The discussion on whether or not to use customer accounts never ends. There are pluses and minuses of each method: asking customers to get an account or just simply checkout. Some online stores strictly require an account, but those sites who give shoppers a choice can integrate extra options and encourage users to break the ice.
There are two main points in this process:
- It has to be very easy to do — it shouldn’t look like an imposition.
- There has to be a weighty reason for the shopper to register, which usually means that he or she needs to get immediate benefit.
Less frustration
We all know that frustrating moment when you have to fill all those forms during your first visit to a doctor. Creating an online account could be that frustrating moment too. According to new research, an average shopper has around 26 accounts online. Not only stores but also regular websites want us to initiate new accounts, so we get more and more of them. Unfortunately, we never know how many sites are abandoned due to the complexities surrounding a user initiating a confusing and time consuming new account process
If we want to get more signups, we have to keep the process of getting an account as simple as possible. Here are some tips that will help you with it
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Email address as the login. This is what the user will never forget. If your website features cannot allow this, find a way to enable an auto lookup for a customer to see if the login is available;
- Use social media. You can let the shoppers use their logins from Twitter, Facebook, and other social networks, which simplifies the process of account creation. As you know, OAuth-protocol has its own troubles, so it’s really not less safe than any other similar approach;
- Let your shoppers choose any password. Giving advice is okay, but asking to make up a long password with numbers and special characters might be irritating for the shopper. Forcing customers to put all those efforts to create a password which is hard to remember will make them want to leave your website at checkout;
- Optional info can wait. Only questions essential for the checkout should be asked at the beginning;
- Avoid CAPTCHA. Using CAPTCHA in getting an account or checkout is not that necessary. This is one of the main reasons users usually close the website tab in a browser. If you have to use it, choose existing words making it easy for customers to recognize them;
- Let the users who already have accounts sign up automatically. Asking shoppers to log in just after getting an account, or click on a confirmation link in the email cause more abandonments
- Set up auto fill. Typing basic personal information can take too much time, especially when using a mobile gadget. Let the shopper store this information while filling out any forms on your website. As you know, auto fill has a risk that shoppers can unintentionally share data with a website they don’t want, but eliminating this feature still doesn’t secure them from other risks across the web.
- Unobtrusively merge the account creation with checkout. Asking to create a password during checkout shortens the whole process. This simply integrates account creation and checkout into one process, which definitely makes your shopper happier;
Shoppers Need to Understand Why They Have to Sign Up
You want customers to create accounts as you encourage signups (a) to make customer support system more user-friendly, (b) advance email lists, and (c) support customers on any problems after their purchases were made. Consider the following ways of encouraging them at the process of checkout.
- Give a coupon on order. Shoppers love instant gratification. This can make the shopper stay at your site — he probably won’t go surfing the internet for a discount code;
- Follow up your clients on items, warranties, etc. If you sell high-value items, offering e-services for registered users can help close sales;
- Offer rewards. Shoppers always look for sales. They also love to collect points to get some other item they really desire. Rewards are great motivation to create accounts, and a nice way to build a core of loyal clients;
- Give the shoppers a way to look back on their purchase history and reorders. One of the greatest advantages of having an account in some online stores is the opportunity to look up the history of purchases. It’s a useful option if you sell products that people usually reorder;
Wish lists, lottery activities, data on the types of products usually ordered are among other options. The features you use vary in order to your sphere and target audience.
Asking to create an account during checkout shouldn’t discourage the shopping process itself. It can bring more conversions and help develop long-lasting relationships with potential shoppers.
