UX lab testing I attended and helped conduct determined that

1) there should always be a guest checkout option

2) account holders will often use it if they can’t remember their password, and even use a different email if needed

3) that the wording should be “ Checkout as Guest” and the “industry standard” of “Continue as Guest” was second

Ours is “continue without signing in”

That is a higher cognitive load and does NOT confirm the customer won’t have to create account as clearly as other options. Please can you vote this up to be changed, it is proven and reduced cognitive load on any element of the checkout process that also confirms the choice being made simply is a win.

Scott

Former UX (former might be because I was always wrong of course :) )