The $300 Million Button

This was a interesting article I found which describes how a small change in design of a form can lead to a drastic increase in business for e-commerce companies and a increase in a site’s revenues by $300 million annually. The design in the form consists of a Login email address and password for existing customers and a register button for new customers. This is not a problem for new registering customers but existing customers had to remember different email addresses they entered for registering and this was difficult as they have enter the email address and retrieve passwords by “forgot password” button as they can even have multiple registrations on same site.

The designers fixed the problem simply. They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."

I feel this was a good move to make things more simpler in online shopping and thereby increasing sales in shopping. Better layouts and design can simplify things where details are not needed and thereby the customers enjoy fast shopping with the click of a button.