Creating an account is work, and it is work demanded at the moment the shopper has finally decided to pay. A meaningful share of them decide it is not worth it. The store then emails them about the cart they abandoned, which it caused.
Reverse the order
Take the order first. Ask for an email address because you need it for the receipt. After payment, offer to save the details with one click, which most people accept because the hard part is done.
Cut the rest of the friction
- One page, or a clear three steps with progress shown.
- Address lookup from the postcode, card fields that format themselves.
- The order summary visible throughout, with the delivery cost in it from the start.
