The importance of guest checkout

A $25B retailer replaced the “Register” button on their checkout page with a “Continue” button, essentially allowing shoppers to check out without registering a new account or logging into an existing one. Sales jumped 45% in that first week. Within a year, the company recorded a $300,000,000 bump in sales. 
This incredible story took place in 2009, a lot has changed since then. Most notably is the ever present smartphone in practically every consumer’s palm. Why does that matter, you ask? Well, smartphones not only changed the way consumers shop and the way brands need to adapt presentation to fit mobile devices, but also completely altered consumers’ expectations. According to Google, 75% of consumers now expect to receive immediate information on destinations, services or products while on a smartphone.  Read more…