In early 2018, Barclaycard, a division of Barclays Bank, approached me to help them create a best practice guide to shopping cart processes and in particular, the importance of payment gateways and how they contribute to creating elegant payment pages that prompt consumers to buy.
Barclaycard was looking for an international subject matter expert in eCommerce who could provide a commentary on how best to create a checkout process that bucks the ugly trend of delivering bailouts that range from 65% to 85% world-wide.
My experiences in designing and measuring the performances of hundreds of checkout processes contributed to the narrative which culminated in the PDF document you can download below.
Without diving into the detail, what all retailers must understand is, the consumer has had complete control of his/her journey before beginning the checkout process.
Once the checkout process begins, the consumer loses all control and is at the mercy of inflexible steps dictated by the retailer to complete a purchase. To reduce bailouts requires a highly intuitive series of elegant steps to reduce all aspects of friction. This is the job of the retailer.
This research talks to this need with emphasis on the checkout process, the payment page, the payment gateway, and how tokenisation can make a difference (a method to safely and securely hold the customers credit card information).
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