Fascinating article about how simply understanding the flow of a user’s experience, and changing the name of a button, caused one company to increase sales by $300 million. You can’t argue with this. A lesson worth remembering.

How did the site’s designers figure out they should make this simple change in the name of a button from “register” to “continue?” By conducting usability tests. They had no idea customers were dropping off here before they conducted these tests. Though one wonders where their page drop off tracking was hiding. Nonetheless, this is a perfect example of how important it is to watch customers using your site.