New Marketing: Improve all your marketing with a One Click Checkout (episode 059)

by April Buencamino-dy

Up until recently, Ian’s been the Chief Marketing Officer at US furniture retailer Industry West (and been a regular guest discussing the cool new marketing and platform developments he’s been doing there, on our sister podcast eCommerce MasterPlan). He’s working at Bolt as the Senior Director of Retail Advocacy, helping Bolt to make their products evermore awesome, and retailers to get the best out of Bolt.

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Ian’s Shift To One-Click Checkouts

After 6 years on the merchant side, Ian felt it was the right time to take what he learned and move to the SaaS side of things and advocate on behalf of merchants and retailers.

In making the move, his main goal is to see merchants succeed by helping them identify their product roadmap, their pain points, and where they can keep optimising in their businesses.

Why One-Click Checkout?

As eCommerce has grown around the world, both merchants and consumers are looking for a better and easier checkout experience.

As a merchant, you should offer a checkout solution that is:

  • Aesthetically pleasing
  • Tied to a previous checkout placed on another merchant
  • Supported by the fintech company handling your back end

With the right one-click checkout vendor, not only do merchants benefit from a great card experience, but they also benefit from the network of people using that solution.

Overall, this could mean an increase in conversions and an easy experience on mobile transactions.

What This Means For Consumers

Most customers will not bother with a lengthy checkout experience.

A simpler process that buyers can trust and will find easy to use will make them more likely to complete the purchase.

Finding The Right One-Click Checkout Solution

Retailers need to look at the kind of services they want and knowing the difference between a gateway and a platform.

Payment gateways like Apple Pay and Amazon Pay provide value in terms of approving transactions but other than that, they aren’t really doing anything else.

With platforms, you’re looking at providers that can give you and your customers a seamless experience with checkouts, and who have product roadmaps of developing and adding more features in the future.

Looking For Partners, Not Just Suppliers

Find a provider that’s involved with your success as a merchant.

When you have a solutions provider that has a product roadmap and who wants to understand how they can make things even better for you — as opposed to just selling you a product you need to pay for — then that’s when you know you have a partner and not just a supplier.

Implementing One-Click Checkouts Today

Ian says merchants should be looking at this right now since the checkout experience is at the most basic level but still, many fail at this.

Improving the experience, in terms of both the aesthetic aspect and the network effect, should be considered by everyone.

For All Ages

Merchants with millennial and Gen Z customers need to implement the one-click checkout solution because these consumers are all about the experience.

But even retailers targeting an older demographic should get into this to provide a better cart experience for these customers, which can mean an increase in customer lifetime value.

Summing It Up

Implementing one-click checkout is not only about speed but being able to optimise your site overall by adding value to your customer’s buying experience.

Insider Tips

If we’ve inspired someone to take their first step with one-click checkouts – what do they need to know to give themselves the best chance of success?

Know the value that you’re getting out of adding this payment solution to your site.

Figure out, too how easy it would be to add this to your platform.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve checkout performance?

Be creative about different aspects such as your buttons and button colors, and even the copy on your button.

If someone listening wants to learn more about one-click checkout is there one cheap/free resource you’d recommend?

Bolt has a good blog that you can check out, but Ian also says that Twitter is a great place to learn.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in checkouts?

Several things Ian mentions are being platform-agnostic and seeing checkout being added to different channels that will benefit smaller merchants.

Interview Links

Ian on Social media:

Our chats with Ian on the eCommerce MasterPlan Podcast

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