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Forum Moderators: buckworks
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.
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'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.
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.