With mobile seated prominently at the head of the e-commerce table, this is one area you can’t afford to let slide.
Do either of these situations sound familiar? Mobile is a good channel for you, but you’re not seeing as much growth there as you’d like. You’ve been noticing higher refunds or chargeback rates on mobile than on desktop. Having looked closely at your mobile site, you realise that it’s missing key information, such as product reviews and company policies, which could be contributing to your customer support issues.
Aside from the critical step of designing a mobile-friendly website, it’s equally important to evaluate your payment processor when it comes to improving your mobile payment ecosystem.
A MATURE MOBILE PAYMENT ECOSYSTEM
Merchants who are serious about providing a top-notch mobile experience focus on four things: making the mobile checkout experience consistent with other channels; offering mobile-centric payment methods; ensuring access to easy-to-use developer tools; and utilising mobile-focused fraud prevention.
MAKING MOBILE CHECKOUT CONSISTENT WITH OTHER CHANNELS
Providing a consistent shopping experience for customers online and on mobile devices is a proven strategy for attracting and retaining customers. Many shoppers start their journey browsing on mobile, but make the final purchase online or in the store.
To make shopping as easy as possible, offer the same payment methods on mobile that you offer online. Consistent experiences encourage familiarity with your brand and promote faster transactions. It may be that your current provider can’t support all your online payment methods on mobile, even if they are supported online. If that’s the case, it may be time to rethink your partnership.
OFFERING MOBILE-CENTRIC PAYMENT METHODS
We’ve all been there, having found something on our smartphones we want to buy, but reluctantly putting it aside until we can access a keyboard to type out the ridiculous amounts of information we know we’ll be asked to provide. It’s a main driver of mobile abandonment.
To lower the risk of losing customers as they switch channels, make it easy for them to complete purchases on mobile with Apple Pay, Visa Checkout or PayPal which eliminate the need for all that typing. Shoppers should be able to choose the mobile wallet of their choice, authenticate quickly and be rest assured their product is on the way. Many payment processors support one or two of these mobile payment methods, but not all.
ENSURING ACCESS TO EASY-TO-USE DEVELOPER TOOLS
Some things about the mobile payment ecosystem should be easier for you, not just the customer. If you have already built an app in-house, your payment processor should make it simple to integrate its functionality.
Aside from the critical step of designing a mobile-friendly website, it’s equally important to evaluate your payment processor when it comes to improving your mobile payment ecosystem
UTILISING MOBILE-FOCUSED FRAUD PREVENTION
You may have fraud prevention for your regular online channel, but mobile fraud patterns don’t always look the same as online. And there are specific risks to selling on mobile, especially if the mobile experience doesn’t gather as much information as other channels.
Your payment processor should put an emphasis on mobile fraud protection, even if it’s supplied by a third party. BlueSnap’s own fraud protection partner, Kount, is a mobile-fraud specialist.
Our merchants are well protected thanks to Kount’s ability to track where the mobile device is physically located; if the device location matches the billing and/or shipping address; and if it is using an anonymous web service to conceal where an order is actually coming from.
Kount can also track the same device over time in instances of suspicious behaviour. The more your payment processor can do to prevent mobile fraud, the better your chances of success.
READY TO IMPROVE YOUR MOBILE PAYMENT PROCESS?
Everything about your mobile payment ecosystem, from your mobile payment methods, to fraud protection, to your overall mobile strategy, impacts sales for this all-important channel, so don’t leave it up to chance.
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