How Changing a Button Increased a Site’s Annual Revenues by $300 Million??
Users would encounter it after they filled their shopping cart with products they wanted to purchase and pressed theCheckout?button. It came before they could actually enter the information to pay for the product. ? ?在確認(rèn)購物清單之前會(huì)被要求進(jìn)行注冊。
【最初的想法】
方便老顧客更快捷地進(jìn)行購物榛了。
對(duì)于新顧客而言不會(huì)占用太多時(shí)間昆著，等下一次他們就會(huì)覺得很方便了昭雌。
【實(shí)際的問題】
“I’m not here to enter into a relationship. I just want to buy something.”
新顧客：我只是來買東西的艰亮，不想成為你的會(huì)員厅缺。
When a shopper couldn’t remember the email address and password, they’d attempt at guessing what it could be multiple times.
老顧客：我可能會(huì)忘記我的會(huì)員信息供搀。多次嘗試郊供，重新注冊，浪費(fèi)精力须揣。
數(shù)據(jù)支持：
45%的顧客有多次注冊行為盐股，最多的達(dá)到10次
每天約160000顧客點(diǎn)擊忘記密碼（要求發(fā)送密碼到郵箱）
75%的顧客在被要求注冊時(shí)停止了購買行為
【解決方案】
“You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. ?點(diǎn)擊【繼續(xù)】按鈕可以跳過注冊
?To make your future purchases even faster, you can create an account during checkout.”?
如果希望下次購物能夠更為快捷，可以選擇稍后注冊一個(gè)賬號(hào)
【修改結(jié)果】
The number of customers purchasing went up by 45%. ?下單量增多
The extra purchases resulted in an extra $15 million the first month. ?首月增多的交易額
For the first year, the site saw an additional $300,000,000. ?第一年增多的交易額
經(jīng)驗(yàn)： 設(shè)計(jì)不能憑直覺+ 關(guān)系的建立需要基于雙方自愿的原則（多一點(diǎn)尊重多一點(diǎn)合作可能）
