Considering just how many dating websites have flooded the market in recent years, it is no wonder that the industry is riddled with cutthroat competition. A customer may browse your site and begin the sign-up process, only to abandon it and choose a competitor instead.
Often, the reasons behind this decision remain unknown to you. One of the most effective actions that you can take to turn casual visitors into long-term customers is to furnish them with a seamless and transparent payment experience.
Builds trust
Divulging sensitive payment details to strange websites is intimidating at the best of times. Anything you can do to boost your customers’ confidence and raise your credibility can transform a guest into a member. For that reason, it is important to prominently display security seals and other trust badges. They provide reassurance that the payment data they enter will be protected from cyber criminals.
Reduces friction
In addition to security, the user should find the purchasing process to be fast and virtually effortless. To that end, simplify the flow with guest check-out, which lets people complete the purchase without needing to take the time to set up an account. (They can perform this step later, and you can make doing so attractive by offering a one-time discount.)
Another time-saver comes when you provide auto-filled fields for returning guests. This cuts down on data entry time and frustration. Saving past payment details is another way to inspire a fast, one-click purchase.
Offers multiple payment options
Visitors to your dating site want to get right into the searching and matching process; they don’t want to be hampered by restrictive payment requirements. The more payment possibilities you offer, the better your chances of converting a guest into a client.
You accept payments from digital wallets to credit and debit cards. These wide-ranging options give clients many choices and enable people in all types of financial situations to sign up for your services.
Optimizes for mobile payments
Increasingly, people are accessing sites like yours from their smartphones or tablets. Therefore, it is crucial that your website is configured to facilitate traffic from these devices, including fast download speeds and a responsive design. Additionally, the payment processing for online dating platform that you use should be friendly to these devices, allowing for a seamless payment experience regardless of the hardware used.
Supports recurring billing
The subscription or recurring billing model is especially popular for online dating sites, whose services tend to span months or even years. This payment model provides predictability and a frictionless relationship for all involved. Customers are less likely to defect to one of your competitors if their billing information is automatically updated and if failed payments are retried several times.
Moreover, users gain the freedom to view and manage account and payment details from anywhere, with all pricing details laid out clearly and thoroughly. Since hidden fees are often the source of last-minute shopping cart abandonment, this transparency helps to ensure that customers are given the complete picture from the start.
There are many potential obstacles in online dating. However, the payment page does not need to be one of them. Take these steps to clarify, simplify, and secure the process, and you can look forward to higher conversion rates and happy customers.
North is a leading financial technology company that builds innovative, frictionless end-to-end payment solutions designed to simplify and grow businesses of all sizes. From the front door, to the back office, the developer world, and partnerships that expand the payments landscape, North offers proactive, comprehensive merchant services, in-house processing, and more.
