Hypothesis
IF we preselect the Guest Checkout
THEN the ARPU increases
BECAUSE the entry barrier to the checkout is reduced for users and they can check out with their products without high cognitive effort (Cognitive Ease).
Outcomes and Implications
| Psychological Mechanism | Cognitive Ease / Friction Reduction |
|---|---|
| Predicted Winrate | 50% 🔼 |
| Strategic Implication | Preselect Guest Checkout to reduce friction and boost conversions. |