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Optimeret betalingsprocessen

Læs her for at implementere vores tips!

I denne artikel vil vi fokusere på, hvordan du kan optimere din hjemmesides betalingsproces for at forbedre slutbrugeroplevelsen. Der er mange faktorer, som du skal gøre sig nogle overvejelser omkring, både når du designer din betalingsside, men også alle de foregående trin, der fører frem til betalingssiden. Helt grundlæggende så er den væsentligste årsag til, at du bør implementere ’best practice’ for dit betalingsflow, at det ideelt set er med til at øge konverteringen og mindske antallet af forladte indkøbskurve.

Nedenfor giver vi dig vores bedste tips og tricks for at du kan optimere din betalingsproces og følge den bedste praksis for at øge dine konverteringer.

Indkøbskurv check ud

Der kan være mange grunde til, at brugere forlader deres indkøbskurv, fordi de er utilfredse med det, som de oplever på betalingssiden. Nogle af årsagerne er:

– Pludselige vises der ekstra omkostninger

– Det er nødvendigt at oprette en konto for at kunne betale

– Betalingsprocessen virker kompliceret

– Systemet kan ikke beregne den samlede ordre på forhånd

– Hjemmesiden er langsom eller går ned

– Der findes ingen sikre betalingsmuligheder

– Leveringen er for lang

– Utilfredsstillende returpolitik

– Begrænsede betalingsmuligheder

Nu hvor vi kender de væsentligste årsager til at kunden efterlader den fyldte indkøbskurv, så er vores næste skridt at finde frem til, hvordan det bedste e-handelskassedesign ser ud? Desværre er der ikke kun én måde at designe en betalingsside på. Men at kende de ni ovenstående grunde til, hvorfor folk forlader deres indkøbskurve, er et godt sted at starte.

Husk dog på, at der er nogle ting, du kan kontrollere, og andre ting, som er udenfor din kontrol. Så uanset hvor optimeret din betalingsproces er, så vil der altid være nogle ting, som er ude af dine hænder.

  • Netshoppere, der bare oser

Mange gange ønsker besøgende kun at tage på ’inspirationstur’ og se på de produkter/tjenester, du sælger. Måske har de set et produkt i en anden webshop og vil nu tjekke prisforskellen mellem din hjemmeside og konkurrenterne. Det kan også være, at de bare beslutter at gemme deres varer i indkøbskurven før de forlader siden. For så kan de nemt vende tilbage en anden gang, hvis det bliver aktuelt. 

  • Hav fokus på betaling og fragt

De måder som kunderne vælger forsendelse og betaling på er noget, du ikke kan kontrollere hundrede procent. Du bør så vidt muligt opstille flere alternativer både hvad angår betalingsløsninger og forsendelse, så kunderne tilbydes en sikker betalingsløsning og samtidig kan vælge lave forsendelsesomkostninger.

Optimer check-ud-processen

Lad os se nærmere på, hvad der er ’best practises’, når kunderne skal checke ud af din webshop.  

Tilpasninger af betalingssiden

Der er flere ting, som en besøgende skal kunne se og redigere, efter de har tilføjet produkter til indkøbskurven og er gået videre til betaling og check ud. Dels skal kunden kunne tilføje nye produkter, ændre på antallet af et allerede valgt produkt og redigere de valgte produkter. Det kan f.eks. være, at kunden vil ændre farven på et par bukser. 

Når det handler om at optimere din betalingsside, og styrke dit salg, så er det helt afgørende, at en bruger, der ønsker at redigere et produkt eller købe to af det samme produkt, kan gøre dette på betalingssiden.

Når så en kunde ændrer antallet på en given varer, som ligger i indkøbskurven, så bør den endelige pris også automatisk ændre sig på betalingssiden. At give en bruger mulighed for at ændre indholdet i indkøbskurven i realtid vil resultere i kundeloyalitet og højere salg.

Du skal også give kunden mulighed for at slette et produkt, mens de befinder sig på betalingssiden, hvis de har ombestemt sig.

Check ud som gæstebruger

En anden meget vigtigt funktion at have med i sit check ud flow er at give brugerne mulighed for at betale og købe deres produkter som gæstebruger. Hvis du f.eks. er ny på en hjemmeside, og du er faldet over et produkt, du kan lide, så ønsker du ikke nødvendigvis at oprette en konto på hjemmesiden bare fordi du vil foretage et impulskøb. 

