Guest Checkout

Sears.com, like most retailers, offers Guest Checkout—

Sears_Default

But what they do that’s smart is that when Guest Checkout is selected they ask for email address before revealing other fields—

Sears_Open

This might seem like a small detail.  But consider this: 20% of shoppers who reach shipping/billing page don’t complete the order.  By capturing email address upfront sears.com might not guarantee a sale but they will capture an email addresses, and can use email marketing to pitch to 80% of shoppers who didn’t place an order.

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