![]() ![]() Her analogy is interesting to remind us what exactly conversion means: But as UX specialist Jennifer Winter reminded us in her article for the User Testing Blog, “you can lead a horse to water, but you can’t make it drink”. Since then the “$300 million button” has been been one of the best illustrative cases to convince sceptical clients that UX can definitely improve conversion.ĭesigners around the world have been using UX techniques to drive the user to a specific place on their websites or apps, by facilitating their steps until there. For the first year, the site saw an additional $300,000,000”, said Spool in conclusion. The extra purchases resulted in an extra $15 million the first month. “The results: The number of customers purchasing went up by 45%. To make your future purchases even faster, you can create an account during checkout”. Simply click Continue to proceed to checkout. The suggested solution was simple: taking away the “Register” button and, in its place, putting a “Continue” button with a simple message: “You do not need to create an account to make purchases on our site. ![]() Which could explain the number of 45% of users with multiple accounts on theirs user basis. They either gave up purchasing or ended up creating a new account. A great number of the returning customers, didn’t remember their login/password. For them, this was a way for the site to increase their e-mail marketing basis. New customers were suspicious of the registration form. What was even worse: the designers of the site had no clue there was even a problem,”Īfter conducting Usability Tests, Spool and his team realised that the issue was not exactly about the design itself or the form’s layout, but what it represented to the users. Yet, it turns out this form was preventing customers from purchasing products from a major e-commerce site, to the tune of $300,000,000 a year. “It’s hard to imagine a form that could be simpler: two fields (email and password), two buttons (Login and Register), and one link (Forgot Password). Spool in an article published in 2009 for the UserTesting website: A small adjustment suggested by UX specialist Jared Spool to a major e-commerce website, in 2009, increased the revenue of a major e-commerce website in 45%, which represented that time an amount of about $300 million. You might have already heard about the $300 million button. And I would like to share with you a few tips and tools from it, hoping it can help you to improve your conversion. The book was launched a few weeks ago and because of it, I was invited to talk about this topic to Brazilian entrepreneurs in an online conference. My mission was to write about how UX can help improve conversion. Professionals from different fields would write about different topics. A few months ago I was invited to write a chapter for a Brazilian book about Digital Marketing focused on High Performance. ![]()
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