Authorization in online stores - unnecessarily expensive functionality

    Imagine that you, having loaded the supermarket trolley, are in a hurry to the checkout counter. The cashier girl politely asks - do you have a funded card from their store? There is a card, but ... you forgot it in the car. In response, you are invited to either go for a card or fill out a new one by filling out a form. And without this they won’t sell anything to you. Your reaction

    It is not difficult to predict the reaction, but quite often the developers of online stores create a similar situation for the buyer when they offer him to register or log in when placing an order. In one form or another, it looks something like this (copied from one well-known site) :


    The intentions are good and understandable - to give the user the opportunity to keep a history and track the status of orders, to simplify the completion of the form in the future. As a result, it turns out that at this point there is a loss of customers.

    All problems lie in the scenario when the visitor already bought something, but does not remember his password. They do not let him in as an old buyer, and they do not allow him to create a new account for his e-mail. The user goes to recover the password, but not everyone returns.

    Some visitors can find something interesting on their mail portal or in the mailbox itself, be distracted and forget to complete the order. For some, this situation may not be entirely clear, and he will need the advice of another person who is not there right now. And someone can return with the password restored, but the fuse has already disappeared, and he will not make an impulsive purchase.

    In support of the above arguments, there is already a classic article on with a report on a very similar case in a large online store. The article does not disclose who exactly lost up to $ 300 million per year due to the imposition of authorization on visitors. But there are some interesting figures - there were up to 140,000 password recovery attempts per day, after which only 25% of visitors completed the order.

    The essence of the proposed solution is very simple - the best time is to ask the customer for a password ... when he has already completed the order!

    It may look something like this:


    If the user has forgotten his password, let him immediately enter a new one and activate it later by mail! And if he skips this step? He will easily do all the actions later, simply by clicking on the link in the letter confirming the order.

    You can go even further and additionally show the user such orders inside your personal account - after all, he indicated the e-mail. Perhaps someday he will restore the password from the office and, ticking off, will be able to save the necessary lines in the history.

    And even if he doesn’t do anything, it’s his choice. This will have a minimal effect on the fact of your transaction with him.

    Regarding the second "good intention" - automatic substitution of previously entered data. For most online stores, the form is usually enough, the form:


    If some visitors do not find authorization in the page template and enter these fields again, then nothing bad will happen. If you still need to know much more about the potential buyer, then you can do something like:


    In this case, the visitor, having entered the password incorrectly, will be able to immediately decide not to suffer from the recovery, but to drive in the data again.

    Summing up, I would like to mention a very relevant statement by Pavel Kolodyazhny (design bureau “make”): “Usability is a set of measures so that the user does not stumble anywhere while he brings you money.” In this case, we just put the “steps” on some customers, and already in front of the box office itself.

    PS Like many others, we also made many online stores with the described problem, but we will be corrected and promise to share statistics on the converted projects.

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