By Mike Barnes, Head of Corporate Sales at Secure Trading

Customers can be easily discouraged from purchasing items through an otherwise adequate website if the payment element is confusing, time consuming or unsafe. Etailers should therefore recognise that the area that deals with transactions warrants attention.

For instance, with fraudulent activity increasing year on year, anti-fraud measures are essential. It’s about giving the customer piece of mind that the website is safe and secure, which will encourage them to return in the future.

It’s also important that etailers consider all potential customers, and don’t just think about those on their doorstep. They should keep in mind the needs of international customers too, as foreign users will frequently abandon their baskets if they can’t pay in their chosen currency, making simple, integrated currency conversion vital.

To create the perfect customer journey, etailers should also optimise their website for mobile devices. This is the fastest growing medium for buying online, and outlets that ignore this will no doubt miss the chance to convert browsers into buyers.