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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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