Opportunity
Many leading telecommunication advertisers have a landing page on Amazon with a lead generation component for customers to check service availability using their Amazon account information. However, it was not easily accessible to customers at all times. The component could be easily dismissed after customers scrolled past it, leading to missed opportunities for lead generation.
Solution
I created a better CX for customers by providing them with instant access to the primary call-to-action on the landing page at any point of browsing the page. I also optimized the lead generation component for scalability and ease of implementation on other landing pages.
As the UX design lead, I conducted user research to collect feedback. The majority of the users noted that it was annoying to scroll back up and find the "check availability" form after they read through the content. So, I designed an easy-to-expand/collapse sticky header inside of Amazon’s complex design that included the primary call-to-action on the landing page. The sticky header was also designed to be scalable, developing a component that any design technologist (DT) could implement into future Amazon pages while allowing to easily update the copy upon advertiser request without DT support.
Result
The component has reduced our production time by 75%. By optimizing the lead generation component on the client's landing page, we were able to create a better customer experience and increase lead generation for many clients. The easy-to-expand/collapse sticky header allowed customers to access the primary call-to-action at any point in time during their browsing experience, resulting in higher engagement and conversion.