There are several things that could be done to this page to
suit a situation like this, for example, Amazon could:
n
Refine the linked search query to include only purple snow boots, and avoid the less
generalized query of “woman purple boot.”
n
Refine their search results (when linked to this
page) to only display purple snow boots.
o
As we can see, the page displays everything from
high-heels to slippers – not what the user asked for.
n
Determine the general demographic of the
buyer(s), and display items relevant to that demographic
o
For example:
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Are the purple snow boots becoming popular
because of a children’s character, or are they popular because a fashion
designer wore them? This would change the target demographic from child to
adult or vice versa.
n
Leverage the Amazon user account data, and
display items based on previous purchases + search terms automatically.
n
Only display the highest rated purple boots (4-5
stars) when the traffic comes from a PPC ad.
n
Ensure that the most popular, in-stock item is
prominent, and displayed first. If that item Prime eligible, indicate that as
well.
These are just a few changes Amazon could make to ensure
that they capitalize on the increased popularity of purple snow boots. By
adjusting the search query and result attached to the link, as well as slightly
modifying the results placement and search filters attached to the link, Amazon
can ensure that they captivate a potential buyer, and afford them the best
chance of a completed transaction.
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