Introduced a guest checkout option on Avon UK to streamline the purchase process for users, eliminating the need for account creation. Reducing friction during checkout, significantly lowers abandonment rates and improves conversion rates.
01
Challenge
Users were abandoning their carts at the account creation step, as mandatory registration created unnecessary barriers to completing a purchase.
02
Hypothesis
Adding a guest checkout option will simplify the user journey, reduce abandonment, and drive an increase in completed purchases.
03
Implementation
Enabled guest checkout functionality in the ecommerce platform, providing users with the choice to checkout as a guest or register an account. A/B tested messaging to highlight the convenience of guest checkout, ensuring clear communication.
04
Outcome
Lowered cart abandonment rates and achieved an uplift in overall conversions, demonstrating the positive impact of a frictionless checkout experience.
