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Flannels is an established UK luxury retailer specialized in contemporary designer clothing, accessories, and footwear. The login page was designed for guest users. The Checkout as a Guest option on mobile was below the fold, leading to confusion when the option was missed altogether. They asked users explicitly: “Do you have a Flannels account?”.

RESULTS

5% increase of users clicking the ‘Not Sure’ button

15.1% users reaching the next stage of the purchase journey

6% increase in users going back to the cart

SOURCES

#93
Removing Redundant Elements From the Checkout Page

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