MOUNTAIN VIEW, Calif.
June 7, 2013
/PRNewswire/ -- After running hundreds of thousands of usability tests,
has uncovered a very common theme among e-commerce sites: many customers are confused about the path they need to take to complete their purchase.
, the world's largest fan-to-fan ticket marketplace, uncovered a similar challenge as many ticket buyers were not making it through the purchasing funnel. By collecting user feedback from
, and thereafter implementing a small design fix, StubHub achieved a 2.6% increase in conversion and millions of dollars in extra revenue.
's panel of testers identified a small usability fix that generated a huge impact," said StubHub's UX Research Manager,
, during her presentation at the
Internet Retailer Conference
June 6, 2013
. "Due to the enormous amount of evidence
was able to gather for us in a very short timeframe, making the change on our site was an easy decision – a cross-functional meeting of the minds. The user feedback that would have taken me two weeks to compile,
could deliver in just 20 minutes."
The "Go Button" Story
By listening to and watching
panels on their site, StubHub discovered that a link, labeled "See Details," was causing confusion and in need of some improvement to boost conversion rates. The "See Details" link's function was to take buyers to the ticket purchase page, which contained all the information necessary to make the final purchasing decision; however, this critical page was buried in an ambiguous link. "Buyers were not getting to the purchase page because the link looked like the fine print, or the terms and conditions, that no one wants to read," continued Young.
video clips exposing the confusing link in hand,
had the evidence she needed to make the case to update this specific step in the purchasing funnel. After launching a few more tests, StubHub decided to change the "See Details" link to a bright, orange button labeled with the word, "Go".
Soon after implementing the change, StubHub realized a 2.6% increase in conversion rate, which resulted in millions of dollars in extra revenue. Today, the "Go Button" is on every event page on StubHub's website.