As a customer in store we want to go look through the items for sale and have a easy way to pay at the register, usually with cash or card. It is pretty seamless and easy. Customers want the same seamless experience online. Who wants to go through multiple screens to finally click order now?
Amazon has in my opinion perfected the shopping experience. Of course, most retail websites have made it that when you sign up you don’t have to reenter your address and payment method every time. However, Amazon has become the first destination to search and shop anything you need. For other websites, not everyone will actually make an account but also often check out “as guest” and therefore not save their information for future checkouts.
Further, Amazon offers subscriptions to make it easier for you to keep having essentials handy and they have something called Amazon Dash Buttons. Those are little fobs for different brands that you literally only need to click once and you have ordered the product the Dash Button is associated with. They already have over 150 Dash Buttons.
While the Amazon Dash Button has not been crazy popular so far, I do think it might gain more and more traction. Right now you can get it for $4.99 and also receive $4.99 credit for your first order. I feel like they could get more people using it if they tried giving it for free with an order. For example if I order Tide, why not suggest adding the Dash Button in checkout or even just sending it with my order for free? Of course I don’t know how much it costs them to make these but I think this would make it easier for them to spread the use of it. If people already have it at home, why wouldn’t they use it?
People love convenience and they are lazy. That is why I think Amazon has become so big. You don’t need to visit different stores or sites, you can get almost everything from Amazon and their customer experience is always great. And that’s what people care about: Easy ordering (the less steps the better) and great customer experience with no problems.
Social Platforms Snapchat, Facebook and Instagram are trying to hop on the wagon and try to make shopping faster, easier, simpler. Snapchat’s Visual Search that partners with Amazon
On Instagram they also added shopping links for posts and stories so that people don’t have to search for the product online and go through a more elaborate process. Even the website and app that was available before for bloggers and influencers to tag products (Liketoknow.it) had more steps and clicks to get to the desired product. How it worked was that the consumer could screenshot or “like” a photo that they want to know the products of and they would get an email from liketoknow.it with the information and links. However, sometimes influencers wouldn’t tag every product and so sometimes the one product you wanted to know about would not be listed.
I have used it in the past and exactly that happened and it was frustrating because I went though “so many steps” (at least that’s how it felt) and didn’t even get to know where the shoes were from.
Companies need to realize that the less clicks and steps it takes, the more likely they will be to make conversions and sell products. It is part of a great customer experience.
If you can get to one single click that would be the ultimate goal because that’s what people like and want. It’s what will happen more and more in the future as companies realize and try to be competitive.
BeeMarketing 