UX measures to make payment flow better on an E-commerce website
If users have no way of paying; then they have no way of buying and thus its us, the UXers’ duty
to provide the users with most efficient means of payment.
The basic logic is to provide a wide range of payment methods so your user can settle down to
one, whichever is most comfortable. But as simple as this sounds, it plays with the user’s mind
every single time. Too many options, too many choices leading to a jumbled up mind.
This can be called as a Choice Paralysis.
So what can we as UXers do to avoid this yet give a wide range of selection options. Lets look
at some focus points:
If you observe in any e-commerce website, there are a handful of options given from
Visa/master cards, credit cards, debit cards to online wallets and Cash on Delivery.
For example: From a survey conducted by Insider, 83% of people in India settle for COD. Thus
a better ux practice in this case would be putting the COD first and foremost before any other
payment options. To make it even more convenient, this COD method of payment can already
be tick marked during the payment process thus making this process swifter than ever.
With the amount of monetary details to be given online to complete a transaction can get
stressful. To make this easier, it is our duty as UXers to help the customers trust us. You can
calm their nerves during payment by doing the following:
● Using familiar logos for payment methods like logos of visas, master cards etc;
● Clearly showcasing an off site payment method if any, that is if your payment is about to
be redirected to a new tab or page, it needs to be displayed as a reminder message.
Redirecting during payments can get stressful and thus it needs to be made as
comfortable and familiar to the user as possible.
● Adding security logos if any
The payment gateway needs to look and act seamless instead of it being an obvious departure.
If your online store has been beautifully arranged, designed and made perfect to all user centric
needs, then why ignore the payment gateway?
The experience that your payment getaway would give should mirror what experience your
entire store provided. If your focus all along has been on making pages that load quickly and are
easy to navigate and complete the task then your payment gateway needs to be something
better than a long page of complicated details thus successfully removing the shopping fun in
Your gateway needs to look like it belongs there too. So if needed, it should be properly styled,
designed and matched with the rest of your website. A sleek store needs a sleek and simple yet
chic payment gateway.
Some customers have a very low level of tolerance when it comes to error messages during
payment process. Even if the mistake has been committed by them, the user prefers to just exit
and cancel the purchase than try again.
The error messages can be frightening at times scaring away potential customers. Thus its
important for us to address the subtlety of these messages as well as when and why do they
During any payment, we usually observe that the sign up option has been made a compulsory
ritual for every customer. This is another factor that shoos them off. Why not make a guest
checkout box and solve the problem thus attracting more purchasers?
Last but not the least, a user experience must not end just at the shopping cart. Seamless
navigation through checkout process and a comforting message at end thanking the customer
for their co-operation can make a lot of difference. UX writing needs to be addressed when it
comes to alert as well as thank you texts thus making sure that customers feel sound, safe and
comfortable throughout your website.