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What's the most important thing on a payment page?

by amunt
12 replies
About 7o% of my site visitors have a look at the payment page. Only about 2 -5 % make a purchase. The product is very well priced so I don't that is the reason for not making a purchase.

I'm a bit puzzled as to why the buy rate is so low. Do you think a lot of people visit the payment page without any interest in buying? And what do you think are the key elements to a successful payment page.

Thanks in advance for your insights.
#important #page #payment #thing
  • Profile picture of the author anthrova
    I think if you're selling what people want, they'll be more than willing to part with their money willingly. As long as they get the impression that the page is secure in that case, they'll pay.
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  • Profile picture of the author Efryll
    Payment Options?
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  • Profile picture of the author andrawisnaser
    for me i like to see exactly what i am getting , how much exactly i am paying and wither if there is any rebills

    but if 70% of your website visitors click on your payment page they may be just curious
    because this is very high number

    your best bet is to split test few payment pages and see
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  • Profile picture of the author Mark Hess
    Search Google for: shopping cart abandonment solutions

    There's a lot of good information...

    One thing I would recommend doing is capturing their email address first, then sending them to the payment page. This way you can follow up and get more aggressive in your approach.
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  • Profile picture of the author yakim1
    The problem is probably caused because you are not putting a price on your sales letter and people are clicking through to the payment page to see what the price is.

    Upon seeing what the price is they think it is to high for what they are willing to pay for your product.

    You are actually at the average purchase rate, which is around 1%.

    best regards,
    Steve Yakim
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    • Profile picture of the author amunt
      Originally Posted by yakim1 View Post

      The problem is probably caused because you are not putting a price on your sales letter and people are clicking through to the payment page to see what the price is.

      Upon seeing what the price is they think it is to high for what they are willing to pay for your product.

      You are actually at the average purchase rate, which is around 1%.

      best regards,
      Steve Yakim
      That could be right, but even when I reduce the price down to a silly low price, the result is similar. I wonder if it's to do with people doubting the security of the page. Feedback for the product is excellent and I show these comments.
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      • Profile picture of the author yakim1
        Originally Posted by amunt View Post

        That could be right, but even when I reduce the price down to a silly low price, the result is similar. I wonder if it's to do with people doubting the security of the page. Feedback for the product is excellent and I show these comments.
        I would suggest showing the price on your sales copy and then see if the click through rate to your payment page goes way down. People may think the product is free until they find out they have to pay for it.

        Best regards,
        Steve Yakim
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  • Profile picture of the author Mark Tandan
    There's a lot of good info on what helps optimize a payment page for conversion. I looked at some bigger companies with good stats and found the following:

    * simple 2 column layout - left side dealing with product info, right side dealing with strictly converting the purchase, including clearly visible purchase buttons
    * a larger buy button at the bottom - I know this can appear obnoxious, but the 'belcher button' has been proven in some markets to increase conversions 10 x over
    * readable fonts such as arial, verdana and tahoma
    * customer testimonials - a growing sense of authenticity seems to be required by today's online buyer

    Hope this helps!
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  • Profile picture of the author stoltingmediagroup
    You have several leaks on your page including a huge button with a link to PayPal explaining how PayPal works. This is unnecessary. That PayPal page has 16 additional links to even more info. Before you know it, your potential customer forgot all about you.

    https://www.paypal.com/webapps/mpp/paypal-popup

    You also have like, tweet, google+, and pin buttons on the top. None of this makes much sense if the purpose is to make the sale as it's distracting and does affect your conversion.
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  • Profile picture of the author TheZafraGroup
    I'd have to say a clear, concise and strong call to action. People need to feel and see that what they're about to get is worth more than what they're paying for.
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  • Profile picture of the author Tsnyder
    You haven't given us the most important piece of information
    anyone would need to actualy offer you sound advice...

    Is your price on your sales page? I see lots of sites these
    days that have no price on the sales page. You have to click
    over to the payment or checkout page to find out what the
    price is. That would lead to a high % of abandonment.
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    If you knew what I know you'd be doing what I do...
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  • Profile picture of the author Kevin Purchase
    Trust indicators. Make sure your cart is behind SSL and trust and payment logos are clearly labelled and above the fold.
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