Checkout is the moment of truth in e-commerce. After navigating through your product pages, filling their carts, and preparing to buy, your customers reach the point where commitment becomes action. But it’s also where things can go very wrong—nearly 70% of shopping carts are abandoned, largely due to the friction involved in the checkout process.
In this article, we'll dive into the differences between Simpler One-Click Checkout and traditional multi-step checkouts. We'll unpack why one-click can make all the difference, what the psychology behind it reveals, and ultimately how retailers can improve conversions by providing the optimal checkout experience.
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Simplicity vs. Complexity: A Tale of Two Checkouts
One of the clearest differences between Simpler One-Click Checkout and traditional checkout methods is the level of simplicity each offers.
Traditional Checkout: Friction Overload
A traditional checkout generally involves multiple steps. Shoppers are typically required to fill in contact information, shipping addresses, billing details, create an account or log in, and finally enter their payment information. This can mean 20+ form fields and several distinct steps before the transaction is complete. Each extra step or data entry point increases cognitive load and creates friction that can prompt shoppers to exit.
Psychology Insight: According to cognitive load theory, the more complex a task, the more mental energy it requires. Traditional checkouts are often mentally exhausting for customers, especially on mobile devices. The feeling of "effort" becomes a key deterrent, which is why customers often choose not to complete their purchases.
Simpler One-Click Checkout: Streamlined Efficiency
Simpler One-Click Checkout is designed to eliminate these hurdles. For first-time users, Simpler asks for essential details in a streamlined format—no unnecessary fields, no overwhelming demands. Once these details are saved, returning users can complete their purchase in a matter of seconds with just one click. The focus here is on minimising decision fatigue by making the process as swift and intuitive as possible.
Research from the Baymard Institute shows that simplified checkouts can increase conversion rates by up to 35.26%. Additionally, according to Salesforce data, reducing the number of form fields from 16 to 7 can boost completion rates by 20%. By streamlining the checkout process, Simpler's approach effectively reduces cart abandonment and maintains customer engagement through to payment completion.
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The Psychological Impact of Speed and Convenience
One-click checkouts like Simpler cater to a basic psychological principle: the need for immediate gratification. Customers want a quick and effortless way to complete their purchase, without delays or obstacles.
Traditional Checkout: Delayed Gratification
In traditional checkouts, gratification is delayed with every additional step—each form field becomes a mini hurdle. Shoppers begin to feel disconnected from the excitement of making the purchase and instead become preoccupied with mundane tasks like typing addresses or creating yet another password. This disconnection makes it easier for them to abandon the cart and "come back later."
Simpler One-Click Checkout: Instant Conversion
Simpler removes these pain points by allowing returning users to check out in under 7 seconds as their details are autofilled. This fast conversion mimics the psychological satisfaction of in-person shopping—where the moment of decision and the reward of ownership are closely linked. The ease of one-click means that the moment customers decide to buy, they can act immediately without interruption, increasing conversion rates.
The speed and convenience of one-click solutions appeal to consumers’ need for immediacy, driving up conversion rates by up to 35%.
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Account Creation: A Hidden Barrier
Another major source of friction in traditional checkouts is the need for account creation. Many customers are turned off by the idea of filling out lengthy registration forms or remembering another password.
Traditional Checkout: Forced Account Setup
For traditional checkouts, creating an account can be a requirement for completing a purchase. While this benefits the retailer by providing valuable customer data, it often frustrates shoppers, especially those making one-time purchases. It adds an extra layer of commitment that many aren't ready for, leading to cart abandonment.
Simpler One-Click Checkout: No-Obligation Account Creation
Simpler doesn’t require customers to create an account. Instead, user details are automatically saved during the first purchase, allowing for a one-click experience the next time. This seamless approach means that while a registered profile is created in the background, it doesn’t disrupt or annoy the customer—it simply makes future purchases faster and easier.
Removing the need for forced account creation reduces friction and increases the likelihood that users will complete their purchase. Simpler’s automatic profile creation makes the experience hassle-free while retaining the benefits of customer data.
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Payment Flexibility: Meeting Customer Preferences
Payment options are a critical factor that influences whether shoppers complete a purchase. Customers want choice, and if they can’t pay the way they prefer, they are more likely to abandon their carts.
Traditional Checkout: Limited Payment Methods
Most traditional checkout systems offer a limited range of payment options—usually credit/debit cards and perhaps PayPal. However, today’s shoppers want more flexibility, with many preferring digital wallets like Apple Pay, Google Pay, and Buy Now, Pay Later (BNPL) options such as Klarna.
