UIE Article: The $300 Million Button

Jared Spool

October 21st, 2015

In today’s article, I tell a story about a client who found a way to dramatically increase their e-commerce site’s revenues with a couple of simple changes. While the story is interesting, the story-behind-the-story is just as interesting.

The client had hired us because they were concerned about checkout-process abandonment. Their analytics were showing a 13% drop off in sales, which, based on the average value of the abandoned shopping carts, was worth about $1.2 million a year in additional revenue.

Checkout-process abandonment is common in e-commerce sites and something that you can easily detect with your site’s usage logs. You just look at the number of people who get to the first screen and then the number of people who actually complete the transaction. Everyone who doesn’t make it is an abandonment.

Two weeks of usability testing on the live site (and on competitors’ sites), followed by two weeks of iterative paper prototype testing produced a streamlined checkout process, which, once implemented, showed a dramatic increase in revenues. It’s amazing what you’ll learn when you actually watch your users.

Here’s an excerpt from the article:

It’s hard to imagine a form that could be simpler: two fields, two buttons, and one link. 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. What was even worse: the designers of the site had no clue there was even a problem.

Read the article: The $300 Million Button.

Have you seen results from changes to your forms? We’d love to hear your experiences. Share them with us below.

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