Creative Cut

Subsequent checkout pages (addresses, shipping, payment, etc.) get better but run into trouble if shoppers decide to use ship-to addresses that are different from their bill-to addresses. This requires the creation of a second address in your address book. I’m a seasoned online shopper, and I had a bit of trouble figuring out how to do this. Sure, I didn’t read all of the instructions, but I’m sure I’m not the only one! All of this risks losing a shopper right when you’re ready to close the sale.