Comparative Analysis of
Account Registration Forms on Mobile Ecommerce Websites
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One button and two form fields
One button and two fields - an email and a password - should, in theory, be sufficient for online retailers to create an account for a user.
And here's how many fields and calls to action users really need to complete:
14
Number of Form Fields and Call to Actions Before Account Is Created:
Click bars to see all questions asked by a retailer.Wonder why?
Explore our report to see the design practices - both good and bad - applied in the account registration forms of top online retailers.
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Take a look how online retailers designed their account registration forms.
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See which questions are asked most often and how.
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Find out if the largest online retailers follow the rules!
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What Form Fields Users Need to Complete
to Create an Account?Many retailers use the registration forms to collect information they should rather ask for during the checkout process.
Total Number of Questions By Category
Click bars to see questions in each category.How Many Questions and Actions Retailers Require Per Category?
Click bars to see questions in each category....
Percentage of websites containing a type of a question or action.
Click to see actual labels.
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Email and Login Details
Should retailers trust users more?
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72%Majority of retailers require users to enter their passwords twice.
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20%One out five retailers gives users an option to show password.
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32%13 retailers also required users to repeat their email addresses.
Form fields and functionalites related to account authorisation
2
Just two out of forty websites offered users an option to sign in with their social media accounts.
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Personal Details
Personal details are, well, good for personalisation. But is that why retailers ask for information like date of birth or gender?
Date of Birth
Even though it'd be simpler to ask users if they are of age, all but one retailers require users to enter the full date of birth.
4
Only 4 out of 13 retailers explain the users why they need their birth dates:
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asos.com
"tell us, you'll get a birthday treat if you do" -
jdwilliams.co.uk
"Please provide your date of birth, which is used as an additional security measure" -
next.co.uk
"You have to be 18 years old or over to shop at Next.co.uk" -
qvcuk.com
"We ask for your date of birth because we sell certain age-restricted products"
Dropdowns, Calendars or HTML5 inputs? What types of form fields are used to ask for a birth date?
Field types used to ask for full birth date or day, month and year of birth
Title or Gender?
When retailers ask a user for a title, what they really want to know is the gender.
Percentage of Websites asking for a Title or Gender
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Use of Personal Data
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How Retailers Want to Use Users' Data?
Opt-in or Opt-out?
62%
On 62% of the websites, default permissions allow retailers to use users' personal data for marketing communication. If users want to opt-out, they need to carefully read the fine print as check boxes are often used against the common logic: select to opt-in, clear to opt-out.
"Tick to Opt-in for Opting-out from Opting-in"
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38%On 38% of the websites users are asked to select a check box to opt-in for marketing communication.
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35%On 35% of the websites - to select a check box to opt-out.
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32%On 32% of websites - to clear a check box to opt-out.
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Agreements and Statements
Do websites require users to select all necessary agreements and statements or is hitting Sign up button good enough? It would, after all, save users an extra click or two.
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15"By clicking you agree..."
15 websites displayed a notice above or under the button stating that by clicking that button user will agree to specified terms and policies. -
13"Tick to agree..."
On 13 websites, users were required to select a check box to confirm that they understand necessary agreements. -
12(no statement needed)
Some websites didn't require users to agree with anything at all: neither by selecting nor clicking.
Percentage of websites requiring users to select a statement check box
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Screenshots of Account Registration Pages
- United States +1-866-732-8150
- United Kingdom +44-2030-867-221
- Poland +48-6612-77-770
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