Obligatory registration on eCommerce websites kills conversion, i.e converting a user to a costumer. Can you imagine going into a physical shop and being asked all these questions before you can purchase anything?

Making customers register before they checkout is a barrier to purchase, but plenty of retailers are yet to learn this lesson, and are still making users register before checkout. The arguments against this barrier are compelling.

Research shows that enforced sign-up before purchase may be a reason for cart abandonment for up to 40% of consumers. ASOS halved its basket abandonment rate at the registration page simply by removing any mention of creating an account. In a more famous example from Jared Spool, one retailer added $300m to its annual revenues by removing the registration button.

Image/screenshot: Copyright © AbeBooks.com. All Rights Reserved. Used without permission under the Fair Use Doctrine.



More about this at the Interaction Design Foundation (IDF)

The IDF provides free textbooks and online education materials created by leading academics and practitioners of software design. Topics are User Experience, HCI, Computer Science, Business innovation, Design Thinking and Design Doing. The 100+ authors are leading designers, IT Leads, CEOs and Ivy League professors from e.g. IBM, SAP, MIT, Microsoft, University of Cambridge and Harvard Business School.

All free educational resources: http://www.interaction-design.org/

Free high quality textbooks: http://www.interaction-design.org/books/hci.html

IDF professionals association: SAP has a company license so SAP employees can become members of IDF professionals association for free at: http://www.interaction-design.org/sap

Not logged in
  • Anonym  7 years ago

    Amazing – I fully agree. Obligatory registration in essence on eCommerce websites makes end user abandon the website. This article endorses my views too.