There are many e-commerce giants that are working to use smart marketing tactics to maintain their position in the online world. For a major player like Amazon, there are a number of crucial factors that play into their success. While using psychographics and demographics segmentation to help the navigate the markets, they have developed a winning formula that many smaller companies are now trying to adopt.
With global sales in e-commerce reaching the trillion dollar mark each year now, it is easy to see just why there are so many companies that are trying to take their businesses live online. While looking at Amazon, they are setting the standard in the world of online retailing. What is the secret that Amazon has been holding onto? Better yet, what is it that other retailers online can learn from their success and then translate to their own business?
To find out, it is always best that you work to dive in to identify a number of tactics and strategies that the giant has been able to use to become one of the top dogs in the e-commerce world. Whether you are new to the world of online selling, or you have been online for over a decade, these are some of the best marketing tactics that you can learn from Amazon:
Page Speed Is Powerful
Amazon has always put a major focus on page speed, and for good reason. The time that it will take for any webpage to fully load will end up having a major impact on the overall user experience, which then trickles down to the amount of sales that any website receives. After Amazon worked to analyze website performance to the ratio of sales they were experiencing, they noticed that for every hundred milliseconds of loading time on any page, they would see about a one percent decrease in their sales.
How fast do you need your website to be? There are a number of usability experts that will claim that the ideal time for any page to fully load should be two seconds or even less. If you are curious about the page loading times on your website, there are a number of free online tools that you can use to easily get the answers that you are looking for.
Personalized Shopping Experiences
Something that an Amazon SEO expert has always been able to do very well is the way that they personalize the shopping experience for each and every user. All you have to do is make your way to the homepage on Amazon.com and you will see it broken down into sections that will be either related to items that you have viewed on their website, or some of the trends that are inspire by what you have purchased and a great number of recommendations that can make your life as a shopper a whole lot easier. They know that the more relevant a product is going to be for their users, the more likely they are going to be to make a new purchase.
This may be something that is easier said than done for most, but a good amount of the e-commerce platforms will offer add-ons from third parties that work to offer similar functionality. Another easier alternative will involve showing a user the products recently viewed. Even though some of these outlets are not going to be quite as intricate as the personalization strategy that Amazon has, it is going to be a nice outlet for you to personalize the experience for your shoppers while boosting average order values at the same time.
The manner in which the search bar works will have a good deal of impact on the user and the experience they have on your website. This is especially true for any online retailer that is larger and has a vast number of products. The quicker that any user is able to find the products they are looking for, the more likely they will be to make a purchase. Amazon has always made sure that searching is simple and flawless on their website by making automatic suggestions for popular categories and products. Any other e-commerce website can employ this tactic to drive buyers right to the product pages, which will in turn improve the conversion rates.
Don’t Forget Reviews
Something else that you can always count on when you visit the pages of Amazon will be countless user reviews and ratings. Many users will rely on what is said in product reviews so that they can make an informed decision prior to spending their money on any given product. Amazon offers a wealth of visual customer reviews so that any potential buyer can quickly become a customer.
Amazon’s success can be largely contributed to the way that the company is always working to test out their new ideas. Adopting any culture that will allow for continual testing will offer a higher payoff over the long term. Some of the testing that Amazon does on a regular basis will include marketing channels, navigation, colors, product pricing, shipping rates, messaging, button styles and more. Basically speaking, if you can think of it, the chances are pretty good that Amazon has already tested it or they have testing in the works.
As with anything, there are going to be some experiments that will give a positive result, while there are others that fail miserably. Never be afraid to fail, as there will be experiments that give a negative result that will still offer useful insights and information that can be used in the future.
The bottom line is that there is never a real need to reinvent the wheel when it comes to online retailing. There are all sorts of major players in the e-commerce world like Amazon that have worked hard to pave the way for smaller businesses that are looking for a good bit of success. When you are able to take a look at the different marketing tactics that Amazon has used successfully, you can then translate some of them into your inner-workings to make sure that your website gets on a similar path.