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2021 г. апрель 13 д., вторник - Информационный портал
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Part 4: Online Payment Systems & Credit Card Processing

Online shoppers want the same things from your e-commerce web site that they demand from bricks-and-mortar retailers. You have to make them feel safe and comfortable before they'll shop online.

6)The traditional retailer ensures that customers feel secure in his store.

If you ever expect anyone to shop online at your e-commerce site, you need to do the same.

Site security is a prime concern of potential online shoppers. You have to work especially hard at this, because you have to deal with both the reality and the perception of online credit card processing. The reality is that on a “secured” site, transmitting personal information such as credit card numbers is less dangerous than using a credit card in a “realworld” retail situation, where someone might look over someone else’s shoulder and steal the number, or pick the credit card slip out of the trash afterwards.

During an interview with About Retail Industry Guide Melody Vargas, Eric Olafson, Tomax CEO, said, “there is more risk in handing your credit card to a stranger serving your dinner than in shopping online.”

But the perception of credit card processing is that transmitting personal information such as credit card numbers over the 'Net is much more dangerous, and that hackers lurk everywhere. You must have SSL (Secure Socket Layering) on your online payment pages, so you have the ability to handle encrypted transactions. You must visibly show your potential online shopper that your site is secure and that your online payment systems, such as credit card processing, are safe to use.

7) The traditional retailer makes it easy for customers to purchase her products. She or a member of her staff is there to take your money, whether it be cash, cheque, credit or debit card.

Too many e-commerce web sites make it difficult for customers to shop online. My personal pet peeve is e-commerce web sites that only offer an order form that the customer has to print off, fill out, and mail in. Why would I bother to do that when I can just go to a bricks-and-mortar store and hand someone my cash, credit or debit card? If you have an e-commerce site, you must offer online payment, such as credit card processing. If you don’t know how to do this, there is an excellent beginner’s guide to Payment Processing on our Electronic Commerce site. And you'll find more information, including online payment systems especially for Canadians, in my Payment Processing library.

8) The traditional retailer closes the sale with a “Thank You; please come again.”

You need to do this on your e-commerce site, too. Whether it’s a simple screen that comes up after the transaction thanking your customer, a follow-up thank-you email, or a thank-you card that you ship with the completed order (or all three!), you need to let your e-commerce customer know that you appreciate her business. Blank screens, screens that automatically return to the home page, or screens that just repeat the order form after the transaction do nothing to give your online shopper that warm, fuzzy feeling.

Want e-commerce customers? Having a quality product is only one small piece of the e-commerce web site puzzle. Once you’ve gotten potential online shoppers to your e-commerce site, you have to entice them to shop online by treating them as well as or better than they’d be treated in a bricks-and-mortar store. While the comparison I’ve outlined in this article is simplistic, it will help you focus on the retail basics that potential online shoppers have to have before they’ll consider the click that matters.

Susan Ward


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