Don’t Make Them Join First

You got them this far.

They found the product. They chose it. They’re ready to pay.

Then you stop them.

Create an account.

Email. Password. Confirmation. A purchase suddenly becomes a registration process.

That’s friction at the worst possible moment.

The customer came to buy, not to join.

Let them check out as a guest.

You can still invite them to create an account after the order is complete, when their details are already there and the hard part is done.

Before payment, keep the road clear.

Because every extra commitment gives someone another reason to leave.

First the sale. Then the relationship.