Practical Sales Training™ > How To Convert > The One Click Effect
What is it?
Making it possible to make a purchase with a single (or as few as possible) mouse clicks.
Why does it work?
It works because of the path of least resistance. When you remove the complexity and barriers to purchase, you appeal to our natural human tendency to achieve the desired outcome whilst expending as little energy as possible.
How can you use it?
Whilst achieving a one-click purchase might be too high a bar to achieve, how can you eliminate the number of clicks or number of pages necessary to take someone from browser to buyer?
Example:
An online gift shop simplifies its checkout by offering:
“Buy Now with Apple Pay / Google Pay” directly on the product page.
No account creation. No multi-page checkout. One click, done.
Why it works:
It removes friction – no forms, no delays, no distractions. The buyer is already emotionally committed while viewing the product, and this allows them to act instantly. Fewer clicks = higher conversion.
Even without full one-click capability, a business can:
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Auto-fill billing/shipping info
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Remove unnecessary fields
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Combine steps (e.g. shipping + payment on the same page)
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Use clear call-to-action buttons like “Buy now” instead of “Next”
See also
