eCommics: Users Who Forgot...
A few things to remember when designing your ecommerce user experience...
- Web conventions are your friend. Resist temptation to get creative with features and content that are generally expected to work a certain way.
- Personalization is hot, but too much of a good thing can backfire on you. Not everything should be based on the 'wisdom of the crowds.'
- Returning customers are notorious for forgetting passwords, which is a major cause for checkout friction and cart abandonment. Even with a password recovery feature, you are bound to lose customers who never bother to complete after recovery. (For one e-tailer, 75% did not complete after password recovery). Offering a guest checkout can help save sales which, for most businesses, is more important than users sticking with single registered accounts.
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