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Introduction
Why should you look at Amazon and their kickass CRO practices?
This is a fair question and one we have hope to answer using a few assumptions, such as:
• You already/plan-to either own or work for an eCommerce store
• The potential for conversions on your site excites you as much as it excites us
• You want to take the next step by optimizing your conversions to help your store reach potential
Thus, having made the above-mentioned assumptions, we felt it would be appropriate to analyze an eCommerce platform that has successfully optimized its conversion rate. Our approach led us to Amazon.com, one of the early 90’s tech-wave startups that has now grown to become synonymous with online shopping (and a few other B2B services).
So deep has Amazon forayed into the landscape of CRO, that their conversion rate stands as a testament not merely for peers, but for auxiliary services (like us), and academics alike. The top 25% of online retailers convert at 5.31% and the top 10% of online retailers convert at 11.45%.
Amazon Prime members convert 74% of the time on Amazon.com. That is according to a 2015 study from Millward Brown Digital. Compare that to 13% for non-prime members.
So, with the amazing Amazon in mind, we decided to conduct a page-by-page, section-by-section deep dive into what makes Amazon convert. The findings of our analysis make the content of this e-book, presented in a brief yet impactful format:
1. Illustration of the feature in action
2. Brief about the feature
3. How Amazon deploys the feature
4. A takeaway for the reader
How to use this e-book?
You should use this e-book in tandem with an active session on Amazon.com, to
see for yourself the features, highlighted in the book, in play.
Should you disagree with us or find yourself in need of an elaborate brief on the
particulars, we invite you to write to us at info@convertcart.com
Prominent Sub-Category Navigation
Intelligent search suggestions
Customization of Personalization
Sticky “Proceed to Checkout” Button
Search bar prominence
About Search bar prominence
The search bar is an essential feature for any eCommerce store. It is reported that a prospect is 5 times more likely to purchase if they use a search bar to navigate to a category/product page
How Amazon uses Search bar prominence
As expected, Amazon offers a prominent search bar that is placed right at the top of the page and is easy to locate. This is intuitive and conforms to the best practices of CRO in design and placement. Amazon knows that it has an expansive range of products, and the search bar is often the only way for a shopper to navigate to their desired category and product.
Takeaway
If your site offers an extensive range of products that span more than a few categories, you should optimize your search bar design, efficacy, and placement
Dynamic category navigation
About DYNAMIC CATEGORY NAVIGATION
If you offer dynamic category listing that is personalized for the shopper, you
significantly increase your chances of conversions on your eCommerce site
How Amazon uses DYNAMIC CATEGORY NAVIGATION
Amazon offers prime real estate its promotions, and gifting and registry
services. It attempts to identify the use case for a shopper and offers them
a shorter journey to their objective. For eg. If a user is looking for a gift,
they can avail the “Find a Gift” feature, or move to the “Gift Cards” section,
or even find the registry that their close ones have uploaded onto the
platform. These quick transition hacks help Amazon offer a faster
purchase journey and help reduce browse abandonment.
Takeaway
Identify the use case of your shoppers and create personalized navigation bars to provide them with a quicker transition to the product/category pages; it can reduce Browse Abandonment on your site
Sliders
About SLIDERS
Sliders contain a limited amount of information that can be flashed on the
screen to benefit the prospect.
How Amazon Uses SLIDERS
Sliders, once upon a time, were an essential part of web design. However, the popularity of sliders has taken a sharp 180 degree turn toward the unfavorable and they are now considered a source of friction for a shopper during the purchase journey. Amazon rarely features sliders on its homepage, and whenever they are deployed, the focus is on keeping the design sleek and compact to minimalize friction
Takeaway
Don’t let sliders create friction on your site by occupying a larger share of the real estate than necessary. If you do wish to deploy sliders, make sure that you have data to back your decision; don’t be afraid to A/B Test different hypotheses
Slider Content & Design
About SLIDER CONTENT & DESIGN
The aesthetics of visuals and imagery are a key consideration when designing
your storefront. Settling on key aspects such as font, font size, color themes,
Interactive CTAs, among others require significant investment with respect to
planning and execution
How Amazon Uses SLIDER CONTENT & DESIGN
Once a popular feature of web design, sliders are rarely considered a good CRO practice, usually notorious for occupying a large amount of real estate on a web page. However, some mitigating circumstances call for the deployment of sliders. Amazon ensures a sleek design and a striking combination of dark colors to accompany succinct copy on its sliders
Takeaway
Understand that when it comes to sliders, you have to economize your copy, design, and other visuals to optimize their efficacy. Don’t be afraid to experiment with a few designs to see what works for your site
Trend Based Suggestions
About TREND BASED SUGGESTIONS
Trend based suggestions help shorten product discovery time as you can display SKUs or content that fit the use-case of your prospect
How Amazon Uses TREND BASED SUGGESTIONS
After spending decades in the market, Amazon has developed a strong understanding of the shopping calendar. Whether it’s Father’s Day or Christmas, Amazon ensures that its shoppers can easily navigate to the gifting section with a prominent button on its navigation panel. Once in the gifting section, the user is offered ideas in the form of product recommendations for the occasion. The products listed usually have high ratings, accurate descriptions, and attractive images, thus ensuring an all-round superlative shopping experience.
