Aaron Danker:
Don’t make them “register” before
ordering.
If you need your customers to
create an account, then have this
account co-created during the
purchasing process.
Even if the amount
of “work” for the customer is the same,
framing is the key here.
If a customer
is suddenly forced to “create an
account” before they can place an
order, they may just dump their cart.
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