As online shopping becomes more popular in society, website designers are left with the task of creating efficient and visually appealing interfaces. Online retailers often try to apply new and useful features to their sites to outdo their competitors. In order to be successful, it is imperative that these sites understand users and their goals. One of these features related to understanding users and their goals is an option to check out as a guest or register as a member.
This feature is important for websites because not only does it encourage customer loyalty, but it also allows sites to develop personas for their users. Personas are important for online retailers because it allows them to view geographical information as well as other important data. This data can then be used to gain a better understanding of who a companies customers are and what they desire. Also, this feature is important because it reduces cognitive load on users by not requiring them to input address and shipping information if they are already a member.