Easy to use · Basket and checkout
Shoppers have to create an account to buy
Being forced to sign up is one of the most common reasons people give up on a purchase.
- Applies to
- checkouts, baskets
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
The checkout start asks visitors to log in or register with no clear guest option, or the guest option is less prominent than sign-in.
What good looks like
Guest checkout is offered as clearly as sign-in.
How to fix it
Make 'Continue as guest' the main option, and offer to create an account after the order is placed.
Based on
- Checkout usability research
Related checks
Easy to useYour basket hides the total or the next stepThe basket is where people check the total. If the cost or next step is unclear, they leave without buying.Easy to usePeople can't tell how many steps are leftPeople are more likely to finish when they know how much is left. Not knowing makes some give up.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.
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