Newell Brands x Amazon
Strategic Cross-Brand Store
Capturing $6.4M During Amazon Prime Day
Date
May - June 2024
Deliverables
Website
My Role
Website Design
Data Analysis
Wireframing
Prototyping
Team
Project Manager
Marketing Team
Junior Designers
Introduction
Newell Brands is a Fortune 500 consumer goods company with a portfolio of multiple in-house brands. For Amazon Prime Day 2024 (July 16-17), I led the redesign of a cross-brand store to improve the user engagement on the landing page.
The success of the project was reflected in key metrics, including an impressive 48s dwell time, a 27% bounce rate, and $6.4M in sales, marking a 23% YoY increase.
The Challenge
In the previous year, Newell Brands’ cross-brand store experienced very low engagement, with a 22s dwell time and a 57% bounce rate.
We found that users didn’t scroll to the end of the page, and the click rates were low. This indicated a clear need for enhancement to make the store more user-friendly, enabling customers to easily discover products.
Store engagement
57%
Avg. bounce rate
22s
Avg. dwell time
The Problem
To understand the reasons behind the short dwell time and high bounce rate, I collaborated with the customer service and marketing teams to gather insights into user pain points. I discovered key issues that were hindering user engagement.
Overwhelming Choices
There were too many product options without categorising in the landing page. Users felt overwhelmed and unsure where to click.
Poor Mobile Experience
The majority of Prime Day 2023 traffic was from mobile users. Users struggled to interact with the store on smaller screens, which led to low dwell time.
Disengaging Product Images
The Amazon content readiness score showed our product images were low quality and lacked context, reducing user engagement and purchase potential.
Previous Landing Page
desktop
Mobile
Research & Insights
To discover the potential solutions to make the landing page engaging, I have conducted research on users shopping behaviours during the previous prime day, better mobile experience, what makes images engaging.
Shopping Behaviour Insights
Our target users are mostly families with at least two members needing products across various categories. During Prime Day in July, we observed a seasonal spike in demand for outdoor products, while kitchen and baby products maintained steady interest.
Image A/B Testing
To determine which product images users were more likely to click, I ran an A/B test on the Amazon Vendor platform. Version A, showing the product with packaging, outperformed Version B, driving higher sales and conversion rates.
B
A
AI Heatmap testing
AI heatmap testing showed that images featuring products with packaging and contextual use (e.g., with food) attracted more clicks and engaged users better.
how might we improve the engagement?
Hypothesis
By simplifying the landing page with clear product categories and fewer options, optimising for mobile, and improving product images, users can quickly find products and shop with ease. This will result in improved dwell time, reduced bounce rate, and ultimately, achieving the sales targets.
Ideation & Exploration
Below are 3 initial wireframes. After several internal meetings, we identified potential pain points for each and narrowed the options down to 2 for A/B testing.
Option A
There is no Call to Action (CTA) leading to product detail pages from the homepage. We should focus on highlighting the top-selling categories.
Option B
Users may not scroll to the end, and the design is not mobile-friendly. The Baby category has low visibility.
Option C
The top layout is too complicated, confusing users about where to focus. While wide, short banners work on desktop, they appear too small on mobile.
Navigation Bar (home, 3 categories)
(BRAND LogoS)
Header banner
BANNER (Outdoor)
BANNER (home & kitchen)
BANNER (BABY)
(BRAND LogoS)
Header banner
Navigation Bar (home, 3 categories)
BANNER (Outdoor)
BANNER (home & kitchen)
BANNER (BABY)
BANNER
(Outdoor)
BANNER
(HOME & K..)
BANNER
(BABY)
BANNER
(ALL)
desktop
desktop
desktop
MOBILE
MOBILE
MOBILE
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Outdoor)
BANNER
(Outdoor)
BANNER
(Outdoor)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Best selling Range)
BANNER
(Outdoor)
BANNER
(BABY)
BANNER
(HOME & KITCHEN)
(BRAND LogoS)
Header banner
Navigation Bar (home, 3 categories)
A/B Testing
We tested Option A and B for 4 weeks before Prime Day (July 16-17) on the Amazon Ads Platform. Traffic came from display ads run through Amazon's advertising system to reach a wider audience, both on Amazon and on other websites and apps that partner with Amazon. The results showed that Option A had a longer dwell time and a lower bounce rate.
Option A
Displays top three categories based on sales forecasts, with four top sellers on the right. Each banner encourages users to explore the category pages and discover more products.
49s
Avg. dwell time
36%
Avg. bounce rate
Option B
Reduces scrolling on mobile with a natural eye flow on both desktop and mobile. It showcases more products than Option A, with CTA buttons to encourage purchases.
46s
Avg. dwell time
43%
Avg. bounce rate
Final Design & Impact
The cross-brand store was live from June 6 to July 31. After the redesign, user engagement improved, with a 48s dwell time, a 27% bounce rate, and $6.4M in sales, marking a 23% YoY increase.
Store engagement
27%
Avg. bounce rate
48s
Avg. dwell time
Next Steps
Clear product category guidance, mobile optimisation, and enhanced product images were key to the success. Based on these learnings, I’ll optimise the subpages for the next Prime Day in October.
Due to limited access to direct consumer data, we couldn’t conduct qualitative usability testing with actual users. Next time, I’ll test with team members who match the target audience to gain deeper insights.
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