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Kevin Simons
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6. Don't require a visitor to log in up front. From the shopper's perspective, providing credentials (e.g., an email address) is a long-term commitment they may not be ready to make. Position the log-in at the end of the process, and make it optional.
7. Enable visitors to log in as a guest. Furthermore, make it easy for them to enroll later on, after they've shopped and explored the site.
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Kevin Simons
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