VTEX Blog - Password Is Dead: How To Increase Online Sales Providing A Seamless And Secure Checkout Experience?

Password Is Dead: How To Increase Online Sales Providing A Seamless And Secure Checkout Experience?

Andre Uchoa
Andre
27 May 2016
Reading Time: 2 min

The tipping point of a web store navigation flow is undeniably the checkout. That’s when you get the user’s ultimate commitment to the purchase: delivery information and payment. This is the worst place to lose a customer, because there you know that you are wasting one of your most qualified leads.

In order to leverage on the demonstrated intention of a customer that gets to checkout, attention to a seamless user experience is essential. The problem is this experience is strongly influenced by two conflicting forces: customer convenience versus information security.

But when you accept the challenge and put two apparently opposing ideas at the service of one another, some mind-blowing conclusions may arise.

By trying to improve the usability of the checkout process in the web store still keeping it safe, we ended up with a solution that gave us a faster first purchase, an astonishingly faster second purchase, that takes an average of 14 seconds to conclude and, after all, it presented itself as actually safer than the status quo.

Do you know what is even better?

At the first time you are buying, it doesn’t feel that different from what you are used to. It is only somewhat leaner. When you realize, in the second purchase, how different and straight forward everything is, there is no time to fear the new. The whole presentation of the novelty is really self-explanatory, so you perceive there are no reasons to worry about it. When you least expect it, you don’t want another way anymore. You want it easy, fast and seamless as you once experienced.