Subscribe via RSS FeedRequired Registration: Top Etailers’ Favorite Usability Mistake
Posted
October 3, 2007 
Comments(7)
Comments(7) While preparing their upcoming report Customer Focus Study, 2007, Future Now observed “nearly half of the top online retailers still require people to register before they checkout.
The issue is not whether site registration itself is a bad idea, there are clearly benefits to both customer and seller which I will mention in a moment. The question is: Why are ecommerce websites still making registration a requirement, and asking for registration before the checkout process — especially when most of the user’s information will be entered in a standard checkout process anyhow?
How Registration Benefits the Customer
- Facilitates post purchase order tracking
- Allows visitors to bookmark products for later / add to wishlists and so on
- Enables one-click re-order convenience
- Makes for a quicker checkout process next visit
- Allows user to submit product reviews
- Registrants may be entitled to loyalty discounts and other creative membership perks (you gotta motivate ‘em!)
- Shipping and tax estimates are easier when the user’s zipcode is remembered
- Makes it easy for B2B customers to open and maintain accounts for scheduled orders
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