Takeaway
Setting up a dedicated storefront for high volume sales periods can boost conversion rates; primarily because it shortens the friction for the shopper and make discovery easier
The Welcome Section
About THE WELCOME SECTION
Even on a homepage, which is your storefront, you can create a personalized sub-section for the prospect which displays content tailored to their habits/preferences. This adds to the invitational appeal of your storefront
How Amazon Uses THE WELCOME SECTION
Personalization is a firmly entrenched practice in B2C conversion rate optimization. Amazon has been leading the way by leveraging browse and cart abandonments to hack conversions on their platform
Takeaway
Ensure you have a robust mechanism to capture Browse and Cart Abandonment data to create a personalized experience for your customers. Remember, this is data you already have, it may just need greater attention from you
Imagery & UI
About IMAGERY & UI
When it comes to the display images of SKUs, consistency is key. It’s essential that the display images are accurate, against a neat backdrop, and follow a consistent pattern. Having consistent product images will help reduce friction and build trust with the prospect.
How Amazon Uses IMAGERY & UI
Amazon follows a consistent pattern of imagery, even though it has one of the most extensive product ranges ever collated online. Amazon also has physical dimensions listed for specific products and scaled to human sizes to assist the shopper gauge accurately
Takeaway
Ensure that the images on your storefront are consistent, clear, and appealing; avoid misrepresentation at all costs
Free Shipping
General Brief on FREE SHIPPING
Free shipping is a crucial driver for online shopping, and while it may not be possible for every business to offer the benefit, it undeniably has its merits.
There are several models available online that can help a company to work
out a free shipping model without hurting its bottom line
How Amazon Uses FREE SHIPPING
Amazon conveys the free shipping benefit on its checkout page, along with its other delivery options that can be availed through various Amazon memberships; prime, now, etc
Takeaway
Shipping cost is one of the significant reasons why visitors abandon the cart on the website, addressing these concerns at the very beginning of the journey can be useful
Prominent Sub-Category Navigation
General Brief on PROMINENT SUB-CATEGORY NAVIGATION
Ensuring that the user always finds an easy way to narrow down the the collection of products they’re looking for is a critical part of a successful ecommerce journey. This can be achieved by giving the user prominent sub category CTAs once they’re in a category
How Amazon Uses PROMINENT SUB-CATEGORY NAVIGATION
Amazon provides CTAs in every major category to help the user refine their search
Takeaway
If you have categories that cover more than one product-type in it, consider sub-categorizing the products with the help of prominently displayed CTAs
Intelligent search suggestions
General Brief on Intelligent search suggestions
Showing suggestions while the user searches gives the user neccesary feedback
through the experience and also saves time/effort of actually typing in the whole
search query. A large % of eCommerce site searches are long tail search keywords
and ongoing suggestions while the user searches are a great way to help the user
find exactly what they’re looking for.
How Amazon Uses Intelligent search suggestions
Amazon throws up not only product suggestions but also category suggestions
while the user makes a search. This helps the user to navigate to not only the
product that they may be looking for but also jump to a collection that can have
several options for the user to choose from.
Takeaway
Users that come to a site and use the site search should convert atleast 5x better than users that don’t. Relevance and effectiveness of the search to retain and convert a user depends a lot on search suggestions and they make for a large part of the user’s search experience.
Product collections display
About product collections display
The product display carousal is a standard feature found on any eCommerce site. Usually, consisting of a product image complemented by a product description which is clickable and takes the shopper to the product page where more elaborate details of the product are listed
How Amazon uses Product collections display
Amazon takes the product display a level higher on its platform. Along with the standard image and the product name, Amazon displays other attributes such as ratings, price range, and color alternatives (when applicable) in the product display. This makes the display far more enticing and often helps capture the curiosity of the shopper.
Takeaway
Consider experimenting with the product display on your site to boost conversions. Don’t be afraid to A/B test different styles
Bestsellers
About bestsellers
Highlighting bestsellers help increase the credibility of the products available on your site. Having the trust from the market reduces friction and helps conversion on your site
How Amazon uses Bestsellers
Highlighting the best selling product in each category is something which amazon does to help the visitors make purchase decision easier.