Simpler One-Click Checkout: Payment Variety Out of the Box
Simpler offers a wide array of payment options without requiring merchants to implement complex integrations. From credit/debit cards to Apple Pay, Google Pay, PayPal, Klarna, and Revolut Pay, Simpler meets diverse customer needs. This broad choice ensures that shoppers can pay in the way that’s most comfortable for them, reducing the likelihood of cart abandonment.
More payment options mean less friction at checkout. With Simpler, customers are more likely to find a payment method that suits them, which directly impacts conversions.
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Mobile Optimisation: The Key to Capturing Modern Shoppers
With over half of all online transactions happening on mobile devices, optimising for mobile is no longer optional—it’s essential.
Traditional Checkout: A Struggle on Small Screens
Traditional checkouts often suffer from poor mobile optimisation. Lengthy forms and multiple pages can be tedious on a small screen, leading to high cart abandonment rates among mobile users. The frustration of zooming in and out, typing in fields, and navigating poorly designed layouts can be too much to bear for customers who expect convenience.
Simpler One-Click Checkout: Built for Mobile
Simpler was designed with mobile users in mind. It minimises the steps required to complete a purchase and keeps everything within a single, optimised window. Returning users can check out with just one click, making it incredibly appealing for mobile shoppers who want a seamless, hassle-free experience.
Simpler's mobile-first design reduces cart abandonment by offering a frictionless experience specifically tailored to smaller screens.
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Conversion Rate Boosting Features
Traditional Checkout: Obstacles that Erode Conversions
Traditional checkouts, with their multiple steps, data entry points, and account requirements, create numerous opportunities for shoppers to abandon their carts. While they work, they require effort from customers—an effort that often leads to lost sales.
Simpler One-Click Checkout: Built to Convert
By eliminating unnecessary steps and offering features like auto-filled details, one-click purchasing, and multiple payment methods, Simpler Checkout helps businesses boost their conversion rates by up to 35%.
Integrated Loyalty Program: Simpler also offers an integrated loyalty program, allowing users to earn Simpler Coins for every purchase. These coins can be redeemed on future purchases, fostering repeat engagement and further increasing conversions without adding extra cost for merchants.
The simplicity, speed, and added benefits like loyalty points make Simpler an all-in-one solution that not only closes sales but keeps customers coming back.
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Case Study: Simpler Checkout in Action
Simpler Checkout is trusted by hundreds of brands across Europe, providing a seamless and flexible checkout experience that drives conversions and customer satisfaction.
Below, you can see two specific brand success stories to demonstrate the tangible impact Simpler can have on e-commerce performance.
Funky Buddha Case Study:
Funky Buddha, a leading clothing brand in Southern Europe, integrated Simpler Checkout to enhance the online customer experience.
- 24.7% increase in conversion rates.
- 75% of buyers skipped the funnel and bought directly from the product page or mini cart.
- 10% of purchases completed in just one click (averaging 6 seconds).
- 57% rise in registered buyers.
MyBrand Shoes Case Study:
MyBrand Shoes, a trendy European footwear retailer, integrated Simpler Checkout to improve payment flexibility and streamline the buying experience.
- 98% of Orders Completed Earlier in the Funnel: 53% directly from the product page, 45% from the mini-cart, reducing drop-off rates.
- 18% of Orders via Digital Wallets: Quick, secure payments like Google Pay and Apple Pay gained traction.
- 13% of Orders via PayPal & 8% via Klarna: Significant uptake of modern payment methods.
- Checkout Share Improved from 10% to 22%: Over three months, Simpler's streamlined funnel increased adoption.
- Average Purchase Time: 6.8 seconds for returning customers and 72 seconds for first-time shoppers, indicating an optimised, seamless experience.
Conclusion: Which Checkout Drives More Conversions?
The battle between Simpler One-Click Checkout and traditional checkout is really a question of removing barriers versus adding them. While traditional checkouts often come with friction points that deter buyers—such as lengthy forms, limited payment methods, and forced account creation—Simpler focuses on delivering an easy, fast, and flexible experience.
If your goal is to maximise conversions, reduce friction, and give customers the best possible experience, Simpler One-Click Checkout is the clear winner. It’s a solution that takes into account the psychology of modern shoppers—offering speed, choice, and convenience, all while enhancing customer loyalty.
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