Question: Does PollCart add “friction” to the e-commerce checkout process?

We were recently approached by a pioneer of the one-page checkout with the criticism that PollCart adds “friction” to the buying process. Citing numerous studies, the entrepreneur introduced us to the Checkout Conversion Index (CCI) as popularized by bluesnap.com stating that “36% of sales conversion can be lost due to online checkout friction.” So I’d like to present three types of online checkouts:

  • Checkout with minimal friction.
  • Checkout with some friction.
  • Checkout that never begins.

Take a guess at which of these three has the least friction. I would propose a checkout that never begins has the least friction. I would further propose that removing the payment process of your checkout might also considerably improve “friction.” In fact, removing the buyer’s ability to put something in their cart and pay for it would eliminate checkout friction altogether.

PollCart focuses on the checkout that never begins.

Buyers who choose the PollCart option at checkout experience friction in the form of adding their Google contacts, emails and phone numbers for our purchase polls. Those polled also have the opportunity to enter your friction-filled checkout process in the form of a referral. Then they can checkout with some or minimal friction, but regardless, they begin your checkout process with odds of around 13 in 20 of completion (bluesnap.com, 2016). For those of you still smitten with bluesnap’s numbers, 64 is considerably more than zero.

100% of buyers who never enter the checkout process are not converted into sales.

Buyers must enter your checkout to experience checkout friction and become part of bluesnap’s statistic. So if your goal is to reduce checkout friction from a 36% loss rate to around a 10% loss rate, I propose you let PollCart focus on the checkout that never begins. You don’t have to hire a UX expert for that. Just PollCart. And by the way, we are UX experts. Shopify owners can install PollCart with a free 30-day trial and easy installation in the Shopify App Store.

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