The implications of this setting can have important implications for how you run your business. It basically boils down to a trade-off between conversion rate and customer support needs.
In a nutshell:
- Anyone purchasing an item that includes digital components (downloads and/or videos) is required to have an account to access those assets.
- This setting specifies when they are asked to enter a password to create an account:
- Checking the box means they have to enter a chosen password before checking out
- Un-Checking the box means they can checkout without an account, but will be prompted to create one after they have paid.
Here are the pros and cons of each:
Checked
Pros:
- You can be assured everyone can access their digital content immediately after puchase (assuming payment is immediate)
Cons:
- Lower conversion rate. While most people understand that they need some way to identify themselves in order to access digital goods, there are a few people that might balk at purchasing if they're asked to create an account... even if it's obvious why they need to do so.
Un-Checked
Pros:
- Higher conversion rate. By not even mentioning an account at the time of purchase, you'll never trigger any fears of or reservations about creating an account.
Cons:
- More time and energy spent with customer support. We've done our best to make it obvious that they need to create and account - and easy to do so - both on the confirmation page and in their confirmation email. But some people will either miss it, or choose not to do it. Then they'll be emailing you asking where their stuff is!