In his Checkout for Winners presentation at Google Conversions 2017 in Dublin Ireland, Andrey Lipattsev talked through two new APIs for improving sign-in/sign-up and checkout on the Web. Here's my notes from his talk:
- The Web is better than ever before. You can build fast, rich, app-like experiences but many companies opt to route people to native experiences instead of optimizing the Web experiences. That needs ot change.
- On mobile, 54% of people quit checkout if they are asked to sign-up. 92% will give up if they don't remember a password or user name.
- Google has been working on two Web APIs for seamless sign-up/sign-in and payments on the Web.
- One tap sign-up is a streamlined conversion experience that works across all browsers to instantly sign people in for personalization and passwordless account security.
- One tap sign-in helps websites with short session duration and provides cross device access as well.
- Example: 10x more sign-ups/accounts created on Wego (a travel site) since implementing One tap sign-up
- AliExpress had a 41% higher sign-in rate, 85% fewer sign-in failures, and 11% better conversion rate when they added One tap.
- The Guardian gained 44% more cross-platform signed-in users with One tap.
- We still buy things online by filling in Web forms. This introduces a lot of friction at a critical point.
- The PaymentRequest API is a standard that enables you to collect payment information with minimal effort. This is not a payment processor. It is simply an API to collect payment information with two taps.
- The PaymentRequest API works across Web browsers (Chrome, Edge, Samsung and soon FireFox) and platforms, including AMP pages (built in support).
- Early partners include support for Square, Samsung Pay, and AliPay. Support for PayPal is in the works.
- 2-5minutes is the average for checkout times on the Web. The PaymentRequest API reduces this effort to 30seconds.
- Up to 80% of checkouts only include one item.