Actionable Optimisation #22 – Guest Checkout

 October 13, 2020

By  Will

Why Guest Checkout Could Be The Most Important Part of Your Site

to receive each Actionable Optimisation as they go live

What would 45% more new customers to your business mean?

That’s the impact one business saw with one important change to their website.

That change is of course guest checkout.

Something we shoppers simply expect these days, but not every site has got round to it yet, some do still demand you fill in an entire registration form first.

There are two big reasons why having a guest checkout is essential for your business.

Number 1 - It feels like a big commitment. 

If this is someones first time purchasing from you, the idea that you’ll then store their details forever and start hammering them with emails, SMS, phone calls and mailers is pretty offputting. Especially when your expectation at this point is that it’s a one-off purchase.

Number 2 - People don’t remember their logins (or typo their login originally).

By asking people to login the next time they come back you’re putting an obstacle in the way.

Yes it’s great that they’ve come back and they want to purchase again, but that doesn’t mean they’ll remember their login and your business is now their best friend.

They might try their standard passwords a few times, then hit ‘Reset My Password’, but do you really want to be sending them away from your website to be able to come back and finish the purchase?

Fortunately (although unwisely), people tend to use the same passwords, or they’ll use a tool like LastPass to make life easier, but you’ve still got to convince them to create the account, and then convince them to login each time they purchase.

Is it really worth it just to collect some data? (Data that in the EU you now need specific permissions to use anyway)

Guest checkout


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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