Only 32% of online shops have a prominent “Guest Checkout” option, according to the analysis of 50 top online shops including Gucci, Nike, eBay, Amazon, Argos, and many others by Makingcentsaddup.
The research also discovered that 52% of online shops do not have a “Guest Checkout” option at all, 2% have it but it’s not clearly labeled, 4% have it written as a plain text link, 6% have it below the sign in button/ link, and 4% have it after email input.
Many shoppers do not want to create an account simply to checkout, and the unavailability or lack of prominence of the “Guest Checkout” option may lead to unnecessary abandonments. Some customers abandon the shopping cart because there is no “Guest Checkout” option or it’s there but they can’t see it, or because they are forced to enter their email addresses first.
According to the study by Makingcentsaddup, there are five ways online shops fail to make the “Guest Checkout” the most prominent option, and they are:
– The “Guest Checkout” is not clearly labeled.
– The “Guest Checkout” is a plain text link.
– The “Guest Checkout” is under sign-in or other options.
– The “Guest Checkout” is only offered after a customer has input an email.
– The “Guest Checkout” option is not available at all.
Makingcentsaddup is a blog that publishes articles and research on business, investment, loans, credit cards, and cryptocurrencies. Their research is mainly focused on the user experience of online shops and how it can be improved to maximize revenue and profit.