The power of one-click and mobile smarts
Posted: Mon Feb 17, 2025 8:59 am
According to a 2021 report from Retail Systems Research (RSR), Retail ecommerce in context: the next iteration, one-click checkout is a high-value technology among 40 percent of the retailers surveyed. While Amazon may have patented and normalized the option, similar frictionless order confirmation methods can benefit retailers seeking to innovate the checkout experience.
Leveraging the option of one-click payment, customers don’t face long checkout processes, and their speed-to-confirm time may be higher because they have less fields to fill in.
When convenience is the norm, anything else could be seen as painful.
Krietz recommends retailers ensure their ecommerce assets are optimized for mobile, too. “While purchasing products on mobile isn’t as popular as buying off desktop, brands want to give customers a great mobile experience,” he says.
The past 18 months accelerated retailers’ efforts to upgrad their mobile experiences, as ecommerce sales skyrocketed during the heavier lockdown periods. A McKinsey report found that around half of the retailers they interviewed had plans to prioritize a mobile app or point-of-sale experience in 2020.
Learn you’re A/B testing
“How do you improve checkout flow? A/B testing is the way to go,” Kreitz says overseas chinese in worldwide dataconfidently, and for good reason: A/B testing allows retailers to experiment with various design or processes of their checkout experience, segmented to different customers visiting their site.
They can track the performance of this or that change, and analyze which should remain within the checkout flow. Kreitz says that changes can relate to, say, placing a buy button in a different area than it usually sits, or limiting the checkout flow to one page from three.
As for measuring results, an insightful Forbes report writes, “There are many metrics you can use to gauge how your content performs — for instance, bounce rate, open rate, exit rate, engagement and number of conversions. Choose one or two that align best with your main goal, and see which version performs better.”
Data-driven decisions retailers can make using tools such as A/B testing can shape the continuous improvement of a checkout. This more informed strategy of determining the direction of an ecommerce operation focuses on the information available, as opposed to a C-suite executive making the call based on gut instinct or external advice.
Leveraging the option of one-click payment, customers don’t face long checkout processes, and their speed-to-confirm time may be higher because they have less fields to fill in.
When convenience is the norm, anything else could be seen as painful.
Krietz recommends retailers ensure their ecommerce assets are optimized for mobile, too. “While purchasing products on mobile isn’t as popular as buying off desktop, brands want to give customers a great mobile experience,” he says.
The past 18 months accelerated retailers’ efforts to upgrad their mobile experiences, as ecommerce sales skyrocketed during the heavier lockdown periods. A McKinsey report found that around half of the retailers they interviewed had plans to prioritize a mobile app or point-of-sale experience in 2020.
Learn you’re A/B testing
“How do you improve checkout flow? A/B testing is the way to go,” Kreitz says overseas chinese in worldwide dataconfidently, and for good reason: A/B testing allows retailers to experiment with various design or processes of their checkout experience, segmented to different customers visiting their site.
They can track the performance of this or that change, and analyze which should remain within the checkout flow. Kreitz says that changes can relate to, say, placing a buy button in a different area than it usually sits, or limiting the checkout flow to one page from three.
As for measuring results, an insightful Forbes report writes, “There are many metrics you can use to gauge how your content performs — for instance, bounce rate, open rate, exit rate, engagement and number of conversions. Choose one or two that align best with your main goal, and see which version performs better.”
Data-driven decisions retailers can make using tools such as A/B testing can shape the continuous improvement of a checkout. This more informed strategy of determining the direction of an ecommerce operation focuses on the information available, as opposed to a C-suite executive making the call based on gut instinct or external advice.