Lately we have really embraced a 'less is more' approach to how we do business, design and also development.
Our approach when coming up with ideas is no longer what we can add but what can we remove. It's taken a long while for us to embrace this mentality, but now that we understand it, we are trying to execute on it as much as possible.
When creating our new site we looked into the easiest way to get you your theme during checkout. We managed to get rid of a step and we were quite happy.
However after analyzing our stats we have realized that we can do more. What if we took to the risk and removed the requirement to register? We have been planning and debating it for almost two weeks and recently decided it's time to take the dive and test it out.
So what's changed?
We came to this decision after analyzing the amount of people who post questions in our forums and a couple of contact emails which clearly stated that they don't want to share their details with us.
What has happened is that we now give you the option to skip registration, however, for those of you who still want to register can do so. It's important to note that this does not change anything for existing users.
So from now on, registration will no longer be required. If you choose to buy a theme from Obox without creating an account we will supply you with a unique code which you can use for future queries and updates.
24 Comments
I like the new way guys mad props!
I'd like to see you guys post your a/b test results. Nice job!
Here's an interesting one on multistep vs single step check out. http://www.abtests.com/test/65001/other-for-single-page-vs--multi-step-checkout
I love the ideas in this and your opinions have clearly made me think about the checkout process... *But* the one thing that I can't ignore is the fact that support queries are less automated this way.
This means that whilst this is potentially more convenient for the customer (i.e. quicker purchase), it becomes more of a manual admin hassle for you guys as a business. If you have thousands of users going this route, you are gonna be pulling your hair out imho. :)
Are there any benefits to a person registering?
@adii - We understand that the process is not as flowing, but the users do have the option to register along the way, or alternatively come back with their reference number and register at a later stage when they want support.
We haven't ignored the traditional method in our change ;)
@Chris - Yes, they can log in and get support from our forums and download hot fixes.
Adii I'm with you dude which is why before we flipped the switch we looked at the % of purchasers vs the % of people asking questions in the forums.
Before we did the math we said that if that number is below a certain amount then it may be worth the risk.
We will see how much hair we have left in 2months time :)
@Marc - So the eventual registration process is still automated using the coupon originally generated? If that is indeed the case, then I can congratulate you guys on a job very well done! :) Would be keen to see the stats after the change.
@Chris - Support scales better when centralized, which is why everyone uses forums for technical assistance. Forums also builds a knowledge base of sorts; so some users get answers to their questions without asking a new question. Whilst this works in small quantities, 1000's of users will kill a support function based on e-mail and manual input.
@adii - That's what came to mind when I read this, tying the connection between a person who's purchased and a person who wants to use a support forum will be a nightmare!
Needless-to-say, it's going to be interesting to watch how this new method works, I'm excited to hear more :)
@Marc - Ah ok, well that makes sense, just make sure that you clearly state that :)
@Adii - That is indeed the case, the last thing we wanted was to have to register users manually!
@Adii - that is correct mate, that code gives them 'the power' to choose :)
@Chris - Benefits are direct access to the forums (straight away) and a profile which includes updates and documentation. This will be available to users who use their new code as well.
Without giving all the secrets away, of course, please do let us know how it plays out, I'd love to know whether it pumps up conversions! John's ABTesting thing earlier is awesome, would be cool to have something similar for your scenario..
I like it, it's a great idea and well executed. It's explained well to the user during the process so they know what they're getting in to.
I think it's definitely something I've wished for on many other sites I've purchased from, so I don't see why it wouldn't work here too. Nice job.
What did you do with the "Already a member login box"?
Great feature! :)
@Magnus - There is a link next to the "Create Account" title which allows registered users to login.
How long before Woo tries this out?
Love it
Yeah I hate registering for stuff. This is a great idea.
Great change guys and super slick implementation, very interested in the stats generated from this.
Don't know why the internet industry ever got stuck with this registering business in the first place...what a turn off. If I go into a shop to buy a set of dinner plates, do I have to register?......
Glad to see what you're doing, just wondering why you never did it from day one.
looks great
Good idea
I spy, with my little eye... inspiration:
http://www.uie.com/articles/three_hund_million_button/
Nice execution guys :)
@John - Yes that article, along with an email from a potential customer, were the tipping points. We had been discussing it before we saw that article but when I read it we pushed harder for the change.