Caution! Angry dog! Or how to tame the registration form



    Have you encountered a situation where you could not remember the password to enter the online store? How often did you get tired of the need to fill in the fields you do not need, in your opinion? Annoyed by the calls of the operator who rings at the wrong time, or vice versa, fear of missing a call? Me often.

    This led me to the idea that registration forms in online stores and further interaction with them are evil in their purest form. I decided to come up with a way that, it seems to me, would greatly facilitate the life of the Internet operator. My mini-study and rationalization of this topic, rolled.

    Prehistory


    It was a regular Friday night. Tired, after a fruitful working week, I decided to devote time to online shopping. The most difficult was already behind: an online store and a product were selected. “Easy left,” I thought, proceeding to checkout, “Now I’ll quickly pay and go to sleep.” But it wasn’t here.

    So. Here it is the goods, here it is the design. Let's go, as they say.

    The very first field "Email" was an obstacle.



    It turns out that on this site I already once ordered. When it was not remember. It's not worth talking about the password.

    I feel like a hacker breaking the Pentagon, I select options for possible passwords. Does not work. I recover the password, what remains. I enter the data, poke letters with captcha, send.



    I torment the box with updates, waiting for the password. The letter did not come immediately, I had to wait. A little, but in conditions when I’m tired and want to sleep, but I have to pay for the goods, waiting seems like an eternity.

    Finally, a letter with a password, I click on the button "Go to shopping." Again I find myself on the main one, I turn to my purchases, in the basket i.e.



    I enter the data for payment and again ask for a password! Well, so-and-so today! Ah, yes ... first the entrance, then the shopping. They would write “Return to the site” or “Complete the login”, a thought flickers. I climb into the mail, look at the password. I begin to enter the data again.

    It seems that such, not the same bags tossing and turning in the end. But in conditions when I’m tired, there’s little time and other obstacles that life can throw us, I want a simpler and faster way to pay. So that without dancing with tambourines and futile attempts to remember what data you once entered on the site.

    Research


    If you consider that every online store considers it his duty to ask for my name, phone, e-mail, it makes me think of a password that I can’t always remember because I haven’t visited the site for a long time, then this becomes tedious.

    According to Nielsen, a global study of the interaction of online and offline trading, 53% of Russians buy clothes and accessories online, 38% buy books and music, and the same amount buy electronics. 34% - ordered tickets for various events via the Internet, 33% - cosmetics and personal care products, 30% took tickets and paid for hotels and tickets.

    If we talk about the frequency of purchase, we take the largest flow of clothes and accessories, then: 44% purchase clothes on the Internet 2-3 times a year, and 33% - almost every month. (Google research, “Buyers of clothes on the Internet: who they are and what their consumer habits are”)

    Still, according to Yandex Research “Development of Online Retail Sales in Russia” in 2016, 64% of Russian Internet buyers made at least one unplanned purchase. Women placed orders spontaneously more often than men: 70% versus 58%. Respondents say they were driven to impulsive purchases by discounts and store promotions.

    There are situations when, when searching for a product, we open several sites, compare prices and other information, make a purchase and safely forget about the resource for a while.

    This all means that people have the right to forget the password that once deceived a tricky resource.

    Cherry on the cake are the operators who call at the wrong time if the purchase was made late in the evening and the operators were already asleep. When you walk home with two bags in the rain. I exaggerate of course, but the truth is that their calls "Hello ... you ordered from us ..." are not always at convenient times. All this is starting to annoy a little.

    Investigations


    In order not to be unfounded, I analyzed several online stores. Looking ahead, I will say that the results were the same. No one wanted to make my life easier. Everyone demanded to fill in the fields, which, in fact, I didn’t really want to fill in. Letting me see the password that I enter, no one was worried either. Secret of deposits!

    M Video


    It’s nice that they don’t attack you immediately with a registration request, but when you check out the product, you still need to enter your name, mail and phone. Later, either mail or phone will become your login. Well, you need to come up with a password after making a purchase. Mandatory requirement of 8 characters, and that there was at least 1 digit 1 letter and 1 lowercase letter. Thank you for still explaining the advantage of registration to me, and not silently demanding it, practically pressing it against the wall.





    Ozone


    Requires the same information as M.Video. Registers automatically. A hard-to-remember password comes in the mail, you can change it to something more pleasant in your personal account. Forgot to change? It’s my fault. I did not find any strict requirements for the password, except that it should not be shorter than 6 characters.



