The Product Side
Amazon’s new buy buttons
When I’m about to buy something from Amazon, I usually check to see the price difference (including delivery costs) in the various Amazon stores (US, UK, Germany, Spain, France — for some reason I do not check at the Italian store; go figure!).
Today, I noticed one of the most visible changes in the UX, one that will certainly have a great impact on the conversion rate. Obviously they are doing A/B (C/D/E…) testing, so most probably you will get different results if you try this at home (please do!).
As a reminder, let’s start with the old buttons — available at the French store.
The first variation (version A) was in the US store.
We notice that:
- The quantity selector is different.
- The two buttons are flat, with a plain colour, without the icon.
Next, is version B, present in the German store.
Now this version has the old quantity selector and the new buttons (with a slightly different translation, as I typically view the english version of the German store).
Finally, I spotted a different version in the UK store (version C).
This is very much like the German store, however the entire layout has moved slightly to the right, in order to accommodate for the circle icon before the “Buy new” label on top; as in this case we have the “Buy used” option.
Here’s a picture presenting the various versions side-by-side.
My personal view is that:
- The new buttons are more clear than the old ones; the new yellow is much different to the new orange colour.
- I’m not so fond of the new quantity selector; I think the old one where the “Quantity” label was separate looks more clear.
- Although the extra whitespace added in Version C looks nice, it leaves less space for the delivery date, so it goes to the next line and is not as easy to comprehend (at least in my MacBook Pro 13 inch display).
However, my personal view does not matter, it’s the data Amazon collects that does.
Interested to see where this will end.
