Booth says: “When a customer can complete a transaction with ease, satisfaction is high, and repeat business is more likely. This makes it critical to focus on delivering fast, secure and reliable payment experiences for every step of a customer journey.”

In a study with Prospectus Global, Trust Payments found that consumers rated ‘slow payment experiences’ (25%) as the top pain point in the payment process. But ‘digital wallets not working’ and ‘authentication being too cumbersome’ also made this list. This points to a growing desire for payment integrations like Apple Pay or Google Wallet on merchant websites. Not only does the use of integrations with digital wallets provide a speedier route to completing a payment, but it also fosters a sense of credibility and trust, which helps to build more security into payments overall.

It can be as simple as transparent communication. The Government’s gov.uk payment portal has evolved over the years to ensure it meets the needs of the British public. Government research found an increase in satisfaction from 72% in 2022 to 75% in 2023, largely due to prompt email communication informing users of the transaction’s completion.