Just readed this blog about 22 things you dont know about customers, interresting reading and I think the most of his points are correct, read it on “22 Thinks you dont know about customers”
He lists things like:
10. They don’t want to log in
Don’t make them log in to check out. Let ‘em just click ‘check out’. By all means, give them the option to save their information and create an account. At the end of the checkout process. At that point, the warm fuzzy feeling any consumer gets from burning hard-earned cash is enough to get them to trust you.