Thursday, August 16th 2018

Time is Money: Slow Online Checkouts a Big No-No for Order Completion Among gamers

The rhythms of our lives have been increasing non-stop as technology advances, and we're more and more unappreciative of any lost time. We try and do everything as efficiently as possible to be able to attend to the myriad of other issues we have to take on yet. "It is simply a matter of time", said Morpheus to Commander Lock in Matrix Reloaded. That wording is true in all manner of issues, whether in digital cyberpunk fantasy-land or in real life, where time is the ultimate judge. Ascending from these philosophical depths, though, there's a simple matter that actually does take issue with time: online orders.

SuperData, a market intelligence firm, has revealed a report where it's been found that over 27% of the gamer population has left online orders in limbo, never quite finishing them. The issue? Time and convoluted purchase processes, whether with multiple registration steps, email confirmation, a slew of obligatory data checks, shipping, payment options... Everything that isn't seamless makes gamers - and I'd say, people that aren't gamers as well - leave their orders unfinished.
There's obviously part of a "complicated" equation where the effort is just too much and takes away all the will to drive the process through. However, I'd argue there's something else at stake as well: the more time is wasted or taken with an online purchase process (or any kind of purchase process, for that matter) leaves open more time for the impulse buy factor to be mitigated by rationalization. "So, I'm wasting my time with this already" is a surefire way to open up thoughts of "do I really need this game with a backlog of 27,000 games that I already have?" I've been there, at least.
However, SuperData's analysis has focused more on the payment options part of the equation - and I've been there as well."One of the most-easily overlooked aspects of the digital games market, payment options are more vital to performance than publishers and platforms realize," said SuperData. "Offering the right mix of payment options for your platform, audience, and market is key in optimizing conversion and repeat payments." This is particularly important in Europe, where some 54% of would-be, almost-were buyers have left the checkout process without completing simply because the seller didn't provide their preferred payment option. The US comes close, at 50%, and Latin America comes in at third with 43% of abandoned carts.
Speed, ease of use - and of course, security - are the holy grails of consumer satisfaction and machine-like state of consumerism, where no stopgaps allow time for a concerted train of thought to be, well, stopped. PayPal being the preferred method, right after credit cards, isn't a coincidence. Things can hardly become easier than with PayPal's one-click buy and other such offerings. And isn't it great when we can auto-fill our credit card details dor an online order? (Don't do that, really. Don't take that risk).
It's true that convoluted checkout processes stop order fulfillment, and that wasted time is a big no-no for most people. However, there's something to be said about all of those unfinished orders, and there are some very many interesting questions left unanswered. How many of those unfinished sales on a given platform converted to a finished order in another, simpler, more streamlined one? How many of those purchase decisions were abandoned outright? What percentage of them were driven by impulse-buys and which were actual, thought-through purchase decisions that fell due to lack of trust in the available payment options?

It's an uber-fast world out there, and it's a "be faster or be left behind" world. Apparently, that does extend to everything - even to digital goods in a digital platform from the comfort of our own homes, chairs, or phones.
Sources: SuperData Gamer Payment Preference Research, via GamesIndustry.biz
Add your own comment

21 Comments on Time is Money: Slow Online Checkouts a Big No-No for Order Completion Among gamers

#1
Dammeron
Mail confirmations, time-consuming (and not working properly} captcha, complicated password requirements etc. can go f*ck themselves. However I'd never agree to eg. auto paypal logging - as long as money is directly involved, I want proper safety.
Posted on Reply
#2
Arjai
I have to say, as a non-Gamer, for the most part, I rarely have had this issue. Most of my non-purchases have been because of the website's security issues. Or, because, I decide to shop around and find a better deal or better product.

I spend more time checking out an unknown site's security, now-a-days, because I had both my bank and credit card hacked a couple of month's ago. Both were quick to inform me and protect me but, it meant being card-less for 4 days.

