Why Amazon.com needs Clicktale

Amazon.com, the world's largest online retailer and internet icon, had no trouble amassing an impressive $24.5 billion in annual revenue just last year. However, navigating "the Amazon" can still be quite a feat. While Amazon visitors are indeed converting, it would be extremely advantageous to know how and why. In this post, we run through the potential "ah ha" moments Amazon might experience if they were to use the Clicktale solution.


How far down the page are Amazon visitors scrolling?

Scroll-reach and attention heatmaps

Amazon's product pages are largely characterized by their lengthy and varied content, and depend largely on visitors' capacity to scroll. However, it is never wise to make assumptions regarding your visitors' scrolling behavior. Different webpage elements motivate visitors to either scroll down farther on a webpage or stay above the fold. A Scroll-Reach heat map can visually show just how far down Amazon visitors are actually willing to scroll. The Attention heat maps can reveal exactly how much attention specific webpage content gets from Amazon visitors, what they read and what they skip over.

A lengthy Amazon product page for an Apple laptop computer.
A lengthy Amazon product page for an Apple laptop computer.

As Amazon pages continue to lengthen with added customer reviews and product descriptions, the use of netbooks and iPads is raising the average webpage fold line. Despite the limited content the initial fold reveals, small screen users are not inclined to scroll down on a webpage. Therefore, Amazon must be particularly aware to structure their page layout in a way that best reflects these visitors' interests.

The qualitative data revealed from Scroll-Reach and Attention Heatmaps would allow Amazon to learn where their visitors want to go and what they seek to accomplish. When reviewing these Heatmaps, the results can often be surprising, as different products may result in varied visitor behavioral patterns. One webpage may see customers scrolling towards a particular segment located at the bottom of the page, while another does not encourage the same visitor to go past the fold. Likewise, content of a specific product located at the top of the page may be getting less attention time than content located towards the bottom.

What page content are Amazon customers eyeing?

Mouse move and mouse click heatmaps

Although Amazon's detailed product descriptions are supposed to expedite and encourage conversion, it is not always clear if this is what's motivating customers to buy. Monitoring visitor behavior on specific page content through Mouse Move and Mouse Click Heat maps would let Amazon understand exactly what content helps accelerate purchases. For example, when buying a laptop computer, one would assume that technical information would be popular and most important in making a decision, such as RAM, battery power, etc. However, it may turn out that the aesthetic information, such as color and size, is more widely used to influence a purchase. This can be determined using Mouse Move and Mouse Click Heatmaps to observe on what content customers are moving and clicking their mouse.

Which user groups interact with which webpages?

Segmented heatmaps

Millions of visitors arrive to Amazon.com daily, coming from far and wide to browse and purchase a large selection of products. When optimizing a website that reaches such a global audience, it is important to understand how it appeals to multiple user groups. The use of Segmented Heatmaps lets Amazon organize user data according to specific visitor types and behaviors. These include:

  • Visitors from different locations and who speak different languages
  • Returning customers vs. first time visitors
  • Visitors with different screen sizes and fold heights
  • Converted customers vs. abandoned visitors


Amazon provides plenty of product information to facilitate customer purchases. However, if Amazon utilized an In-page analytics solution such as Clicktale, it would be able to reorganize page content and maximize conversion rates based on how visitors interact with their website. Customers would then enjoy a tailor's made online shopping experience, and Amazon could potentially gain another billion or two in annual revenues.

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