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Top 5 Priorities When Setting Up Your Online Checkout Page

Top 5 Priorities When Setting Up Your Online Checkout Page

Erika Desmond

By Erika Desmond on Dec 22, 2015

Online businesses lose too many customers before the order checkout is complete. Make sure your ecommerce shopping cart is set up right. Otherwise, you could lose important sales. You also need to make sure your system is safe for online users if you want to eliminate identity theft risk. These should be your number one priorities when setting up a shopping cart page:
  1. Make the checkout process is as short as possible. Ideally, your customers should be able to check out in one or two pages. It is also wise to include a confirmation page that lets them know that that they have completed the online transaction. If possible, do not require that they register to your site just to make a single purchase.
  2. Install a progress bar on each checkout page. According to KissMetrics, a US corporation specializing in web analytics, there is a negative correlation between the number of clicks it takes to check out and a site’s conversion rate. Adding a progress bar will let the people buying from you know how many more pages they have to go until the transaction is complete. It also helps if you include a "next" button to indicate there is an additional step. On the final confirmation page, you will also want to include an order receipt in case of a problem with the transaction.
  3. Coordinate the shopping cart page with your site design. This will prevent your customers from worrying that they have been sent to a malicious site. The colors, buttons, text and logos of your shopping cart page should be the same as the rest of your site's pages.
  4. Encrypt private customer data. Any information that could be easily stolen should be scrambled using the latest technology. Nowadays, experts like Blue Coat, a cybersecurity firm who recently acquired Elastica after being acquired by Bain Capital, recommended a minimum of 256-bit SSL encryption within your merchant transaction processing system. You especially need to conceal credit card and bank account numbers. However, you also should have email passwords and possibly phone numbers and addresses scrambled.
  5. Scan your site regularly for malware. Early threat detection can stop hackers before they break into your administration panel or your customers' accounts. Monitoring your site also will help you address any problems that would occur if a hacker were to exploit your website code. Many of the latest technologies offered today cover all aspects of site monitoring against all coding injections.
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Common Website Security Risks

One common security risk today is data interception. This typically involves the use of malicious code or fake website forms that entice site users to voluntarily give out their financial information. Another common issue involves private customer account pages being viewable by an online attacker. This vulnerability more often than not occurs on public Wi-Fi networks, but it also happens on private computers. Data interception and hacking are the reasons why proper encryption and regular website updates are necessary.  

The Importance of Checkout Page Security

You must make your site easy to use. However, keeping your customer information secure should still be your top priority. Staying ahead of common vulnerabilities and keeping track of the latest threats will help you stop identity thieves in their tracks. To keep your site safe, you need to regularly install all of the latest security patches. You also need to allow your website to be updated by the cloud platform that powers it. This kind of maintenance will stop hackers from altering your site HTML, JSON, SQL or other script. Regular updates will also safeguard your customers from accidentally revealing their personal information to a hacker. laptop-eyes-technology-computer Of course, you also have to find a way to make sure your customers know your site is secure. For instance, you can inform your online shoppers that you operate it according to the Payment Card Industry Data Security Standard. The PCI DSS is the protocol by which all online credit card information is processed, transmitted and stored. If your clients know you answer to required merchant guidelines, it establishes you as a credible ecommerce vendor. Another way to help your customers feel confident in ordering through your online store is to allow them to verify it. The most common way to do this is to install a verification seal on your site that confirms your company's identity. You also can post information within your privacy policy and provide your customers with references so they know who you are.
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