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Problem

Entering addresses need not be cumbersome, especially if customers are ordering from a site for a second time.

Customers must always enter their shipping and billing information if they are using a site for the first time. However, long, complicated, or poorly labeled forms intimidate people. Confusing forms also lead to errors. Furthermore, if customers return, they will likely need the previously entered address, but they might also need to enter an address of a friend (if it is a consumer e-commerce site) or another business location (if it is a business e-commerce site). In fact, customers may need to enter multiple addresses over time. Providing a list of previously entered addresses, as well as a clean, simple form with a space to enter new addresses, gives customers speed and flexibility.


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