out of the payment journey in the event of a surprise re-direct. Retailers need to make sure any such steps in the payment journey are made clear to shoppers at all stages of the buying experience. This will reassure shoppers that re-directs and pop ups are legitimate elements of the process and will greatly reduce - if not completely eliminate - any concerns that shoppers may have.

7 Handling errors and confirming the sale The need for retailers to act as a source of reassurance for shoppers is equally strong when it comes to handling errors or providing customer support. Most shoppers are used to a fairly seamless online shopping experience. However, should things go wrong they will look to retailers to help them overcome the issue. When this happens, retailers must make sure they can offer responsive, helpful service - otherwise, they risk losing customers who may just seek a more satisfactory experience elsewhere. It s worth noting that 36% of shoppers would instantly drop out of the payment process in the event that they receive an error message. For the majority of those customers who would still be willing to stick around, it would be important to know what error has occurred exactly - e.g.: did they enter the wrong card number? Is the website experiencing problems? Has their card been declined due to lack of funds? Nearly two thirds of online shoppers (64%) say that they want a clear and immediate explanation of exactly what went wrong. When it comes to additional support, 27% want to be able to call customer support directly to resolve the issue, while 24% want the option to a support representative. Online retailers therefore need to make sure they are ready to address shoppers issues and help them resolve the issues with minimal delay. Clear error messages also head off any potential concern and confusion as to whether a transaction has been processed; hence the importance of confirmation s. of shoppers globally say it is important for them to receive an confirming that their order has been processed and their payment accepted. This final step of the payment journey offers shoppers the ultimate peace of mind of knowing their transaction has gone through securely and that their latest purchase is on its way to them.

8 Conclusion This report makes it clear there are a number of ways retailers can improve the payment experience for shoppers. Importantly, purchasing products online demands a certain level of trust between retailers and shoppers and making the process simple and transparent is absolutely essential. To achieve this, retailers must focus on understanding local preferences to build confidence with shoppers. If there is one thing to take away from these findings is that, according to our research, the online payment journey is inextricably linked to the user experience. And, retailers need to focus on adapting the user experience to where it matters the most. If retailers cannot reassure customers that their transaction will be quick, secure and managed to the highest standard of professionalism throughout the payment journey, online retailers will struggle to keep shoppers. That said, while shoppers expectations nowadays are no doubt higher than ever, retailers can address these issues with some relatively simple optimisation techniques to their existing user experience. Addressing local shopper preferences, we have created a portfolio of 14 country-specific insights to define what that optimised journey might look like, so retailers will be in a good position to improve conversion and earn repeat business. To find out more please visit worldpay.com/retail 1 The data mentioned in this document and in the country-specific reports (including, but not limited to, the relevant percentages) refer to shoppers, retailers and websites surveyed by KAE Marketing Intelligence Limited in the context of the research. This research consists of desk top analysis of 25 top retail companies, and a survey questionnaire with 250 shoppers, in each of the 14 surveyed countries. Any reference to shoppers, customers and websites in this report is a reference to shoppers, customers and websites surveyed by us. This research was carried out from June to August This report is a marketing communication and no warranty, express or implied, as to the accuracy, completeness or fitness for any particular purpose of any information provided in this report is given or made in any form or manner whatsoever. This report is not intended to provide exhaustive treatment of any subject dealt with. The information in this report does not constitute professional advice. The Worldpay group shall not be responsible for any loss, liability, damage of any nature whatsoever which may be suffered as a result of or which may be aributable, directly or indirectly, to the use of any information contained in this report. Worldpay All rights reserved. This document and its content are proprietary to Worldpay and may not be reproduced, published or resold. The information is provided on an AS IS basis for information purposes only and World-pay makes no warranties of any kind including in relation to the content or sustainability. Terms and Conditions apply to all our services. Worldpay (UK) Limited (Company No / FCA No ), Worldpay Limited (Company No / FCA No ), Worldpay AP Limited (Company No / FCA No ). Registered Office: The Walbrook Building, 25 Walbrook, London EC4N 8AF and authorised by the Financial Conduct Authority under the Payment Service Regulations 2009 for the provision of payment services. Worldpay (UK) Limited is authorised and regulated by the Financial Conduct Authority for consumer credit Activities Worldpay, the logo and any associated brand names are all trade marks of the Worldpay group of companies.

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