Apple Pay

Removing checkout friction can 2-3x conversion

Sam explains that for Trends, forcing users off-platform to be sold and sign up caps conversion; cutting friction (e.g., stored cards, Apple Pay, in-app one-tap purchase like a native Twitter subscription) can lift conversion from ~1% to 3-4%, and Apple Pay users already convert at a much higher rate.

“And we know that removing a little bit of friction can increase the amount of users you get by 2 or 3 times. So you could have a 1% conversion rate, and then if you change just a few things, you can have a 3 or 4% conversion rate. And if Twitter can make this so my credit card is on file with them and I'm just doing this like, oh, I want this, pop up, done, got it, it's going to go through the roof. And I could tell you that the people who buy with Apple Pay convert at a much higher rate.”

Steal thisCut every step between intent and purchase - stored cards, Apple Pay, one-tap checkout - because removing friction can 2-3x conversion.