Google PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AN Manuel d'utilisateur Page 20

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10. LET USERS
PURCHASE AS A GUEST
Even when participants were making a purchase,
they didn’t necessarily want to commit to creating
an account with the retailer. Participants described
the guest checkout as “convenient,” “simple,” and
“easy [and] quick.” They were annoyed at a site that
required registration to purchase, especially since
the site didn’t explain how registration would
benet them.
Example from Macy’s Mobile Site.
Key Takeaway
Oer the option to check out
as a guest, and encourage registration
with tangible benets.
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