Let’s start with some data:
- According to Business Insider, 28% of US online shoppers abandon their cart because they don’t want to register/create account just to make a purchase.
- According to Baymard, it is the reason given by 31% of shoppers. (source)
- ASOS’s approach removed the account creation step on the checkout login page and it reduced their abandonment rate by 50%.
Offer the guest checkout as a prominent option. Give them the choice to sign up or log in to their account, but the guest checkout could be selected by default, and visually attract more attention than the other options.
One way to mitigate checkout abandonment and not being able to message them is to ask them for their email address as the first step of the guest checkout.
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.
Offer optional account creation after checkout, in the Thank You page.