UIEtips: The Magic Behind Amazon’s 2.7 Billion Dollar Question

Jared Spool

May 14th, 2010

In January 2009, I wrote about how changing a button increased a major e-commerce site’s revenue by $300 million dollars ($300 Million Button).

The article quickly became one of the most popular articles we’ve ever published. People love the fact that a small design change could be linked to a huge increase in revenues. It’s the ultimate ROI story.

Yet in our research at User Interface Engineering, we see these kinds of increases all the time. And $300 million isn’t anywhere close to the biggest.

In today’s UIEtips article, we look back at another article from 2009. Here, I talk about a design element whose income contribution is possibly 10 times larger. It’s a simple question on the Amazon site—one you’ve probably seen a thousand times—yet it is critical to the success of the business.

Unlike the previous story, where we worked on the project, this story comes from our research of Amazon, independent of any projects we’ve done for them. Therefore, our revenue projections are estimates this time. But even if we’re off by an order of magnitude, it’s still an impressive number that tells us how a well thought-out design can make a big difference.

Read today’s article, The Magic Behind Amazon’s 2.7 Billion Dollar Question.

Increasing the effectiveness of a design is exactly what we’re talking about at the UIE Web App Masters Tour. We still have stops in Philadelphia and Seattle. Learn more about the 9 Masters presenting in each city at www.UIETour.com.

Have you had any design changes that had a big impact on your organization’s bottom line? We’d love to hear your stories. Share your thoughts below.

Web App Masters TourUntil May 21, register for Philadelphia or Seattle and get $100 off when you use the promotion code TOURBLOG. Learn more about the tour at www.UIETour.com

2 Responses to “UIEtips: The Magic Behind Amazon’s 2.7 Billion Dollar Question”

  1. Haavard Says:

    Great article. Reg:

    “One of the first enhancements was to use Ajax instead of a page refresh when the user pressed the Yes or No button. This simple change of removing the page refresh dramatically increased the likelihood a user would vote on more reviews.”

    Do you (uie) know exactly how large the increase was?

    I would really like som figures here because I working on a presentation on rich interfaces so it would be very handy to be precise on this.

  2. Julian Pscheid Says:

    I had the pleasure of watching your presentation in Portland today about the lessons from Amazon.com. This being one of the lessons provided some really interesting insight. Keep up the great work!

Add a Comment