There's one huge feature we've always wanted in Squarespace: customer accounts.
You know what I'm talking about, right?
I mean the ability to have a unique login you can use to see your past orders, view your account details, and more. It's a common feature on e-commerce websites all across the internet.
Yet, alas—Squarespace lacked this common e-commerce feature since its birth. And that seemed ridiculous!
Squarespace's lack of customer accounts was a huge drawback for businesses whose bread and butter comes from online sales. In fact, the lack of customer account capabilities was damaging enough that we have actually turned away potential website customers who needed the functionality.
For years, online buyers could only view receipts, shipping info, and payment details in their email confirmation after making a purchase from a Squarespace website. There was absolutely no way for a customer to view their purchase history.
And business owners suffered, too—analyzing individual behaviors is a lot harder when you don't have accounts to look at.
Altogether, the lack of customer accounts really sucked—for you and your customers!
But now, all that's about to change.
Squarespace has announced that it's finally launching a customer accounts feature on Commerce plans.
And as Squarespace website designers and developers we couldn't be more excited.
What does this mean for your capabilities—and for your customers? More than you might think. We've got all the details on Squarespace's new customer accounts feature and we're ready to let you in.
Ready for the details?
What's the big deal with customer accounts?
Seriously, there is SO much to get excited about here, guys. It's a huge step for Squarespace to be able to support this capability—because it makes the platform so much more robust and ultimately increases your ability to sell to your client.
Customer accounts are going to be one of the final stepping stones that cement Squarespace as a best-in-class choice for websites.
On Commerce plans, you'll be able to turn on customer accounts—and open whole new doors of possibilities from there.
So what exactly will customer accounts mean for your business?
We've got the top five ways customer accounts are going to boost your e-commerce website:
1. Make your customers feel more in control
Customer accounts in Squarespace are going to work like customer accounts anywhere: A user creates a login with their email address and chooses a password. After creating their account the customer can sign in anytime they visit your site.
Once they're signed in, customers can view their purchase history, account details, and save credit card info and shipping address if they so choose. All these details add up to a more streamlined purchasing process and an improved customer experience on your site.
It seems so simple because we've all done it a million times before—but never as a customer on a Squarespace e-commerce website.
2. Get better insights into purchasing behavior
Now that you can see what each purchaser does at an account level, not just purchase by purchase, you'll be able to seek out wider trends. You can ask (and answer!) questions like...
- Do people purchase multiple products at once?
- Do they come back right away to make a second purchase?
- Are individual buyers even coming back at all?
Now, you'll be able to gain these insights and more as you are easily able to take a look at buyers' behaviors person-by-person, not just order-by-order.
3. Re-engage customers more effectively (and sell more)
After a customer makes a purchase, what do you do? Re-engage them, of course!
Re-engagement refers to getting customers who made one purchase to come back again.
The implications for you as an e-commerce business owner trying to re-engage previous buyers are huge: With individual customer by customer insights, you'll be able to take a closer look at how individuals interact over time.
With more account-by-account information, you'll be able gauge individuals' interests more precisely.
Of the following two products, which one do you think someone who's only bought SEO-related products would be interested in buying:
- A guide to DIY branding? Or...
- Additional products that can help them master their website's search appearance?
The one related to their existing interests, of course!
So which email leading to a product would more likely convert this customer again: Master your brand appearance with a DIY brand template, or Next steps: 10 more SEO mastery techniques?
4. Get more control over your brand's email touchpoints
With customer accounts, Squarespace making sure you can customize the email notifications your buyers will receive. That means making them as branded as possible in appearance AND messaging, of course!
Within the Notifications panel, you'll be able to customize emails that your customers receive in connection to their account—including the email welcoming your customer to their new account on your website, the password reset email, and password updated confirmation email.
5. Increase customer loyalty
This final benefit might not seem as obvious, but it's huge. It's the result enabling customer accounts ultimately accomplishes: Increasing customer loyalty to your brand.
When a customer creates an account with your business, they're forging a direct tie to you—a connection that will remain in place even after they complete their order.
The implication here is psychological: When a customer create an account, it's almost like creating their own new little home. A home that is directly tied to your brand.
Not to sound devious, but that connection puts your customer directly into your lap—which is just where you want them to be.
Hoot Design Co. is a marketing, branding, and design agency located in Columbia, MO. We specialize in creating a custom and comprehensive marketing strategy centered around your business's unique strengths and educating you with the tools you need from day one. From logo design to branding, website design and execution, and ongoingsocial media marketing and content marketing strategies in-person and through online courses, we're focused on your business success every step of the way.