Should your eCommerce Site Force Account Creation?November 6, 2013
Forcing a new customer to create an account with your website before completing a purchase has its advantages and disadvantages. On the one hand, account creation is an extra step in the checkout process and a major source of cart abandonment. On the other hand, forcing account creation can give you a lot of insight into both the customer and your checkout process. [more]
Generally speaking, if the customer was willing to go through with creating an account, it indicates that they are more likely to return to your site. By forcing account creation, you can cultivate your customer base into one that mostly makes repeat purchases – which could cut your marketing spending. You get their email address right away. Even if they abandon the checkout process, you can remarket to them and find out what part of your website failed or confused them.
Despite those advantages, most customers see forced account creation as an inconvenience. The process can also degrade customer trust: they assume that by submitting their information, they’re agreeing to receive spam and unwanted advertising.
Weigh the potential actions of your customers carefully before deciding to implement forced account creation. Consider whether incorporating guest checkout or a social login would be a better idea.