Great story from Jared Spool this week: The $300 Million Button.
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.
The button? Register.
I personally worked with an association where we made a similar change to an e-commerce process that resulted in a six figure improvement in revenue. Some small changes can have a big impact!