I stedet vil du gerne blive mødt af en smidig kasseproces, hvor du kan gå til kassen som gæstebruger og hurtigt få betalt og komme videre. 

Dine brugere vil sætte pris på den frihed, du giver dem med en gæstebetalings-funktion. Du tillader dem at betale uden bindinger, hvilket vil forbedre brugeroplevelsen og give dem lyst til at besøge din hjemmeside igen. Når de har besøgt din hjemmeside et par gange, vil de højst sandsynligt oprette en konto og blive en loyal kunde.

Fakturaoplysninger

Sørg for så tidligt som muligt under betalingsprocessen at tilføje sektionen med faktureringsoplysninger. Der er der to væsentlige grunde til, at du skal gøre. 

For det første vil du gerne have, at brugeren skriver deres e-mailadresse, hvis de ombestemmer sig og forlader indkøbskurven. Hvis du kender brugerens e-mailadresse, kan du altid senere sende dem en reminder

For det andet skal systemet kunne beregne eventuelle forsendelsesomkostninger, og gerne ud fra deres bopælsadresse kunne tilbyde forskellige forsendelsesmetoder i den næste fase af checkout-processen. Du ønsker, at processen skal være så gnidningsfri som muligt, så brugeren og den snart kommende kunde ikke skal vente til sidst med at få oplyst forsendelsesoplysninger.

Husk, at faktureringsoplysninger gælder for både fysiske og digitale produkter i modsætning til forsendelsesafsnittet, der kun gælder for fysiske produkter.

Begræns antallet af spørgsmål

Spørg dig selv, hvilke oplysninger du virkelig har brug for at få fra dine brugere, og hvad der ikke er nødvendigt. Check-ud processen skal være kort og ligetil. Ingen ønsker at bruge 15 minutter på at købe et produkt online.

For eksempel behøver du muligvis ikke brugerens firmanavn eller telefonnummer. Det er altid mere brugervenligt, hvis en bruger ikke behøver at rulle ned på siden for at udfylde oplysningerne og for at gå videre til næste trin. Prøv at holde alt på betalingsskærmen for at gøre det nemmere for brugeren.

Autofyld

Hvis brugeren er en eksisterende kunde, gør det det hele meget nemmere. Når de når til kassesiden, skal systemet kunne udfylde de oplysninger, der i forvejen er gemt på brugeren, så de ikke behøver det. Der er tale om alle de informationer, som de har givet dig, da de oprettede deres konto. Ved at autofylde felterne er du med til at forbedre brugeroplevelsen.

Hvis brugeren ikke er en allerede eksisterende kunde, og du stadig ønsker at forbedre deres oplevelse, kan du bruge Google Auto-Fylds komplette adresse. Når brugeren begynder at skrive deres adresse vil Google vil automatisk komme med forslag i feltet.

Sikker betaling

Når en bruger køber et produkt eller en ydelse online, så vil der altid være en vis risiko forbundet med dette, da kunden ofte betaler for varen, førend den er modtaget. 

Det første, som du skal gøre, når du starter en webshop er, at få et SSL-certifikat for at lade dine brugere og kunder forstå, at din hjemmeside har et godkendt elektronisk sikkerhedsbadge.

For det andet skal du sørge for at tilføje et ikon for sikker betaling, så det fremgår tydeligt på betalingssiden. Standardsymbolet er en lås, og når brugerne ser dette symbol, vil de føle en højere grad af sikkerhed, selvom de altså betaler for en varer, som de ikke har modtaget endnu. Indenfor al onlinehandel gælder det om at skabe en tryghed for brugerne – en tryghed, som er helt naturlig, når der handles i en fysisk butik, men som altså kræver lidt ekstra, når handlen foregår online. 

Visuelle symboler og et klart udtryk

Brug symboler til at vejlede brugeren/kunden og forbedre deres brugeroplevelse.

– Brug en enkelt kolonne, der passer til betalingsskærmen. Ellers beder du om for meget information.

– Brug ikoner til at visualisere, hvad du har brug for fra brugeren/kunden.

– Giv feedback i realtid med et grønt flueben, så brugeren/kunden ved, at de oplysninger, de har skrevet, er korrekte.

– Giv afslutningsvist kunden en kort bekræftelsesbesked, så de ved, at købet er gennemført.