Why They Should Try Before They Buy

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For certain products, ecommerce brands offer customers a time-tested option familiar to many offline retailers – ‘try before you buy’. A good, practical policy, as it allows hours of fun-filled pre-buy sampling. If expectations are met, dollars are spent.

When meeting those expectations, the trial product boosts comfort and trust levels to the buying point. Prior to this stage, however, brand marketers may benefit by offering a unique ‘try before you try’ opportunity. In the ecommerce world, this preliminary step is known as ‘guest checkout.’ It’s stated purpose – increase customer acquisition totals.

Guest checkout gives shoppers full access to the online store, same as permanent customers enjoy. Without surrendering loads of info, the invited guest can browse and buy while experiencing the inner workings of the checkout process. If experience and purchase hit the mark, curious sampler may convert to permanent customer. One more for the list.

Trial checkouts can mean the difference between gaining and losing customers. That’s because many prospects are reluctant to open new accounts until retailer trustworthiness is established. Too many questions loom. Is the site user-friendly? Are products adequately described? Does the site tell me exactly what I’m doing every step of the way? Safely ensconced in guest checkout land, the buyer has nothing to lose and everything to gain. Barriers, therefore, are minimized.

Guest checkout also meshes with the average smartphone user. The reason? Creating a new account can be frustratingly detailed, a process further complicated by the squished space of a mobile screen. With more frustration a virtual guarantee, signup may not be worth the hassle. Guest checkout, on the other hand, simplifies the process and therefore encourages mobile users -- which, when last checked, is a considerable chunk of the population.

If you have questions or comments about building a guest checkout option into your ecommerce site, or any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.