Identifying conversion issues

According to user experience consulting firm Nielsen Norman Group, a well-designed interface in an e-commerce is able to increase the conversion rate by up to 83%. As you saw in, Chapter 1, Understanding UX and Its Importance, a simple change in a button can increase sales by up to $300 million, as proved by Jared Spool. 

In another example, travel company Expedia managed to earn an additional $12m in profit thanks to a small UX change in one of its forms. The original version included an optional field that asked users to input their company name, which caused confusion for the users. Simply by removing the optional field, Expedia managed to increase conversions to the point that it achieved $12m in additional profit. 

By using UX techniques, designers around the world have been facilitating user's steps in order to drive...