This week, I’d like to point you to an article by Jared Spool called The $300 Million Button. Jared was hired to study the user experience of a $25 billion retailer’s web store. During his studies, he found that customers were being tripped up during a key part of the store’s check out process.
To sum up the direct results of his finding, Jared writes the following:
The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.
Finding the places on your site that are confusing your customers can yield similar results for your business (though probably not at that scale).
I’ve seen it firsthand myself. Improve the experience, watch more business roll in.