It also taught me how much I rely on these plastic money doo-dads!

I can say, and agree, Captcha's are bull pucky. How serious is robot shopping?

My Alexa, or my Google Home, don't buy anything from Newegg. Not even sure if they could if they had the ability to want anything. But If I want to buy something from Newegg, which happens on occasion, I am asked to prove I am not a robot. Thanks. No Thanks. What a PITA! I find the Amazon beats Newegg prices almost 99% of the time, anyways. Amazon realizes I am not a robot and even allows me to use Alexa and I even have some Buttons! I can order Pop Tarts and Cleaning Supplies, individually, by pressing a button I keep in the cupboards! How does that work? And doesn't need a Captcha? I have to sign in to both sites, yet only one thinks I may be a robot.

:roll:
Posted on Reply
#3
bonehead123
I recently read a study somewhere that said, at least in the US, if the online checkout process is not 100% completed in 13.49 seconds or less, most buyers will just go to another vendor's site that has faster checkouts, even if they have to pay a few $$ more for the same product.

But I do agree with the no-no of auto-checkouts via paypal, why take that risk with all the crap going on online nowadays ?

And I feel the same way about brick & mortar stores too....the ones who insist on capturing your zip code, phone # or other personal info at the checkouts. When I ask why they need this info, I either get a blank stare, or the lame "it's just our policy" nonsense.....by that time I am of course already out the door and back to my car....heading to the place across the street.....

By far the worst offenders are clothing stores, where they ALWAYS insist on very slowly removing the anti-theft tags, and then very slowly taking the clothes from their hangers and then even more slowly folding them into the perfect shape/size and agonizingly sliding the items into their micro-thin super-elcheapo plastic bags, like it was made of 24k gold or something.... I started just removing the friggin hangers and tags myself to prevent these delays, but I get all sorts of strange looks from the cashiers for doing so....

Hey a**hole, just toss the damned thing into the bag, after all, it's going into the washer as soon as I get home anyway !!!!!!
Posted on Reply
#4
Arjai
Not sure if it is, "they ALWAYS insist on..." Probably has more to do with boredom, or lack of giving a shit, or they actually are doing their best, or it is "company" policy relating to "Customer Service" which we all crave so damn much!

We just did a survey, company did, and we changed our service. Used to be we vacuumed your car, when we did an Oil Change. Now, we don't. It is now an $8 charge to vacuum the car. No complaints from anybody! None, in the last 2 weeks! And, we still sell the vacuum service on a 1 in 18-20 car run. So, all these years vacuuming peoples cars and in reality, only 5% of the customers even cared.

Another plus? 15 minute cars, or less. Less wait, more customers. More customers, more money. More money, more employees. More employees, ME GET TIME OFF, NOT WORK 6 DAYS A WEEK!

All work and no play makes Arjai wanna kill people.

So, I am all for the new service! It saves Lives!!

:kookoo: [/Rant]
Posted on Reply
#5
bonehead123
But they do ALWAYS insist, because they will not ring up your stuff without doing this crap...I know its what they're expected to do, but making me wait at the check out while they f*ck around for an extra 8-10 mins. on stupid unnecessary Bullshit procedures/policy performance is NOT customer service to me....just the opposite IMHO...

