We were wrong about the first-time shoppers. They did mind registering. They resented having to register when they encountered the page. As one shopper told us, “I’m not here to enter into a relationship. I just want to buy something.”

Yep.

Ben Brown:

I think an even better solution would be to remove the password completely, allowing users to login with only an email address. Each time a user needs to login, they enter their email address and receive a login link via email.

Read the follow-up post here.

(via Marco Arment)