How to recover a lost sale after a payment failure?

According to a report by the Banque de France, 14.6% of internet users who wish to make an online purchase encounter a payment failure. That represents just as many lost sales for online merchants. Fortunately, there is a simple way to work around the problem and save these sales!

Payment tracking

Such tracking allows you to know at which stage a transaction on your website stands. Payment pending, completed, cancelled or failed? With the right analytics tool, you will even have access to the value of lost sales.

Save your sales with PayPlug

PayPlug is a tool that provides this tracking and analysis. Other similar tools exist, but we will focus on just one of them to keep things clear and straightforward.

You will therefore be able to detail each lost sale. The most important piece of information being the reason for the failure.

Because for each reason, there are simple actions you can take to save the sale.

"Payment cancelled by the customer", "The customer left the page without attempting to pay": these reasons indicate that the customer changed their mind at the last moment. To find out why they suddenly abandoned the purchase and try to get them to reconsider, send them a discount code or a payment validation request by email. They may well change their mind if you follow up with them on the matter.
Another tip to avoid this kind of situation: personalise your payment page. The internet user will be reassured to remain within your brand environment and will see that the page has been designed with them in mind. They will therefore be more likely to take the plunge and become a customer.

"Payment declined by the customer's bank": in this case, do not hesitate to send your customer an email to explain the reason for the failure and encourage them to find a solution with their bank.

"3DS authentication impossible to complete by the customer's bank": in such a case, either the customer has entered the SMS code incorrectly, or their card is incompatible with 3DS authentication. A simple follow-up email requesting the payment again and inviting the internet user to enter the correct code will suffice. You may also need to advise them to use a card that is compatible with 3D-Secure.

"Incorrect card details": here again, a simple email to alert the customer that their details are incorrect and that they need to re-enter them carefully will do the job.

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