Background: Teams across Amazon Devices, including Amazon Smart Home, tended to feature devices on plain backgrounds when merchandising on Amazon’s homepage. Customers are often confused by smart home devices, however, and require additional context in advertisements to increase relevance to them.
Insights: Quantitative and qualitative research indicates customers need 1) more appealing imagery in advertisements/recommendations 2) more visual context to help them understand how a device may fit in their homes.
Hypothesis: If we use contextual lifestyle imagery, rather than plain backgrounds, then customers will be more likely to click and purchase Amazon Smart Home devices from homepage.
Work:
Echo Glow A/B test
Amazon Smart Plug Promotion A/B/C test
Amazon Smart Thermostat A/B/C test
Amazon Smart Air Quality Monitor A/B/C test
Amazon Smart Soap Dispenser A/B/C test
Results and impact: Lifestyle imagery drove statistically significant positive results with a XX% win-rate, average +XX% increase in sales, and +XXXK incremental sales for Amazon Smart Home devices. These results influenced creative and tech team roadmaps to create templates to automate the process of creating lifestyle imagery across Amazon Devices. Usage of lifestyle imagery is expected to drive XXXK incremental sales in 2024.