You’ve got five minutes until your next meeting — what do you do? If you are like many people, you pull your phone out and do some internet browsing.
You navigate to an online shoe store and see a nice looking pair of shoes right at your fingertips — choose your size, add to cart, and process payment. Instant gratification and some shiny new shoes on their way.
With technology growing and simplifying everything, it’s become normal to get anything we want in a matter of seconds. Buying online is irresistible, especially in this new COVID world, thanks to the convenience of being able to shop in our pajamas. Our need for instant gratification is a very powerful tool for advertisers.
According to a study done by BigCommerce in 2017, 96% of Americans shop online, and ecommerce is growing 23% every year. CNBC reports that consumers spent $211.5 billion during the second quarter this year. And with Black Friday and Cyber Monday around the corner, that number is going to grow.
Since its inception, online shopping during Q4 has been steadily increasing year-over-year. And with the pandemic still in full swing this holiday season, even more people will be purchasing from the safety of their home. Why risk illness battling the crowds when it’s so easy and satisfying to get what you want with a click of a button from the comfort of your own home?
Instant gratification seekers are constantly searching online, so it’s important to make their shopping experience as pleasant and easy as possible. Don’t give buyers an excuse to shop elsewhere, make sure that ads and keywords are sent to the most specific product available.
Customers want to find exactly what they are looking for as swiftly as possible. Most are on their phones and could be in the middle of making dinner or taking a quick lunch break. They want to make their purchase quickly and move on to their next task. When designing a website, follow the industry rule of three clicks or less to make the buying experience as seamless as possible for these instant gratification shoppers.
Amazon is a prime example of a website that has capitalized on consumers’ need for instant gratification. It offers shoppers the opportunity to browse every brand, any product they could possibly think of, and an abundance of customer reviews. Amazon’s instant “Buy Now” button and fast, free shipping options are delectable digital morsels to instant gratification shoppers — and the proof is in Amazon’s popularity.
Impatient shoppers crave immediacy and Amazon delivers — literally. What Amazon is doing works: net sales for 2020 Q3 are projected to be between $87 and $93 billion U.S. dollars, per CNBC.com; that’s a year-over-year growth of 24% to 33%. And with the holidays approaching, it’s essential for sellers to get on the bandwagon fast as revenue is only going to increase for online sales.
Make the consumer buying experience easy with accurate product descriptions, reviews, and simple steps to purchase. Allow people to checkout without entering their credit card information by accepting PayPal, Apple Pay, Samsung Pay, and others. Provide fast delivery options so your customers will have the satisfaction of knowing that their shiny new pair of shoes will soon be sitting on their doorstep.
Instant gratification for the win!
Note: This post was originally written on March 5, 2018, and was substantially updated October 20, 2020.