It seems like every time you want to buy something online, you are asked to create an account before you can purchase it. You find that product you've been looking for, you click "buy now", and you get ready to whip out your credit card.
But wait! Before going any further, the website you are on prompts you to either log in or create an account on that site. Frustration sets in as you then have to choose a username and password and reluctantly store your personal information in that website's database forever.
How often do you just give up or at least get frustrated by this practice?
As an e-commerce website owner, keep this in mind as you decide how to present your products and checkout process. Do you require your customers to create an account before purchasing or can they simply check out quickly and easily?
Whether you are aware of it or not, requiring account creation before purchasing will cause you to lose sales (unless you are Amazon.com). To ensure the quickest path to the sale, don't make your customers create an account. Let them check out with a simple form.
What is your experience with e-commerce websites and account creation? Comments are welcome.
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