Fix Your Account, The Main Page

Fix your account pages by following the best practices in eCommerce, user experience, and design. This checklist uses battle-tested tactics and is backed up by over 100,000 hours of research from leading research companies, such as Baymard Institute, CXL, Google and dozens of blogs.

Boost revenue per user, profitability, customer experience
The proven way

What do you get, once you improve your Account pages?

By improving your account pages, you help people to be more motivated to stick with your business, and help to increase their loyalty and happiness. In addition you improve the site’s usability, customer experience, and bottom-line profit.


→  Category  →  Product  →  Cart  →  Checkout  →  Confirmation  →


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

Coming soon!

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 ( 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!

What next?

Fuel your eCommerce site with more growth.