More than 80% of companies have as the last touchpoint in the customer journey; pay for a purchase. Various studies have established that the pain of paying exists. If we receive a physical slap, we register it in the Insula. When we pay, we activate that same part of the brain. Paying cash feels more painful than contactless with a smartphone. In short, every time a customer buys something and pays for it in the last part of the journey, we thank the customer with a slap.
How can we prevent this?
Below I list a number of ways you can ease the pain of paying and ensure that customers keep coming back to you.
- Disconnect the purchase from the payment: let them purchase but don’t let them pay right away. When they have received the items, send the bill after a month. With this you separate the purchase from the payment and you still give the customer a more positive experience.
- From cash to card to contactless. Paying with cash is more painful than paying contactless. Make sure that the payment journey is contactless and fast.
- Not good, money back guarantee: Make sure that customers can always get their money back free of charge within a certain period of time if they are not satisfied with the product or service. In practice, we see that barely 1% of customers use this.
- Loyalty program:
- Introduce a loyalty program where loyal customers actually receive a good offer. When receiving a good offer, the pain of paying is felt less.
Do you want a higher conversion? Customers who come back more often? Then make sure that you check your customer journey carefully and that paying is not the last touch point. Implement the tools I discussed above and stop hurting your customers!
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