At least with the oil change, I am given the OPTION of whether I want to spend the extra time, and money, waiting for the additional services. Thats the way it should be, since I am the one spending my hard earned cash....☺
Posted on Reply
#6
Fx
I used to have serious issue with registration, logging in, extra authentication, payment, address, etc etc... then I bought RoboForm. Instant gratification, consistency, security, time saved.
Posted on Reply
#7
phanbuey
There should be a "I've left unfinished orders because my ADD got the best of me and I thought that the extra "Click to Order" screen was an order confirmation screen."
Posted on Reply
#8
Prima.Vera
This is nothing compared to Japanese online forms. Nobody can beat them on the complexity and ridiculously waste of time until you SUCCESFULLY complete their forms to order or purchase sometihng. :laugh::kookoo::kookoo:
Posted on Reply
#9
robal
Wanted to reply.
Had to log in.
Luckily browser remembered.
Had to confirm some account mumbo jumbo (no time to read).
Had to confirm mumbo jumbo again (didn't work the first time).
Comment starts:
SO TRUE !
I don't buy a lot of stuff because this particular issue.
I simple have no time for BS.
I'm surprised I had time to write this comment.
NO TIME. bye !
Posted on Reply
#10
Rockarola
Prima.VeraThis is nothing compared to Japanese online forms. Nobody can beat them on the complexity and ridiculously waste of time until you SUCCESFULLY complete their forms to order or purchase sometihng. :laugh::kookoo::kookoo:
Yup, I feel your pain.
I collect watches, but I tend to stay away from Japanese sites, even though I could save a bit of money, because it's such a pain in the Gluteus Maximus!
Posted on Reply
#11
TheGuruStud
ArjaiNot sure if it is, "they ALWAYS insist on..." Probably has more to do with boredom, or lack of giving a shit, or they actually are doing their best, or it is "company" policy relating to "Customer Service" which we all crave so damn much!

We just did a survey, company did, and we changed our service. Used to be we vacuumed your car, when we did an Oil Change. Now, we don't. It is now an $8 charge to vacuum the car. No complaints from anybody! None, in the last 2 weeks! And, we still sell the vacuum service on a 1 in 18-20 car run. So, all these years vacuuming peoples cars and in reality, only 5% of the customers even cared.

Another plus? 15 minute cars, or less. Less wait, more customers. More customers, more money. More money, more employees. More employees, ME GET TIME OFF, NOT WORK 6 DAYS A WEEK!

All work and no play makes Arjai wanna kill people.

So, I am all for the new service! It saves Lives!!
:kookoo: [/Rant]
How did they not already know that? They take their car to any place for oil changes b/c they don't care about it. If they don't care to have quality oil/filter change, have it done by a trustworthy person (since they're too lazy/stupid to do it themselves), then why would they care about a vacuum when the fat asses will just trash it, anyway?

Management never has a clue lol.
Posted on Reply
#12
hat
Enthusiast
Seems a bit ridiculous... checking out is too hard now?
Posted on Reply
#13
trparky
We've become such an instant gratification society. I weep for humanity.
Posted on Reply
#14
Cruise51
Bureaucracy is the problem.... needless complexity for the buyer that wastes their time.
If it isn't simple and fast there are plenty of other places they can go... and they do.
Posted on Reply
#15
StrayKAT
hatSeems a bit ridiculous... checking out is too hard now?
Seriously. And personally, I kind of have social anxiety (at least with crowds), so anything online is better for me. I never once thought it could be better.
Posted on Reply
#16
Mussels
Moderprator
The whole twice i tried to buy in game items, it lagged out on me. So i cancelled them and never tried again.
Posted on Reply
#17
RejZoR
This sounds like some corporate monkey wrote it. "We don't want for you to think twice before paying, we want you to pay twice and think once". When I pay 60 or 80€ for a game, I want to be damn sure I'm checking out the right thing. So, 5 seconds or 1 minute, makes no bloody difference for me. And that applies across the board even for non-gaming items. Which is why I don't like the whole idea of storing paying credentials for "ultra fast checkouts".
Posted on Reply
#18
Vayra86
Fast checkouts are really only 'wanted' by people who don't want to face their purchase and sellers who thrive on impulse purchases (gaming? gamers? young people, lootboxes, 'one more turn', 'one more game',... seems about the perfect target group).

Sure, things don't have to take an unnecessary amount of time, but its complete BS that people run to another vendor (and take 2-3x longer before the purchase is actually complete... because you never get to a new vendor instantly at the right product and into checkout) because of a few seconds to 'stop and think'. In fact, a responsible vendor would ask its customers to take that time to review the order to make sure they got it right.

