Lesson #1: Make It Easy For Customers To Pay by Chris Trayhorn, Publisher of mThink Blue Book, October 16, 2014 All of us have at some point abandoned a shopping cart because the payment methods offered have either been untrustworthy or simply dysfunctional. It seems like such an obvious thing, but too many companies still don’t take the time to make it easy to get paid. Look at the biggest players in online, giants like Amazon and Apple, and a major part of their strategy is to make payments as simple and painless as possible. UK payments company Skrill just released a report showing that almost a third of shopping cart abandonments happen due to payment issues. Tim Mayton comments: “The research demonstrated the differing expectations the internet-native generation has when it comes to online payment; 18-24 year olds were more likely to use a digital wallet than any other age group, with 39 per cent using them regularly, and 14 per cent using them for every purchase. While credit and debit cards remain the most popular way to pay for goods and services online, with 57 per cent of consumers preferring this method, digital wallets come in second at 29 per cent, and are only likely to grow in popularity as services like Apple Pay introduce the idea to a wider audience.” More Here Filed under: Revenue Tagged under: shoppping cart abandonment About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.