✌️Can any retailer be able to revolutionize the online shopping space as dramatically as Amazon did? Many retailers see Amazon as their main competitor and plan their online business accordingly, but there’s another, more effective approach: using Amazon as a guide to brand success. e-commerce.
Independent retailers can learn from the e-commerce strategies Amazon has adopted that are relevant to your business, and optimize key aspects of their business to set themselves apart. Here are three Amazon online shopping strategies every e-commerce retailer should use to provide consumers with a competitive shopping experience. ✍️🏆🚗💰
1.3 e-commerce strategies worth learning from Amazon
1.1. Free shipping
1.2. Product reviews on the Amazon site
1.3. Related cross-sell products
2. Lessons from Amazon e-commerce strategy to help you improve customer experience
2.1. Email Personalization Amazon Page
2.2. Amazon site for customer self-service
2.3. Fast Amazon page load speed, smart website usability
2.4. Amazon site building mobile applications
2.5. Exceeding customer expectations from the smallest things
👉1. 3 e-commerce strategies worth learning from Amazon
👉1.1. Free shipping
According to a June 2014 report by UPS and comScore, 58% of shoppers abandon their shopping cart because shipping costs totaled more than they expected. In other words, some of the reasons why more than half of your consumers don’t convert are due to shipping costs.
It’s not always easy or inexpensive to offer customers free shipping, but it can be a financially viable decision after all.
A simple way to do this without sacrificing profits is to determine average order value and average shipping costs, and then offer free shipping on a minimum amount of purchases to cover costs. Your average shipping costs and provide enough margins to increase your average order value.
You can also incorporate these Amazon e-commerce strategies to cut costs on free shipping, such as bundle purchases or envelope shipping.
👉1.2. Product reviews on the Amazon site
Extensive product research online has become an important part of the buying process for consumers: it is reported that as many as 88% of consumers conduct product research online before making a purchase.
The attention span of an online shopper is quite short, and if they leave a website in search of product reviews, it is very likely that they will not return. In addition, adding product reviews on your website can also be effective in attracting competitors’ customers.
👉1.3. Related cross-sell products
Cross-sell is a very important e-commerce strategy to increase all important average order value. The Amazon site does a great job at this: each product for sale includes a “Customers Who Bought This Item Also Bought” section, a “What Other Items Do Customers Buy” section. After Viewing This Item?” (what other products customers buy after viewing this product) and a “Frequently Bought Together” section (products often purchased together).
With an Amazon e-commerce strategy, shoppers with a specific need are unlikely to dig deep into your product catalog after seeing what they’re looking for, but providing images of your products. Related products can be used for them which will not only be good for business but also useful.
Especially when they’re trying to qualify for your (brand new) free shipping policy with a minimum order.
👉2. Lessons from Amazon e-commerce strategy to help you improve customer experience
👉2.1. Email Personalization Amazon Page
Personalizing email marketing will help improve its effectiveness and ensure that you can provide more value and benefits that are more relevant to your customers. Personal email works better because it responds to the individual needs of the guest.
Usually for anyone, when opening mail and receiving mail from generic addresses, you will immediately think of promotional mail, spam and will immediately throw it in the trash or delete it without needing to. read. But with a marketing email sent from a personal address, it is different, your potential customers will not be able to do so, at least they will read the entire content before taking any further action.
In other words, personalizing marketing emails increases your chances of getting attention and exposure to your potential customers. Try to apply the successful Amazon e-commerce strategy!
The Amazon site has used this strategy particularly well. They even clearly distinguish 3 types of marketing emails to consider suitable for each different customer, including:
Cart Addition Emails: These emails are sent to customers after they have added one or more new products to their cart but have not completed the transaction. This is supposed to be a friendly reminder that is activated and sent out within a few hours showing the customer what items they have in their cart and some other options they might be interested in.
Email offers that are especially relevant to customers’ interests: Amazon Sites uses data collected from customers’ shopping histories to send offers with a variety of specific products tailored to their interests. For example, you bought a new Dell laptop and checked its price on Amazon. A week later, you will receive an offer to buy this product via email.
Transactional emails: These emails are usually “thank you” emails sent after a customer has successfully purchased a product and provide suggestions for more related products to stimulate them to continue shopping.
👉2.2. Amazon site for customer self-service
According to a study by Forrester, 72% of customers prefer to use self-service support to find answers to their questions, rather than through phone or email support.
