We previously carried out an e-commerce survey where we touched on users feelings over third party payment gateways (such as Paypal etc) and the security of buying online. We concentrated on how much users knew about third party gateways, whether they were trusted and what they looked for to show an e-commerce website is secure.
In April, ClickandBuy commissioned a similar survey and the results landed in our inbox today. Several of the results complimented or related to our previous survey, for example, 54% of respondents being concerned over the security of entering credit card details online.
40% of respondents would have more confidence in an online shop that had more than one payment method. When you couple this with the 54% who are concerned and the 59% who will abandon a transaction if their preferred payment method is not in place, it is easy to see why a company could benefit from keeping some human-to-human contact and allowing more traditional payment menthods such as a telephone sales hotline – covering all bases so to speak.
Online shopping to carry on rising.
As we have often blogged about Christmas shopping figures we are always interested to hear anything that shows browsers are buying with more frequency online. We were happy to read that in terms of the increase of online shopping the survey found that 36% plan to shop more online than on the High Street in 2009 than 2008. 45% of the 36% said this would be in order to source a cheaper, online version of a product.
What’s a cart to do?
Whilst there is obviously a way to go before 100% or users feel safe shopping online, the best thing an e-commerce website can do is offer professional, well-known payment options that users are familiar with and happy to use. Offering an offline payment option where possible could also help ‘catch’ some of the 59% who might otherwise abandon a purchase. While offline payments have disadvantages including the fact that it may be slower, it is worth having a procdure in place to allow for anyone who’s dubious about online safety.