The primary design objective of a “zero clicks” implementation is to achieve the desired outcome without any clicks (finger or mouse). For example, if the desired outcome is to never run out of toilet paper and this is accomplished without using your finger or mouse on your mobile device, computer or kiosk or credit card machine, then you have a zero-click system. If one click is involved (aka “approve”) then it is NOT a zero-click system.

Common occurrences of zero-click systems:

  1. Videos autoplay on your Facebook News Feed.
  2. Package arrives on the first Thursday of each month based on your monthly subscription service settings.
  3. Alexa turns on the lights via your voice command.
  4. A notification pops up on your iPhone reminding you of your 3:30 PM appointment.

Zero-click systems have a huge impact on buying behaviors. In 2014, Facebook was a non-player in the video market. Today they beat Youtube on multiple metrics. Why? Autoplay. How much purchasing power will Alexa have in the United States of America? How much power will we give her?

Written by John Rector

John Rector is the President of Social Media Target, LLC. He is the co-founder of E2OPEN, a multi-channel cloud software company. A highly experienced technology executive that consults with heads of states, chief executives, creatives, artists, authors, engineers, global brand managers and small business owners on artificial intelligence and the human experience (attention + awareness.


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