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‘The $300 Million Button’

By Nick Price

Here’s an oldie but a goodie, on form and function.

This article, which has been reblogged countless times, serves as a stark reminder of the importance of  user experience throughout the engagement process.

Click the title to read on:

How Changing a Button Increased a Site’s Annual Revenues by $300 Million

“It’s hard to imagine a form that could be simpler: two

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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.”


*Keep in mind that it wasn’t necessarily the content of the reg-form that was the issue, rather, the location within the purchasing timeline of where the customer was expected to interact with it. According to our Sr. UX Designer, “Timing is absolutely crucial,” [when it comes to user experience], “It’s one of those make-it-or-break-it sort of things.”

Nick Price

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