Great article about Creating an Account at checkout

[William Davis]

Re: Great article about Creating an Account at checkout

I never mention the word "account" anywhere, other than in the topnav (link also repeated under the cattree). Customers just "checkout". The only "choice" presented is that "Previous customers" can "save time and effort" by "logging in".

No new customer has to make a decision - there is only one way to checkout. Previous customers are given the option to login but if they don't they just "checkout" too (and thus create another account). A handful of customers create more than one account but the vast majority "get it".

No words are used which can create concerns in the customer's mind such as "register", "account", "security", "retention of credit card information" etc. etc. is used in the checkout process.

I do have extensive notes about security of transactions in either an FAQ section or more likely as a special security page (in Miva I create an additional page template just for security content). This security page is linked to from the BASK and OCST pages as well as numerous other places throughout the store, including the left nav. So, if someone is concerned about security they have all the information they need.

But, OTOH, if a customer has "their goods in their hands" and are focused on checking out, we have no words or systems in the checkout which cause them to have second thoughts. None.

Excellent points...

[Pete McNamara]

Re: Great article about Creating an Account at checkout

I never mention the word "account" anywhere, other than in the topnav (link also repeated under the cattree). Customers just "checkout". The only "choice" presented is that "Previous customers" can "save time and effort" by "logging in".

No new customer has to make a decision - there is only one way to checkout. Previous customers are given the option to login but if they don't they just "checkout" too (and thus create another account). A handful of customers create more than one account but the vast majority "get it".

No words are used which can create concerns in the customer's mind such as "register", "account", "security", "retention of credit card information" etc. etc. is used in the checkout process.

I do have extensive notes about security of transactions in either an FAQ section or more likely as a special security page (in Miva I create an additional page template just for security content). This security page is linked to from the BASK and OCST pages as well as numerous other places throughout the store, including the left nav. So, if someone is concerned about security they have all the information they need.

But, OTOH, if a customer has "their goods in their hands" and are focused on checking out, we have no words or systems in the checkout which cause them to have second thoughts. None.

[William Davis]

Re: Great article about Creating an Account at checkout

Those fields are part of the form they need to complete to checkout. It is pretty much the standard form.

No-one yet has ever questioned it. :)

A very small % of people open multiple accounts but when we investigate it is mostly because they forgot all of the email address they used, their login name and their password. These also tend to be people who delete the order confirmation email from their mail server and from their computer and never print a copy of the order confirmation (despite it containing a coupon for a discount on their next order). I never cease to be amazed by the actions of some people.

Very interesting Pete. We recently revised out checkout page for our websites to address issues raised by Chuck.

In our last revision, this is the language that we implemented on the OINF screen for the "New Customer" option:

New customer proceed to store checkout without creating an account. Once order has been completed, you will have the option of saving your order shipping/billing address only for future customized shopping experience, and express checkout when returning to our store.

Note: We do not retain your; credit card number, expiration date, and/or security card code information.

New customer proceed to store checkout without an account now.

Pete, now I am think it may not even be a good idea to even mention at the beginning, that they can later create an account if they choose to do so. There is really no need to mention it at the beginning.

Here is the language we are using once the order has been completed INVC screen:

Register now and benefit from customized shopping experience, and express checkouts when returning to our store by saving your shipping/billing address only (we do not retain your credit card number, expiration date and/or security code information).

Create Sign-In ID:
Create Password:
Confirm Password:
Your Email:
[Submit]

Any thoughts Pete, and Chuck?

[Pete McNamara]

Re: Great article about Creating an Account at checkout

Those fields are part of the form they need to complete to checkout. It is pretty much the standard form.

No-one yet has ever questioned it. :)

A very small % of people open multiple accounts but when we investigate it is mostly because they forgot all of the email address they used, their login name and their password. These also tend to be people who delete the order confirmation email from their mail server and from their computer and never print a copy of the order confirmation (despite it containing a coupon for a discount on their next order). I never cease to be amazed by the actions of some people.

[chucklasker-BANNNED]

Re: Great article about Creating an Account at checkout

Very interesting, Pete.

When you have people check out, how do you have their account created? They need to create a user name and password, and give a lost password email address. Do you simply make them do that, or do you have a trick?

[Pete McNamara]

Re: Great article about Creating an Account at checkout

I've covered this is other threads but as this one is a major discussion, I'll cover it here too.

Like Chuck, I have always believed that "asking a customer if they want to create an account during the checkout process is a high-level decision that distracts them from doing what you want, which is to give you money".

In stores I have built for the past 3 years, whether Miva Merchant or not, all new customers create an account. I just don't tell them they are creating an account. The only choice a customer is given is either to login to an existing account or new customers "checkout". Furthermore, I have never done A/B testing but I know for sure that this method works 100%. I am not saying don't do A/B testing but you might try the method below first or in conjunction with A/B testing.

How do I know? Because the invoice numbers on the completed orders are close to continuous i.e. once getting to the OINF "page", very few people bail out in the checkout process. In addition, my clients follow up/contact every person who bails out but who has logged in/created an account and these represent about three quarters of the "missing" invoice numbers. (in case you are wondering, the major reason given for bailing at this point was running out of time somehow - e.g. wife called customer to dinner, customer remembered he/she had to pick up the kids from somewhere, customer decided to probably add something to order but wanted to research the additional product first and so on)

In addition, you can use Google analytics or Urchin 5 or similar, to see how many people actually bail at the LOGN page (where OINF puts them if they haven't logged in before starting the checkout process).

