Amazon.com, once the leader in web usability, has changed their interface. All in all, it is still clean and effective, but I (after searching for a few moments) noticed a button I was looking for, to change my order. So what? I’m posting about finding a button on a site? Essentially, yes, because it took me longer than it should have. That is, it wasn’t immediate.
How long does it take you to find the change order button in the above screenshot?
Training your users
Now, it’s great that I found said button, but why is it where it is and why is it a muted color? It certainly does not draw attention to it’s use, and is ultimately defeating. Why? Because I am trained, like so many others who visit a site often enough, while on Amazon, to click on those pretty orange buttons – not unlike the continue button at the bottom of the screen shot. So, as I said, it took me a few moments to find the change order button. And do you notice the kerning in the text on the button? Very poor choice. So I propose a solution: Amazon, you can have this one free of charge. Place the change order button, complete with pretty orange button style at the bottom of the order summary next to the ‘continue’ button. Not only does this group your buttons, but creates a familiar ‘back’ button.
NOW How long does it take you to find the change order button?
Your Action plan
I know it seems I am making a mountain out of a molehill, but think about this on a broad scale, across your entire site. How are you training your users? Do you have consistent styles that lead the users to action? Are your buttons different styles when they should be similar? Is your navigation, along with your call to actions organized sensibly? If you take the time to audit your site’s buttons and navigation, and then modify them to create this cohesion, your users will be happy with a quick and easy experience to get things done.