“People buy with emotion and backfill with
logic” something I learned from Jake Cook, my Digital Marketing class. This was
the first sentence which came to mind when I heard that Amazon had patented the
one-click-buy button. But why would you patent that? Is it so important I asked
myself? Well, yes, as I learnt later. If you give people the opportunity to buy
something with just one click it is much easier, you don’t have to go through
check-out so people can’t backfill with logic in the buying process. You’d
think that people would normally buy the things they put in their cart.
However, 68% of the shopping carts is abandoned. Amazon made the
one-click-button so it becomes an impulse buy and the time of backfilling your
buy is reduced to none.
E-commerce blew up in the last decade, competing on price is almost impossible because there will always be someone who can do it cheaper. I love it, never paying too much again. But I abandon my shopping carts as well, my thought behind it always was that you weren’t sure about the purchase. However, what I found while doing more research was not this. It contributed, but the number one spot was stolen by something else; shipping costs. Design for founders found that 81% of the people who shop online think free shipping is important, just because we feel that we’re paying for something we don’t get. Shipping costs are becoming so important that we behave irrational when we’re around them. Ask yourself, how many times have you bought something extra you didn’t really need just to get over the amount which was required for free shipping. In the end the total amount at checkout is most likely higher than you had before. And what did you get extra? Well most likely something you didn’t need.
E-commerce blew up in the last decade, competing on price is almost impossible because there will always be someone who can do it cheaper. I love it, never paying too much again. But I abandon my shopping carts as well, my thought behind it always was that you weren’t sure about the purchase. However, what I found while doing more research was not this. It contributed, but the number one spot was stolen by something else; shipping costs. Design for founders found that 81% of the people who shop online think free shipping is important, just because we feel that we’re paying for something we don’t get. Shipping costs are becoming so important that we behave irrational when we’re around them. Ask yourself, how many times have you bought something extra you didn’t really need just to get over the amount which was required for free shipping. In the end the total amount at checkout is most likely higher than you had before. And what did you get extra? Well most likely something you didn’t need.
I have definitely done this haha, even though I was aware of it. I've stopped right before checking out and bought way more stuff than I planned on that I thought I could also use just to get free shipping, even though the shipping charge was less than the amount of additional stuff I bought.
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