According to Baynard Institute, the average shopping cart abandonment rate for e-commerce stores hovers around 68.63% (as at January 2016). This means that 7 out of 10 people leave your site after committing to the purchase process.

28% of US online shoppers abandon their cart because they don’t want to register/create account just to make a purchase. And that alone is why you should offer a Guest Checkout experience on your store.

ASOS, for example, removed the account creation step on the checkout login page and it reduced their abandonment rate by 50%. And I found that 10 out of 11 ecommerce sites considered as having the best checkout experience offer a guest checkout. That counts for something.

A couple of notes:

  • The same email address should work with multiple guest checkouts, to allow the same person to make more than one guest purchase with their email address.
  • You should offer account creation after checkout, in the Thank You page.

 

Are you already offering your buyers a Guest Checkout? If not, is this convincing you to implement it?

 


Sources:

 

*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Access to all our speakers slide decks!

Access to all our speakers slide decks!

By subscribing to our email list you'll have access to the slide decks of our speakers since the beginning.

You have Successfully Subscribed!