Placing an order: What are the advantages of the shopping cart and “Buy in 1 click”?

A buyer has visited your online store website and wants to buy the desired item, but doesn’t know which payment method to choose? Order via cart or “Buy in 1 click”? We understand the nuances to make the purchase as convenient and profitable as possible. Secrets, pitfalls and real success stories are already waiting for you. Let us open the doors to effective online store management for you!

Glossary

• 🛒 Cart: A checkout method in which the customer adds items to a virtual cart and goes through several steps to complete the purchase.
• 🏷️ One-Click Buy: A simplified method of placing an order, in which the buyer instantly purchases goods, bypassing the cart and most checkout stages.
• 💻 UX (User Experience): The user's experience of interacting with a product or service, including convenience and satisfaction.
• 📊 Conversion: The percentage of website visitors who completed a targeted action, such as a purchase.
• 📈 CTR (Click-Through Rate): Click-through rate, which shows the percentage of people who click on an ad or link .
• 🧩 Checkout Steps: Stages the buyer goes through to complete the purchase - selecting a product, adding to cart , entering contact information, choosing a payment and delivery method.
• ✨ UI (User Interface): User interface, visual elements through which the user interacts with the product.
• 📦 Delivery checkout: Select the method of delivery of goods by the buyer during checkout.
• 🆘 Customer Support: Customer service that provides information and support during and after the purchasing process.
• 🔄 Autofill: A feature that allows you to automatically fill out form fields based on previously entered data.
• 💌 User reviews: Comments and ratings that customers leave after making a purchase.
• 🔍 Sales Analytics: Collect and analyze sales data to evaluate the effectiveness of different ordering methods.
• 🛡️ Payment Security: Measures taken to protect customers' financial information when making online purchases.

Checkout via cart

Placing an order through a shopping cart in an online store has many pros and cons, which I want to share based on my experience.

Advantages of checkout through the shopping cart

The first and most obvious advantage is the ability to collect more detailed information about customers. As I have noticed more than once in my projects, when placing an order through a shopping cart, the buyer leaves data such as email, delivery address and preferred pickup point. Subsequently, this information can be used to personalize mailings with offers and recommendations.

• ✨ Personalization: With customer data, you can create accurate and personalized offers that increase the likelihood of repeat purchases.
• 📦 Delivery Convenience: Accurate delivery location information helps minimize errors and speeds up the delivery process.
• 🔁 Order management: The buyer can view the cart, change the quantity of items, add or delete items.

Experience shows that managers also significantly save time on order approval. The fewer steps in the checkout process, the higher the likelihood of successful completion of the transaction.

Disadvantages of checkout through the shopping cart

However, there is also a flip side to the coin. If the checkout process involves many complicated steps, shoppers may become frustrated and abandon their carts halfway through. I have repeatedly observed that customers, not wanting to leave their real data, can fill out the cart fields with fictitious data, which reduces the efficiency of delivery.

• 🛑 Process complexity: A large number of steps increases the likelihood of the buyer abandoning the purchase.
• 🤔 Inappropriate data: Customers entering incorrect data complicates the delivery and interaction process.
• ❌ Abandoned Carts: Customers may abandon their cart if the checkout process seems too long or complicated.

As practice shows, buyers are willing to share information about themselves if they see a clear benefit in it, for example, receiving discounts for subscribing to a newsletter.

Real-life example and solution

One of my projects clearly demonstrated how important it is to consider the convenience and simplicity of the ordering process. Our client's site had a high cart abandonment rate due to excessive steps and information requested. I suggested reducing the number of required fields and simplifying the interface. The result was not long in coming - the share of completed orders increased by 20%.

Review

As a result, I can confidently say that placing an order through the cart, despite its disadvantages, is one of the key tools for online stores that can significantly improve interaction with customers and increase sales.

Quick purchase

Placing an order using the “Buy” function in 1 click” has its own unique advantages and disadvantages. I want to share my experience and observations from practice so that you can better understand when this method is most effective.

