Just be mindful: If you offer logged-in checkout, don’t just approach it as a check box you have to tick off the mobile UX best practices list.Ĭonsider what your customers are looking for - a more efficient, convenient shopping experience, which can be delivered through better, faster mobile checkout. And they’re willing to give up a little privacy to do so. They want to be able to check out as a guest if their thumbs are tired or they’re short on time or attention.īut when it comes to their favorite brands, mobile shoppers are interested in repeated interactions. And they should automatically save credit card information to spare users from having to thumb it in again.” REMEMBER: IT’S NOT JUST ABOUT CHECKING THE BOX
Sites should have logged-in users bypass all steps of checkout. Our senior analyst, Kendra Cook, concluded, “Pre-filling the checkout fields is not enough. If customers abandon their carts, you can email them to woo them back. When users create an account, you have the opportunity to build meaningful relationships with them. Sites like Amazon and Walmart require users to log in to check out. This was unexpected and raised a key question: Is there a point in retailers offering both if logged-in and guest users have similar conversion rates? THE CASE FOR LOGGED-IN CHECKOUT On average, the conversion rates for mobile shoppers who logged in 1 and those who used guest checkout were nearly identical.
Our study of 1.8 million smartphone sessions revealed a surprising finding: It makes sense that someone who opts to create an account, then returns and logs back in, would be more likely to complete a transaction. In exchange, you get convenience and more personalized shopping experiences. Logging in requires more commitment - and (gasp) sharing your personal information.
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