The usual online checkout process includes multiple pages of entering personal payment data and reviewing product information before completing the final steps of the purchase, which often leads to customers abandoning their transactions. That’s why many businesses, starting with Amazon in 2000, have implemented one-click purchasing to streamline the process and increase sales.
With one-click purchasing, customers enter and save their payment, contact and shipping information for their initial purchase with a business. Once those details have been stored for future purchases, all customers need to do is make one simple click to buy, which usually takes less than a minute, rather than going through a more involved process to confirm payment information.
Customers are more likely to abandon their carts if they encounter long and complex checkout processes. They may also be less likely to return to the business for future purchases and less inclined to make impulse buys when shopping online.
Some businesses can also utilize apps or integrate with other websites, including social media platforms, to enable one-click purchasing without having to enter a separate browser window. On Facebook, for example, a business’s product will be displayed with a picture and a box with information about the product. Users can select a click-to-buy button to purchase directly through Facebook.
Businesses that utilize one-click purchasing are likely to see an increase in sales and a decrease in abandoned carts.
With fewer pages and buttons to navigate, customers are more likely to buy more and buy often. Click to buy encourages people to turn their browsing into purchasing. Cornell research revealed that 70 percent of online shoppers will leave before buying if there is a complicated checkout process. It also revealed that retailers who adopted one-click checkout services saw an increase in customer spending by about 28.5 percent. [Read more about how to leverage the best of brick-and-mortar and e-commerce stores.]
Businesses that utilize one-click purchasing can keep track of online orders and organize them through app integration. This not only allows them to find patterns in customers’ purchasing habits, but it also provides opportunities for businesses to suggest products or services to customers based on previous purchases. This customizes the experience for returning customers and, in combination with one-click purchasing options, makes them more likely to return for future purchases. The above Cornell study also found that one-click buyers visited websites with one-click purchasing more often than those without it.
Some businesses require customers to create an account or log in to an account before their payment can be completed. These are obstacles that can keep customers from finalizing purchases. Even after filling their shopping cart, customers may abandon their cart if the checkout process is too involved or complicated, which can cost businesses both time and money. To reduce this many companies send cart abandonment emails to encourage customers to return and complete their purchase.
Despite the effort and organization a business has put into e-commerce strategies, most customers are not receptive to complicated checkouts. Click to buy helps customers complete shopping within seconds and reduces the amount of time they have to reconsider their purchase.
Due to the influx of mobile phone use, it has never been easier to make a purchase anywhere and at any time. Millennial and Gen Z shoppers have become valuable to businesses due to their high use of mobile devices, which can help boost sales and bring in more customers. A benefit of click to buy is that it can be done on multiple devices.
A customer can purchase through their laptop and then make a separate purchase on their mobile device. They simply need to verify payment with the payment processor instead of having to complete a login for each device. The introduction of mobile wallets, like Google Pay, Apple Pay and Amazon Pay, have made this process even easier. Social media apps have even begun integrating click-to-buy buttons within the apps for users to complete purchases without having to go to another app or hop onto their desktops.
Websites with click-to-buy options have all the information customers need to know before buying, so they do not have to second-guess things like shipping costs or arrival dates.
According to MarketingCharts, 93 percent of customers are more likely to choose a business based on convenience, and 97 percent have not completed at least one purchase because of inconvenience. When attempting to bring in new customers, it is imperative that businesses consider convenience. The first time that customers visit your website or use your app, they do not want to spend a long time navigating the site, figuring out how to pay and filling out tons of information before they can buy a product.
Customers are more likely to buy from a company they have never shopped with before if they see a payment processor they know and trust. One-click purchasing options are almost necessary to attract and retain customers who value convenience. [Read related article: 6 Bygone Business Practices That Need to Return]
One-click purchasing tends to be most successful for businesses that have the following:
If you’ve decided that one-click checkouts will benefit your business, here are a few potential issues to consider – and mitigate – before you begin: