# Create-account option moved to the center: +17% transactions

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow, Layout, fonts & visual design
- Test run by: [Lancôme](https://liftarchive.com/practitioners/lanc-me/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/lancome-increases-revenue/
- Page: https://liftarchive.com/test/lancome-login-page-create-account-center/

Moving the 'create a new account' option to the center of the checkout login page raised transactions by 17% and revenue by 15% for Lancôme. Clicks on the create-account option rose 30%. Lancôme ran the test with its testing vendor's support, and it was published as a VWO case study.

## Result

**+17% transactions**

- Create-account clicks: +30%, the expected effect of putting the option in the middle.
- Transactions: +17%, the bigger surprise, since only the order of the options changed.
- Revenue: +15%, in line with the rise in transactions.

## Control

The login page showed three options from left to right: log in as a client, check out as a guest, create an account.

## Variant

Create account moved to the center and guest checkout moved to the right. Client login stayed on the left.

## Why it likely won (our reading)

- The team had seen an unusually high bounce rate on this page, so it was a real friction point.
- The center slot draws the eye first, so new visitors may have found their path faster.
- Grouping returning-customer login and account creation side by side may have made the choices feel more logical.

## Caveats

The test ran for a few weeks. Sample size and confidence levels were not shared.

## How to run this test

- Hypothesis: If we put the option most new shoppers need in the center of the checkout login page, then more of them will finish checkout because they will find their path without hesitating.
- Primary metric: Transactions per visitor to the login page
- Guardrail: Revenue per visitor
- Guardrail: Guest checkout completion rate
- Guardrail: Login page bounce rate
- Who should test it: Stores with a separate login step before checkout that offers several sign-in choices. It matters less if you already use a single guest-first checkout with optional sign-in.

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Credit: Lancôme ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/lancome-login-page-create-account-center/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.