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Monday, September 20, 2010

Amazon.com's $300 million version of the Easy Button

About a decade ago, this was Amazon's form:
Fields: Email address, Password
Buttons: Log in, Register
Link: Forgot password?

Simple, right? The article's too good to summarize, but read on to discover how Amazon changed the layout with an extremely easy but extremely useful fix: creating a checkout button and letting users buy stuff without having to create an account. This is what happened afterward:

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.


A Staples thing, but it can also apply here.

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