We love this example of how the apparently subtle act of changing a user interface button on a website from ‘Register’ to ‘Continue’ can result in breath-taking results. A lesson in the importance of understanding your customer and the nature of the relationship they want to have with you.

The issue is that sometimes the problem itself isn’t that obvious – even to the likes of a retailer with a turnover of $25bn. Having the customer’s best intentions at heart unfortunately counts for nothing when you have missed what they really think and feel about the journey you’re sending them on. A great example of how vital it is to truly see the world from the customer’s point of view.

Who would’ve imagined that changing a user interface button from ‘Register’ to ‘Continue’ in an online checkout process could increase sales by $300m in 12 months and the number of customers purchasing by 45%? It was only after the realisation that new users didn’t like the idea of having to form a relationship with the retailer to complete their purchase that the button was changed (along with the addition of a reassurance note to let them know they could make a purchase without registering). As one customer put it “I’m not here to enter into a relationship. I just want to buy something.”

The $300 Miilion Button article