Most eCommerce stores have a customer account page. And most customers prefer to sign up as it makes their shopping experience easier. Even then, this page sees less engagement.
That’s because online stores make common customer account page mistakes. But you can avoid these mistakes.
In this blog, we tell you 12 mistakes you can avoid.
12 customer account page mistakes to avoid
Make note of these 12 mistakes and identify if, knowingly or unknowingly, you’re making these mistakes on your Shopify site.
1. Not branding the customer account page
Customers may be looking at hundreds of eCommerce stores when shopping online. And the truth is most online stores have the same elements. So, how should you ensure you stand out from the crowd?
One of the customer account page mistakes you should avoid is to ignore branding. Just like you add branding elements to the rest of your eCommerce site, your customer account page should be branded, too. This will help strengthen your brand identity and recall.
Here’s how to brand your customer account page:
- Customize your customer account page
- Choose a theme that allows easy customization features
- Change the colors of the navigation bar and text to match your brand
- Set up add-on features, e.g., wishlist, store credit, etc., to align with your brand features
2. Choosing a layout that doesn’t blend with your website
If you think having excellent products is enough to make customers buy from your site, you’re mistaken. Your Shopify customer account page UX and UI are equally important.
Your customer account page layout and ease of navigation can make or break your business. So, here are the customer account page mistakes to avoid and what you should do:
- Do not try to overcrowd the customer account page with unnecessary elements
- Keep the page clean with relevant elements; clutter distracts customers
- Ensure the navigation is simple to follow and strategically designed to guide customers
- Customize the customer account page to match your brand visually. This helps enhance brand recall
- Choose a Shopify customer account page app that allows good UX and UI
3. Making sign-up difficult
How many clicks does it take for customers to sign up for your customer account? The longer and more complicated the signup form, the more dropouts you’ll see.
Moreover, when you ask customers to create an account, it also matters. If that’s the first thing you ask or in the middle of their shopping, they might get annoyed and leave the site. However, a better option is asking customers to sign up at the checkout stage.
Here are to avoid sign-up-related customer account mistakes:
- Make sign-up optional; don’t force registration
- Provide social login options, e.g., Facebook, Twitter, etc.
- Highlight the benefits of registration in brief, maybe through a clean, crisp pop-up
- Auto feed passwords
- Push account creation during the checkout stage
Here’s an example of a checkout process that makes sign-up optional but also displays the benefits of signing up:
4. Making log-in difficult
While shoppers should be allowed to browse and make purchases without logging into the customer account, it’s much more beneficial if they log in, both for the retailer and the customer.
Retailers can gather helpful data, and customers find it much easier to track their purchases, save items to their wishlist, and generally have a better shopping experience. But if the login process seems like a task, customers will avoid it.
So here’s what you can do:
- Keep the login process easy and short with just a few clicks
- Auto-fill login credentials so customers don’t have to remember them
- Enable social login, which makes it easy for them to remember details
- Make the login page mobile-friendly
5. Not including ‘wishlist’ on the Shopify customer account page
While shopping on your site, customers may be interested in products but not ready to buy them. Conversely, they might be interested in purchasing a product that is out of stock. And they might save it on their wishlists.
Thus, it’s essential to have the wishlist section in such a place where they can find it easily — on the customer account page. However, if you make customers scramble to find the wishlist section, they might not be able to use it well.
How to avoid wishlist-related customer account page mistakes:
- Make wishlist a part of the Shopify customer account page
- Personalize the wishlist by allowing customers to rename it, e.g., Rachel’s Wishlist
- Allow customers to share their wishlists with family and friends
- Automate wish list alerts, e.g., when products go on sale or are selling out fast
6. Making it hard to track orders
For many online shoppers, post-purchase anxiety is a common occurrence. If you don’t inform them about their order status, they might get worried and contact your customer support. Moreover, they might judge your brand based on this experience.
Hence, ensure you have the order history and tracking features within your customer account page.
Here are some best practices:
- Make order history a part of the customer account
- Give this section a prominent spot where it’s easy to locate
- Allow customers easy access to order history and tracking
- Automate order status communication
- Give assurance to customers that their orders are being attended to
- Make it easy for customers to contact you regarding orders via the Shopify customer account page
7. Not allowing customers to reorder easily
Having the ‘reorder’ feature on your eCommerce site makes it easy for customers to place repeat orders. It helps increase sales. But many merchants make the mistake of making reorders difficult. Or, the reorder feature is hardly visible to customers.
Here’s how you can make avoid this mistake:
- Include the ‘reorder’ feature within the customer account
- Add a ‘reorder’ button next to products in the order history
- Automate reorder prompts to boost sales and enhance customer experience
- Make the reorder process simple and short within a couple of clicks
- Choose a Shopify customer account page app that has the ‘reorder’ feature
8. Not providing a way to contact you
When customers have a query or when they face a problem with their order, all they want is to be able to easily contact you. Today’s savvy customers want it to be quick and easy. They prefer self-service to waiting hours for your response — a study by Gartner shows by 2030 there will be 1 billion service tickets raised by customers.
So, have you made it easy for customers to contact you? If not, here’s what you should do:
- Include the contact us button on the customer account page
- Provide multiple options such as live chat, WhatsApp, email, phone, etc.
9. Not reminding them of the recently seen products
Most eCommerce stores incorporate the recently viewed products feature. The feature helps increase sales, improve customer experience, and helps customers make better purchase decisions.
However, limiting the use of this feature is a common Shopify customer account page mistake. Retailers don’t show prompts nor create promotional campaigns related to the recently seen products. As a result, the data goes unused and wasted.
Instead, here’s how you can use the recently viewed products feature:
- Include ‘recently viewed products’ in the customer account page
- Automate notifications when these products are on discount
- Display products from this section in real-time while customers shop on your site
10. Not sharing product recommendations
Like in brick-and-mortar stores, where sales representatives recommend products to customers, online shoppers have come to expect this service from eCommerce brands. However, retailers tend to limit it to product pages only.
In practice, recommending products on the Shopify customer account page can boost customer experience.
Here’s what you can do to increase customer account page engagement:
- Include product recommendations within the customer account page
- Show recommendations in the wishlist and recently viewed product section
- Show recommendations in the order history section
11. Not bringing in loyalty program
Making the loyalty program or store credits program a part of the customer account page can help improve the page engagement rate. Besides, it also helps improve your loyalty program ROI.
But if you keep the loyalty program out of the customer account, customers may not enjoy the siloed experience.
Do this:
- Include the loyalty program within the customer account
- Combine the loyalty program with other marketing features, such as wishlist
- Create unique campaigns to promote the loyalty program
12. Not automating communication that brings people back to the account page
Ensuring customers come back to the Shopify customer account page is key to increasing engagement on the page. That way, you can also ensure all the features on the page are getting utilized. But customers aren’t going to revisit this page unless you put in effort.
Indeed, if you assume customers will come back on their own, you’re making a mistake.
Instead, here’s what you can do:
- Automate notifications and prompts that help bring customers back to this page
- Automate reorder prompts in a timely manner
- Send automated discount prompts when wishlist and recently viewed products are on discount
- Create promotional campaigns to bring customers back
How to avoid Shopify customer account page mistakes?
Of course you want to avoid all these mistakes. But don’t know how?
The first step is to build an excellent customer account page that allows you to avoid these mistakes. How? Use Flits customer account page app. It’s a tried and tested method used by thousands of Shopify merchants.
Install Flits Customer Account Page App or reach out to our team to know more.