They don’t mention the winning one: A single short checkout. Purchase funnels are filled with account creations, newsletter sign-ups and other crap. I don’t want an account, I want to give you money.
As someone who previously worked in ecommerce marketing, many of these practices certainly would cause more drop-off in the funnel.
I would suggest that the idea is that losing X% of first-time customers isn't such a big deal if you can increase LTV by Y% through marketing efforts otherwise not available to you.
That being said I don't really think the average marketing team has thought it through to this point (or measures the outcomes). But nevertheless it's perhaps why they see positive results.
On the after-checkout form I am already confronted with choosing which 3 of the discount vouchers of "partner" shops I want to pick up. But HURRY only 10 minutes remaining to claim.
Yes; sites with Apple Pay get purchases from me almost instantly.
It's a good way to battle people otherwise preferring to use a platform they already have an account on (e.g. eBay; Amazon) where you lose more on commission.
Amazon operates a payment service, and eBay used to. Using Amazon to pay doesn't mean you're buying something on amazon.com, just as using PayPal to pay doesn't mean you're buying something on ebay.com .
One thing I like is the ability to create an account after the purchase (either immediately or sometime in the future) and my order part of that account.
