New research finds 88% of consumers abandon payments with friction
New research into online payments from open banking platform Tink reveals sky-high expectations for seamless, secure transactions as payment choice increases.
The survey of 2,000 UK consumers found that new payment innovations are being embraced — with 76% of consumers pleased with having more choices in how to pay. At the same time, tolerance for poor user experience is low, as nearly nine in ten (88%) claim they would abandon a purchase if faced with friction when paying. This suggests financial services providers may be missing the mark when it comes to delivering frictionless, yet secure payment options.
High expectations exposing flaws in user experiences
The surge in hassle-free payments has been welcomed by consumers, as nearly three-quarters (70%) said new payment methods have simplified the payments process, while 82% said it’s becoming easier than ever to make payments quickly and simply.
However, the arrival of new payment methods has set the bar high when it comes to consumer expectations. Over three quarters (77%) of consumers now expect payments to be instantaneous (i.e. money paid and received immediately) while over half (58%) expect online payments to be completed with one click.
Expectations are higher still amongst younger generations. Nearly two in three (63%) 18-34 year olds expect to pay with one click, and the same number also expect to be able to pay for everything on their mobile phones.
But high expectations mean low tolerance for a poor payment experience, with younger generations the least forgiving of any kind of friction. For example, over a third (37%) of 18-34 year olds think there are too many hoops to jump through and too many details to enter when it comes to making payments online.
Frustrations and friction can lead to drop off
While choice is welcomed when making payments online, security is still a top worry amongst many consumers. In order of concern, Tink’s research found that consumers would abandon a payment if they are:
- Worried that the payment method is not secure
- Having to share my personal details with a third party
- Being redirected to another site to make the payment
- Having to confirm my identity on a separate device
Increased payments choice spurs consumer adoption of new methods
With payment expectations higher than ever, consumers and businesses alike are continuously looking for new ways to better the customer journey. While debit cards and direct debits remain popular for e-commerce transactions, there is evidence of new open-banking-powered payment methods being used in other scenarios, particularly amongst the younger generations.
For example, over one in ten (12%) of those aged between 18-34 are already using ‘pay by bank’ transfers to pay for utilities, indicating an appetite from young people to explore new payment methods on the market.
Tom Pope, Head of Payments and Platforms at Tink, commented: “Our research shows that while increased payment choice and innovation is apparent in many areas, holes remain in many user experiences that give rise to friction and frustration. Transactions too often end in abandonment if the experience is poor, which is bad for consumers and particularly bad for businesses, that can’t afford to lose customers at checkout.
“Consumers want to know that payments are secure and reliable – but increasingly they expect them to be embedded in a user journey to the extent that they almost become invisible. This is where open banking comes in.
“Open banking payment methods, often called ‘pay by bank’ transfers, can significantly reduce friction, improve reliability and enhance security, and can turn a previously negative payment experience into a competitive advantage for the merchant. As consumers embrace new payment methods and experiences become even more seamless, businesses who fail to adopt the latest payment technology may find they fall short of their customers’ expectations.”