Weniger Kaufabbrüche durch Rechnungskauf

von | 2018-01-05T11:10:39+00:00 16.06.2014|Allgemein, Payment|Kommentare deaktiviert für Weniger Kaufabbrüche durch Rechnungskauf
Bei der Einrichtung eines Online-Shops ist eine der schwierigsten Aufgaben, das richtige Bezahlverfahren-Portfolio zusammenzustellen. Auf der einen Seite sollen die Bezahlverfahren von den Kunden angenommen und so Kaufabbrüche verhindert werden, auf der anderen Seite sollen aber auch die Kosten der Zahlungsabwicklung in Grenzen gehalten und das Risiko von Zahlungsverzögerungen und ‑ausfällen minimiert werden. Ein Bezahlverfahren, das alle drei Kriterien gleichermaßen erfüllt, gibt es jedoch nicht, wie Dr. Ernst Stahl, Research Director bei ibi research an der Universität Regensburg, anmerkt. Online-Händler müssen sich daher für ein Portfolio aus vor- und nachgelagerten Maßnahmen im Forderungs- und Risikomanagement entscheiden, mit denen sie den höchsten Gewinn erzielen. Für die Anforderung, die Zahl der Kaufabbrüche zu minimieren, hat sich vor allem der Kauf auf Rechnung immer wieder als äußerst geeignet erwiesen, zählt dieser doch bei den Kunden zu den beliebtesten Verfahren.

Still the most popular payment method

If the online shop in the last step of the purchase order leads to a purchase interruption, this is usually due to the fact that the customer preferred payment method is not offered. A false payment mix can lead to considerable sales losses. But which processes are popular among customers? In the study „Success Factor Payment – The Influence of Payment Methods on Your Sales“ by ibi research at the University of Regensburg, not only the most popular payment methods were determined, but also their impact on the purchase decay rate. As a result, it became clear that, over all age groups, the most popular payment method was the purchase of the goods. Above all, however, people above the age of 55 value this form of payment. If online merchants were to use payment procedures for purchases, credit cards, PayPal, Direct Debit, Instant Transpire and Prepayment would all be offered, according to the study, 45 percent of the customers would opt for the purchase. The credit card (20 per cent) and PayPal (19 per cent) landed on the second and third place, almost at the same time, but some distance from the purchase. This is primarily due to the safety requirements of the customers. After all, 61 per cent of the interviewees consider the purchase of the goods by far the safest payment method. Far from being followed here with 11 percent PayPal, the credit card with 8 percent and the direct debit procedure with 6 percent. But the credit card (20 per cent) and PayPal (19 per cent) landed second and third respectively with some distance to the purchase. This is primarily due to the safety requirements of the customers. After all, 61 per cent of the interviewees consider the purchase of the goods by far the safest payment method. Far from being followed here with 11 percent PayPal, the credit card with 8 percent and the direct debit procedure with 6 percent. But the credit card (20 per cent) and PayPal (19 per cent) landed second and third respectively with some distance to the purchase. This is primarily due to the safety requirements of the customers. After all, 61 per cent of the interviewees consider the purchase of the goods by far the safest payment method. Far from being followed here with 11 percent PayPal, the credit card with 8 percent and the direct debit procedure with 6 percent.

And reduce sales

The choice of the wrong payment methods can lead to devastating sales losses. According to the study by ibi research, 88 per cent of customers would switch to a different supplier if the online shop concerned merely offers payment in advance. If, on the other hand, the purchase is offered on account, the number of buy-outs can be drastically reduced in view of the popularity of this payment procedure. As the study shows, the drop in the purchase rate drops by 79 percent when online retailers supplement the existing payment procedures with the purchase of the purchase. The introduction of the payment methods credit card and PayPal has reduced the effect of a decrease of the purchase breaks by 68 and / or 55 per cent. However, if the six most frequently used payment methods (purchase, credit card, PayPal, direct debit,

 

von | 2018-01-05T11:10:39+00:00 16.06.2014|Allgemein, Payment|Kommentare deaktiviert für Weniger Kaufabbrüche durch Rechnungskauf

Über den Autor:

Holger Bosk

Holger Bosk ist CTO der Novalnet AG. Er verfügt über langjährige Erfahrungen im Payment-Sektor.