Online Store Checkouts

How many usernames and passwords do you have?

If you're a regular user of the internet, you've probably got more than you can count. I really dislike creating new accounts, especially for places that I know I will be unlikely to come back to. More often than not it's online shopping sites, where sometimes you can't even add something to a shopping cart without registering your details.

Think of it this way....
Scenario 1
Imagine you are going down the street to take a look at a new TV.
You get to the store and before you can enter, they want to know your name, address, delivery address. Well believe it or not - this is happening on the web.

Scenario 2
You stop at a petrol station to fill up and before you can buy you need to set up an account, username and password - so that next time you come you can save a minute.

Chances are that next time you go to that store...
- you won't be able to remember the email address you used
- you may not even have the email address you originally registered with
- you won't be able to remember the password you used
- your address / delivery details may have changed

My guess is that for at least 80% of purchases, making your customers register before they can buy takes your customers longer than just filling out the checkout form and represents another hurdle the customer must go through before doing business with you.

I think it's one of those things that many people add to their stores only because they've seen other stores do it. If you want to build a customer base - use email subscription to send offers and let customers checkout as they please, not just when they've negotiated a registration and login process.

Something to think about?
David

Posted on Monday, January 14, 2008

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