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I find the close button is often a satisfying alternative if a site won't let me go back. I don't know how much money Amazon have lost from me in recent years
by Silhouette 9y ago
I find the close button is often a satisfying alternative if a site won't let me go back.
I don't know how much money Amazon have lost from me in recent years because their order pages are so awkward that I've given up and bought elsewhere instead, but it must be the equivalent of several hundred dollars by now, if not thousands.
- unabst 9y agoAmazon is a perfect example actually... I was trying to find a reference but gave up. I remember reading about the logic behind isolating the checkout experience. For a while I don't think they even had a link to go back to your cart. Even now they make it non-obvious and have a dialog that will ask you before you leave. They also remove links of any products to their product pages. All trivial UI elements you'd think would be good design, but it turns out entrapment is better. Heck, Amazon would know. They do have an accordion, but they minimize data entry to an absolute minimum. It's all multiple choice and submit.
- Silhouette 9y agoFrom personal experience, streamlining a checkout process as much as possible can make a rather dramatic difference to conversion rates. However, the "as possible" is important. You don't want any unnecessary distractions, but if you back someone into a corner so they can't check something they are worried about or correct a mistake, they'll probably just go somewhere else.