There is a legendary tale of the famed UX Designer Jared Spool asking his retailer client to change a part of their checkout flow.

The client (a $25 billion retailer), had a button requiring users to create an account or fill in their account information before entering their credit card.

Through user testing, Jared’s team found that new users did not want to create an account for a 1x purchase; and returning users whom had forgotten their login credentials did not complete the purchase 75% of the time.

The UX Solution was: They removed the Register button and replaced it with a Continue button and simple message stating that the user did not need to register to purchase on the site. Revenue that month increased by $15 million, adding up to $300,000,000 over the course of the year.

Read the full article at UIE.com