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 ..).
