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How to replace the button helped the company to increase revenues by $300 million a year
In our blog on the Megamind we write a lot about the different approaches to management that seem to us promising, and we try to apply when building a cloud service 1cloud. One of the most important elements of success of any company is the attention to user preferences. There is a whole area of expertise (UX, User Experience) on how to make online resources more user-friendly and, consequently, increase the impact to the business.
Today we present to your attention an adapted translation which has already become a classic in the Western segment of the Internet notes of the UX expert Jared Spool (Jared Spool), in which he talks about history "button on the $300 million".
How to change buttons allowed the site to increase annual revenues by $300 million
It is difficult to find the forum easier than the two fields, two buttons and a link. However, as it turned out, in the case of one ecommerce company that such simple at first glance, the form served as a barrier that destroyed the potential orders for $300 million a year. Worse, the creators of the site did not even know that this problem exists at all.
Form was very simple. Two fields "email Address" and "Password". Button "Login" and "Register". And the link "I forgot my password". Form used to log on to the website. Its users have seen many times, it would seem, what could be the problem?
The problem was not in the form itself, and where it was located. Users have seen this form, once placed in the shopping cart the desired products and clicked the button "Checkout". The form was created before the page to enter payment details.
The project team believed that this will allow the buyers who came to the site a second time faster to drive all the necessary data, and those on the first resource, will not be difficult to fill a couple of lines. Again, when they come for a second time, you can spend less time. All in black, isn't it?
"I'm not here to have a relationship"
The team's Jared Spool interviews with customers of the site have shown that buyers who came to the site for the first time, in fact even as against the registration. One of them even said, "I'm not here to have a relationship. I just need to make the purchase.
Sometimes visitors couldn't remember whether to buy something already on the site before trying to drive the usual username and password, which the system did not accept that they were upset and they left.
Not even realizing that the process of registration is very simple, users were negatively disposed towards him. Some believed that the retailer simply wants to collect more data about them, then spam advertising messages that they do not need. Others perceived it as an attempt of invasion of privacy. In fact, the website didn't ask for any information other than information necessary for delivery: name, address, payment data.
For returning customers, too no good
Those buyers that have returned to the site a second time was not much more positive to this unfortunate form. Most of them could not remember what data you entered during registration. Many users do not address one or more passwords.
When a descent to remember the username and password did not work, the visitors began to guess them, which could take many attempts. Most often update and could not. Someone eventually used the password recovery feature, but even that caused confusion, if they could not accurately recall used in the registration email.
(Later it turned out that 45% of users of the entire database of the service checked on the website several times, some even 10. 160,000 people a day asked for password recovery, 75% of these people have not completed the order process.)
Form, which was created to facilitate the task of customers, actually helped only a very small part (and not the fact because if a person, for example, change of address or Bank card, he had still to fix podstavitsya information that is not particularly faster re-registration). In the end, this form is destroyed the sale, many sales.
The fix cost $300 000 000
The designers came out. They even removed the "Register" button. Instead it was placed knocka "Continue" with an explanatory inscription: "You do not need to create an account to make a purchase. Just hit “continue” to proceed to payment. To facilitate future purchases you can create an account during the purchase process".
The result: the number of customers that made a purchase increased by 45%. Additional sales brought the business $15 million in the first month. During the year the company received another $300 000 000 of revenue. published
P. S. And remember, only by changing their consumption — together we change the world! ©
Join us in Facebook , Vkontakte, Odnoklassniki
Source: megamozg.ru/company/1cloud/blog/19932/
Today we present to your attention an adapted translation which has already become a classic in the Western segment of the Internet notes of the UX expert Jared Spool (Jared Spool), in which he talks about history "button on the $300 million".
How to change buttons allowed the site to increase annual revenues by $300 million
It is difficult to find the forum easier than the two fields, two buttons and a link. However, as it turned out, in the case of one ecommerce company that such simple at first glance, the form served as a barrier that destroyed the potential orders for $300 million a year. Worse, the creators of the site did not even know that this problem exists at all.
Form was very simple. Two fields "email Address" and "Password". Button "Login" and "Register". And the link "I forgot my password". Form used to log on to the website. Its users have seen many times, it would seem, what could be the problem?
The problem was not in the form itself, and where it was located. Users have seen this form, once placed in the shopping cart the desired products and clicked the button "Checkout". The form was created before the page to enter payment details.
The project team believed that this will allow the buyers who came to the site a second time faster to drive all the necessary data, and those on the first resource, will not be difficult to fill a couple of lines. Again, when they come for a second time, you can spend less time. All in black, isn't it?
"I'm not here to have a relationship"
The team's Jared Spool interviews with customers of the site have shown that buyers who came to the site for the first time, in fact even as against the registration. One of them even said, "I'm not here to have a relationship. I just need to make the purchase.
Sometimes visitors couldn't remember whether to buy something already on the site before trying to drive the usual username and password, which the system did not accept that they were upset and they left.
Not even realizing that the process of registration is very simple, users were negatively disposed towards him. Some believed that the retailer simply wants to collect more data about them, then spam advertising messages that they do not need. Others perceived it as an attempt of invasion of privacy. In fact, the website didn't ask for any information other than information necessary for delivery: name, address, payment data.
For returning customers, too no good
Those buyers that have returned to the site a second time was not much more positive to this unfortunate form. Most of them could not remember what data you entered during registration. Many users do not address one or more passwords.
When a descent to remember the username and password did not work, the visitors began to guess them, which could take many attempts. Most often update and could not. Someone eventually used the password recovery feature, but even that caused confusion, if they could not accurately recall used in the registration email.
(Later it turned out that 45% of users of the entire database of the service checked on the website several times, some even 10. 160,000 people a day asked for password recovery, 75% of these people have not completed the order process.)
Form, which was created to facilitate the task of customers, actually helped only a very small part (and not the fact because if a person, for example, change of address or Bank card, he had still to fix podstavitsya information that is not particularly faster re-registration). In the end, this form is destroyed the sale, many sales.
The fix cost $300 000 000
The designers came out. They even removed the "Register" button. Instead it was placed knocka "Continue" with an explanatory inscription: "You do not need to create an account to make a purchase. Just hit “continue” to proceed to payment. To facilitate future purchases you can create an account during the purchase process".
The result: the number of customers that made a purchase increased by 45%. Additional sales brought the business $15 million in the first month. During the year the company received another $300 000 000 of revenue. published
P. S. And remember, only by changing their consumption — together we change the world! ©
Join us in Facebook , Vkontakte, Odnoklassniki
Source: megamozg.ru/company/1cloud/blog/19932/
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