Guest Checkout vs Required Account A/B Test

Purchase conversion rate (CR)

Compare purchases per assigned visitor to see whether guest checkout changes buying.

• Checkout abandonment rateCompare checkout starters who leave without completing an order.
• Checkout completion timeMeasure time from checkout start to order confirmation using the same method in both arms.
• Repeat purchase rateCompare customers who buy again over the same follow-up period after their first order.
• Cancellation and return rateTrack post-purchase cancellations and returns over the same follow-up window.

• ChangeAdd a guest checkout option that lets visitors place an order without creating an account.
• Keep constantKeep products, prices, shipping, payment methods and required order information the same.
• Order completionMeasure completed orders among visitors assigned at checkout.
• Follow-up periodTrack repeat purchase, cancellation and returns over the same period in both arms.
• Account creationIf an account invitation appears after purchase, show it in the same place and under the same conditions in both arms.

1. 1Do not add fields unrelated to placing an order to guest checkout.
2. 2Keep the guest option visible and easy to use.
3. 3Keep products, prices, shipping and payment options the same in both arms.
4. 4Verify guest-order matching and support processes before launch.
5. 5Do not compare repeat purchases, cancellations or returns over unequal follow-up periods.