E-commerce sites 'should remove registration from checkout'
E-commerce
26 March 2009
E-commerce sites could lower cart abandonment rates by removing registration requirements from the start of the checkout process, it has been suggested.
According to Econsultancy reporter Graham Charlton, requiring shoppers to register before they make a purchase can present one more obstacle for consumers to overcome, which may put off some from completing the transaction altogether.
He also noted that returning shoppers with accounts may have forgotten their passwords and will have to go through the process of resetting them before they can buy again.
Mr Charlton examined the websites of the top ten online shops as determined by Hitwise and found that just three companies offered checkout without registration requirements.
"Plenty of retailers are still insisting on customer registration though, despite the potential for reducing abandonment rates and increasing profits by removing this step," he remarked.
E-commerce sites should ensure their sites match customer expectations as much as possible in order to streamline the checkout process, according to Nielsen Norman Group.
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