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If you enable my account for users, provide great benefits of having an account
Be aware and cautious when pushing people to create an account. You need to provide significant benefits and, ideally, a loyalty program for people with accounts. Communicating "save time on checkout, see your past orders" simply might not be enough to convince people.
Keep my account accessible site-wide at all times, and keep it always at the upper-right corner of the page (checkout flow is an exception)
This is a common pattern and has proven to work well, also enable users to log in or signup also just by tapping on the account icon or label. New visitors can create an account, and returning ones can sign up. Once signed in, hide the sign-up/sign-in flow and showcase my account dropdown menu!
Always provide an account dropdown menu on the desktop and a similar experience on mobile devices
In short, as soon as a logged-in member taps or clicks on my account icon, you need to showcase my account menu (for example, my orders, my info, my addresses, linked social accounts, password, log out, etc.).
Have the following sections covered
The site-wide pre-header
A great place where to introduce information about delivery, returns, and unique selling points! Make sure the Return policy is clear, visible, and friendly.
The site header with branding, auto-suggest search, support contacts, and main navigation
Take a look at the examples by Wunderfront. For mobile, it is essential to keep the search input open, navigation, and cart quickly accessible, and branding concise. Try also bottom navigation on mobile! Be thumb-friendly and boost conversions!
The welcome back
Greet the user by the first name (if logged in previously), and provide a warm and welcoming message!
My account menu
Provide links (visualized as cards ideally) to these pages as a bare minimum: My orders, My details, Linked accounts, Delivery addresses, Linked accounts, Change password, Log out.
The recently viewed products
Help the returning visitors become visitors much faster, and also consider moving this section below the Hero campaign banners for returning users (on homepage)! This an amazing opportunity to take the user to the checkout!
The pre-footer: The bottom benefits
Visually and textually remind site-wide why shop with you. Keep it super short and have 3-5 benefits visualized and communicated.
The pre-footer: The payment options
Showcase different options people can use to pay, and bet big on buy now and pay later options. Make people trust you more, and help them get products faster and more conveniently.
The site footer with bottom navigation and trust marks
The site footer is like the air you breathe in, it has to exist. Showcase trust badges/marks, top navigation items, key categories, contact pages, FAQ, About us pages, social links - and all the terms and privacy pages. And do not forget the delivery information and return handling pages! You can also use the area to acquire leads and make people subscribe to your newsletter, but there are better ways.
The bonus checklist
The “please avoid” checklist
Avoid poor page speed
One two three four five six .... Bye-bye. Speed equals money in your pocket. Remember that, keep your Google page speed index above 90 on desktop and above 70 on mobile.
Avoid poor design, bad use of colors, and low contrast
It has been proven with research, that every 1 USD you invest in design and user experience improvements brings back 100 USD on average (https://tinyurl.com/wunderfront). Do not underestimate design, first impressions, and color psychology. Keep navigation and call to action of high contrast.
Avoid reinventing the wheel
Instead, use plugins, and ready-made software to cover these core guidelines.
Avoid having no persuasive benefits of creating an account
Membership can be a powerful tool, but the power only unleashes together with a great and beneficial strategy for both your business and your customers.
Avoid having no social media links for sign-up options (Sign up with Facebook, Google, etc)
People tend to use social platforms a lot and are constantly logged in. Enable your customers to sign up with their social media accounts.
Avoid pushing aggressive ads and banners on my account pages
There a better places and ways than to be extra pushy on my account pages!
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