And even then, there are the security considerations. Fully automating checkouts is the worst thing you can do. Its also a wet dream for many companies and even banks: remove those barriers so there is less conscious behaviour associated with making a purchase = makes it easier to purchase something. its well researched and documented - this article is just a vile take on that research.
Posted on Reply
#19
neatfeatguy
How about the self checkout lanes that are becoming popular in stores, such as Target? I loath them and love them at the same time.

I hate (absolutely hate) small talk. I don't want to stand there waiting for someone to ring up my products while they're commenting on my shirt or asking how my day went or what my plans are for the weekend. My wife tells me to be nice if the person talking to me is being nice, so I at least give out one to two word responses while I show indifference towards them and don't tell them to just not talk to me. 95% of people talking to me catch on after a couple questions that I'm not one to chat or that I couldn't care less about what they had to say and they stop talking. The last 5% keep talking and my irritation builds up and then I'm left irritated to no ends for a good portion of the day....I'm odd like that.

The self checkout lanes, they're there to reduce costs for the store (don't have to pay people to be ringing up customers at the checkout lanes).....but they take jobs away from people that may need them - this is why I loath them.

Not having to stand there trying to talk to someone ringing me up and I can generally ring myself up and get out faster than waiting in line, this is why I love them.

I don't do much purchasing online - this is generally left to buying computer stuff if I can't get it cheaper at my local Micro Center.
Posted on Reply
#20
Vayra86
neatfeatguyHow about the self checkout lanes that are becoming popular in stores, such as Target? I loath them and love them at the same time.

I hate (absolutely hate) small talk. I don't want to stand there waiting for someone to ring up my products while they're commenting on my shirt or asking how my day went or what my plans are for the weekend. My wife tells me to be nice if the person talking to me is being nice, so I at least give out one to two word responses while I show indifference towards them and don't tell them to just not talk to me. 95% of people talking to me catch on after a couple questions that I'm not one to chat or that I couldn't care less about what they had to say and they stop talking. The last 5% keep talking and my irritation builds up and then I'm left irritated to no ends for a good portion of the day....I'm odd like that.

The self checkout lanes, they're there to reduce costs for the store (don't have to pay people to be ringing up customers at the checkout lanes).....but they take jobs away from people that may need them - this is why I loath them.

Not having to stand there trying to talk to someone ringing me up and I can generally ring myself up and get out faster than waiting in line, this is why I love them.

I don't do much purchasing online - this is generally left to buying computer stuff if I can't get it cheaper at my local Micro Center.
Haha yep those 'must make small talk because policy and customer service bonus points' lines are the worst. Whoever thought of them... wow. I wonder if anyone really appreciates that - I think neither sender nor receiver really does. But if people want to start a little talk because the atmosphere is right, that's a different thing I think. Its the difference between 'the obligatory how are you today' versus genuine interest and just being genuinely nice. Thin line...

And the mood of the day... yep. Its pretty hard to get customer interaction right :)
Posted on Reply
#21
Caring1
Vayra86Haha yep those 'must make small talk because policy and customer service bonus points' lines are the worst. Whoever thought of them... wow. I wonder if anyone really appreciates that - I think neither sender nor receiver really does. But if people want to start a little talk because the atmosphere is right, that's a different thing I think. Its the difference between 'the obligatory how are you today' versus genuine interest and just being genuinely nice. Thin line...

And the mood of the day... yep. Its pretty hard to get customer interaction right :)
True, and I purposely choose express lanes to avoid small talk, but often get stuck behind some old fool that decides to dig around for a coin purse AFTER everything has been rung up, then continues to prattle on about how her hubby Bert had an operation and her mongrel dog had a cough etc.
To me it's infuriating, and I find myself telling people to get a move on, it's called express for a reason.
Posted on Reply
Add your own comment