Takeaway
If you have them use them; bestsellers will boost your credibility as a seller in your market and consequently lend you a conversion boost
Ratings
About ratings
Ratings help provide social proof to your shopper. A high rated product commands greater trust and is likely to lead to more conversions
How Amazon uses Ratings
Amazon offers every shopper a transparent collection of ratings and reviews
from verified buyers on their experience with a product. The reviews help to
assuage potential post-purchase cognitive dissonance as shoppers tend to
trust peers more than sellers
Takeaway
Social proof is a must-have for an online seller, even more so if you have a high AOV or deal in high ticket items
Filters
About filters
eCommerce sites can win the UX battle if they can refine the use-case of a shopper and shorten their navigation path to the desired product/category page. Hence, it’s not enough for filters to be effective as they must also be efficient and help users refine their search to avoid browse abandonment
How Amazon Uses Filters
Amazon offers efficient filters to shoppers that help them refine their search from generic search results to specific finds. For eg, if you’re on the “Baby” category, the first filter that shows up is “Baby Girl / Baby Boy.” This makes product discovery a lot easier.
Takeaway
Make your filters efficient, not just effective
Product Display
About product Display
Product display on each category
How Amazon Uses Product Display
Amazon display priority is given to mostly the end product accessories and other related parts; it gives lesser weightage to the whole product itself. For example, if you choose Cycling under “Sport & Outdoors” category, you will see only accessories and other parts displayed. This is majorly for 2 reasons
1. Target audience: The target here is the hobbyist, they already will own a cycle, and they’ll be looking to add some improvements to their cycle.
2. Quicker decision making: The finished/complete products take longer to make a decision, but for accessories, the decision-making time is much shorter.
Takeaway
By prioritizing the accessories, Amazon makes sure visitors buy more often on a visit because they’re targeting the right buyers
Browsing History
About browsing history
Tracks all the products viewed by the visitor through all of their sessions on the site
How Amazon Uses Browsing History
1. Amazon, like every other e-commerce website, uses this to ease the product discovery for the user.
2. It helps the visitor see which products he had viewed in his past visits
3. Amazon categorizes the product view by date
Takeaway
Up your game by making the browsing history accessible and easy to use; this will help add the personalized touch often sought by visitors
Seasonal Offers
About seasonal offers
Seasonal promotions are a great way to attract attention to a custom range of products on offer. They also help reduce the product discovery journey and help meet the visitor’s use-case efficiently
How Amazon Uses seasonal offers
1. Groups the product based on the season(based on past browse history, product name, etc.)
2. Create a category with respect to the specific season. E.g., for fathers day, they created a category for “”Dad.””
3. Will add recommendation strip specific to that season
Takeaway
Group and display the most browsed product for a particular season so that it is easy for the seasonal buyers
Customization of Personalization
About customization of personalization
Amazon lets the visitor alter the recommendation settings and lets the visitor
decide the kind of product recommendations they would like to see.
How Amazon Uses Customization of Personalization
1. Amazon allows the user to select and prioritize the type to recommendation they want to see.
2. Amazon allows customization based on the product purchased, videos viewed, etc
Takeaway
Allowing customers to customize the recommendations is an innovative and
empowering approach, this helps conversions as the visitor gets to see what they
came to see on your platform
Today’s Deal
About today’s deal
Amazon offers a daily promotion, where they offer products under various categories at a discounted price just for the day
How Amazon Uses Today’s deal
1. This is a section that offers discount on multiple products on the website.
2. The products that are popular and are offered at an attractive discount and can be found in the “Today’s Deal” section
3. This category enables users to make quicker purchase decisions, intuitively because of the heavy discounts
Takeaway
Allowing customers to customize the recommendations is an innovative and
empowering approach, this helps conversions as the visitor gets to see what they
came to see on your platform
Timer
About timer
Timers help create extrinsic urgency in the visitor and can help boost conversions
How Amazon Uses Timer
1. Timers are used to develop extrinsic urgency; a need induced into the visitor’s mind and into FOMO (Fear of Missing Out)
2. Amazon uses these timers in combination with the Day’s Deal category products. These increases the urgency to complete the purchase
Takeaway
Speed up the decision-making process by inducing FOMO into your visitors
Best Seller Category
About best seller category
A dedication section that showcases the bestsellers on a platform to boost conversions and help in the decision-making process
How Amazon Uses Best Seller Category
Amazon has a detailed showcase for every category that lists the successes. It is comprehensive in its display; especially when compared to the average eCommerce platform
Takeaway
Consider listing the best selling items in categories across your platform; it can offer legitimacy and speed up the product discovery process for the visitor
New Releases Category
About new releases category
A dedicated section to showcase new merchandise on the platform
How Amazon Uses New Releases Category
Amazon has a detailed showcase for every category that lists the latest releases in it. It is comprehensive in its display; especially when compared to the average eCommerce platform
Takeaway
Consider listing the best selling items in categories across your platform; it can offer novelty and boost engagement on your platform with longer sessions by visitors
Find a gift
About find a gift
A dedicated gifting section provided by Amazon just below the search bar. This helps shoppers meet their use-case of finding a gift rather straightforward and helps cut down product discovery time
How Amazon Uses Find a gift
Amazon employs dedicated category managers who help classify products under the appropriate categories. Gift finder is a “Product Selection Wizard” that helps users find their ideal product faster than manual browsing.
