How One-Click Buying Impacts All Industries

SurveyBot Journal   

October 17, 2016

Nothing is as important as memorable customer experience. On-demand economy has dramatically shifted the way companies do business nowadays, while one-click purchases are simplifying how buying online works.

How One-Click Buying Impacts All of Us

The most important thing is that we all benefit from using it. Everything around us is becoming incredibly easy and we don’t need to spend much time on boring things. Possibilities such as one-click buying are attracting every industry and many, many customers. We can expect things to improve even more, sooner rather than later.

Table of contents:

How Did One-Click Revolution Start, Anyway?

Believe it or not, Amazon was the first one to patent one-click option back in 1999. In essence, any online transaction that starts and ends with one-click can only be seen on Amazon. At least in the U.S. Europe, on the other hand, never allowed this to happen. They’ve stated that the whole retail industry and customers would benefit from it, so it wouldn’t be right to limit one-click buying to just one company.

The fact that is really interesting here is that Amazon allowed Steve Jobs to use their patent back when he was developing iTunes. It was reported that Apple managed to increase their revenue by around 30%. Anyhow, even Jobs thought one-click buying was something inevitable and much needed in the online world.

It might not be a bad idea to give Amazon some credit for thinking about this technology all the way back in 1999. Although, it would be such a shame to limit something so useful to just one company. At the end of the day, having competition is good. It pushes you to go beyond what you believe your limitations are.

How Moving Industry Benefits From 1-Click Buying?

We know, we know – we’re gonna talk a little bit about us. But it’s worth it, since it’s relevant to the topic. Plus, you can learn from our experience with one-click buying. Let’s dig in.

One-Click Video Surveys

You probably know all about our product by now. Just in case, you should know that Crater developed SurveyBot – a software platform that offers moving companies an easier, faster, and less expensive way to conduct estimates using 2-way video chat experience.

Not so long ago, we’ve started to think about how can we improve the overall customer experience. Our product only wins if there’s a win-win situation. We’re in a B2B market, so our clients use SurveyBot to serve their customers.

Our mindset here was pretty straightforward. Booking a survey should be fast and easy. So, we’ve introduced one-click bookings with an automatically synchronized calendar. Moving companies have a clear call to action button on their website placed, so that the path the user should take is obvious from the start.  

Good Read: SurveyBot vs. FaceTime vs. Skype

The impact was instant. Conversion rates started to climb and the overall scheduling flow satisfied everybody. No excess steps or doubled bookings. Our experience with one-click buying is more than positive, and moving industry as a whole benefited. Which was our goal in the first place.

One-Click vs. Multiple Clicks in Numbers

Although many options are available, there’s no one-size-fits-all solution. Everybody agrees that the fewer fields or clicks you use, the better. But that’s not always the case. Each solution is customizable. Meaning you have to figure out how it fits your business best.

Companies focusing on generating more quality leads may question the power of fast signups and using fewer clicks. And the numbers back up their thinking. Take a look at some numbers Conversionxl presented us with.

With Credit Card Without Credit Card
Free Trial Signup  2% 10%
Conversion paid  50% 15%
End-to-end Conversion  1% 1.5%


Slack has a very interesting signup flow, which seems to work quite well for them. There are quite a few steps in the funnel, but Slack leverages psychology and an elegant design to make you go all the way.Nevertheless, there’s a flipside to that coin. After deep investigation, some companies found out that one extra field was costing them a lot of money. In the case of Expedia, the amount we’re talking about was $12 million.

They ask for small bits of information in each step. So once you’ve chosen the package you want, you fill in the name of your company and click continue. Then Slack requires your name and email. By the time you reach the final stage – credit card details – you’re already thinking: “Well, I got this far, I might as well finish this thing”.

One-click buying has conquered mobile though. With no excess clicks, mobile buyers can avoid all those frustrating fields and purchase things extremely fast. It’s really a no-brainer when we’re talking about mobile devices.

1-Click Buying

What you need to understand is that different things require different payment strategies. There’s no reason to assume fewer clicks will get the job done. Some websites go along just fine with two- or three-clicks. What you need to do is analyze and understand what strategy works best for you. one-click buying is simple and definitely the future, but it will not work for your trial signup process for example. Keep digging, don’t settle until you make it work.

Besides, there are other aspects to consider as well. Security and ensuring customers their data is protected at all cost. Also, by allowing users to use their social media credentials might increase your conversion rate, since they consider this to be easy and safe.

The Future of One-Click Technology

Nobody should ever take this for granted, since it’s a win-win situation. Whether your website is oriented towards e-Commerce, Social Media, Sign Up forms or whatever – you can leverage one-click call to actions. It requires some effort to streamline the entire process, especially when personal data comes into the picture, but the technology is already out there.

You remember those online stores with endless checkout pages, frustrating data entry, and all those doubts with credit card details. Combining one-click option with powerful backend panels can go a long way.

The Future of One-Click Technology

Take Relay for instance, Stripe’s latest addition. Relay allows merchants to add product information, set shipping and tax preferences, and select which of their apps can use it. In essence, they can sell their products in a number of apps with a single integration. End customers get a transparent billing process and convenience of finishing things fast.

Even Uber enables users to pay without physically exchanging money or cards in any form. Payment information is sorted via back-end linkage with just one-click. Physical presence is completely irrelevant here.

Good Read: Establishing Transparency Between Customers and Moving Companies

Social Media is also changing rapidly. Each platform is doing something to adjust to the latest e-Commerce trends. Facebook, Twitter, Snapchat, Instagram, Pinterest – you name it. As an example, Pinterest aims to allow its users to visually find anything they want and get all the buying info they need. Most of the features are already out there, but we can still expect few more surprises from Pinterest.

Imagine the following situation. You want a T-shirt and you saw an image on Pinterest of someone wearing it. Great, you just click on the image and Pinterest automatically gives you what T-shirt it is and links on where you can buy it. Combine one-click checkout with that and you’re golden.

Bottom Line

As you can see, there are many implications of one-click technology. Everybody already knows that one day we’re probably going to lose our wallets and money in the form we know today. Maybe we won’t need to take anything out of our pocket, who knows?

One-click is definitely the goal here. But, having an additional click won’t hurt you if you make the process easy-to-navigate, through. What really matters is the overall user’s path – or user experience, for that matter. You need to think about how it suits your business best and implement it that way. Always having combinations and bigger picture in your sight.

This is how online buying, booking or signing up should have been in the first place. No doubt about it.

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