Change “FREE” to “Free” and remove “Already have an account? Log-in for faster checkout.” if I do not have an account-system set up (or do not want one). Allow for customization to change “Buy Now” button to “Purchase” or “Purchase Now.” Again, current language at times makes this customer experience feel cheap and “salesy.” I agree this language works for some products/brands – but not for all. Make this an option for sites and not mandatory language.
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