Should address be captured right when a user registers or later

[arunk]

From feedback from Amit. He felt that asking for address and contact information right at the beginning might dissuade people from signing up for the service. Could we capture only Genre and Favourites when a user registers and capture address when the user actually buys the Subscription box?

[dsrikara]

This is a pertinent point. But, then, what's the point of signing-up at all, if the user is not interested in purchasing the Box? What's the point of creating a profile marking one's favourite genres and books?
Instead, we could do away with the 'Sign-up' option, but maintain the 'Log-in' button. We could just have 'Buy' or 'Purchase', then assign a profile and a password to the purchaser. If they want to change their address or genre or favourites, they may log-in to their profile, and do so.