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My Quotes in Instapaper: Sunday, Jun. 9

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Instapaper: Sunday, Jun. 9

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Consumers are used to storing their card details thanks to Amazon?s ?1-Click? payment system, so it?s not surprising that other brands such as Tesco, John Lewis, ASOS and Debenhams have followed suit. It means that shoppers can make a purchase simply by entering the three-digit security code on the back of the card, which massively shortens the checkout process.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 463-466 | Added on Saturday, 15 June 13 16:08:52
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Store card details for repeat purchases
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 462-462 | Added on Saturday, 15 June 13 16:07:42
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ASOS, New Look and Topshop all accept PayPal, while H&M offers a range of different options including instalments or a monthly invoice. 
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 460-461 | Added on Saturday, 15 June 13 16:06:09
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Stats published last year showed that alternative payment methods were used in 11% of online purchases in the UK, and e-business consultant Dan Barker recently found that adding PayPal and advertising it prominently prior to checkout increased new customer purchases on one website by 14%.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 457-460 | Added on Saturday, 15 June 13 16:06:02
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PayPal allows customers to make a payment just by entering a username and password, rather than finding their card and typing in all the required details. Similarly, not all consumers use credit or debit cards so you need to allow people to pay by whatever means they?re most comfortable with or have access to.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 454-457 | Added on Saturday, 15 June 13 16:05:41
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PayPal, although there are a few other options such as store cards.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 454-454 | Added on Saturday, 15 June 13 16:05:26
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Alternative payments
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 453-453 | Added on Saturday, 15 June 13 16:05:06
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Topshop does a great job of keeping form filling to minimum ? the guest checkout consists of just two pages and all it requires is an address, payment, and ?confirmation details?, which is another sneaky way of forcing you to register an account.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 451-453 | Added on Saturday, 15 June 13 16:04:56
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Short forms
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 450-450 | Added on Saturday, 15 June 13 16:04:09
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some sites can?t cope with this and display an error message or delete the data you?ve previously entered, which is a huge barrier to purchase and will undoubtedly cause some basket abandonment.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 448-450 | Added on Saturday, 15 June 13 16:04:02
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Let people use the back button
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 446-447 | Added on Saturday, 15 June 13 16:03:45
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Assume same address for billing and delivery
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 443-444 | Added on Saturday, 15 June 13 16:03:37
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retailers should also spell out the exact format they require from customers (i.e. does it need a space, capital letters, etc) to avoid the dreaded error message. Similarly, they should anticipate common user errors, such as using zero instead of the letter ?O?, or the number ?1? instead of the letter ?i? and vice versa. In the case of Belron, Craig Sullivan found that this was causing 2.5% of customers to abandon. To solve the problem, Belron?s forms now anticipates these errors so that users continue through the form, not even knowing they had made a mistake.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 439-443 | Added on Saturday, 15 June 13 16:02:47
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Postcode lookup tool
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 436-436 | Added on Saturday, 15 June 13 16:02:20
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ASOS managed to halve its abandonment rate at the checkout stage overnight simply by removing any mention of registering.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 434-435 | Added on Saturday, 15 June 13 16:02:03
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forcing registration is attractive for retailers for two reasons: It means you collect lots of lovely customer data. Storing card details makes repeat purchases easier so customers are more likely to make impulse buys in future.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 430-431 | Added on Saturday, 15 June 13 16:01:50
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Allow guest registration
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 428-428 | Added on Saturday, 15 June 13 16:01:20
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Seven user shortcuts that will help reduce checkout abandonment
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 415-415 | Added on Saturday, 15 June 13 16:01:12
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Big brands like Coke continue to innovate in the digital space with its creative high engagement social media campaigns. Another big brand making waves is Starbucks and its integrated digital marketing approaches that drive phenomenal experiences for its customers, both online and in-store. There are also many ecommerce brands doing digital well like ASOS, which uses digital campaigns to build and engage its community of fashionistas and trendsetters.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 815-819 | Added on Saturday, 15 June 13 21:26:08
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You must be analytical with data, and also have had hands on experience with digital marketing channels like: SEO, SEM, email marketing, and social media marketing. Most importantly you need to be data driven and always be thinking about how you can use the ?test, measure and learn? methodology to progressively grow your performance metrics.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 780-782 | Added on Saturday, 15 June 13 21:22:21
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If you are keen to break into digital marketing, or are looking for a new challenge in this area, then be sure to check out our digital jobs board.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 767-768 | Added on Saturday, 15 June 13 21:20:58
