Google PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AND DRIVE CONVERSIONS - Manual (Page 20)

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
benefit them.
Example from Macy’s Mobile Site.
Key Takeaway
Offer the option to check out
as a guest, and encourage registration
with tangible benefits.
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