Conversions: Checkout for Winners

by Luke Wroblewski November 9, 2017

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.