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Site Search - I?d take a quick look at ?uplift in conversion where visits include use of site search? on the old site. I?d then compare ?volume of visits including site search? on the old site vs the new site. If the numbers looked good, I?d flip the odd tiny magnifying glass for a full ?search? box & monitor for any uplift.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 740-743 | Added on Saturday, 15 June 13 20:40:50
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noting: All of the product recommendations across the site appear to be ?complementary? products rather than ?alternatives?. There?s varioius research that shows visitors are far more likely to seek ?alternatives? from product pages & tests I?ve done myself have shown that to be true.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 632-634 | Added on Saturday, 15 June 13 20:28:05
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Take a look at the ?Add to bag? button. Note that it is the single most important feature on the entire site. Now note that it is the least prominent item on the entire page. The reason they?ve done that is that it?s faded out until you?ve selected a size & quantity, but I still think it?s madness to actively hide your ?add to bag? button.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 624-627 | Added on Saturday, 15 June 13 19:02:36
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No product video. Not essential, but becoming ?standard?.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 623-624 | Added on Saturday, 15 June 13 19:02:22
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No product reviews, or review functionality visible.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 622-622 | Added on Saturday, 15 June 13 19:02:17
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No visible product copy again. This isn?t always crucial, but I?d definitely test it if I was running the Jaeger site.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 621-622 | Added on Saturday, 15 June 13 19:02:13
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There?s a size guide there, fairly close to the ?size? area. This is pretty crucial. If you go through the stats for any large fashion site, you?ll see a good proportion of purchasing visits include a look at the size guide.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 619-620 | Added on Saturday, 15 June 13 19:02:07
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As David Moth said in his review of the site at the time, the product page contained a decent amount of product information, but the text size was tiny & the ?add to bag? button was a bit lost.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 611-612 | Added on Saturday, 15 June 13 19:01:52
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Multiple images. Again, this is important. In users tests - particularly on fashion sites (and even more so on women?s fashion sites, when both men & women are buying), purchasers always click through multiple images convincing themselves this is the right product to buy.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 616-618 | Added on Saturday, 15 June 13 19:01:33
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Very large images. That?s usually very good, especially for fashion sites, and the image quality is much better here (though the photographer is probably going mad over the gradienting in the background, and the floor not being level).
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 614-616 | Added on Saturday, 15 June 13 19:01:28
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New product page: Here?s an example of a product page on the new Jaeger site:
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 612-613 | Added on Saturday, 15 June 13 19:01:15
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Here?s an example of a product page on the new Jaeger site:
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 613-613 | Added on Saturday, 15 June 13 19:01:12
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The ?filter? info is tough to spot. Moving a mouse over most of it doesn?t flick the cursor to a hand either. You may say ?who cares?? to this, but on other sites filtering acts as a sales optimisation tool as well as a handy function: when users filter, they are usually far more likely to buy; where filters are moved from being ?subtle? to ?prominent? and their use increases, that pattern often holds true.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 593-596 | Added on Saturday, 15 June 13 18:58:43
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New? - really useful for loyal customers who check back regularly. Lots of ecommerce sites miss the fact that these people exist. This is one of the reasons sites like ASOS, NastyGal, etc are so successful: people who like fashion check back regularly looking for updates.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 541-543 | Added on Saturday, 15 June 13 17:59:25
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I?d mentioned I?m never quite sure about AddThis - here?s why (from their privacy policy): Totally fine if you realise that?s what?s going on, but I?d be surprised if many people realise AddThis do that. 
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 526-528 | Added on Saturday, 15 June 13 17:56:47
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Basket abandoment: No sign of SaleCycle or any of the other basket abandonment tools running. I abandoned a basket & did not get an email within a few hours.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 519-521 | Added on Saturday, 15 June 13 17:55:43
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Recommendations: Jaeger doesn?t seem to be using third-party product recommendation/personalisation technology. (Peerius, Predictive Intent, Barilliance, etc)
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 518-519 | Added on Saturday, 15 June 13 17:54:57
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Retargeting: I didn?t pick up on any retargeting tags. A few years ago that would be fairly normal; today most sites use retargeting tools. (worth noting Google Analytics has a fantastic set of Retargeting tools - also not being used here).
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 515-517 | Added on Saturday, 15 June 13 17:44:28
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Social plugins: Product pages use standard Facebook/Twitter/Pinterest widgets for sharing. It is also using ?AddThis?. I?m a bit less keen on AddThis, as it tracks lots of odd info that I?m never sure whether site owners realise it?s recording.
Instapaper: Sunday, Jun. 9 - Instapaper - Your Highlight Location 512-514 | Added on Saturday, 15 June 13 17:44:06
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