First ask yourself: why would my customers want to log in to my site?
Then ask yourself: why do I want the customer to log in to my site?
A logged in customer is worth more to you with e-commerce than one who isn’t – assuming that the site makes use of logged in customers. You have identified the customer, there is a relation, and probably a lot of data about the customer. Can logging in provide your site the possibility to become more efficient and sell more? What do you offer the customer in exchange?
Check out and self service
Today it’s standard to log in for faster check out and self service. Make sure that logging in is simple, that it is possible to log in in the basket as well, and that the forgot password function works. Keep the customer logged in to the next visit to make it easier. The site’s purpose for self service is to answer the customers’ question fast to relieve customer service. First identify Frequently Asked Questions and then use the answers to assist the customer both through functionality and an excellent FAQ list. Make sure that the functions and the list reflects the priority that the questions have. Let the customer solve the issue at the site.
Connect the bonus system to the pricing
To connect the bonus system direct to the pricing at the site will push logging in. A good example is the English sport site Wiggle that shows the price for my bonus level directly in the product gallery for selected products. If I know that I will get better deals if I log in as a customer, I will log in directly. Assuming that the prices are competitive and it’s reasonable to achieve a bonus level.
My pages as hub for personalization
Most sites have self service in focus on my pages – a necessity that the customer only uses if she needs to. Use it to create added value for the customer. Build the pages with a clear navigation so it’s easy to find. Make the start page and navigation flexible so it’s easy to add new functions.
A logged in customer can review ordered products at Wiggle, where every review is a ticket to a lottery. If you sign up a new customer who buys a bike, you will receive a generous discount. The company pays for both the new customer relations / recommendation and creates even greater loyalty with the existing customer. If you are satisfied with the bike order, you will most likely buy more. Everything is managed at My pages.
What does the customer see at My pages at your site? Keep in mind that the content should be relevant to the individual. The first thing I see at Telia, is a summary of what I don’t have. At Wiggle a deregistration to the newsletter. If I haven’t registered to the newsletter it can be right. But if I have it is wrong to put the deregistration in focus.
Pitch the log in
You can register and log in to almost every site. But few of them are good at pitching the log in. I finish where I started: Why should the customer log in at your site? Tell it to the customer. You will get more logged in customer if the customer knows what she gains by logging in, and an even better possibility to address the customers in the future.