When you’re shopping on mobile, does it really make a difference if you’re logged in or a guest?
A new study from Moovweb of 1.8 million smartphone sessions finds that logged-in shoppers spend 10 percent more than guests, on average. Interestingly enough, the conversion rates for both parties were roughly the same.
Of the top 100 online retailers, Moovweb found that about 1/3 required mobile shoppers to register or login before making a purchase. In the study, though, Moovweb found that only a few more shoppers would choose guest checkout over a logged-in experience; smartphone shoppers were just 1.2 times more likely to check out as a guest.
While the average order value is higher among logged-in mobile shoppers, Moovweb discovered that the share of revenue contributed by those choosing guest checkout was 12 percent higher than the share of logged-in shoppers.
Moovweb senior analyst Kendra Cook elaborated on the study in a press release, giving retailers advice for a smoother checkout experience:
Pre-filling the checkout fields is not enough. Sites should have logged in users bypass all steps of checkout. And they should automatically save credit card information to spare users from having to thumb it in again.
Readers: Do you usually go for a guest checkout experience?
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