Successful transactions were once the holy grail of e-commerce. Now, they're the beginning of a beautiful relationship
Until just a couple of years ago, the successful completion of an online purchase transaction was seen as the holy grail for e-commerce companies. Given the woeful state of broadband speeds or unpredictability of payment interfaces or just lack of confidence in users, successful payment for a transaction was the ultimate metric to track and improve.
But that’s changing. Thanks to faster speeds, a multitude of payment options and a groundswell of users who are taking to digital transactions, the focus for e-commerce companies is now shifting to what happens after (or in some cases, just before)…
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