From the surface, the last lap of the conversion journey appears fairly straightforward—a customer clicks ‘Pay’, their transaction is processed and either authorized or declined. However, when you dive a little deeper, it turns out that there are a myriad of steps that must be managed in order to ensure successful conversion.
It’s helpful to think of the final stages of conversion as a funnel, made up of three key pillars:
We’ll explore each of these pillars, taking you on a payment’s typical journey through the final stages of conversion.
Now, you might be wondering, why does all of this matter? The fact is, every point in the journey above represents a moment where a transaction can drop out of the Conversion Funnel, causing you to lose valuable revenues and damage customer satisfaction.
The good news is that there are lots of incremental improvements that you can make to optimize every pillar of conversion and reduce drop off rates. And, when you consider that even single percentage point gains in your conversion rate can have a massively positive impact on your bottom line, it’s worth diving a little deeper into your payments processes to discover new opportunities for optimization.