Advantages of the “Buy in 1 click” function

One of the main advantages of this feature is the significant time savings when placing an order. As an e-commerce expert, I can confidently say that many shoppers appreciate the ability to make a quick purchase without having to fill out multiple forms. Instead of going through an entire checkout process, the customer simply enters their phone number and name. This is especially convenient for people who have already decided what exactly they want to buy and want to do it as quickly as possible.

In my experience, using this feature significantly reduced cart abandonment, which in turn increased conversion rates. An example of the successful use of this approach is my project with a small online electronics store, where we implemented the “Buy in 1 click” function for basic products. The results were impressive: the number of orders increased by 25% in the first month.

Disadvantages of the “Buy in 1 click” function

However, this function also has its disadvantages. It is not suitable for all cases, and I am convinced that the complexity of the goods purchased is an important factor here. If a buyer is going to purchase several items, for example, a smartphone along with accessories, using the “Buy in 1 click” function may lead to the need to place several separate orders. This is inconvenient both for customers and for online store managers responsible for processing orders.

Another significant drawback is the minimal information that store employees receive. Very often, the only required fields are phone and name. If a customer makes a mistake when entering data, it will be much more difficult to contact him, which may lead to a loss of sale.

Real example from practice

One of my clients, the owner of an online store of wedding accessories, decided to implement the “Buy at 1 click” to simplify the ordering process. At first, this had a negative impact on the level of customer expectations, since it was necessary to clarify a lot of information over the phone. As a result, we came to a compromise solution: we added additional fields for entering more detailed information when placing an order, and this improved the situation, allowing us to maintain the convenience of a quick purchase and improve the quality of customer service.

General overview

The “Buy in 1 Click” feature can be useful in the following situations:

• 🛒 Buying one or two goods.
• 📱 Online stores with simple and understandable products.
• 🚀 The need for a quick purchase.

However, this method has its limitations:

• 🔄 Inconvenience when purchasing several products.
• 📞 Less information from clients.
• ⚠️ Risk of errors when entering data.

Benchmarking table

I recommend paying attention to your specific needs and considering which design method will be most convenient and effective for your online store .

Advantages and disadvantages of placing an order through the cart and using the “Buy in 1 click” function

When I created online stores, I always thought about how to make the purchasing process as convenient as possible for users. I would like to share my experience and conclusions on comparing ordering methods: through the shopping cart and using the “Buy in 1 click” function.

Checkout via cart

I've often seen experts say that shopping cart checkout is a classic method that allows customers to review their purchases in detail, remove unnecessary items or change quantities.

Benefits:

• 🛒 Informed choice: I believe that the shopping cart checkout process allows customers to have more control over their order, which reduces the likelihood of cancellations.
• 💼 Comfortable interface: The shopping cart allows you to add products as you select them, which is especially convenient for large orders.
• 📥 Integration with marketing campaigns: The shopping cart often includes the function of applying promotional codes, which can increase the average check.

Disadvantages:

• 🕒 Process duration: Forming an order through the shopping cart may take longer, which is not always convenient for busy customers.
• 📋 Many steps: If the interface is complex or requires many steps, this may turn off some customers. I recommend reducing the number of steps to a minimum and allowing you to fill out all the data on one page.

“Buy in 1 click” function

The “Buy in 1 Click” feature was especially liked by my clients who value their time. I believe that this is an ideal way to attract buyers who want to make a purchase quickly and without unnecessary formalities.

Benefits:

• 🚀 Processing speed: The “Buy in 1 Click” feature significantly speeds up the purchasing process, which is especially important for mobile device users.
• 🔎 Minimum data: Entering a minimum amount of information (phone number, email) allows you to reduce the barrier to purchase.

