How replacing a UI element can affect revenue
IaaS should be accessible even for those who have not experienced IT. To do this, we optimize service services and share our experience here. A couple of examples:
Today we look at the classic usability case shared by Jared Spool.
/ Photo baldiri / CC
')
The order information filling form is an eternal story of UX optimization and conversion. Everyone who is involved in the eCommerce world faces it, but it often turns into a nasty problem when managers simply don’t pay attention to it.
In this case, the login form (mail and password) was displayed immediately after clicking on the “Checkout” button and before entering the payment information. This was done in order to simplify data entry for those who have already entered payment information a couple of times.
During the analysis of the situation, it turned out that people who first came to the site of this store did not want to register immediately. They needed the opportunity to make a purchase without registering. Many believed that the store simply wanted to collect as much data as possible.
For those who came back again (already registered) there was no benefit here simply because the majority could not remember the login and password to enter. Additional analysis showed that almost half of the clients were registered several times.
To solve the problem, this form has been eliminated. The following text was used instead: “You do not need to create an account to make a purchase. Just click “Continue” to proceed to payment. To facilitate future purchases, you can create an account. " As a result, in the first month alone, the company earned $ 15 million in excess of normal income.
PS A little about the work of our IaaS provider:
Today we look at the classic usability case shared by Jared Spool.
/ Photo baldiri / CC
')
The order information filling form is an eternal story of UX optimization and conversion. Everyone who is involved in the eCommerce world faces it, but it often turns into a nasty problem when managers simply don’t pay attention to it.
In this case, the login form (mail and password) was displayed immediately after clicking on the “Checkout” button and before entering the payment information. This was done in order to simplify data entry for those who have already entered payment information a couple of times.
During the analysis of the situation, it turned out that people who first came to the site of this store did not want to register immediately. They needed the opportunity to make a purchase without registering. Many believed that the store simply wanted to collect as much data as possible.
For those who came back again (already registered) there was no benefit here simply because the majority could not remember the login and password to enter. Additional analysis showed that almost half of the clients were registered several times.
To solve the problem, this form has been eliminated. The following text was used instead: “You do not need to create an account to make a purchase. Just click “Continue” to proceed to payment. To facilitate future purchases, you can create an account. " As a result, in the first month alone, the company earned $ 15 million in excess of normal income.
PS A little about the work of our IaaS provider:
Source: https://habr.com/ru/post/295044/
All Articles