While potential pitfalls to the customer experience are numerous throughout a shopping journey, checkout remains a key risk for cart abandonment. Complex, lengthy checkout requiring customers to create an account or manually input their information creates user frustration—and worse, can cause customers to jump ship to a competitor.
To reduce friction at checkout and give customers a smoother, quicker path to completing a purchase, many merchants offer the option of guest checkout. However, not all guest checkout experiences are created equal, and can sometimes create user frustration and leave merchants without the information they need to retain and reengage customers.
Businesses need to evolve guest checkout, or they may miss valuable opportunities to connect with old and new shoppers. PayPal, a global leader in payments and e-commerce solutions, recently commissioned Nielsen to uncover the ways today’s shoppers are using guest checkout.
For any e-commerce business, winning a sale takes effort—but losing one can happen in an instant. That’s why today’s enterprises are laser-focused on meeting their customers’ expectations for a streamlined user experience from product discovery through remarketing.