By Ellie-Rose Davies, Content & Marketing Executive at IMRG In this blog we explore how retailers can encourage account sign-ups for increased loyalty, moving customers from guest to member. Find out how to communicate the value of creating an account/ loyalty membership, and ways to motivate customers to register through offering value exchanges, and rethinking your design, website positioning, and messaging.

Improving the path to sign-up

One of the most effective ways to increase customer lifetime value and loyalty is to make the path to creating an account as smooth and appealing as possible. As explored by Hemang Nathwani, Sales Director at Price Trakker, Guest checkouts win speed, but loyalty drives margin. A great way to encourage account sign-ups is to consider the placement and positioning of where customers join. Hemang says, Testing different placements of the sign-up prompt, before checkout versus post-purchase, often reveals surprising uplift. Retailers who use daily data on customer behaviour and competitor incentives can refine these touchpoints far faster. Account creation should feel like a reward, not an obstacle, and the messaging can emphasise convenience rather than commitment. Dan Bond, VP of Marketing at RevLifter also explores the how positioning can help turn guest visitors into account holders. He says, You already incentivise email capture because you know its value. Account sign-up deserves the same treatment”it's worth more. Creating an account is the easier path, and guest checkout is the harder one. This isn't about blocking guests; it's about using friction strategically. Give account creators a better offer than guests get. 10% off for signing up beats the 5% code floating around online. Dan says that retailers can Show the account sign-up option first with clear benefits. Put guest checkout lower down or behind an extra click. Make account creation fast”email, password, done. Save the address details for after they've committed. The psychology is simple: people choose the path of least resistance. Make that path the one that's better for your business.

Seeing the process as a value exchange

It is also smart to see your membership offerings as a value exchange. To get loyalty from customers, they are likely to want something in return. Communicating your end of the deal can help encourage sign-ups. Lucy Wilsdon, Strategic Account Director at Feedonomics encourages retailers to Give shoppers reasons to engage, such as faster checkout, exclusive content, or community access. Retailers can weave these incentives into the customer journey, especially during first interactions. Strategic placement, persuasive microcopy, and a frictionless signup experience are vital. Lucy says, The most effective retailers view registration as a value exchange, not a hurdle. By analysing customer behaviour, you can tailor experiences that feel personal and rewarding. Turning account creation into an advantage rather than a formality builds trust, strengthens loyalty, and drives repeat purchases ” ultimately paying dividends well into the future. Similarly, Alexander Otto, Head of Corporate Relations at Tradebyte notes how Turning a one-time shopper into a loyal customer starts with connection. Encouraging customers to move from guest to member is about making value feel immediate, not abstract. Shoppers sign up when they see a clear benefit: faster checkout, personalised offers, easy returns, or meaningful loyalty rewards. Across marketplaces, membership and account features create a bridge between transactions and relationships, giving brands valuable insight into who their customers are and how they buy. Alexander exclaims, At Tradebyte, we see that loyalty grows fastest when brands use connected commerce data to personalise experiences across every channel. Whether its exclusive offers, tailored recommendations, or seamless post-purchase care, the key is consistency.