Increase Customer Conversion like a Pro– Lessons from Amazon
Amazon, the market leader in e-commerce, has come a long way since its beginning in 1995. Their business model set a precedent in the field, and even after all these years, they have managed to retain their dominance and stay above their competition. This has been made possible by the brand name built over the years, and also how they engage their customers and encourage them to return to their website for regular purchases. Upcoming online retailers can observe and study how Amazon retains their customers through their website. Here are four key aspects which can help new e-commerce merchants to retain customers by guaranteeing an engaging shopping experience.
Amazon’s success is built from their home page, which always made their users engage without much thinking. It is designed with clear, distinctly placed elements and enticing product images while remaining visually aesthetic. On the left is the menu for categories from where users can navigate and find products. And on the top right is the shopping cart which informs the users of any purchases they have made, just a click away to view and edit the purchase list. These two elements are prominent and easy to use, and it shows how important product search and a shopping cart that notifies purchases are vital to make the shopping easy for a new or regular customer equally.
The search bar is a frequently used feature of Amazon. As soon as the characters are entered in the search bar, it suggests the search terms in advance to make it easier for the user to find the required products. The search bar comes with an additional element which displays the various categories in which the search can be made for narrowing down results or searching precisely. Amazon’s search bar is not just for searching, the multi-vendor ecommerce platform uses it for analyzing frequently searched products and terms which help them understand current trends and demands.
Every visit by a user and the subsequent activity in the website is tracked by Amazon. On subsequent visits, the user is welcomed with product recommendations that are tailored according to previous visits and browsing history. It exposes the user to a variety of products and may speed up the purchasing process. The e-commerce platform also encourages cross-selling by notifying the customers of related products.
Amazon tracks buyer behaviour and purchase patterns and delivers product recommendations based on it. Its algorithm is adept enough to generate recommendations the same way people spread the word about a product mouth-to-mouth. It takes into account additions in the shopping cart, abandoned cart products, wish lists, and viewed products. 86% of users have been found to have purchased products based on personalized recommendations according to a recently published survey. Cross-channel shopping experience must be uniform to ensure smooth and hassle-free engagement for customers across multiple platforms.
Amazon was among the pioneers who recognized the power of newsletters to drive traffic and sales. They made sure that their customers received the most relevant content in their newsletters by tracking and analyzing browsing or purchase patterns. Amazon realizes that newsletter is an extension of their store so the UI/UX team in Amazon made sure that layout and style followed in newsletter looks similar to how product widgets appear on their website. Amazon just doesn’t limit the scope of a newsletter to sending offers, they use it for multiple purposes like cart abandonment reminders, reminder follow-ups, special competitions, requests for reviews, random product recommendations, reminders to sign up for Amazon Prime, etc.
While most product searches happen inside the online store, it helps businesses to increase sales through Search Engine Optimization techniques which will help rank the searched product in the search engine’s generated list. It is a common sight to notice Amazon’s link to a search generated by a search engine in the first page, directing the user to the product on the website. Optimize the title, bullet points, and product description in the product page for best results.
Remarketing ads are a powerful way to bring back your lost customer. Amazon makes use of personalized remarketing by displaying remarketing ads which are even personalized to the level of category and product(s) users have browsed while they were on the site. Remarketing is triggered once a user leaves Amazon’s muti vendor e-commerce platform to a third-party site and the ads of Amazon is displayed on the third-party site with personalized contents depending on the user activity.
Amazon recognizes that their users are no longer shopping using desktops alone, they are using multiple devices for multiple occasions. This made them launch multi-device apps and responsive design with the same or much better user experience. They also made their shopping cart ‘persistent’ so that a user will be able to complete a purchase in any device independent of the device used to add the product to the cart.