Earlier this week, Google launched an expedited payment platform called “Pay with Google,” which enables one-click checkout on popular sites. But while tech companies are constantly inventing new solutions to the problem of checkout friction, brands aren’t biting.

Brands appear to be tone-deaf to the buzz around mobile payments innovation and the importance of conversion rates on mobile. While 93% of brands in L2’s Mobile report that sell directly to consumers make a basic effort to optimize mobile checkout, few strive for more advanced optimization.

The average mobile checkout process is three pages long, raising the risk that users will click away out of frustration. Just 14% of DTC brands offer single-page checkout. This issue is prevalent across sectors, from fashion to retail. 

Mobile adoption

Another deterrent is that within checkout pages, users have to fill in an average of 12 form fields. To combat this, brands can employ auto-complete, which uses geolocation to queue up suggested addresses based on the first few characters entered. This minimizes typing, a major pain point for online shoppers. However, only 39% of DTC brands incorporate this capability, with adoption as high as 50% in the fashion vertical and as low as 0% among consumer electronics brands. 

Hollister

Another way to move towards streamlined checkout is by advertising expedited payment options in a non-intrusive way. Hollister, for example, advertises Apple Pay, PayPal, and Visa Checkout incrementally through anchored footers, exposing users to the options without disrupting their shopping experience. 

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