It’s bad enough when you know you lost a sale. At least then you can take whatever steps are necessary to ensure it doesn’t happen again.
But what about the sale you didn’t know you lost?
Must your customers jump through hoops before they reach your shopping cart? Do you offer them the payment choices they want instead of just the one that is convenient for you?
Is there a third party vendor standing between you and your customer who is costing you sales?
Consider this story:
I was ready to buy a piece of software for this blog. It is reasonably priced; it works as promised; and I can see lots of uses for it.
I wanted to buy it before the close of 2009, for tax purposes. I went to the developer’s site, credit card in hand, ready to click the buy button.
But PayPal got in the way.
PayPal will only let you pay by credit card if your PayPal account is empty. I was expecting a recurring fee to be charged to my PayPal account the next day, so there was a small balance.
I tried three different times to pay by credit card – but PayPal insisted on using the small amount in my PayPal account and charging the rest to my credit card. For reasons irrelevant to this discussion, I was neither willing to split the charge nor empty the account.
So the sale was lost.
You could say this was through no fault of the product developer – after all, it was PayPal’s policies that got in the way. But all the developer had to do was offer an alternative payment method, such as Google Check Out, to make the sale.
Don’t leave money on the table. Resolve that in 2010, your customers will never leave empty handed when you could have sold them exactly what they wanted.