RE: Lowering the entry barrier – self-selecting new vs. returning customer

As Robb mentioned in the previous post, integrating site registration into the checkout process is a good idea. In the example below, Adidas does a good job of taking the user through the registration process without interrupting the checkout flow. They take it a step further by making registration optional. This may seem like a small thing, but it goes along way toward keeping the user's goodwill resevoir full.













Adidas lets new customers checkout without forcing them through a "create account" path.