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Credit Cards and Web Site Usability

by John S. Rhodes

I can't imagine shopping at any large store that only took cash or checks. It would be an indication that the store was second-tier, technologically impaired, and behind the times. Don't get me wrong, I don't think that everything should be new wave, techno-cool. But, when it comes to spending my money, I want the ease and convenience that comes with using my credit card. To me, a commercial Web site is like any other store in this respect. If the site doesn't allow me to make purchases with my credit card, I'll go somewhere else.

Any commercial site, or any site that performs financial transactions (even an online church), should allow its users to use their credit cards. Cash certainly is not viable on the Web. And checks are, well, checks. They are clunky and slow. That is, you cannot make an instant purchase with a check. . It is a hassle. You have to write the check, and you probably need to write your order out. You need a stamp and an envelope too. Entering a credit card number is so much easier than doing these things. (Note: I found out on 21-Dec-98 that you can accept checks instantly).

Cash and checks don't cut it in the wired world. If your product or service is offered online, the ability to pay should be too. Conducting business offline stinks--it is unfair to your Web users and it hurts your business.

What about "online cash" or "e-money", e.g., CyberCash? It is a great idea. However, it has not yet caught on enough to be viable for your e-commerce in many cases. Buying things online using e-money will probably become very important in the coming years, at least for the average consumer. But, for right now, you've got to be able to accept credit cards if you're selling. The verdict is that e-money is not quite usable yet.

Let me ask you something. Have you ever bought anything off the Web? Well, how did you pay? I'll wager that you used your credit card. So, why would a typical user act differently than you?

Exactly Why Are Credit Cards So Great?

Credit cards usually improve sales substantially. For example, according to many folks that have posted to the Link Exchange Digest, sales go through the roof when a site starts accepting credit cards. If you look through these postings, you'll see some very convincing testimonials.

When sites add the ability to accept credit cards, they almost always see a significant increase in sales. People like paying by credit card. Credit cards are easy to use, they are easy to understand, and they are highly familiar to people.

Here are some of the other usability-related reasons that credit cards kick butt:

• There is an increase in customer confidence in the site, i.e., it seems more global, more respectable, more established, and more real. Similarly, credit cards can make the small guy seem big.

• The site feels more safe and secure. To some folks, sending money to a P.O. Box is just like burning it. It usually doesn't feel good to mail money away. Credit cards alleviate this fear.

• It appears to users that your site is immediately addressing their wants and needs. There is no waiting, and the order seems to be processed immediately (in most cases). We know the Web is about satisfying immediate customer desires.

• Visa and MasterCard are very well known and respected. Using their brands can boost your image--you can ride on their marketing.

• Credit cards feel more "wired" and they fit better with the peoples' idea of e-commerce and the Internet.

• Lastly, credit cards increase users' trust of your site.

Some Details To Consider

If you are going to use credit card processing, you need to be aware of several business and technical concerns. I don't have all the answers, but I'll give you a start.

First, if you don't have one, you'll probably want to have an 800 number, in case people want to ask about their orders. In particular, users might need to ask about their credit card accounts, in addition to their orders. If you already have an 800 number, expect questions regarding users' credit card accounts. You need to have the knowledge and savvy to deal with this new set of questions and concerns.

The costs and the paper work might increase faster than your increase in sales. Be prepared to deal with all the paper, and with the order processing. You'll need a merchant account (i.e, a transaction clearing service), and perhaps shopping cart capabilities too. Be sure to understand how secure servers work.

Next, you'll need to pay close attention to both the real and perceived security of your order processing interface(s). Users desperately want security. If it isn't secure, it isn't usable. If it isn't usable, you'll alienate and lose customers. My advice for you is simple: Visit your competitors' sites to see how they do it. Also, visit the e-commerce powerhouses. Amazon.com is a perfect example of how to do things right.

All-in-all, addressing these concerns can cost you quite a bit of money and time. You must do your homework or you'll get burned before you even process your first credit card order. A recent interview with Web hosting expert Travis Burnside, convinced me of the need for solid back-end technical support. You must make sure that your ISP and Web hosting service is working for you.

Accepting credit cards through your site is a big and perhaps costly decision. Yet, it is hard to deny that the usability and usefulness of your site will be augmented. Help your users use their plastic.

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• Read another popular Moving WebWord article: Star Wars and Web Site Usability

If you have questions about secure servers, shopping carts, or merchant accounts, I suggest that you contact Travis Burnside of QWK.net Web Services. I contacted him about this article; he'll be expecting your questions.