The Challenge: The original checkout entry page presented two significant points of friction:
Low Registration Incentive: The benefits of creating a user account were not communicated, leading to low registration rates.
Hidden Guest Checkout: The "Order as Guest" option, a path preferred by many first-time or convenience-oriented users, was nested within another UI element, causing confusion and potential cart abandonment.
A new variant of the page was developed based on a dual-pronged hypothesis to improve user experience and key metrics.
Promoting Account Creation: The new design prominently featured a clear, benefit-oriented list (e.g., "Track your order," "Save your favorites," "Faster future checkouts") to articulate the value of registering an account. This was intended to directly increase the user registration rate.
Elevating Guest Checkout: Simultaneously, the "Checkout as Guest" flow was extracted and redesigned as a clear, standalone, and immediately visible call-to-action. This change respected the user's desire for a quick, low-commitment purchase, aiming to reduce friction and improve the overall conversion rate for this user segment.
Methodology: An A/B test was conducted to measure the performance of the new Variant (B) against the original Control (A). The primary success metrics for this test were the user registration rate and the overall checkout completion rate.
