Don’t force your users to register before they buy
What’s hot in UX this week:
One of the most common complaints we hear in e-commerce usability research is about registration. Shoppers have many reasons to dislike or dread site registration. They may not plan to return to the site again, making a one-time purchase or a gift purchase.
They may dislike registration in general, frustrated with remembering usernames and passwords for all the sites they visit. Some shoppers don’t want a site to save personal information and assume that if they register for the site, the information will be saved.
Many users associate registration with getting unwanted email, and for good reason, since many sites offer tiny preselected checkboxes to sign up for email newsletters.
Most of all, registrations involves extra steps, extra hassle, and extra potential for things going wrong (whether user errors or site errors) and stopping the user dead in the water. The higher the interaction cost, the fewer people will complete a process. This is true for any user interface steps, but in the case of e-commerce checkout there’s a particularly direct connection between user hassle and lost sales.
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It’s classically conical — two feet in length with a handle circumference of around two inches — making it easy for runners to grab. It is almost entirely white, save for a logo. With a satin aluminum finish, it looks almost clinical in its simplicity. Then you open it.
“My first idea was to draw a double silhouette, two people of equal sizes without a hard line indicating who was in front. Dozens of iterations later, I abandoned this approach after failing to make an icon that didn’t look like a two headed mythical beast. I placed the lady, slightly smaller, in front of the man.”
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A step-by-step analysis of how the recently-release Apple Music app onboard new users — highlighting the goods and bads of the user flow.
Today, at nearly every tech company, demand for design is through the roof. But we’re still operating a little like the Wild West — fast, loose, and with a lot of young guns. Best practices in our field are cutting edge rather than wrought through decades of experience. Processes for creating great work are as pliable as cookie dough.
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