Amazon has been doing some tinkering again, this time to their Account page. This set of tweaks was long overdue. They didn’t change the functionality of the page; just its organization and readability. But I noticed, as I hit my account this morning for the first time in a while, that it made a big difference in the confidence I felt approaching the page that I was about to find what I was looking for.
Big results like that out of organizational changes are priceless. Studies I’ve done in the past have suggested that if the customer feels that she can easily find what she’s looking for in her account page or section, she’s more likely to visit that page more often with minor questions. But if that page or section is difficult to navigate, she will avoid it, will use customer support channels more frequently, and will generally feel less confident in the site as a service. Clearly this has tremendous implications to customer lifetime value, so from an ROI standpoint, the Amazon account page is probably well justified.
But I haven’t even told you my favorite part of the redesign, yet. It’s on the FAQ page they put together to explain where everything is and why they did it. In answer to the question “How did you decide on this design?” they provide this answer:
We consulted the foremost experts in the field: our customers.
Well played, Amazon. This customer appreciates the effort.