In the complex and cacophonous forum that the internet has become, your service and interface design are more important than ever. It’s even more pronounced in ecommerce: Simple and convenient user interfaces and customer experience means less friction. That translates to better conversion rate.
Increasing the conversion rate is where alternative user interfaces – such as one-press ordering buttons – come into play. They provide both the tool and an excuse to bypass existing customer journey and competition.
Lots of tiny things are eating away conversion rate in online ordering. As a merchant you know that removing those pain points from the ordering process, making it as smooth and straightforward as possible is at times a big, hairy objective. But in it’s simplicity, it’s all about removing the friction.
You can tweak the design, tweak the copy, improve CTA’s. You can make the site load faster or snip some step out of the buying process.
These are all traditional tools that can provide tiny tweaks to improve the UX and help to remove friction. But if and when you have existing, good customers – let’s call them VIP’s for the sake of clarity – untraditional methods may be what you should be looking for.
It is with distinct pleasure that we welcome Amazon to the button game.
In case you have been living in a cave, here’s the latest entrant:
Starting from next fall, Amazon’s Dash Button lets you order detergent or dog food. And you can also… Well, actually that’s about it. We kinda expected a bit more but these button thingies can be tricky! (We know, we took our sweet time to get them delivered but the availability issues are now a thing of the past.)