Adding a message about guest checkout below the checkout button (cart page)

Lucardi
Consumer goods
Cart
Clarity (copy)
January 2017
+4%
Transactions
AB TestControl and variation

+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 ..).