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23% of shoppers will abandon their cart if they have to create a new user account

Some websites are so eager to sign up more members, that they only let users browse or buy once they’ve created an account. However, in doing so, they’re losing out on a lot of conversions, because a lot of the time, shoppers just want to make a purchase and leave.

To overcome this, websites should create a guest checkout option. The more straightforward the checkout, the less time the consumer has to change their mind about their purchase or abandon their cart.

Online stores also need to ensure that their checkout pages are easy to understand and use, so as to avoid shopper frustration and cart abandonment. Baymard Institute’s research into e-commerce checkouts found that majority of websites don’t make it clear on their checkout pages which fields are mandatory and optional to fill out, which leads to unnecessary form errors and confusion.

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