There is some debate in the online business world about whether or not to require a login for purchase.
On one hand, studies show that roughly 20 percent of shoppers will leave a website that requires a login before buying. Customers tend to view forced online registration as annoying and invasive, so requiring them to make an account can jeopardize a potential online sale. On the other hand, not requiring registration doesn’t imbue loyalty toward the company. There’s something about doing a one-time entry of all your information before buying something that makes future purchases more appealing.
Along these lines, however, there is a third option. Online sellers can create a guest login for first-time buyers. This allows customers to skip all of the registration stuff if they’re in a hurry, and go straight for the purchase. They often view the ability to bypass the registration process as a token of goodwill which can translate into loyalty down the road.
The best-case scenario for your online business is for a customer to do the registration process right from the beginning. However, how you go about convincing them is a major factor in getting them to actually complete the process.
Making Online Registration Appealing
First and foremost, you need to help your customers understand that it is in their best interest to make an account with you. It should make more sense to create an account than to continue with a guest login. Here are some of the points that you can stress to potential customers who are considering opening an account on your site:
Ensure that your online registration interface translates well into the mobile world because more people are shopping on mobile devices than on stationary ones these days. You should also consider including an option that allows the use of information from social media profiles for quick registration. Building the bridge between shoppers’ previously created social media accounts and the new account on your site will save people time and keystrokes, which they’ll appreciate.
People want to know what’s in it for them. If you can persuade shoppers that setting up an account on your site will ultimately benefit them, you’ll have a much easier time getting them to comply.