We have never had a single complaint, in any store using this method.

Whatever method you decide to use, in my experience it is a very bad idea to ask a prospective customer, when they have decided to buy and "have their goods in their hands", to make a high level decision as to whether they want to create an account or not. Asking them to complete a questionnaire during the checkout process is a similar distraction and I never allow my clients to do it. Once they have decided to buy, I make it as easy and simple as possible for them to give my client their money.

My 2 cents.

[William Davis]

Re: Great article about Creating an Account at checkout

My latest blog post, The $300 Million Button:

By default, Miva Merchant checkout has “Create New Account,” “Place Order Without Account,” and “Login to Existing Account” options. Users have been debating the best options to offer for a decade. I have had the opinion that asking a customer if they want to create an account during the checkout process is a high-level decision that distracts them from doing what you want, which is to give you money. Unless you are using Price Groups, Availability Groups, or membership benefits, I suggest simply eliminating the entire account functionality and let people enter their address each time they check out. It’s really not that difficult.

At last, my view has been vindicated with this excellent study, followed by a couple free tutorials about how to make changes in your Miva Merchant 5.5 store:

How Changing a Button Increased a Site’s Annual Revenues by $300 Million

It’s hard to imagine a form that could be simpler: two fields, two buttons, and one link. Yet, it turns out this form was preventing customers from purchasing products from a major e-commerce site, to the tune of $300,000,000 a year. What was even worse: the designers of the site had no clue there was even a problem.

Article Continued: http://www.uie.com/articles/three_hund_million_button

To remove the Account options completely, view this tutorial.

To move the Create an Account option to the Invoice page, view this tutorial (with code).

Chuck, do you are anyone else knows if there any module that can be used in conjunction with your "To move the Create an Account option to the Invoice page, view this tutorial (with code)" suggestion to avoid the "login id" question issue, thus eliminating one field, or use their e-mail address instead?

I get the impression that the modules I have seen are not meant to be used in the invoice page.

[William Davis]

Re: Great article about Creating an Account at checkout

Good idea, William. At some point they have to enter a user name and password to create an account. Any thoughts on that?

Well, what if once the "subscribe" check box has been checked, it would automatically expand with the additional one or two field required.

Example:

[x] Save account information for future customized shopping experience, and express checkout when you return to our store (We never not collect and/or store credit card information other than to process your current order).

• Sign-In ID: [[email protected]] (automatically populated with lost password e-mail address once the "Save account..." check box has been checked.

Accompanied of course with language giving the consumer the option to change the pre-filled email address if so desired.

• Password: [ Bx1Lq3 ] (Similar to the previous field above, automatically populated with a random password using the same, or similar concept used by "KeePass Password Safe" "Password Generator" menu (excellent, I highly recommend it). Again, accompanied of course with language giving the consumer the option to change the pre-filled password if so desired.

Finally, I would let them know that they will be receiving an e-mail confirmation [[email protected]] of their user ID and Password for their records.

Just an idea... hoping of course that it will spark an even better one.

[William Davis]

Re: Great article about Creating an Account at checkout

Ohh, ahh, double negative. Does that mean you DO collect and store credit card info? :-)

Good point, what I meant was credit card; Number, Expiration Date, and CVV2 (e.g.: "...per PCI DSS standards, logos, etc..."). Obviously one would need to polish the sentence for brevity and clarity.

I just wanted to put the idea out there, and see if this idea would address the excellent points/concerns made by Chuck and the rest, or at the very least serve as a starting point for something better.

[chucklasker-BANNNED]

Re: Great article about Creating an Account at checkout

Good idea, William. At some point they have to enter a user name and password to create an account. Any thoughts on that?

[d_host]

Re: Great article about Creating an Account at checkout

(We never not collect and/or store credit card information other than to process your current order).

Ohh, ahh, double negative. Does that mean you DO collect and store credit card info? :-)

[William Davis]

Re: Great article about Creating an Account at checkout

What a great and enlightening thread. Chuck, as usual, all the points made by you, as those made by others -they were all excellent points.

Perhaps the same check box at the bottom of every checkout page, or something similar in case they missed it in the previous checkout page. Once checked, it stays check until unchecked.

Example:

[x] Save account information for future customized shopping experience, and express checkout when you return to our store (We never not collect and/or store credit card information other than to process your current order).
[ ] Subscribe to e-mail sale promotion notification (no more than ? a month, and/or ? a year), and receive a ? coupon off your next order -you can always easily unsubscribe later.

[chucklasker-BANNNED]

Re: Great article about Creating an Account at checkout

Still a possible confusion-point. "What is that account button for? What does that mean?" If you do it, on the resulting account page be sure to fully explain it. At least it probably wouldn't cause people to abandon checkout out of confusion.

I shop online for almost everything but food. I have no problem entering my shipping and billing info when I order, even on a repeat order. I don't even think about it. So unless there's a value-added benefit, like a Price Group discount or Availability Group or something, I just don't see having it at all.

[musicforkids]

Re: Great article about Creating an Account at checkout

What do you think about eliminating the Create Account page but keeping the "my account" button on the top of my website. When someone clicks the "my account" button then they can create an account. Otherwise they just checkout.

[Biffy]

Re: Great article about Creating an Account at checkout

I think another factor comes into play here. What does it mean to create account? Is it benign or aggressive? Does it auto-subscribe you to an email advertising bombardment? Does the consumer clearly benefit?

Perhaps it's the uncertainty that lies at the heart of the question. However, Chuck has the real answer - A/B Testing. It's the only way to know for sure.