Only 32% Of Online Shops Have The "Guest Checkout" As The Most Prominent Option, New Study Finds. Skip to main content

Only 32% Of Online Shops Have The "Guest Checkout" As The Most Prominent Option, New Study Finds.

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According to a study we carried out, only 32% of online shops have "Guest Checkout" as the most prominent option.

We investigated the websites of 50 top online shops including eBay, Gucci, Nike, Argos, Walmart, and many others. We found out that 32% have the "Guest Checkout" as the most prominent option, 2% have it but it is not clearly labeled, 4% have it as a plain text link, 6% put it below account sign-in, 4% only show it to customers after email input, and 52% do not have a "Guest Checkout" option at all.

Below is a pie chart showing our research results:



PLEASE, CLICK HERE TO SEE A SPREADSHEET OF OUR RESEARCH, THE SHOPS WE STUDIED, AND THE RESULTS WE OBTAINED.


What is guest checkout?

Guest checkout refers to the process of purchasing products or services on an e-commerce platform without creating an account. Online shoppers use this method when they don't want to take the time to create an account, or simply want to make a one-time purchase.

In this article, we'll take a closer look at guest checkout, how it works, its advantages and disadvantages, and how it affects the customer experience.

When a shopper selects the guest checkout option, they're usually asked to provide their email address, shipping address, and payment information. Some e-commerce platforms also request a phone number for verification purposes. Once the guest has entered the necessary information, they can proceed to checkout and complete their purchase.

Advantages of guest checkout:

One of the primary advantages of guest checkout is convenience. Shoppers can make a purchase quickly and easily without spending time creating an account. This can be especially useful for those who are in a rush or who are only making a one-time purchase.

Another advantage of guest checkout is privacy. Shoppers who are concerned about their personal information being collected and stored by an online retailer may prefer to make a purchase as a guest. They can rest assured that their data will not be saved and can continue to shop anonymously.

Guest checkout also allows e-commerce platforms to attract more customers. Shoppers who might be hesitant to create an account due to privacy concerns or the time required may still make a purchase as a guest. This can lead to increased sales and a larger customer base for the retailer.

Disadvantages of guest checkout:

However, guest checkout also has its disadvantages. One major disadvantage is that guests do not have access to their purchase history or order tracking information. They also can't take advantage of features such as wish lists or saved payment methods, which can be convenient for repeat shoppers.

Another disadvantage of guest checkout is that it can negatively impact the customer experience. Without an account, guests are not able to receive promotional emails or personalized recommendations based on their shopping history. This can lead to a less personalized shopping experience, which can turn some customers away.

Why some shops do not like guest checkout:

E-commerce platforms that offer guest checkout also miss out on the opportunity to collect valuable customer data. When customers create an account, e-commerce platforms can collect information about their shopping habits, preferences, and demographics. This information can be used to improve the customer experience and drive sales.

To ensure a positive customer experience, it's important for e-commerce platforms to strike a balance between the convenience of guest checkout and the benefits of account creation.

One solution is to offer a guest checkout option but also encourage customers to create an account. This can be done by offering incentives such as exclusive promotions, discounts, and early access to new products.

User Experience (UX):

User experience (UX) refers to the overall experience that a user has when interacting with a product, service, or website. In the context of online shopping and guest checkout, UX refers to the experience that a shopper has when making a purchase as a guest on an e-commerce platform.

Many customers do not want to create an account just to checkout. That is why they prefer the guest checkout option. To avoid the abandonment of the shopping cart by customers, e-commerce sites should include the guest checkout option and make it the most prominent.

A positive UX can have a significant impact on a shopper's willingness to make a purchase and their likelihood of returning to the platform in the future. To create a positive UX for guests, e-commerce platforms should focus on the following:

  1. User-friendly interface: The interface should be easy to navigate, with clear and concise instructions on completing the checkout process. The shopper should be able to easily add items to their cart, provide their shipping information, and complete the payment process.

  2. Fast and secure checkout: The checkout process should be fast and secure, with clear information about shipping costs and delivery times. The shopper should feel confident that their personal and financial information is being securely transmitted and stored.

  3. Clear communication: The e-commerce platform should clearly communicate any relevant information, such as order confirmation, shipping updates, and estimated delivery times. The shopper should also have easy access to customer support if they have any questions or concerns.

  4. Mobile-responsive design: With an increasing number of shoppers using their mobile devices to make purchases, it's important for e-commerce platforms to have a mobile-responsive design. The guest checkout process should be optimized for mobile, with a user-friendly interface and a fast, secure checkout process.

By focusing on these key elements of UX, e-commerce platforms can create a positive experience for guests and encourage them to return for future purchases. Additionally, a positive UX can help to build brand loyalty and increase customer satisfaction, ultimately leading to increased sales and revenue for the retailer.

Conclusion:

In conclusion, guest checkout is a convenient option for online shoppers who want to make a quick and easy purchase. While it has its disadvantages, it can also be beneficial for e-commerce platforms looking to attract more customers and increase sales.

To ensure a positive customer experience, e-commerce platforms should strike a balance between guest checkout and account creation, and offer incentives to encourage customers to create an account.

DISCLAIMER

(1) All content found in my articles, including text, images, audio, or other formats was created for informational purposes only and is not financial advice.  The Content is not intended to be a substitute for professional financial advice. 

(2) Some of the links on my blog are affiliate links, and at no additional cost to you, I will earn a small commission if you decide to make a purchase. Please understand that I have experience with all of the companies, and I recommend them because they are extremely helpful. By using my affiliate links, you are helping me keep this blog up and running.

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