How Changing a Button Increased a Site’s Annual Revenues by $300 Million?
Users would encounter it after they filled their shopping cart with products they wanted to purchase and pressed theCheckout button. It came before they could actually enter the information to pay for the product. 在确认购物清单之前会被要求进行注册。
【最初的想法】
方便老顾客更快捷地进行购物。
对于新顾客而言不会占用太多时间，等下一次他们就会觉得很方便了。
【实际的问题】
“I’m not here to enter into a relationship. I just want to buy something.”
新顾客：我只是来买东西的，不想成为你的会员。
When a shopper couldn’t remember the email address and password, they’d attempt at guessing what it could be multiple times.
老顾客：我可能会忘记我的会员信息。多次尝试，重新注册，浪费精力。
数据支持：
45%的顾客有多次注册行为，最多的达到10次
每天约160000顾客点击忘记密码（要求发送密码到邮箱）
75%的顾客在被要求注册时停止了购买行为
【解决方案】
“You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. 点击【继续】按钮可以跳过注册
To make your future purchases even faster, you can create an account during checkout.”
如果希望下次购物能够更为快捷，可以选择稍后注册一个账号
【修改结果】
The number of customers purchasing went up by 45%. 下单量增多
The extra purchases resulted in an extra $15 million the first month. 首月增多的交易额
For the first year, the site saw an additional $300,000,000. 第一年增多的交易额
经验： 设计不能凭直觉+ 关系的建立需要基于双方自愿的原则（多一点尊重多一点合作可能）
