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Based on the data collected by Baymard Institute, 22% of online shoppers abandon an order due to a “long/complicated checkout process”. No wonder, businesses try to make it easy for their customers to buy goods online. Offering an express checkout can be the way to go. This payment method helps companies to lower cart abandonment rates, increase their conversions, and improve overall customer satisfaction. Learn why you should use an express checkout for your e-commerce success.
Express checkout is a superfast checkout solution that allows online shoppers to finalize their purchases with several clicks. They don’t need to enter personal details every time they make a purchase. All data is securely stored by the retailer or payment provider. When making a payment, shoppers are automatically redirected to the checkout page, where they can finalize their purchase with minimal effort.
Now that you know the express checkout meaning, let’s explore the key methods of storing customer data and enabling one-click payments. Here they are:
Business. Merchants can store personal shipping and billing details in their database. When customers return to the store, their data is automatically filled in during checkout. Simple implementation and easy integration make it a good option for merchants with a great number of repeat customers.
Payment method. Payment providers can store personal shipping and billing details. Businesses can integrate express payment methods by adding a dedicated button to their checkout pages. Customers choose the preferred payment method, log in to their account, and complete the transaction using biometrics or other authentication options.
Third-party solution. Merchants can partner with third-party providers that specialize in speeding up the flow. After logging into their account, customers can complete purchases in seconds. However, the features may be more limited compared to traditional payment providers.
Many companies select express checkout solutions to enhance the customer’s shopping experience. For example, Apple Pay allows users to check out with saved payment details. Using biometric verification (Face ID or Touch ID), they can complete transactions in seconds. Amazon 1-Click also enables users to purchase goods with saved payment info. Other express checkout examples involve:
Express checkout is a feature enabling quick online payments with and without registration. Let’s see how it works in practice:
Your business may require an express checkout solution to securely store sensitive data. This provides your customers with an opportunity to speed up the checkout process and enable a better online experience. You should also consider the following:
Storing payment details with the merchant is suitable for repeat customers. Storing details with a payment method or a third-party checkout is more advantageous for new customers.
An express checkout can be valuable for businesses that offer physical and digital products (e.g., in-game purchases).
Businesses with an Average Transaction Value (ATV) exceeding $500 should look for alternative payment solutions. Their customers may want to complete their orders without any hassle or rush.
The express checkout system provides a lot of advantages for customers and businesses. Let’s see some of them in detail.
Customers can complete faster and more accurate payments. They need to fill in a checkout form only once. Then, they don’t need to get away from the shopping page. With fewer pages being processed, the checkout enables faster performance.
If customers have made a purchase on your platform before, they can leave the data entry page. Instead, they head to the payment page directly.
Many people like shopping on their mobile phones. Express checkout can help them make payments hassle-free. While entering all the details on a small screen can be difficult, the express approach promises to keep the whole process simple for everyone.
Businesses can integrate trusted payment gateways like PayPal, Apple Pay, Google Pay, and many others. When customers see the familiar options in the cashier, they aren’t scared of entering their personal and financial details. Express checkout also encourages them to purchase more goods in the future.
The design of your e-commerce platform should be adaptable to any screen size. Express checkout solution is also perfectly compatible with all desktop and mobile devices. Regardless of the used format, customers should have an opportunity to do online shopping at any moment.
A simple and clear design of your online store ensures a fast loading speed. Express checkout doesn’t make the web design heavier. In fact, it doesn’t take long to display the payment data, which enhances the website’s performance.
Express checkout makes online shopping easier, increasing the number of customers who actually buy something. Higher conversion rates enhance your store’s overall performance in the long run.
Building the express checkout system within your business is not enough to achieve the desired level of success. You also need to optimize it with an effective strategy. Let’s see what you can do to improve your business performance.
Display product details. You should show the product and mention its quantity and payment details. Customers need this information to process their payments quickly.
Develop responsive design. Your platform should function smoothly to deliver a good user experience. Then, customers can be satisfied with a responsive checkout design on different devices.
Keep the interface simple and clear. You shouldn’t try to add all possible features to your website. This will make the interface cluttered and the product search more complex. Customers want to keep the flow convenient and efficient at the same time.
Keep error validation easy. Customers should know when they do something wrong. Helping them find and fix errors should make the flow simple and clear. This is why you should consider integrating the error validation mechanism that will detect and fix incorrect data.
Autofill address fields. You should establish a system that will autofill the address field. Customers whose shipping address is similar to billing one will benefit from this feature. They will save a lot of time on checkout and enjoy a faster purchase process. If they need to select an alternate shipping address, they will still have a chance to do so.
Autofill Address Fields: You should implement a system that automatically fills in the address field. Customers whose shipping address matches their billing address will benefit from this feature. It will save them time during checkout and speed up the purchase process. If they need to choose an alternate shipping address, they will still have the option to do so.
Add Google Maps API. You can reduce the number of fields to be completed. Integrating the Google Maps API allows customers to autofill their address by activating geolocation and selecting their location on the map. The system will automatically enter their address during each checkout, making the process quicker and more convenient.
Keep checkout mobile-friendly. With the growing number of sales made on mobile devices, having a mobile-friendly design has become an absolute must for online stores and other e-commercial businesses. Any checkout should be accessible across different types of devices. This helps repeat customers enjoy an equally good experience in a desktop, tablet, and mobile format.
Every online merchant is familiar with the situation where a sales opportunity slips away due to an overly complicated flow and/or a lack of user-friendly features. To minimize abandoned carts and lower the risk of lost revenue, consider implementing a standard express checkout system. Regardless of the type of one-click payment integration you choose, you’ll be able to enhance your customers’ experience and make your e-commerce business stand out.
