Adding a message about guest checkout below the checkout button (cart page) Lucardi Cart January 2017 +4% Transactions +4% A B Lucardi is the biggest jewelry chain in the Netherlands with around 80 physical stores and a webshop. Hypothesis Adding a message below the checkout button to clarify that no account is required – will increase transactions. Test Below is the screenshot of the variation. The text ‘Bestel snel: een account aanmaken is bij ons NIET verplicht” means: “Order quickly: creating an account is NOT required”. Results The variation won: Transactions increased by 4% (91% significance) Average order value increased by 3% (to €46,78) Learnings For Lucardi this small message reduced the friction for the visitor enough to make a difference. Forcing customers to create an account is generally not a good idea (unless you are amazon ..). Test details Test element Microcopy Page type Cart Test date January 2017 Website information Company Lucardi Website www.lucardi.nl Market Consumer goods Visitors B2C Language Dutch Test result Test element Microcopy Page Cart Result +4% Transactions Test Cases from Lucardi Removing the € sign before the price on the product page Lucardi +11% order value Adding a message about guest checkout below the checkout button (cart page) Lucardi +4% Transactions Related AB Tests Removing the € sign before the price on the product page Change the 'Guest checkout" button text to "Quick… Adding free shipping information to the cart page Adding a "Continue to checkout" above the cart items… Leave a Reply Click here to cancel reply. You must be logged in to post a comment.