The process of making online payments has a major impact on customers. According to a recent study, 50% of customers disconnect from travel sites prematurely because of problems relating to the act of payment.
In the survey, 3500 travel site users explained why they had abandoned the purchase of their holidays:
- 18% was concerned about the security of the website
- 18% started the payment process but there was an error and then consumers didn’t complete it
- 18% the prefered payment method wasn’t available
- 18% too much information to complete
- 15% the checkout process took too long
- 12% the payment process wasn’t clear enough
A recent study by “remarketing” specialists SaleCycle also shows that some users leave the site when they find the real price of the trip they want to buy. Indeed, the total price appears more often than not at the last moment, just before settlement of the transaction. The many and varied taxes, handling fees, but also additional costs relating to different payment methods or surplus charges relating to hold luggage: all of these elements act as customer deterrents.
For other customers security breaches (real or perceived) are the cause of leaving the site before completing a transaction. Customers unfortunately have good reason to be wary. According to a study by the US operator Verizon Communications, 80% of international cyber-merchants are not in compliance with the Payment Card Industry Certification Data Security Standard (PCI DSS). The difficulty for e-commerce sites often lies with the fact that the evolution process is very fast and is difficult to keep up with. To enhance the sense of security of an e-commerce site, it is advisable to highlight the security software logos on registration pages or the logo “satisfied or refunded transaction”. Customer testimonials can also be included at the bottom of the page provide reassurance, whilst it is useful to specify a number, email or online chat facility to be used in case of any problems.
It should be noted that it takes the average internet user 45 days to reserve a holiday. During these 45 days the user will visit, on average, 38 online travel agency sites. (Millward Brown study)