Password recovery at checkout for returning customers
A returning customer who forgot a password needs a reset link at checkout, or they leave. See where the link belongs.
2 min read
Area
CRO & UX
Severity
Low
Fix effort
Small
Stores failing
Not enough data
Returning customers who try to sign in at checkout and cannot remember their password need a way to reset it right there. A visible forgot-password link keeps them in the purchase. This check looks for it near the checkout sign-in.
Why it matters
Without it, a returning customer either guesses repeatedly or leaves to find the reset page and often does not return. Every stuck customer is someone who already wanted to buy.
What the audit looks at
The audit looks on the checkout login area for a link to reset or recover the password.
What usually causes it
- A login box that omits the forgot link
- A custom account system with no reset flow
- A link that goes to a page outside checkout and loses the cart
- A theme that removes the link to simplify the form
How to fix it
Let returning customers recover a forgotten password at checkout. The effort is small, usually a setting or a paste and under 30 minutes.
- A returning customer who has forgotten their password and cannot recover it will abandon the order.
- Show a "Lost your password?" link right beside the login form on the checkout page.
On Shopify
- Shopify handles sign-in at checkout itself, so no theme change is needed.
On WooCommerce
- WooCommerce shows a Lost your password? link in the checkout login form by default. If it is missing, a checkout plugin or theme override removed it.
How to check it yourself
- Open checkout and look for a sign-in option.
- Click forgot password and confirm the flow works and returns to checkout.
- Check the cart is kept after the reset.
Frequently asked questions
Should I offer guest checkout instead?
Both. Guests should check out without an account, and returning customers need a way back in.
What about passwordless login?
Email codes or magic links remove the problem and work well for stores with frequent returning buyers.
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.