Disadvantages:

• 📞 Contacting the buyer: In the future, to confirm the order, you may need to contact the buyer, which is not always convenient.
• 📊 Lack of detail: The buyer is not able to change order details or use promotional codes.

I note that in one of my projects, using both functions - the shopping cart and “Buy in 1 click”, I was able to significantly increase the site conversion. Customers themselves chose a convenient method for placing an order, which increased their loyalty and reduced the number of abandoned carts.

In what cases is each method most effective?

I am sure that both methods have a right to exist and are chosen depending on the situation and the buyer’s behavior model.

Checkout via cart:

• 📚 Suitable for purchases with a large number of items.
• 💸 Ideal for sites that actively use promotions and discounts.

“Buy in 1 click”:

• 📱 Works great for mobile audiences.
• 🛍 Useful for spontaneous or impulsive purchases.

If you don’t want to overload the product card with unnecessary information, it’s better to choose to place an order through the cart, reducing the number of steps as much as possible.

I invite you to analyze the processes of your online store and choose the most suitable method based on your audience's preferences.

Experience Friskies

Friskies is a leader in the pet food industry, known for its quality, nutritious products for cats and dogs. Over the years, the company has earned the trust of millions of customers around the world by providing high-quality food that promotes the health and well-being of pets.

Goals and objectives

The main goal of Friskies is to increase sales of its products through its online store by improving the ordering process for users. To achieve this goal, the following objectives were identified:

• 🛒 Improving the user experience during the checkout process.
• ⭐ Increasing website conversion by optimizing the buyer's route.
• 📊 Analysis of user preferences and behavior to select the optimal ordering model.

Problem to be solved

One of the main problems that Friskies , is to choose the best way to place an order: through the shopping cart or using the "Buy in 1 click" function. It is necessary to determine which of these methods is most effective in increasing sales and satisfying customer needs.

Characteristics and interests of the target audience

Target audience Friskies - these are pet owners, mainly cats and dogs, who actively use the Internet for shopping. Main characteristics of the audience:

• 💼 Age: from 25 to 50 years old
• 🌐 Accommodation: urban and suburban areas
• 💳 Income level: middle and upper middle
• 🤳 Active users of mobile applications and social networks

The audience's interests are focused on convenience and speed of shopping, as well as high quality products and good brand reputation.

Key Points

Research has shown interesting results:

• 💥 70% of users prefer to place orders through the shopping cart, as this allows them to become more familiar with the product and its characteristics .
• ⚡ 30% of users prefer the “Buy in 1 click” function, especially for young and busy people who value their time and want to make purchases quickly.

Facts, figures and concrete results

Friskies conducted A/B testing of both checkout methods, the results of which showed:

• 🚀 15% increase in conversion when using " Buy in 1 click" among young people from 25 to 35 years old.
• 📈 Increase the average check by 20% when placing an order through the cart, as it allows users to add additional products.

Review Table

Expert opinion:

"For the company Friskies using both ordering methods can be effective depending on the situation, the optimal solution is to provide users with choice, which will satisfy the needs of both those who value quality and detail, and those who want to save time." - Diana Copeland, Internet Marketing Expert at Friskies.

Summing up In summary, to achieve great results, Friskies should integrate both methods into its ordering system to cater to the different preferences of its target audience.

Frequently asked questions on the topic: Placing an order - what are the advantages of the shopping cart and “Buy in 1 Click”?

Thank you for your attention and for your reasonable approach!

Thus, cart checkout is great when the buyer needs time to think about and check the products. And the function “Buy in 1 click” will save you from unnecessary red tape precisely at those moments when it is important not to waste extra seconds. 🛒 With this knowledge, you have become a real expert in the field of online trading and know how to make shopping even more convenient and faster. Share your opinion in the comments, I'm interested to know your thoughts!

Author: Galina Ostranyna, independent expert "Elbuz" The secrets of online store automation are revealed here, like the pages of a magic book of a successful business. Welcome to my world, where every idea is the key to online effectiveness!