Best Buy’s checkout had a “Register” button before payment. Customers had to create an account to buy.
The form triggered instant friction. First-time buyers didn’t want a relationship – they wanted a bike rack. Forcing registration felt like a trap. Cart abandonment was haemorrhaging revenue.
They replaced “Register” with “Continue as Guest” and added a simple line: “You don’t need an account to checkout. But you can create one after to track your order.”
$300 million in additional revenue in the first year. Same checkout. Same products. One button.
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