How do you know for sure that your customers are ready to buy but back out because they're not comfortable using a credit card online?
If customers really are unwilling to use their card on *your* web site, there's a good chance that they sense something "fishy" about your business or your web site. Maybe it's a design issue in your pages, maybe it's about content or your order policy or the shopping cart or checkout process.
If you don't think that's it, then give them other options. Let them call-in credit card info, send a check or money order, use PayPal, whatever. Make it easy for your customers to give you money and they'll do it.
We have other payment options, however they are only used less than 5% of the time. People that want to give credit card information over the phone is a bit of a pain, but we have found that the numbers have decreased over the years, as people have become more educated on web shopping. Sometimes I think they call just to see if the phone number works.
Just completed a survey last week of non-buyers on a client website. We had about 90 responses from people who had registered, but declined to purchase. Of those, a full 40% said they had never bought anything on line, from anyone. Those individuals also cited security concerns as the reason.
Mail-in was their preferred payment option, but we all realize that it's rare for someone to actually do that. The reality is that your credit card is probably more likely to be compromised when you hand it to a waiter at a restaurant. God knows what they do with the number while they're off processing your card.
I like the phone-in option. Not an option for my client, as she uses PayPal only - but if you have a Merchant account and you can run the sale through yourself, here's a thought:
Offer to have the customer call you, or you call the customer, to complete the order. You call them, and let them call you back if they wish. Might be too much time spent for too little revenue, but if it works...
i just added this thing to my site, it's called "hackersafe" you can look it up...but we did an A/B test and sales increased 15% with their button on the site.
I think you just need to find ways to alleviate your customers concerns about itentity/credit theft.
The reason as mentioned by most of the customers is their safety. You might be right they didn't put trust on me and my website. But how would I tell them it is safe to make transactions with me?
Trust is something you earn.
I'm a firm believer in publishing whatever trust seal goes along with your SSL Certificate. Most issuers provide something for you to use. I also believe in establishing credibility via publishing the seals of official business organization you may belong to like a Chamber of Commerce or BBBOnLine. These are largely symbolic but they do provide a sense of security. It's a demonstration that you've got roots in the business world - that you have an identity. Without them you're just another website in the ethereal world.
And then there are the intangibles. To quote Nielson Norman "A site that is easier to use sends the message that the company behind the site cares about its customers and has a commitment to good customer service. If it is easy to find th eroduct the shopper wants to buy, and if the product description is easy to understand and answers all of the person's questions, the he or she may believe that the company is likely to deliver the goods as promised and the the shipment will be in good shape and arrive on time."
Easy to use, informative, fast, efficient, and pleasant. These are the intangibles that help build up a potential customers confidence. When they do buy, be sure to follow through on delivery of what you promised. I believen that if you provide a good product for a fair price along with excellent customer service you will earn repeat business and a good reputation which will earn you more business.
God knows what they do with the number while they're off processing your card. - Used to work for a major UK brewery auditing pub returns.
EVERY weekly return made had bundles of paper credit card slips, signature card numbers etc etc but no one worrys about fraud in a pub now.
Personally I think its teh news papers taht are to blame for this one.
Phishing is for real
Also make sure that you have a contact form on your website, email, address, and your telephone number. That will also help you
You can for example tell them that if they're concerned about inputting their card details - they can do so indirectly through a online wallet service like EntroPay which allows clients to create a virtual visa card which can be used online - i.e. load the virtual visa with just enough funds to cover the charge and then destroy it - thereby the purchase is risk free for them ;)
I'd think that about 1 customer in 1,000 would jump thru those kinds of hoops.
You can't clutter up a site with such convoluted gimmicks. You'll drive everyone away.
dotme is right, often having your phone number prominent on the site, alleviates a lot of fears. Plus if they are stil concerned they can just phone in the order. I would say most of our phone orders are people who are concerned about using their card online.