Let returning customers log in at checkout
Returning customers want their details filled in. Offer a log in option at checkout alongside guest checkout.
1 min read
Area
CRO & UX
Severity
Low
Fix effort
Small
Stores failing
Not enough data
Returning customers save time when they can sign in at checkout and have their details filled. A visible log in link alongside the guest option serves them. This check looks for it.
Why it matters
Repeat buyers are your most valuable shoppers, and re-entering address and card is the main thing between them and a fast order. A login link is a small gesture of respect for their time.
What the audit looks at
The audit reads checkout for a log in link or button.
What usually causes it
- A checkout that only supports guests
- A login link buried in the page footer
- An account area that is not connected to checkout
- A single-page checkout with no sign in
How to fix it
Give returning customers a login link at checkout. The effort is small, usually a setting or a paste and under 30 minutes.
- Add a "Returning customer? Log in" link above the contact fields.
On Shopify
- Settings > Checkout > Customer accounts: turn accounts on or optional so the sign-in link shows at checkout.
On WooCommerce
- WooCommerce > Settings > Accounts & Privacy: enable "Allow customers to log into an existing account during checkout".
How to check it yourself
- Open checkout and find a log in route.
- Sign in and check details prefill.
- Test with a wrong password to see recovery.
Frequently asked questions
Should login be prominent?
It should be easy to find without distracting new customers.
What about social login?
It can speed things up but adds complexity.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.