Saturday, March 24, 2007

Size Matters for Conversion

I wanted to share this article on designing a "submit" button to get better conversion rates by Eric Graham. He doesn't mention Fitt's Law though, which clearly plays a role here:

Fitts' Law: The time to acquire a target is a function of the distance to and size of the target.
This solution for better conversion is clearly used all the time by domain name provider Godaddy. After you've decided on the domain name you want, they attempt to upsell you all this stuff you really don't want and make it difficult to continue without adding them to your order. In the image below, the alt text actually covers up the "No Thanks" link which is smaller and right below the large, graphic button. Imagine how upset you'd be if you were charged for stuff you didn't want. Why does Godaddy risk this bad experience?

Eric Graham's Blog Entry: Submit Button Usability Split Test Results: Size DOES Matter!

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