The $300 Million Button

[mobilebadboy]

How Changing a Button Increased a Site's Annual Revenues by $300 Million

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.

http://www.uie.com/articles/three_hund_million_button

[Chris]

Believable, I wish more shopping cart software companies would take this to heart, like the people at Cubecart laughing at me when I say that their insistence on putting a captcha on checkout costs sales.

KISS.

[Blue Cat Buxton]

As a shopper I see this so often - sites that want you to register before you can buy - I just want to make my purchase and move on, thank you very much. You may want my email address because you have read that an email database can mean future sales, but I really can not be bothered to fill in 5 pages of registration forms so I can get to your shopping cart.

Chris is so right KISS, make the sale and move on (satisfied customers will come back), or loose the initial sale.