    Lamoda


    Everything is just as predictable. But the password for the mail, as in Ozone, did not come to me. I had to ask for a password reset to re-enter. Character limits Not less than 6.



    Wildberries


    Well, at least the passport data was not asked. And write the mail and think of a password, and the phone and verification code. They also "yelled" for nothing. A low bow, in general, and a separate gratitude for the time spent.



    MYTH


    Everything is strict. When they clicked "Add to Cart" they immediately demanded mail. Refused - left without a book. Your problems. The permission to enter comes to the post office, and from there yours begins to go shopping.

    Perhaps this is the very desired path to shopping without a password. I can’t say for sure, because I don’t use the site constantly and have not developed a habit of such behavior. But me, a user without preparation, such a requirement scared away right away. Exceptionally curiosity forced to continue the path.

    And the fact that the user is often too lazy to read the multi-letter after the title, is also not remembered. It turns out that the lazy user will read only "Give me mail" and see the input field.

    From the unexpected yet, the lack of the usual entry button. Depended on the thought of how to look at my wishlist if I left, then I realized that the entrance is the same as adding the product to the basket: click - enter mail - go to the site via the link in the mail



    Summing up the mini-research I’ll say that all this the situation reminded me of the situation with offline stores, where when you purchase for a certain amount, you are handed the accumulative (bonus) card. After that, every time you want a discount, you must present this card.

    Over time, there are a lot of cards. Someone carries them in a wallet, someone in a card holder, someone takes out a bag (pocket) from the bottom. But this is the time. While you find, while you get it. But I forgot at home, and at the same time the phone number is not tied, it’s a disaster: you won’t get your honestly earned bonuses.

    Offline, by the way, took a step further in this regard and made a more convenient path. Already several stores, instead of solemnly handing me the next plastic, simply attach all the discounts to the phone number. Came - called the phone number - points were written to your account. Simple and tasteful.

    What to do


    After thinking about this whole situation, I decided to come up with a more gentle way of placing an order.
    Saying your firm NO to not only extra fields, but also violence to your memory.

    1) Remove the "Name" field


    Ilya Birman
    ilyabirman.ru/meanwhile/all/ask-for-name wrote well about the uselessness of this field in his note . There is nothing to add here.

    2) Remove the field "Email"


    Of course, I understand that marketing is already preparing for me a personal boiler in hell. However, I heard angry statements more than once that after the purchase they begin to flood you with letters about promotions, discounts, etc., when I did not ask for it at all. And try to prove it. Because the “I want to receive ...” checkbox is active and cunningly hidden by default so that it is not immediately found. It turns out that you, my friend, signed up. Now rake it.

    3) Leave only the phone number


    Enter the phone number - you receive a verification code. The Internet Utkonos hypermarket, I believe, did the right thing. If only the name were removed and grace would have been at all.



    Finally


    What are the advantages in this approach, I see:

    For the user:
    - Fewer fields and body movements;
    - No need to answer the operator’s calls or twitch that missed a call;
    - No effort is required to remember which mail and password you entered;
    - You understand why this is necessary.
    For business: the flow of “left” orders decreases, as To complete the purchase, you need to enter a verification code, and for this you need a real phone number.

    Thus, the purchase (registration) is reduced to a field with a phone and a verification code from SMS.
    We remove the separation of Login and Register, we leave only Login. Enter the phone number and verification code in the field. You can leave the password entry if it seems to the user that it’s easier and more familiar.



    It seems to me that this approach facilitates not only the purchase process, but also the entrance to the site as a whole, because Some sites require you to register when trying to get acquainted with the product in more detail. I do not think this is right, but now is not about that. At such moments, everything starts in a circle: have you been to this site? And what kind of mail did you enter, and what is the password? Tiring is the same.

    But what about the newsletter, you ask?


    Especially if the user wants to receive it. And I will answer:
    Ask for the mail address, telling why it is needed when the user has completed the payment process. Thanks also he will say that they are interested in his opinion, and do not overwhelm with a bunch of newsletters about new products, etc., when he did not ask. And the mail does not need to be cleaned from this bacchanalia, almost daily.
    By the way, recently read somewhere information surfaced in memory: according to Mail.ru statistics, only 5% of senders have not yet encountered the problem of entering into a blacklist.

    Here is the whole idea that I wanted to tell. I even want to hear opinions on this matter. Why is there no such thing or have I just never met? How viable, in your opinion, is the idea?
    Thanks to everyone who leaves comments and opinions on this matter.

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