Has this ever happened to you?
More than half of the test subjects were confused by e-commerce checkout forms with an inline “Apply” button. The test subjects simply didn’t understand the concept of having a separate “Apply” button for distinct sections of a form – i.e. for applying a shipping method or a coupon code to the order. Instead, the subjects expected a single primary button in the checkout flows which would submit everything and take them to the next checkout step.
It has for me. Sometimes a final page in an purchase process has so many calls to action that I’m afraid to use them in case one of them makes the form start over. Ecommerce web site owners may find this article helpful.
About cre8pc
Kim Krause Berg’s long background in web design, SEO and usability includes software application functional and user interface testing, accessibility, information architecture and persuasive design. She shared her passion for Usability and SEO through her site and private consulting at Cre8pc for 17 years. Kim founded Cre8asiteforums in 1998. In the fall of 2012 she sold her forums to Internet Marketing Ninjas and retired from private consulting to join their Executive Management team where she continues her work in usability testing, customer experience and conversions design.
My Online Course:
Web Site Usability 101
Member:
American Society for Information Science and Technology (ASIS&T)
Information Architecture Institute
Usability Professionals Association (UPA)
