The value of user testing? $12 million
One optional form field was costing Expedia $12 million/year. Fascinating stuff, and one of the most explicit examples I’ve seen of the value of usability and thorough testing. Expedia found many transactions weren’t being completed, despite customers clicking Buy Now then filling out and submitting the entire order form. Turns out there was a field called ‘Company’, which some users thought meant ‘Bank Name’ - leading to them filling out the wrong address and the card transaction failing. A good example of how what may seem obvious or easy to you might be just the opposite for someone else.