Amazon Books Landing Page Re-Design
Objectives of the revamp:
1. Improve CKI on PC (Current PC CKI is 166, mobile CKI is 907 (last 3 weeks avg.), we want PC CKI to reach mobile CKI nos.)
2. Improve GV/session (Current GV/session of Books GL is 2.2, we want to take it up to 2.3 ( the no decided such is because merchandising is not the only factor influencing GV/session.)
3. To improve discoverability of every sub category within the Books GL
Characteristics of Books customers:
Books customers have more search behavior than browse. Trade customers search for specific authors/titles. Acad customers search for exam names or subject names. Here the search is more generic as the customers don’t know which book to buy. Regional customers currently search for language based books like ‘ Bengali books’, ‘tamil books’ etc. which indicates that the customers don’t know about the existence of these merchandised regional stores. Children book customers search for popular children series like ‘geronimo stilton books’ etc. Sometimes they also search for suggestive content such as ‘books for children .
What works well on the page?
1. Customers look for genres the most. The ‘Browse by genres’ is the max clicked on the page.
2. The left nav-accordian widget on the left hand side is the 2nd best clicked campaign.
3. We need to have S9/recommendations shovelers because these widgets have good ( above average) CKI and OPS/Kimp
Result after Re-vamp
1. Over all there was a 54+% jump in the CTR.
2. Good Click Rate and conversion through new sub category feature.
3. Improved in engaging time of the Landing Page.
3. Improved in engaging time of the Landing Page.
4. Drop been seen in Bounce rate.
Appreciated by Stake Holder
