Login
Summary
Redesigned allbranded's checkout login/registration step, after research showed a 48% checkout-to-purchase rate with 14% of visitors exiting entirely at login, by replacing two competing forms with a single email-first flow.
Outcome
The email-first pattern replaced every standalone login form across the site, from checkout to product-page quote requests, consolidating multiple distinct login patterns into one and shipping to production across every market.
48% of visitors never make it from checkout to login
Across all markets, the checkout-to-purchase rate sat at 48%. Digging into the checkout journey, only 67% of visitors who started checkout moved to the next step, and 14% exited the site entirely at the login/register screen. The page only ever showed the login form in the viewport. Registration and guest checkout sat below the fold, with nothing signalling to a new visitor that those options even existed.
When looking closer at the checkout journey, only 67% of the visitors who start checkout move to the next step.
14% of the visitors of the login/register step exit the website.
Email first, then the right path for each visitor
We landed on an email-first authentication flow: the visitor enters only their email up front, and depending on whether it matches an existing account, is routed straight to a sign-up screen highlighting the benefits of an account, or into checkout as a guest. It replaces two competing forms fighting for attention with a single, simple decision, and the same pattern now rolls out everywhere a login was needed, from checkout to PDP quote requests, across every market.
The same pattern, everywhere a login was needed
Guest checkout, full registration, and even product-page quote requests all now start from the same single email field, cutting the number of distinct login patterns across the site down to one.
A special production request, another place the same email-first pattern replaced a standalone form.
The same modal, opened as a sidebar panel when a customer clicks the account icon in navigation.
The same pattern reused for quote requests on a product page.
Full registration and guest checkout, still reachable from the same starting point, only after the email step splits the path.