Hidden Secrets of the Amazon

Bryan Eisenberg, who specialises in online marketing and conversion rate optimisation and co-wrote Call to Action with his brother Jeffrey, gave this talk in 2013. It looks at a significant test Amazon was running on its add-to-cart button and the area around it, which Eisenberg calls the “ready to buy” area.

In 2008, Eisenberg wrote a blog post about his collection of screenshots of Amazon’s add-to-cart button and surrounding area, which he had been gathering since the late 1990s. The presentation uses that collection to trace the evolution of this critical first stage of the checkout process and what can be learned from it, before turning to the current test.

The talk is relevant to e-commerce teams working on product pages and shopping cart design.