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Ecommerce?A/B Test Idea: The Hypothesis

By adding the option to checkout as a guest and not forcing the user to register an account, you?ll reduce the checkout friction and increase your percentage of completed purchases.

Why You Should Test It

If you want to increase your percentage of completed purchases and reduce drop off, add the option to checkout as a guest. You can always auto register an account using the person’s email address and send them a password on the backend after they?ve completed checkout. Registering an account is an unnecessary hassle and a wall that stands in the way of the purchase. So remove the wall entirely and offer guest checkout as standard, with the option for registered users to log in or create an account if they so wished.

Why It Works

A simple act of reducing friction and speeding up the checkout process. Let?s be honest, often times checkout is already long, so there’s no need to make it even longer. Let?s think about the users experience for a moment and put in front of them a smooth, fast flowing checkout process that doesn?t let them stop to think, or talk themselves out of a purchase. We want a checkout that has momentum, and guest checkout can deliver just that.