Adding a message about guest checkout below the checkout button (cart page) Lucardi Consumer goods Cart Clarity (copy) 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 ..).