Amazon
Amazon has a incredibly convenient checkout process. They typically save your shipping address (or keep a log of multiple past addresses for you to select from) and payment methods – so checking out can be completed within a few clicks. They even have the option to checkout an item directly with just one click- bypassing the option to “add to cart”. This speed, convenience, and efficiency, are all key elements of Amazon’s brand – getting you the items you want with minimal friction – showing their focus on conversion rate.
Warby Parker
When I bought a pair of glasses from Warby Parker a few years ago, I went in-store – where a sales associate accompanied me as I tried on different frames, patiently explaining which frames would be the most suitable for my face shape. My sister, who ordered hers online, was able to get a set of frames shipped to her – try all of them on – and then make a decision about which ones to purchase. This slow and thoughtful process is the complete opposite of Amazon’s – making sure customers are confident in their purchase by giving time to try on and choose. Warby Parker is more focused on average order value. Their products are expensive, so they want to make customers feel like they have invested in the right brand/products by providing a guided and customized experience.
Patagonia
At Patagonia’s checkout, you will be prompted if you really need this item, which seems counterintuitive. This method is to filter for customers who align with their mission and values – sustainability and protecting the environment. By doing this, Patagonia is optimizing for customer lifetime value – people who believe in the same cause will pay premium prices for their products – while also serving the purpose of conscious consumerism. In other words, this is building a loyal customer base with an alignment to Patagonia values.
