Change a button to increase the website turnover by 300 million dollars

In translating this article I think of one thing, last year a friend on the Internet very enthusiastic and I said: "I made a very cool site, go play!" Really good Oh! "And then he sent me the URL and I clicked on it and found it was" please register First "page.

Me: "Can not register ah?" ”
He: "Registration quickly ~ Fill in a few simple information things you can play!" ”
Me: "Can you watch something first?" Why do you have to register to see it? ”
He: "As long as the registration is very convenient ~ Registration can keep your message for a long time ~"
Me: "I don't want to register ... I'm not playing, or you're sending me an account.
......

This example actually shows how much I am resisting to register on a new website, I don't know what this thing is, maybe I will never come over again, why should I fill a heap of information to torment myself? Rather than this, leave!

Angela's earlier article: "Why should I log in?" "is a similar thing to say. As designers, we have to think about one thing: some content and functionality, is not only, only, must be registered and logged in to provide users? If not, kill him.

A button worth 300 million dollars

Jared m. Spool All rights reserved.
Author: Jared M. Spool
Translator: UCD translation GROUP, JJYY
Original: Http://www.uie.com/articles/three_hund_million_button

When Luke Wroblewski was writing his best-selling book, Web Form design: Filling words in a space, he asked me if I had an example: a change in form design created a compelling difference in business. "You mean like 300 million dollars in new income?" "I said," Yes, that's what it looks like! "Luke replied. So I wrote this article that has been included in his book.

Change a button is how to increase the site turnover of 300 million U.S. dollars

It's hard to think of a simpler form than this: 2 input boxes, 2 buttons, 1 links. The fact that this form is preventing users from paying for things from a large e-commerce site is a hindrance to how much? About 300 million dollars a year. What's worse is that the designer of the website is not aware that there is such a problem.

This form is too simple, the input box is the mailbox address and password, the button is login and registration, link is forgotten password. This is the site's login form, users everywhere will encounter this thing, how can there be problems?

There may be some problems with the form structure, but more serious may be the timing of its emergence. When a user fills a shopping cart with the item he wants to buy, he sees it when he clicks on the "Payment" button. When the user has basically rolled up his sleeve to sign the bill, it bounced out.

Team members think this form can make customers buy things faster. People who buy things for the first time don't mind spending a little time registering--because, later they may come back to buy more things, they will appreciate the convenience in future purchases, everyone benefits, right?

"I didn't come here just to have a relationship with you."

We do a usability test for people who buy products on the site. We asked them to buy a range of products they wanted and offered them money to pay for, and all they had to do was complete the whole shopping process.

In the test we found that before the first shopper's view is wrong, they are very concerned about the registration of this thing. They hate to get to this page and they have to register. A customer said to me, "I'm not here to have a relationship with you, I just want to buy something."

Some customers do not remember whether they have been to this site before, and then try to enter a different email address and password combination, with a failure they began to freak out. Overall, the degree of user resistance to registration is a great surprise to us.

When you do not know what the contents of the "registered" after the bread, users to click on the button are holding a feeling of despair. Many people howl that retailers are trying to collect their information, to send them bad ads and promotional messages one day, and some even think it's a conspiracy, apparently a violation of personal privacy.

It's no good getting users to do something over and over again.

Getting users to do one thing over and over again does not produce any pleasure. In addition to the very few people who remember to register their information, most of the users stumble over the form, and they don't remember the names and passwords of the mailboxes they used. It is also problematic for users to remember which email addresses they use when registering, because many people have more than one mailbox, or maybe a mailbox has been abandoned for years.

When a user cannot remember the email address and password, they make several guesses and attempts. Speculation rarely succeeds, and some people end up asking the site to send a password to their mailbox, but that's also problematic if you can't remember the email address you used to register.

(Later, we made a statistic based on the retail database and found that 45% of all customers registered in the system many times, and some even registered 10 accounts.) We also looked at how many customers asked for a password and found that the number of requests per day was 160,000 times, in which 75% of the people who sent the request stopped buying. ）

This is intended to facilitate the majority of the form, in fact, only a small part of the customer convenience. (Even if the small number of users are not really convenient, because they have the same effort to update their own information, such as the address and credit card numbers) The most direct result is that this form hinders the turnover-very very much turnover.

300 million dollars worth of repairs

The designers ' solution was simple: they took out the registration button and replaced it with a continuation button, and there was a small phrase "You can shop directly on our website without having to create an account, and click continue to pay." If you want to shop more conveniently later, you can also create an account at the checkout time.

As a result: the number of customers buying goods rose by 45%. Created 15 million extra purchases in the first month, and gained an additional 300 million dollars in the first year of the entire site.

There is a message on my answering machine that was sent by the CEO of a 25 billion-dollar retailer. When they saw the first week's new sales (from a redesigned form), they sent this brief message: "Damn it, you're damn right!" ”。 In fact, there is no need for more complicated forms, because we just changed a button:

To learn more, see Luke Wroblewski's Web Form design