How to Design a Seamless Login Experience for Your eCommerce Site

Illistration of people using a smartphone with login screen

In 2021, the world has moved online. From our personal lives to our professional ones, almost everything we do exists in the abstract. If businesses fail to migrate their wares across to the internet, they stand almost no chance of staying afloat in the long term.

This means having a strong web presence is essential. The customer experience has never been more important, so SMEs must do their utmost to make their websites easy and enjoyable to use. As with most things in life, first impressions count for a lot, so the log-in process is one of the most vital components to get right. This process needs to be seamless, streamlined, and as straightforward as you can make it. Luckily, there are several ways to ensure this. Below, we talk you through three of the most important.

1. Offer several log-in options

Instagram Login

A seamless log-in means different things to different people, which is why offering various options is important. Look at methods that make life easier for customers, such as using their phone number, email address, or socials, and let them choose which of these they prefer. An increasingly popular approach is to use passwordless authentication e.g. biometric technology like fingerprints or facial recognition. Whatever form it takes, passwordless login means users don’t need to create or memorize passwords, making the process more straightforward. This works especially well with mobile devices, which is handy considering the rapid growth in eCommerce.

2: Make passwords visible

Online Banking

One of the most common reasons why people struggle to log in is a simple one: they mistype their passwords. This is particularly easy to do when the password field is masked, and while this can be useful for security, it’s good to offer your users options. Allowing them to see what they’re typing makes it easier to identify mistakes and means they’re more likely to spot these themselves rather than contact your support team for assistance. It also stops them from having to reset their password because they wrongly believe they’ve forgotten it. It’s a good idea to inform them if the caps lock is turned on too. This is an easy error and one we’ve all made at one point or another. It’s all about setting users up for success. Make the process essentially idiot-proof and it will be easier and simpler for all involved.

3: Include a “forgot my password” function

On a similar note, make it easy to remedy the issue on the occasions when users do forget their passwords. The simplest way to do this is by including a “forgot my password” function on your login page. This should be set up so it auto-generates a password reset link, which is sent to either a mobile number or email address. This means users can easily and instantaneously resolve the issue themselves rather than having to contact you to do it for them. This makes for a much more pleasant user experience and avoids any embarrassment they may feel at having to request assistance from your team.

When it comes to creating a seamless login experience for your users, these three top tips are a great place to start. Put them to work today to make your login process as straightforward as possible.

Rebecca Grewcock
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