Apple Pay has been around for more than a year now, and it’s had some rather lackluster results when it comes to adoption rates and usage.
Depending on whose numbers you use, it ranges from a dismal and complete failure (really, Apple Pay should just shut their doors and go home) to a great product that tons of people who can use, well, do use.
Apple, of course, is super tight lipped with their count of how things are going, so perhaps its not as well as they would have liked in the land of Apple Pay. Of course the iPhone skid marks in the proverbial road to success were a lot LESS successful at this point in the game, and look where that’s landed us.
#MobileFirst is where it’s at today, if you’re selling anything online. The problem with that? Mobile is rarely last, since it’s crazy hard to finish a mobile transaction if you have to fill in all those pesky boxes with case sensitive information and you have fat fingers. Even if your fingers aren’t fat, it’s still a PIA.
Chuck Martin, from MediaPost, ran an article the other day that details the ridiculousness that overtakes any attempt to complete a sale on mobile with anything less than a One Click or Buy Now setup.
Very few brands have invested in single-page checkout, with the average number of pages to check out tending to range from two to four, according to the third annual L2 Intelligence Report: Mobile 2016, which evaluated the approach and performance of 68 brands across four categories on mobile.
The average mobile checkout requires a consumer to input anywhere from 13 to 16 fields, according to L2. Fewer than a third of those typically leverage the native drop-down fields and iOS-enabled navigation to make that experience more seamless.
WTH? Are you kidding me? I wouldn’t fill out four pages of anything to buy something on my laptop, why on earth would I do it on my phone? Oh wait, I would not bother.
If you’re unfamiliar with Apple Pay and how it works, here’s the quick rundown:
- Get an iPhone 6 or later.
- Add at least one credit or debit card to your Apple Wallet.
- Wave your phone over the NFC reader to pay.
- Confirm that you are you by pressing your thumb onto the unlock pad.
Yeah, I know. It’s pretty darn simple. It may not be the be-all, end-all of the world, but it’s really super simple, and you can wander around with your phone and manage to pay for most things. But what about online? I am talking about mobile, specifically.
[Tweet “Wouldn’t it be nice to just press a thumb on the phone and voila! be finished with the transaction? “]
Why yes, of course it would – that would save filling out at least a dozen form fields, avoid the 3 or 4 more PAGES in the checkout process, and you’d be on your way faster than Amazon could send hair gel to your house on same day delivery.
Adding a mobile commerce component to Apple Pay is one of the smartest things I think that Apple has decided to implement. I don’t personally care about the “e-commerce” version of the system – it requires you to have an Apple computer, a qualifying (and card loaded Apple phone), and to connect these together in order to use the fingerprint scanner to confirm that you’ve made the purchase on your Apple computer.
That’s actually worse than 4 pages of forms to fill out!
What’s the top takeaway?
Apple Pay for purely mobile transactions should be a GREAT deal for consumers and merchants alike. It cuts out a lot of friction, offers an easy way to pay, and if it even halfway works, it should be a slam dunk for moving some of those sales through the initial pipeline (mobile) instead of having to wait until the buyer returns to the mothership (computer or tablet) to complete the transaction.