Landing Page Improvements

For the purpose of this blog, I will pose as a web analyst for Amazon. My task is to make recommendations on how to improve the landing page for “women purple boots.” Here are my suggestions:

1.) Make the selection more relevant to what is being searched for and eliminate results that do not match the three keywords.

2.) The default setting for how the results are sorted should be by “most popular”

3.) A way to narrow down the search results by the type of boot, i.e., snow, thigh highs, dress, or type of material.

4.) Provide viewers an option to narrow down the search results by shoe size.

5.) Cross-marketing for other products that may go with the boots or are “items that others viewed or purchased.”

In this particular case, the landing page displayed results that were a different color than “purple” and items that were not “boots.” Customers in search of “women purple boots,” are probably not going to want to search through “black boots” or “purple shoes” if that is not what they want.

Additionally I feel that defaulting the results to reflect the “most popular” types of boots may increase sales based off of the latest fashion trends. People are often influenced by purchase patterns of other consumers. The mentality is often: “If a particular boot is popular, there must be a good reason why so many have purchased that type.

Since customers typically do not want to waste time looking at things they do not want to buy, the landing page should provide options to refine the search by boot type. This would allow customers to find the type boot they want more quickly. In keeping with the theme of expedited shopping, “shoe size” filtering would streamline the shopping experience. By allowing the customers to refine the search by “shoe size” would allow them to see which styles are available for their specific size.

The bottom line is the easier it is for customers to find what they are looking for, the better they feel about shopping through Amazon. Furthermore, if the overall experience is quick and pleasant, customers may decide to search for other products and buy something else they did not originally intend to buy. The cross marketing of different types of products and suggested items can help increase the sales of these “unintended” purchases and can lead to repeat business.