Do you know what mistake many companies make when selling their products and services online? They focus too much on their product. In their opinion, the product should have the best properties and perfectly meet the needs of customers.
Of course, it is useless to argue with the importance of the high quality and properties of goods and services, but businesses often forget about one very important component of any successful sale: the design of the payment page. Pay insufficient attention to this page, and your potential customers will close it, thus pleasing your competitors.
In this article, we will talk about why it is necessary to optimize the payment page, making it as beautiful and convenient as possible. In addition, we will give 5 best examples of the design of such pages.
The Importance of the Payment Page
To better understand why the payment page is so important, imagine yourself in your client’s shoes. You have spent a lot of time selecting necessary goods and sending them to the cart. Now you are ready to buy, proceed to the payment page, and a huge form appears in front of you, which you cannot even fill out in half an hour.
No matter how strong your nerves are, you are unlikely to have the desire to complete the purchase.
On a competitor’s site, you have a completely different feeling when you go to the ordering page, where everything is simple and clear, and the page itself is something you can admire for a long time. All you have to do to complete the purchase is complete a few simple steps. See the difference?
Remember a simple truth: a visitor becomes a customer only on the payment page. Imagine how frustrating it would be if you lost dozens or even hundreds of customers because of that page.
According to Statista, 43% of U.S. residents feel incredibly happy during the checkout process. So make your visitors happy by optimizing the payment page on your site.
The Necessity of Optimizing the Payment Page
The first reason is the most obvious. By optimizing the payment page, you can keep the customer on your site, and increase the probability that they will complete the purchase. From here comes the second reason: boosting sales. Thirdly, thanks to such a page, you will be able to collect contacts of your customers in order to offer them new products and services in the future.
How will you know that your payment page is optimized enough and perfectly performs its functions?
It’s simple. Applications will be processed faster, the page will have an attractive interface, and it will have several payment methods at once so that there will be no factors that could distract customers from the buying process.
Now let’s look at the 5 most successful examples of payment pages.
The companies that own these pages sell for tens or even hundreds of thousands of dollars every day. They definitely understand the true importance of the payment page.
Just 3 uncomplicated steps and the checkout process is successfully completed. Even with mandatory registration, the company does not ask customers to enter information that is not important for the purchase. The payment page is presented as a simple pop-up window. Simple, clear, and very convenient.
When customers make a purchase on various sites, they don’t know for sure how much time they will have to spend on this process. Nixon has taken care of its customers by adding a special progress bar to the page. Step by step, customers will see how many actions they need to take in order for the purchase to be successfully completed.
It has a nice white background and some blue buttons. That’s all you see on the Apple checkout page. There are no distractions. And what’s even better—you don’t have to register, and you can place your order even as a guest.
Like Apple, Walmart allows its customers to place orders without having to register. The forms here are so simple that it’s a very quick process to fill them out.
5. It’s Watch
White background, minimalism, and no distractions. Just add your order to the cart and quickly complete your purchase, forgetting about the need to fill out complicated order forms.