Transcription
What the change in the button was. This is from a blog post. It's about Amazon. It's called the $300 million button. And this is how changing a single button on the checkout page, and changing one word and adding one line of copy underneath, increased sales by $300 million that year and for all following years.
Pratta is originally in order to buy. If you could either sign in or register if you're a new customer. They added a third button which was continue, which let you check out and place your order without registering first. That was the thing that increased the sales by 300 million.
What was strange about that is 90% of the people after they'd gone through that thing were perfectly happy to leave their details. There was nothing particularly irksome about the business of leaving their details. Something deep in the human id, or deep in our lizard brain, felt violated by the idea of supplying personal data before the retailer had agreed to supply our. Hold up.