But why spend time and possibly money on website optimisations; the site is up, right? We'll explain it using a well-known practical example that makes your ears beat and that perfectly illustrates the enormous potential effect of simple adjustments.

The 300 million dollar button

Jared M. Spool is one of the founders of usability research and owns the agency UIE, a UX authority. His article 'The $300 Million Button' is from 2009 but still impressive. It describes how a huge increase in sales does not always come from a new design or a multi-million dollar budget, but that simply removing a barrier can be enough for a turnover increase of many millions.

Here's the thing: during a test at a major e-commerce website, Spool and colleagues found that customers were frustrated with the mandatory registration before checkout. They experienced the 'Register' button as an obstacle. Website visitors wanted to buy something but felt like they had to enter into a kind of long-term relationship.

The solution was simple but effective: mandatory registration was replaced by a choice. From now on, customers could pay as guests. The text on the button changed to “Continue” and it was explicitly stated that an account was not required to order anything. Registration became optional at a later stage in the purchase process. The impact of this small change was huge. In his article*, Spool explains what happened:

• the number of completed purchases increased by 45%.
• in the first month, this resulted in an additional $15 million in turnover.
• after one year, the counter stood at an additional $300 million.

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*Source: Spool, J. M. (2009). The $300 Million Button. Center Center.

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How?

Spoiler: There is no single path to impactful improvement opportunities for your website. But we can tell you how we identify and implement effective improvement opportunities at ZUID.

ZUID is a Webflow Enterprise Partner. With Webflow we build user-friendly, low-code websites that marketing teams can manage themselves. Very flexible, modern, and with numerous testing and optimisation options. For example, we use the Webflow Optimize module for dynamic personalisation, adaptive page testing and experience optimisation. And by combining Webflow with HubSpot, we can even achieve hyper-personalisation. This is how we keep checking what works and what doesn't work for specific target groups. And we achieve conversions based on numbers.

Does that sound interesting? One of our Webflow experts will be happy to tell you more about it, for example during an informal cup of coffee or online meeting. Reach out to us.

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