为什么网上突然扑天盖地都是“一键购买”按钮

    最近，能够直接从网页和应用上购物的“一键购买”按钮，似乎成了美国网上最火的东西。Facebook打算在其社交网站上添加“购买”按钮。Twitter则已经开始进行试验了。经过几年的期待，Pinterest公司上月也推出了这一功能。就在本周，谷歌宣布，“一键购买”按钮即将出现在谷歌的移动搜索结果中。

    在本周于阿斯彭举办的《财富》科技头脑风暴大会上，数字支付创业公司Stripe的两位创始人阐述了“一键购买”按钮何以成为一种现象大行其道。简言之，它是移动化的产物。

    Stripe的联合创始人兼CEO帕特里克·科里森指出，由于移动设备使用方式以App为主，而非网站，人们很难像在电脑上那样，在移动设备上随意在各个网站之间切换。多任务在电脑上是很自然的，但在运行速度较慢且屏幕很小的移动设备上并不容易进行多任务操作。

    “各个应用都想做好这个渠道，在用户发现自己感兴趣的东西的那个时间点，让一切都能唾手可及。”也就是说，只要条件允许，你更倾向于在当前使用的应用中直接购物，而不是等到被转至另一个网站或应用。而Stripe公司则通过其支付软件，为很多公司的“一键购买”按钮提供了支持。

    约翰·科里森是帕特里克·科里森的兄弟，他提到了Facebook和Snapchat将更多内容和活动纳入自家应用的行为，并与“一键购买现象”进行了对比。比如Snapchat现在通过“发现”（Discover）标签，可以把视频内容直接放在Snapchat里，而不是直接给用户。Facebook的移动广告也非常成功，因为它包含了一个让用户可以直接从广告里安装应用的按键。约翰·科里森指出：“用户的购买点将从‘访问商家的网站’过渡到直接从应用里购买。”

    由于消费者已习惯于在移动设备上浏览网页，而他们在移动端切换网站的频率低于使用电脑界面时，因此这一点尤为重要。

    用户会对“一键购买”感到厌倦吗？帕特里克不这样认为。他表示，“消费者会想，真好，我不用上这个网站了，我可以一步到位地完成这个行为。因此相比之下，那些没有购买键的应用看起来就是不完整的。”（财富中文网）

    译者：朴成奎

    Lately it feels like “buy” buttons, which add the ability to shop directly from webpages and apps, are the hottest thing to hit the Web. Facebook has plans to add buy buttons to its social network. Twitter is already experimenting with them. After years of anticipation, Pinterest last month launched its own buy buttons. This morning, Google announced that buy buttons will appear in its mobile search results.

    This morning at Fortune’s Brainstorm Tech conference in Aspen, the co-founders of digital payments startup Stripe explained what’s driving the buy button phenomenon. The short answer? Mobile.

    Because mobile device use is dominated by apps, not websites, it’s difficult to navigate like you can between various websites on a desktop computer, said Stripe co-founder and CEO Patrick Collision. Multi-tasking comes naturally on desktop computers, but not on tiny mobile screen where everything moves slower and doesn’t work that well.

    “Apps are trying to flatten the funnel so everything is right there at the point of discovery,” he said. In other words, you’re more likely to shop directly inside the app you’re already using than if you’re sent to a new site or different app. Stripe is helping to power many buy buttons with its payments software.

    John Collision, the brother of Patrick and co-founder of Stripe, compared the buy button phenomenon to the way media startups like Facebook FB 0.22% and Snapchat are pulling more content and actions into their own apps. Snapchat, with its Discover tab, now places video content directly inside Snapchat, rather than send users elsewhere. Likewise, Facebook’s mobile ads have been successful because they now include a button that allows users to install apps directly from the ad. “The point of purchase is going to move from being on the merchant’s site to being directly into the app,” he said.

    That’s particularly important as consumers shift their web-browsing habits to mobile, where conversion rates are lower than on desktop computers.

    Will consumers get sick of buy buttons? Patrick is skeptical. Shoppers will “think, ‘Oh awesome, I don’t have to go to this site… I can perform the action in a single step,'” he said. “The apps that don’t have this are going to seem broken by comparison.”