In our previous article, we discussed the importance of offering multiple payment options on the checkout page of an e-commerce website to improve the conversion rate. However, providing a guest checkout option is equally crucial for enhancing the customer experience and increasing conversions. Guest checkout allows customers to complete their purchases without having to create an account on the website. In this article, we will talk about the benefits of guest checkout and how it can help in improving conversion rate optimization (CRO) for e-commerce businesses.
Guest Checkout
Introduction: Guest checkout is a valuable feature for e-commerce websites, allowing customers to make purchases without the hassle of creating an account.
Elements:
a. Benefits of guest checkout for both the customer and the business
b. Encouraging guest checkout customers to create an account
c. Easy to find guest checkout option and clear CTA
Solutions and suggestions:
Can your customers complete their purchase without registration?
One of the most significant reasons for cart abandonment during checkout is mandatory signup. To combat this issue, it is crucial to offer a guest checkout option while still allowing customers who wish to sign up (or already have an account) to do so easily. Providing a simplified checkout process with minimal steps and clear calls-to-action can also enhance the user experience and lead to higher conversion rates. Ultimately, prioritizing the customer’s needs and preferences in the checkout process and making it as frictionless as possible is essential to encourage them to complete their purchase and improve the overall success of an e-commerce website.
A good example from BestBuy:
BestBuy offers a guest checkout option for customers who do not want to create an account. The checkout process is also optimized for speed and simplicity.
A bad example from H&M:
H&M requires customers to create an account or log in before they can complete their purchase. This can be a major barrier to completing the transaction, as some customers may not want to create an account or may not have the time to do so.
For first-time customers, do you integrate registration into the checkout form?
When it comes to registration during the checkout process, businesses should consider their approach carefully. While combining registration and checkout can increase new account signups, it may also lead to cart abandonment and a loss of sales.
To address this, businesses can offer customers different options:
- Checkout as guests
- Create an account later.
- Checkout using their social media, Google or Apple accounts
Incentives like loyalty points or discounts can also encourage customers to register voluntarily, and implementing a social login option can make the process more convenient. Ultimately, businesses should prioritize a seamless, user-friendly checkout process while also providing incentives for customers to return in the future.
A good example from Wish Website:
The e-commerce website Wish.com provides the option of payment without the need for registration and signing up. It offers the option to continue purchasing through social accounts such as Facebook, Google, or Apple accounts.
Do you design easy to find guest checkout option with clear CTA?
Best practices for designing an easy-to-find guest checkout option with a clear call-to-action (CTA) include placing the guest checkout option prominently on the page, using clear and concise language to describe the option, and providing a simple form for guests to fill out. Additionally, the CTA for the guest checkout option should be visually distinct from other options on the page, such as creating an eye-catching button in a contrasting color. Overall, ensuring that the guest checkout option is easy to find and use can significantly improve the user experience and increase the conversion rate of an e-commerce website.
A good example from Crate&Barrel:
The Crate&Barrel e-commerce website provides a guest checkout with a clear and easy to find CTA button and clear checkout page design. It also offers other payment options, including PayPal and Masterpass, without the need for registration.
A bad example from Zara:
The Zara.com website provides a guest checkout option for customers who prefer not to register or create an account. However, it is not always easy to locate this option, as it may not be as prominently displayed as the registration and login options.
Do you encourage guest checkout customers to create an account in the future?
When it comes to guest checkout customers, it’s important to strike a balance between encouraging account creation and not pushing them away. One effective approach is to provide an optional checkbox or banner that prompts customers to create an account after completing their purchase as a guest. Additionally, including benefits of account creation, such as saved payment information or order history, can incentivize customers to sign up without making it feel mandatory. It’s also important to ensure that the account creation process is quick and easy to complete, so as not to deter potential customers from converting.
A good example from Crate&Barrel Website:
The Crate&Barrel website offers the option to create an account after completing a guest checkout, with benefits such as saved payment accounts and speeding up the checkout. However, they also provide a clear option to continue as a guest, ensuring that customers feel in control of their purchasing experience.
Conclusion:
To sum up, providing a guest checkout option on your website’s checkout page can significantly improve the overall shopping experience for your customers, leading to increased sales and customer satisfaction. By implementing this feature, you are giving your customers the flexibility to make a purchase without the hassle of creating an account, which can ultimately save them time and effort. However, it’s still important to encourage them to create an account after their purchase, as it can help build brand loyalty and make future purchases even more convenient.
In our next article, we will be discussing shipping options and fees, which is another crucial aspect of the online shopping experience.