Nearly one in five shoppers have dropped out of an online travel booking because of security concerns around payment, reveals a new survey from Worldpay.
NB: This is an analysis by Thomas Helldorff, vice president travel for Worldpay.
In fact, payment security is second only to cheap prices when a customer is choosing which travel website to book with. Did you know that customers are impacted by security so much?
Travel sites which cannot reassure customers that the payment process will be quick, secure, and managed to the highest standard of professionalism seem to struggle to keep potential travellers on board to complete a transaction.
Here are some ways you can assure customers about the security of paying for bookings on your site:
- Display digital security and payment authentication logos on your homepage
- Show logos of accepted payment types on your homepage so customers know they can pay in their preferred way
- Be clear about the steps in your payment process so customers know what is coming next
- Provide details about your data security policy when you ask customers to set up a user profile
- Show clear error messages if a transaction doesn’t go through and explain why. Similarly, provide support options such as a telephone help line number to reassure them about they payment
- Send an immediate payment confirmation email which includes masked card numbers, a reference number and date of payment
- Make it easy for customers to find answers to payment-related queries with their preferred support tools
If you are interested in the details and how the sentiments towards these elements differ from country to country, have a look at the
Worldpay Online Payment Journey microsite.
NB: This is an analysis by Thomas Helldorff, vice president travel for Worldpay. It appears here as part of Tnooz's sponsored content initiative.
NB2: The research mentioned above was carried out in partnership with KAE Marketing Intelligence Limited, who conducted a desktop analysis of 250 top travel sites and surveyed 3500 online travel shoppers in 14 countries across North America, South America, EMEA, and APAC.
NB3: Security image by Shutterstock