How payments with redirection affect your business?

Sandra Wróbel-Konior, Content marketing specialist at SecurionPay

22.02.2017 12:15 pm

You’ve had payments with redirection on your website for a few years and think there’s no better solution. How do you know that? Have you tried something different? What if I tell you that you’re losing customers?

Getting people to visit your website is not easy, especially today, when there is a lot of competition. Don’t let customers go to another site to pay. When you use payment redirection on your website, you’re giving customers ‘the opportunity’ to go away and never come back. Is it what you really want? I don’t think so.

Redirection is the main flaw of using an external service to pay. And it’s not just about sending customers away. Read on to learn about other things that could decrease your sales. Wondering how redirecting customers can affect your business?

Think of it this way: A customer is on your e-commerce store’s website, adds an item to the shopping cart, clicks the payment button and then… is redirected to an external website with a different design, logo and URL. Don’t you find it confusing?

Customers end up feeling as if they are giving their money to another business rather than the one they want to buy from. They may get confused and discouraged. The confusion could also turn into frustration.

It lowers trust and could result in an abandoned cart. Moreover, you have no control over emails sent to your customers. They receive messages from the payment provider so it’s harder to create personalized communication.

You also need to consider how many steps your customers have to go through when making a payment. Choosing a payment solution you can embed on your website will simplify the entire process. That’s because the payment is made on one page. A customer just has to type in the essential information and click the payment button. That’s enough to complete a payment, without the need to visit any other website, go through the process and then return to the e-commerce store.

Keep in mind that a badly designed payment process can harm the number of sales even if you provide the best product or service. That’s because customers see a completely different page from yours when they want to pay. Some of them may abandon their carts because of confusion (mentioned above) or the fear that they are on the wrong payment page.

Third party payment providers sometimes enable you to make tiny changes in the design. Usually, it’s just changing the color of the header or the payment button. So, even if you have an amazing and well-designed website, that great impression could disappear when customers start the purchasing.

Wouldn’t it be better if you can customize the entire payment form with your own needs and aesthetic feeling in mind?

Payment gateways with custom forms which you can embed on your website, give you the possibility of fitting it into your website’s look and feel. You’re the code’s owner so you can add any changes you want to make it work the way you like. The 3rd party solution is not fully integrated into your website. This means you’re not able to make it work for you as you wish. All operations are made without your control over the backend process.

When you’re seeking a payment solution for your website, you have to consider things such as the integration process and access to the code. Choosing a 3rd party solution or a payment gateway without the possibility to fully customize the payment form, gives you no or a little control over the code. This means you also have no (or limited) control over the entire payment process.