I’ve seen some sites that had a rather hard handed way about their checkout. If anything went wrong they assume that somebody’s playing games with bogus credit cards and they shut the transaction down. At least, that’s what I have to assume is happening.
The thing is that these sellers are forgetting something important. The checkout page is where the metamorphosis is taking place that changes a shopper into a paying customer. It’s very important that nothing happen that disturbs that transformation because doing so will almost always result in lost sale.
Even if the potential customer is desperate for your best diet pill, hot new game, must have gift item or whatever else. Disturb that transformation with harsh messages and you’ll not only lose a sale, they’re probably going to have unpleasant things to say about you to their family, friends and coworkers. Remember that word of mouth is perhaps the most powerful advertising and in addition to helping you, it can also throw you under the bus in a heartbeat.
The thing to do if a customer’s transaction fails, the first thing to do is make sure that your failure message is phrased in a nice and polite manner. Tell them that there’s been an error with their transaction and offer them an alternative means to pay.
This could be a simple matter of offering them a chance to use a different credit card or an entirely different means like Paypal. The main thing is that being nice about failures and offering alternate payment methods will keep you from losing conversions.
Technorati Tags: Playing Games, Transformation, Simple Matter, Polite Manner, Second Chances, Checkout Page, Failure Message, Word Of Mouth, Credit Card, New Game, Conversions, Metamorphosis, Credit Cards, Alternate Payment Methods, Coworkers, Powerful Advertising
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