Your life for a click? – Part 2

Yes, I want

In 1999, when the electronic market was in its infancy and Amazon only sold books, the company patented the «1-Click» purchase button with the idea that consumers could enter billing, shipping and payment information at once and then simply click on a button to make a second purchase in the future.

The most important thing Amazon allowed was to show customers that there was a good reason to submit their data, but today, that 1-Click technology is much more important as online purchases consolidate. From mobile, it is more intuitive and effective to manage a few steps purchase, because the greater the nuisance, or the number of steps and clicks to buy, the lower the propensity to complete the shopping cart trip. The same goes for the different experiences of user navigability when analyzing the behavior of clicks on corporate websites.

God save the click

The capture of click represents for the client the original sin of the new era, especially when these constitute one of the key elements in the funnel of conversion of the companies.

The conversion funnel is part of the strategic plan of Digital Marketing, used to refer to the steps that a user or lead (potential customer) has to carry out in order to achieve a specific objective: the purchase of a product, the hiring of a service, increase the number of followers in the social network through a contest, download a digital book, etc.

Throughout the process, «the click» is the main objective of any company that has campaigns on Google or Facebook. Since having a good CTR (Clicks Through Rate) implies that the strategy is being effective and therefore, profitable.

Currently, the power of a click has the ability to modify even statistics and percentages to companies present on the Internet. An action that, although it does not end in the final desire of the company (which will always be more active customers), is a previous step that entails other benefits: increased traffic, increased followers or increased interaction level, remarketing with more personalized messages, among others.

In short, the click is the new «unit of measure», when we refer to success in digital. «The click» is the acclamation for web analytics, but does it represent an effective model of profitability for companies?

 

[Silicon Valley is innovating, but that is corrupting society, now we are all (faithful) addicts]
Tristan Harris, former Google engineer