You’re sitting on the couch typing away on your laptop. Your cell phone is lying on the table next to a half full cup of coffee. You’ve received an order notification. Somebody has clicked “Pay Now.” From the consumer’s perspective, this moment is easy. They picked the product. They entered their personal info. And now they’re expecting confirmation. But for your company, that single click is the beginning of a sequence of events that occur behind the scenes. But each event can affect how smooth your customer experience is.
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The Checkout Page Initiates the Sequence
When a customer clicks the “pay now” button, your site sends the customer’s payment info into a secure payment flow. This includes such things as the customer’s card number, billing address, order amount, device information and location signals.
To the customer, it seems like there's only a spinning wheel. However, your payment page, processor, acquiring bank, card association and the customer’s bank are all communicating with one another. Their objective is to verify that the payment is legitimate, safe and permissible.
Therefore, your checkout page should be clean. If the customer is uncertain about any part of the transaction (total price of items, delivery details, billing name, etc.), he/she may hesitate to continue - or cancel the transaction completely. An orderly checkout doesn't necessarily require anything elaborate. It just needs to be calm, straightforward and trustworthy.
Approval vs. Disbursement
When a transaction is approved, your customer typically receives a confirmation. And you may also receive an order notification telling you that the funds have been transferred to your business. But approval and disbursement represents two separate and distinct phases within the payment process.
Approval is when authorization is given by the customer’s bank, allowing for a transaction. Disbursement is the subsequent phase of moving funds through the payment channel and depositing them into your designated business account. The timing of disbursement varies depending upon your provider and business model (one day, multiple days, etc.).
The implications of understanding approval versus disbursement are significant when managing the cash flow. If you operate an e-commerce based enterprise offering digital products or services (consulting/coaching/online courses/memberships), you may provide immediate value to your customers. Or your disbursement may be subject to a predetermined schedule set forth by your processor.
Some Enterprises Require Additional Payment Processing Assistance
Payment processors treat all types of online enterprises differently. A low risk retail outlet, a subscription service, a coach providing services and an international business selling digital products may each encounter different requirements and restrictions.
If your business offers recurring billing, experiences excessive refunds, serves global customers, sells sensitive products or generates excessive potential chargebacks, then your processors may implement additional verifications and/or checks. There are instances where an enterprise requires a high-risk payment gateway to facilitate transactions that would otherwise either be denied or reviewed extensively by other payment gateways.
Being classified as “high risk” doesn't imply that the enterprise is inherently untrustworthy, it just indicates an increased level of perceived risk by payment systems. A well documented record keeping policy, clear policies relative to billing practices/customer communication, accurate descriptions of purchased products/services and effective customer relations and support can greatly improve an enterprise’s reputation within the payment processing environments.
Your Customers Need To Feel Confident Immediately
While payment systems are operating, your customer will be concerned with only one aspect: clarity. They need to know if their transaction was successful. They need to know exactly what they're purchasing, how much they're paying for it and what they should expect to happen after the sale. This is where your confirmation page and email becomes essential.
An ideal confirmation shouldn't be vague. It should outline the order summary, payment amounts, contact information and what to expect for each respective transaction type. For example, if your customers purchased digital products, let them know where they can find and access their product. If customers ordered a service, inform them approximately when they can expect to hear from you.
Remote businesses can't always offer a live representative at a sales desk to address concerns or anxieties experienced by their customers. So payment related communications for remote businesses serve as substitutes for those live representatives.
Abandoned Transactions Due To Failed Payments Are Typically Not Lost Revenue
A failed payment can be aggravating, particularly if your customer had already decided to proceed with making a purchase. But there are many reasons for failed payments to occur.
The card might lack sufficient funds. The customer’s bank may flag or block the transaction. The customer may mistakenly enter one digit incorrectly during entry. A fraud filter may intercept or block the payment. And sometimes the internet connection may drop during entry, resulting in the failure to complete the payment.
How you respond to a failed payment can salvage lost orders. Instead of displaying a generic cold error message, describe why the payment could not be processed and suggest what actions the customer can take next. The customer can attempt re-entering payment information using another card, they can contact their bank or they can contact you.
For subscription type agreements, failed payment notifications are particularly critical. By sending reminders to subscribers or providing links to re-initiate payment, lost revenue from minor payment errors can be prevented from converting into abandoned subscriptions.
Building Silent Trust Through A Well Tailored And Simple Transaction Experience
Your payment experience is an integral component of your overall customer experience. While this may not be considered one of the most fascinating components of your operation, it's one of the times when your customers are evaluating your trustworthiness.
As long as your checkout experience is clear and simple, your confirmations arrive promptly and your billing names and descriptions are legitimate, your customers are less likely to hesitate to complete their purchases, place their orders and returning later to order again.
Conclusion
It's not necessary for you to fully understand each technical component associated with payment processing. But it's imperative for you to have an understanding of what your customers perceive. Use simple language when developing your checkout process. Clearly define your prices and information. Provide useful confirmation notifications. Monitor failed payments and chargeback notifications, looking for patterns.
Following the receipt of a customer’s “Pay Now” click, numerous unseen activities occur in the background. By maintaining organized systems and methodologies, and by clearly communicating with your customers during each stage of the interaction, that singular click will be as intended. Simple, safe and completed.
This is a contributed post.

