Baymard Institute in January 2024found out, the reasons why people abandon shopping carts on websites. The first is additional shipping costs and other fees. Then there are reasons related to the functionality of the site:
26% – the need to create an account;
22% – the registration process is too long and complicated;
17% – website errors.
The “buy in 1 click” functionality will help solve some of these problems.
Order in 1 click
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What is “1-click purchase”?
The “buy in 1 click” button is an opportunity to purchase a product in an online store using a simplified scheme. The function allows you to bypass registration and filling out a form with a huge number of fields where you need to specify personal information.
The “buy in 1 click” module contains a minimum number of lines. This can only be a phone number, which is sometimes supplemented with a name or email. To complete the purchase, the manager calls the client or sends an email (SMS, message in a messenger) to find out other necessary details.
How does 1-click purchase differ from a traditional order?
In contrast to one-click ordering, a regular purchase of goods in an online store requires the customer to enter all the information personally when placing an order:
Surname and name;
Phone number;
E-mail;
Delivery details;
Select payment method;
Personal data collected by the online store (date of birth, gender, presence of children, etc.).
For customers who are not satisfied with filling out a large number of fields, a simplified purchase option
Has been developed.
example of implementation purchase in 1 click on the website
An example of the implementation of the “purchase in 1 click” form on the website stolychnashop.com.ua
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Advantages and disadvantages of one-click ordering
At first glance, the “buy in 1 click” button is an ideal option for the store and its customers.
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Benefits of buying in 1 click
Potential increase in conversion rates.
Saving time for the buyer. The purchase is completed during communication with the manager or in the online chat.
Additional convenience for customers is the ability to place an order in conditions of slow internet, being on the road, etc.
Expanding the audience by including people for whom communication with a manager before purchasing is important.
However, the functionality has not only strengths.
Disadvantages of one-click purchase
Increased workload on the sales department – the “buy in one click” form makes it impossible for the client to complete the order independently. The manager’s participation is required to complete the order.
The probability of losing a client if he makes a mistake in even one digit of the phone number or in the
Email symbol.
It is impossible to create a basket of several items – the client will have to tell the manager all the selected items when clarifying by phone or in correspondence.
Implementation of the form “purchase in 1 click”
Implementation of the “1-click purchase” form on the website divanplus.ua
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Who needs the “buy in 1 click” functionality?
Despite the above nuances, for some companies the “one-click purchase” function is the ideal solution. Whether your business needs an instant checkout form depends on the characteristics of the store, the products it offers, the number of employees and its capabilities.
