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The $300 MILLION Button

by n7 Studios
6 replies
Why do I see so many product launch or opt in / list builder web sites fail me on usability? (In short, usability ensures a web site design & build meets its goals - for example, users can actually opt into a newsletter easily, but also are prompted to do in the most efficient way to get their attention and "make" them do such).

Why do they break in different web browsers and have code littered all over the place?

Don't get me wrong - content is king - and there are some amazing sites that don't have the technical or usability boxes ticked, yet can still pump out some amazing sales and traffic volumes - but I'm surprised at the sheer number of web sites, squeeze pages etc. that simply don't work across multiple browsers, or have hard to find order buttons or contact details. These great copy web sites are potentially losing sales due to simple usability and technical issues - ouch!

In case you're wondering what my original subject was, it's the case of how changing a login form and moving a button netted a big US company a cool $300 million.

See: The $300 Million Button

Even on a smaller scale, these small changes can make a huge difference to your web site.
#$300 #button #million
  • Profile picture of the author Richard Tunnah
    Goes back to testing Tim. Just because it works one one doesn't mean it can't work better as you say.

    Rich
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  • Profile picture of the author tday01
    You got it right! I've used several opt-ins for testing the same offer and have seen big differences with just changing a couple of words in a headline.
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    Terry Day@

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    • Profile picture of the author Magic Johnson
      The first thing I ask myself after reading this article...


      Is it even true? Or a BS eye opener.

      $300 million are bold claims... you know, and... why no name of the company?

      No evidence there of such a site ever existing...

      Amazon havent reworked their order system after this model. None of the large shopping sites use this system...

      I feel someone is looking for some quick attention without doing their homework. This is nothing but a fabrication.

      And yes, that's my "wild" guess I suppose.
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      • Profile picture of the author n7 Studios
        Wow - so you're critiqing one of the top usability experts in their field (Jared Spool), suggesting he's lied about his usability findings and changing producing a $300 million result for the client who has a $25 billion turnover? Perhaps you'd like me to pass on that message!

        I imagine the reason no name has been mentioned is because the said retailer has paid for that right. It's quite common amongst large web development and usability projects. Some of the work I do isn't attributed to me, because the client requests such (usually larger companies compared with small retailers).

        Sure, even if there is some fabrication, it's still a fascinating article. Did you even take time to read the article? It made some really interesting points about customer / web site relationships, too.

        And last time I checked, Amazon weren't doing all that well compared to previous times. Just because they decide not to do something doesn't mean everyone else is wrong...
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        • Profile picture of the author Magic Johnson
          Originally Posted by n7 Studios View Post

          Wow - so you're critiqing one of the top usability experts in their field (Jared Spool), suggesting he's lied about his usability findings and changing producing a $300 million result for the client who has a $25 billion turnover? Perhaps you'd like me to pass on that message!

          I imagine the reason no name has been mentioned is because the said retailer has paid for that right. It's quite common amongst large web development and usability projects. Some of the work I do isn't attributed to me, because the client requests such (usually larger companies compared with small retailers).

          Sure, even if there is some fabrication, it's still a fascinating article. Did you even take time to read the article? It made some really interesting points about customer / web site relationships, too.

          And last time I checked, Amazon weren't doing all that well compared to previous times. Just because they decide not to do something doesn't mean everyone else is wrong...
          Critiqing, Yes I do and without blushing the least...I don't know the guy, and his refrences.

          There are probably a million suckers out there to write to, and just as many fakers, why this guy needs to teach anything is beyond me... if as you say he has a $25 billion turnover client.

          I can surley say he wouldnt be allowed to mention any methods like this from his consulting. Do this make sense to you?

          Its easy to fabricate stuff and come up with twists, to sell to a starving crowd...searching for hope in a gray world.

          After a few years online, I try to watch my back.

          I read the article, most of it atleast, and much of it dont make any logical sense to me.

          Better suck it up and find legit people.

          Do you know how fakers gets their followers`?
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