You shall not pass!

Ezra Olubi

Eyowo was a service that made it easy for people to accept payments online. Its appeal, and primary unique selling point at the time was that it managed to consolidate the various possible means of electronic payments run by different companies into one interface. This greatly reduced the barrier of entry for potential e-commerce players in terms of cost and ease.Soon enough, we identified opportunities to do interesting things with the service. We could determine people’s spending patterns based on what they buy, websites they buy from, and how often they shop online. Best of all, we can have this information available to the shopper. A bonus surely wouldn’t hurt. Right? Thing is the users had to login to view this information. How do we get them to set their passwords? An early implementation of the Eyowo payment page had a login/register interface that comes up before payments (the crux of why they got there) can be made. This was quickly thrown out of the window as a potential drop-off point and we settled with asking shoppers to provide their email address with every transaction – they could finish their registration later, if they wanted. No pressure.

This worked out pretty well – not the fact that people registered eventually to view their transaction history and other statistics, but that they didn’t have to. The last estimate of people who eventually did register was way less than 10%, but we ended up being praised for the friction-free checkout process. Another win for lowering entry barriers.

Now to typical new user registration processes. At the bare minimum, the job of the registration form is to collect information that will help identify and (authorize) the user to your website at a later date. What is important to you however, and

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