I get tired of making accounts on every website that I shop on. So I really appreciate lately that a lot of websites have been allowing you to create an account using either your Apple or Google account. Because I feel like I have 100s of passwords floating around on the internet that is so hard to keep track of them that I want be able to just use accounts that I have that already exist to shop on these websites.
- Amanda
Customers are like water. They follow the path of least resistance.
This applies to all aspects of their shopping experience. Things that we, as marketers, don’t often pay attention to - such as account sign-ups - can be small obstacles.
Are they going to stop a customer from checking out? Probably not. At least not on their own.
But pile on enough obstacles on their path to checkout… and your customers might start to flow a different way.
In the case of Amanda, signing up with Google reduces friction and could put her one step closer to becoming a paying customer.