You probably didn’t notice, but Amazon just made it easier to quickly glance at the product you want and get all the information you need in order to buy.
All it took was few simple changes to the text on their product pages. By adjusting the size, color and font of the text and removing unnecessary words, they’ve cleaned up the product pages and made them easier to scan and skim.
Here’s what’s new:
• Font & Word Choice — Larger, color headline. Selective bolding. Price is larger. Less verbiage.
• Up-sell Area — Now shows product image. Cleaner headline matches product page headline.
This is how Amazon’s product descriptions used to look. As you can see, there’s not much differentiation in the text. Although there’s a lot of important stuff to read, it’s all in bold — which basically makes bolding meaningless (think “The Boy Who Cried Wolf”).
Product Name, Price and Availability are things that all visitors want to see when they’re on a product page. With these changes, Amazon has further highlighted what’s essential — as they did by changing the size and color of the headlines — or cut the fat — as they did by editing out unnecessary words and turning bold into light gray. After all, should we be looking at the word “Price” or at the actual price?
So, how does Amazon know which changes will make their website more easy to use and therefore convert better? It’s not because they’re any smarter than you or your CMO (although we’re sure Amazon has some very smart people). It’s because they’ve built “a culture of website optimization.”
If you want to test strategically (like Amazon), we can help.