Bauer Business Focus

Online Shopping: Register. Purchase. Repeat.

Guest: Professor Nina Huang

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Online shopping is at an all-time high. Professor Nina Huang with the Bauer College of Business at the University of Houston talks about new research that explores how businesses can create repeat customers

“Websites often ask shoppers to register as users during the online buying process. Recognizing the challenges of user registration, many sites opt to delay that step until the end of the shopping process. But, interestingly, asking users to register sooner rather than later can have big benefits for businesses.”

“Asking shoppers to register with a website early in their shopping journey can lead to more user registrations and considerable increases in product sales in the long run. A main reason is that user registration helps attract shoppers to become repeated customers over time.”

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