The astonishing importance of data is a fact these days. It is through data that brands try to catch the attention of potential customers, segmenting by age, location, interests… and then re-targeting them once and once again. GDPR in the EU and similar regulations across the globe demand users to specifically agree the reception of any communication when providing any data.
The eagerness to impact users may lead sometimes to tedious registration forms in order to collect users’ data. During this operation, their willingness to pay decreases more and more. These long procedures most time finish into uncompleted buying processes, and a waste of the money invested on advertising. Developing a frictionless User Experience must be the cornerstone of our online sales strategy.
Classical marketing diferentiates 5 different stages in which sales processes can be divided:
To make it even simpler, we can consider steps 1, 2, and 3 as one: creating willingness to buy; and obviate step number 5. We will have something like this:
Once the user has decided to buy, subscribe or download our product or service, why would we include long formularies, security questions or SMS customer authentication when all we want is completing a sale? Do we actually need such amount of data? Long registration forms, complicated payment processes or collecting useless data will only scam potential buyers. Actually, 7 out of every 10 churns happen during the payment process.
New key players in the e-commerce panorama are already implementing one-click BUY buttons, tokenizing credit cards or implementing Carrier Billing as a one-click payment and registration solution.
Frictionless and user-friendly payment methods are coming to ease purchase processes by a simple integration. So, why do we keep scamming customers with all those tiresome paywalls?
Fernando Rodríguez, Business Developer at Telecoming, explained:
“We need to consider the current overview of online sales: last year, one-third of all online sales were done through mobile devices. In fact, 9 of every 10 digital transactions start on mobile environments, and near 60% of them are finally completed on the cell phone. This gives us a quick idea of how important having responsive webpages and apps is“
Last but not least: payment methods. More than 50% of the world population is unbanked and there are more mobile devices worldwide than people living in the globe. That means that Carrier Billing penetration is above 100%, with the added value of having a simple purchase process, being able to charge and register the user in one or two easy steps.
Carrier Billing technology is a largely established payment method based on the client-provider confidence relationship that wireless operators hold with their customers. It is secure, quick, and frictionless. Makes the purchase processes user-friendly on one-click, given that users do not need to introduce any data in such small screens. It is cross-device and can work on both mobile devices and computers. Carrier Billing is definitely the best payment method to improve and guarantee a frictionless User Experience.
Isaac Newton said: “Nature is pleased with simplicity. And nature is no dummy”. In mobile purchasing processes we can choose between complexity and nature. Keep it simple.