The conversion rate is a key issue for retailers, and it’s essential to know how to maximize it. To do so, and to simplify and optimize your checkout process, discover how mobile payment can boost your conversion rate, and why not adopting it is a risk for your business.
WHAT IS MOBILE PAYMENT?
Mobile payment is a financial transaction method that enables the transfer of money via a phone or tablet. Initially adopted in Asia and Europe, it is gaining popularity in North America.
Relying on mobile devices, it operates 24/7 via the Internet (3G/4G/5G), eliminating the need for a landline.
Easy to set up, it offers greater flexibility and accessibility, while reducing the need to handle cash.
Popular solutions such as Google Pay and Apple Pay offer users a variety of options (uncapped transactions, for example), making mobile payment a solid alternative to physical debit or credit cards.
FIGURES WORTH NOTING
According to a report by the Association of Mobile Network Operators, cell phone transactions reached a global record last year, with total volume peaking at $1,260 billion, up 22% on the previous year.
Key figures from the Observatoire de la sécurité des moyens de paiement (first half of 2022) also highlight the growth of contactless, driven by a real boom in mobile payment, with flows increasing by 131.5% in number and 135.7% in amount.
As a result, the number of mobile transactions in the first half of 2022 was already close to that seen over the whole of 2021: 330 million compared with 357 million the previous year, so that mobile payment now accounts for 4.6% of card payments in proximity.
BENEFITS OF MOBILE PAYMENT
1. Security and reliability: Mobile payment reduces the need to carry cash and credit cards, thus reducing the risk of theft. In addition, digital wallets incorporate advanced security measures such as biometrics (fingerprints, facial recognition) and tokenization.
2. Ease of payment: Companies can use different payment scenarios to simplify transactions. This is particularly true in restaurants, with QR codes. Mobile payments can also be made using NFC technology, via vendor tablets.
3. Speed and efficiency: Mobile payments save time with one-click transactions, without even having to enter payment information.
4. Convenience: They integrate seamlessly into consumers’ daily lives, offering greater control and flexibility in their payment options, which boosts customer satisfaction and can foster loyalty.
MOBILE PAYMENT: A GOOD WAY TO INCREASE YOUR CONVERSION RATE
By offering an enhanced user experience, mobile payment proves effective in increasing your conversion rate.
With one-click purchase confirmation and simplified authentication, it facilitates the checkout process, thus reducing cart abandonment. To further optimize the user experience, simplicity and customization are essential.
By optimizing every step of the online shopping process, you can make navigation smoother and more enjoyable, reducing cart abandonment and boosting conversions. What’s more, with personalized recommendations and offers based on users’ preferences and buying behavior, you further enhance the user experience and increase the chances of conversion.
DANGERS OF INACTION
If you don’t adapt quickly to this new consumer expectation, you risk feeling the impact on your business.
Loss of customers: Consumers are looking for smooth, convenient shopping experiences. If your company doesn’t offer mobile payment, some customers may turn to your competitors who do. This will also lead to a drop in revenue potential.
Tarnished brand image: Not keeping up with payment trends can give the impression that your company is not at the cutting edge of technology, which can damage your reputation.