After reading this article — The $300 Million Button — all I can say is, Wow.
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 form was simple. The fields were Email Address and Password. The buttons were Login and Register. The link was Forgot Password. It was the login form for the site. It’s a form users encounter all the time. How could they have problems with it?
You can read the full article here.
The folks at 37 signals also tell us how a simple change helped them reduce chargebacks on credit cards by 30%.
Seriously. Usability. Like right now.
(Via the always interesting Jason Kottke)