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When to use it
When an account or registration wall sits between the cart and payment and you can't rebuild the flow yet.
How to run it
Replace the 'Register' or 'Create account' button with 'Continue', plus one line: 'You don't need an account to check out.'
Why it works
Make the action easier to complete
Shoppers are willing to buy, and the word 'register' is what stops them. In Jared Spool's famous case, swapping the button label and adding that reassurance lifted purchases 45%: $15M in the first month and $300M in the first year.
Source: Jared Spool: the $300M button
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