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?
- How to attract registrations without creating a barrier to checkout
- Be our guest: a guide to ecommerce guest checkout best practice
- How to Design an Ecommerce Checkout Flow that Converts
- 11 of the world’s best ecommerce checkouts
*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***