What is it about?
This research uses 256 experimental runs along with a field experiment conducted on live Amazon product pages to provide a “design guide” that can help managers identify which design elements to deploy to build the effective product webpage for their particular product. In a world where the online customer experience becomes increasingly vital , these design decisions can be essential to firm success.
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Why is it important?
Online retailers such as Amazon provide sellers with unprecedented opportunities to market their products to a wide range of consumers. However, as more and more sellers flock to these platforms, Forbes (2018) regards the design of individual product webpages the number one factor for successful selling. Although Amazon offers sellers various content options, such as basic and premium A+ content or Enhanced Brand Content (EBC), as building blocks for their product listings, it is still largely unknown how to exactly assemble webpages that create effective online customer experiences for specific products and brands.
Perspectives
This research project was a collaboration of five firms and could not have been completed with out the support and contribution of the team at Content26, who built all 256 product webpages. It has been a pleasure to see the findings implemented and the positive impact on product sales.
Colleen Harmeling
Florida State University Robert Manning Strozier Library
Read the Original
This page is a summary of: Creating Effective Online Customer Experiences, Journal of Marketing, December 2018, SAGE Publications,
DOI: 10.1177/0022242918809930.
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