The last thing that shoppers want, especially when they're cramming for last-minute presents during the holiday season, is an excruciating checkout process.
Nothing can be more frustrating than having to fill out a form which they have previously supplied with their payment information and shipping addresses. To many people, it's just pointless to waste their time on a repetitive task which a store owner obviously has to find a solution to.
Thanks to Amazon whose 1-click patent expired in September this year, Magento has become the first eCommerce platform to offer a similar feature in their checkout process to ease the checkout experience of customers and boost the conversion rates of online sellers like you.
The new Instant Purchase button helps speed up checkout, especially during important shopping events like Black Friday and Christmas as every minute of your customer's shopping activity counts.
It spares repeat customers the trouble of re-entering their payment methods and shipping addresses, a grueling process which discourages many from completing their checkout as it eats up so much time.
A one-click checkout reduces cart abandonment
The average cart abandonment rate back in 2016, according to Magento, was 70 percent or even higher when mobile shoppers are to be taken into account. That figure is expected to climb in the years to come as mobile devices are increasingly changing the way people shop online.
Did you know over 50% of online shoppers shop either in the toilet or in the bedroom?
Since they cannot possibly use a laptop or a desktop computer in the toilet without getting it soaked, they, of course, use their ever reliable smartphones or tablets to shop. By the time they step out of the bathroom, their orders are already being processed.
However, if they get stuck on the checkout page of your website, then that becomes a massive problem.
Now now, getting stuck doesn't only mean a page freezes or a button isn't working. Asking your customer to put their payment details and shipping address in a checkout form, which they already filled out during a previous purchase, is a form of impediment.
Using and modifying Instant Purchase
Magento's new button not only provides your customers ease of checkout, but also gets them to buy more.
That's the beauty of liberating them from repetitive forms to fill out.
Once a customer clicks on Instant Purchase, it automatically places their order using their previously-stored data and takes them at once to a confirmation page.
Note that the text on the button is totally customisable, so put anything on it that reflect your business.
The Instant Purchase feature, according to Jason Woosley, senior vice president of product and technology at Magento Commerce, is just one of the many tools which their company has created to address the growing needs of people who shop online.
"This milestone is yet another proof point of the combined power of our platform and global ecosystem in providing cutting-edge technologies customers need to react to changing market dynamics," he explained.
Do you already have the Instant Purchase button in your Magento store's checkout area? How has it improved your conversion rate?