Let shoppers check out as guests

When to use it

When checkout forces account creation or login before payment and analytics show heavy drop-off at that step.

How to run it

Make guest checkout the default and offer an account on the confirmation page, where it takes one extra field: a password.

Why it works

Make the action easier to complete

Asking shoppers to register before paying adds work at the moment they're ready to buy. ASOS halved its checkout abandonment when it switched to a guest-style flow that removed registration language from the first checkout page.

Source: ASOS / Baymard Institute