In the world of e-commerce, customer satisfaction is key. Online shoppers are looking for a seamless and hassle-free experience, which includes easy navigation, quick loading times, and a simple checkout process. One aspect of the checkout process that can have a significant impact on customer satisfaction is the option to create an account. Many e-commerce websites ask customers to create an account before completing their purchase, but is this really the best approach?
What is the Option to Create an Account?
Before we dive into the benefits of putting the option to create an account after the purchase, let’s first define what we mean by “the option to create an account.” When customers make a purchase on an e-commerce website, they are often given the choice to create an account with the website. This account allows customers to save their shipping and billing information for future purchases, track their orders, and receive special offers and promotions. However, many e-commerce websites require customers to create an account before they can complete their purchase, which can be a frustrating experience for customers who just want to make a quick and easy purchase.
The Benefits of Putting the Option to Create an Account After the Purchase
Now that we understand what we mean by the “option to create an account,” let’s explore why putting this option after the purchase can be so beneficial for your e-commerce business.
Improve Conversion Rates
One of the biggest benefits of putting the option to create an account after the purchase is improved conversion rates. When customers are forced to create an account before they can complete their purchase, it can create a barrier that causes them to abandon their cart. By removing this barrier and allowing customers to complete purchases without creating an account, you can improve your conversion rates and increase your sales.
Enhance User Experience
Another benefit of putting the option to create an account after the purchase is an enhanced user experience. By allowing customers to complete their purchase without creating an account, you are making the checkout process as easy and streamlined as possible. This can create a positive impression of your website and business, which can lead to repeat purchases and positive word-of-mouth marketing.
Increased Customer Trust
When customers are asked to create an account before they can complete their purchase, it can create a sense of distrust. Customers may feel that their personal information is being collected unnecessarily or that their privacy is being compromised. By allowing customers to complete their purchase without creating an account, you are showing that you respect their privacy and are not collecting any unnecessary information.
More Accurate Data
Finally, putting the option to create an account after the purchase can lead to more accurate data. When customers are required to create an account before completing their purchase, they may provide false information or abandon their cart altogether. By allowing customers to complete their purchase without creating an account, you can ensure that the data you collect is accurate and reliable.
In conclusion, putting the option to create an account after the customer has made a purchase can have a significant impact on your e-commerce business. By improving conversion rates, enhancing the user experience, increasing customer trust, and collecting more accurate data, you can create a better shopping experience for your customers and increase your sales. So, if you haven’t already, consider implementing this strategy on your e-commerce website and see the benefits for yourself.
Science Behind this Growth Hack
Hobson’s +1 Choice Effect
The Hobson’s +1 Choice Effect explains the way that giving people the option to choose between two things actually makes them more likely to choose the option that you want (purchasing your product) than if you only give them the option to only do that or nothing at all.
We prefer situations that we have control over.
Pain of Paying
The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.