The above statistic says a lot about how critical your shopping cart and payment gateway design is to sales. But before understanding why payment gateway design is crucial, let us first discuss the general opinion about payment gateways:

• Payment Gateway is an e-commerce service that authorizes payments for e-businesses & online retailers and is used by customers to purchase products. (Quite correct)

• Payment doesn’t play a major role in customer’s buying experience. (A big Myth)

• Invest in the website’s design, Search engine optimization, and search engine marketing rather than payment gateway integration. A payment gateway with average performance won’t affect your sales. (If you don’t leave this mind-set, your customers will surely leave you)

• Payment gateway is not just a service used for e-payments but in fact it is your company’s physical POS (Point-of-sale) terminal which is located at most retail outlets.

• Payment gateways encrypt sensitive information, such as credit card numbers, to ensure that information passes securely between the customer and the merchant. Any error in design can lead to numerous lawsuits and loss in your company’s integrity.

• In physical markets companies recruit the best people in their sales teams to improve customers in store experience but in the virtual world your website is your store and your payment gateway plays the role of the sales counter, so if the payment gateway is not designed in a way that your customers can effortlessly use them, you are bound to lose them.

• Visitor places the order on the website and it is sent to the merchant’s web server in encrypted format. This is usually done via SSL (Secure Socket Layer) encryption

• The transactions details are then forwarded to the concerned Payment Gateway

• The transaction information is then passed on to the merchants acquiring bank by the Payment Gateway.

• Merchants acquiring bank then forwards the transaction information to the issuing bank (one that issued the credit card to the customer).

• Then the card issuing bank sends a response back to the Payment Gateway. The response includes information that whether the payment has been approved or declined. In case of declination the reason is also sent in the response.

• The response is then forwarded by the Payment Gateway to the merchant’s server.

• At merchants server the response is encrypted again and is relayed back to the customer. This allows the customer to know that whether the order has been placed successfully or not.

• The entire process typically takes less than 5 seconds. At the end of the bank day (or settlement period), the acquiring bank (or card issuing bank) deposits the total of the approved funds in to the merchant’s nominated account.

A payment gateway is the essence to an ecommerce website and should be designed with extreme care.

GlocalEdge is a digital marketing company and specializes in designing high quality opencart ecommerce websites with payment gateway integration. We have designed several Ecommerce websites with superior designs. We have integrated HDFC payment gateway into several websites of companies that are reaping the benefits of our Ecommerce services.

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