January 30th, 2009
We don’t live for press clippings, like some folk do. We just do our best to provide good, quality content to you, our audience, figuring that those people who need to know about us will find us.
So, it’s a nice fifteen minutes of fame when we get picked up by the popular press, in this case, Fast Company magazine:
Cliff Kuang did a nice job describing the research I described in my $300 Million Button article from a few weeks ago:
UIE studied people actually using the site, and it turns out that the prospect of registering was enough to turn some users away; meanwhile, even return users had problems logging in because they didn’t remember the email address or password they signed up with. (45% of users apparently had multiple registrations—a few had up to 10.) Granted, these represented a small portion of users. But for a retailer with $25 billion, even small portions signify huge lost profits.
So UIE redesigned the site, replacing the “register” button with “continue.” They also added a message, saying that registering wasn’t required to checkout, but was optional and might be helpful if you returned.
Sales went up 45%—$15 million in the first month, and $300 million in the first year.