Every year companies spend thousands of dollars if not more, to optimize their e-commerce process. Little wonder since one tiny modification like changing the color of the checkout button can greatly improve the conversion rate. Certainly, an easy and painless way to add a healthy increase to any businesses’ bottom line. Over the years, there have been many studies done on the checkout process. Most of those tests were done on one-time payment products and while there are some very mild differences, the principles remain the same and membership site owners can benefit from optimizing their sign up process too.
Guide People Through The Payment Process
Use a progress bar to give buyers an idea where they are in the checkout process and what steps to expect next. We have to remember that buyers can be nervous about buying online but committing to monthly payments require more faith than a one-time payment. So make the customer feel like they are in good hands.
Clearly Display What They Will Pay Today And The Coming Months
One of the biggest complaints about recurring membership sites is the difference in subsequent recurring payments. In fact, it has caused so much trouble that this practice has caught the attention of the authorities. Protect yourself and be considerate of your members. Tell them clearly and plainly what they are to pay now and what price they will be paying after the first 30 days. You may be charging the same price today and after but people need confirmation they won’t be paying more later so don’t hide that.
Clearly Show Your Contact Information
You can never tell why someone couldn’t complete the checkout process immediately. Maybe someone knocked on their door and they were called away or the power went out. When a potential member returns later, they have lost their place. In every screen, let people know how they can get help if something goes wrong during payment.
Consider Investing In Trust Seals And Security Badges
Seals and trust badges on checkout page like those from Hacker Safe and Verisign have been shown to improve conversions. They lend credibility to your site. And since these third-party solutions cost time and money to obtain, it demonstrates to customers that you are concerned enough about protecting their information to submit your process to tests and conform to best practices.
Be Consistent In Your Design
Elementary no doubt but not all membership sites make that effort to brand their pages. Don’t let your checkout, login, account management pages and members’ area be a mish-mash of designs. It causes a lot of confusion to the point that people will just give up on signing up. Ensure the flow from sales, to checkout and login pages blend together seamlessly. Don’t surprise people or make people wonder if the site they are checking out from is the same as the site that’s selling the membership.