The lesson from Amazon’s e-commerce strategy is that you need to provide comprehensive information about products on your website so that customers are eligible to evaluate, decide to buy, and make the purchase themselves. sell.
You can present your product in the form of a series of actual product images with detailed and accurate information and real reviews from customers who have purchased and used the product.
Always providing factual and accurate information is the best way for you to support and satisfy your customers. That can reduce the number of orders with poor quality products, but increase the number of loyal customers after they have had a great experience, choosing the right product to satisfy them. own needs.
The Amazon site has always satisfied its customers to the maximum, exceeding their expectations by providing a wide range of information to help customers find the right product to help them solve their problem.
Nearly all products sold at Amazon have a detailed product description with full information, from general information to detailed information, including reviews from former customers about the pros and cons. points and use cases for the product.
That’s information that you can’t even find on the manufacturer’s own website. There are also plenty of pictures, both direct from the manufacturer and uploaded by former customers. With a combination of these factors, the Amazon site provided customers with an amazing experience that exceeded their expectations, making shopping easier than ever.
Think about it! As a customer, if you know that Amazon offers the best product information, reviews, and photos, there’s no reason for you to shop anywhere else!
👉2.3. Fast Amazon page load speed, smart website usability
It will be annoying if you go to a certain shopping page, wait forever and the website still hasn’t loaded. Then using any feature is poor, difficult to use and error. The same goes for customers, if your e-commerce site can’t meet the loading speed or richness of features, you can hardly satisfy them, even with the quality and variety of products. wherever.
A Radware study found that for every second that your website loads slower, customer satisfaction decreases by 7%. Most websites need to load in less than three seconds, and if you don’t, you risk falling short of your customers’ expectations and leaving you in no time.
In this respect, Amazon always gives its customers a great experience. Amazon’s e-commerce strategy is to invest heavily in “infrastructure” to ensure page load speeds are the best in the industry.
They even offer cloud services (Amazon web services), which are applications, services, or resources that are available to users on demand via the Internet from a server provider. . Because after researching, Amazon found that every 100 milliseconds of slow page load will cause their sales to decrease by 1%.
Besides the page load speed, the usability of your website also plays an important role. E-commerce websites will lose about $44 billion if they make mistakes like shopping cart errors, broken links or any other transaction problems.
Customers will feel very uncomfortable, will not hesitate to give you a bad review anywhere, and of course they will not hesitate to shop for goods at other sites, which give them a better buying experience. more perfect.
It can be said that the usability of Amazon’s website is second to none. If you’ve ever shopped here, you can see: with just one click, you’ve found the product you need along with a lot of related products; With just 1 click, you can order and buy goods easily via credit card. All the features when buying at Amazon site are really fast and convenient.
👉2.4. Amazon site building mobile applications
With the development of the mobile world, statistics show that more than 50% of users today visit e-commerce websites through this means of communication.
If your website does not have a mobile application, customers visiting will not be able to fully experience the benefits as when accessing with a computer. Therefore, building mobile applications is a good way to increase customer experience.
With the Amazon site, because there are so many products, navigating a mobile device can seem more difficult. However, Amazon e-commerce strategy has many breakthroughs when it comes to mobile-first approach, they have found a way to make the customer experience easier through smart categorization. and focus on the search function.
👉2.5. Exceeding customer expectations from the smallest things
Exceeding customer expectations is one of the top strategies for customer retention. If you can perfectly satisfy the needs of users from the smallest things, they will be impressed with you, will actively return to shop more and stick with your website more.
As well as the above good factors, the Amazon site also did a good job in this aspect. They perfect themselves from the little things that other e-commerce retailers often overlook, such as:
Free returns: In the world of online retail, many product specifications such as shoe and shirt sizes are often confused. By charging a fee from the supplier, the Amazon site reduces the risk for the buyer. Customers can shop comfortably, but if they buy and find that the product does not fit, does not fit or does not like it, they can still return the goods without incurring any costs.
Fast two-day shipping and free: With many other e-commerce sites, customers often have to wait 7-10 days to receive goods. But with Amazon, it’s different, all wrapped up within 2 days, not only that, it’s free. That has indeed exceeded the expectations of many customers shopping here for the first time.
Wide range of products: Amazon has built many partnerships over a long period of time to fill the product gaps on its site in all different areas. With an extremely diverse product system, customers can find any type of goods here to satisfy their needs. This is really convenient, because customers can shop for many foods at the same time on the same e-commerce site without having to search anywhere else, without leaving Amazon.com.