Takeaway
If you find that users on your platform need assistance in product discovery for a particular use-case, consider developing a product discovery wizard to assist them
Returns & Orders
About returns & orders
The returns and orders sections help a user quickly view their previous orders, including the items returned by them
How Amazon Uses Returns & Orders
As Amazon has a vast range of products on offer, in general, or even in one specific category, it is easier for a user to reorder goods they had once purchased through the Return & Order section. This is a particularly helpful feature for specific segments such as groceries and staples.
Takeaway
If you have a fairly loyal base of returning customers, consider developing a “Returns and Orders” section to help them reorder their previous basked of goods. This will help in reducing cart abandonment
In-house Brands
About in-house brands
In-house, brands are a great way to add another revenue stream and boost your product range on offer.
How Amazon Uses in-house brands
Amazon offers several of its brands under the “Amazon Basics” label and promotes it front and center in search results and relevant category pages.
Takeaway
If you offer an in-house brand, you can promote it with your brand name to boost conversions. It is a great way to leverage the trust your site has accrued and offer it to a specific in-house brand to boost sales
Overlay Category Brands
About overlay category brands
AJAX overlay bars help offer a “picture-in-picture” feel to your storefront as it displays info when a user hovers over a link. It saves the user an extra click and thereby reduces friction in the purchase journey
How Amazon Uses Overlay Category Brands
Amazon offers an aesthetically appealing sub-category bar that drops
down when required and disappears when the cursor is moved. This saves
the shopper from significant navigation and leads to faster product
discovery.
Takeaway
If you have a large product range and find that the product discovery time on your site needs to be optimized, consider using overlaying bars that display relevant products/information
Category based Navigation Bar
About category based navigation bar
Besides having a navigation bar/panel to categorize your product range, it can be worth investing in the “sub-category” display as well. Especially for categories that consist of products that have varied use-cases
How Amazon Uses Category based Navigation Bar
Amazon provides both a category and a sub-category navigation panel. E.g., In the category of baby care, Amazon offers a sub-category bar that comprises options such as nursery, car seats, strollers, etc. This helps the user narrow their selection based on their use-case and lowers product discovery friction
Takeaway
Consider greater classification, for product ranges that fill diverse use-cases, via
a sub-category panel
Free shipping communication
About free shipping communication
Free shipping is one of the most effective conversion boosters in eCommerce industry.
How Amazon Uses Free shipping communication
1. A free shipping message is placed in the optimal area so that a potential buyer never misses out on the information.
2. If a product does not qualify for free shipping, no display about shipping is made available, on purpose, so that the visitor is motivated to move further up the funnel. Amazon moves users up the funnel to increase the chances of conversion.”
Takeaway
If a customer qualifies for free shipping, communicate it upfront so that it becomes one more factor to influence the purchase decision.
Size Chart
About size chart
When it comes to fashion and a select few other categories, size charts are everything. A detailed size chart inspired confidence in the visitor and boosts chances of conversion
How Amazon Uses Size Chart
1. As amazon.com mainly serves the USA, the size chart only has US size mentions. Displaying size charts of other countries would only create more anxiety in the mind of the prospect
2. The comment at the beginning of the size chart section “True to size. Order usual size.” adds validity to the size mentioned on the size chart. This further acts as a tool to address buyer anxiety about fitment.
3. The placement of the size chart is right next to the size selection drop-down; this makes it easy for the buyer to understand and select the optimal fit.
Takeaway
Consider going the extra mile to add validity to the size guide by adding testimonials
and a statistics to remove anxiety about the size selection
Sponsored Products
About sponsored products
These are recommendations run by Amazon, wherein sponsored products are advertised based on views by other customers
How Amazon Uses Sponsored Products
Recommendations are run keeping all attributes intact, for e.g. when a recommendation is run on baby products, attributes such as gender, number of products in the bundle, price range, etc are considered to offer a recommendation.
Takeaway
Consider introducing attribute-based product recommendations on your platform to boost conversion rate
Compatability check tool
About compatibility check tool
Compatability check tool helps achieve this. Amazon offers a “Compatibility Check” tool to ensure that the component product you are purchasing is compatible with the parent mechanism. For eg: If you purchase automobile spare parts, the tool will help identify if the component (spare part) in your cart is compatible with the parent mechanism (car) or not
How Amazon Uses Compatability check tool
1. For every product page that displays automobile spares and other replacement parts, Amazon offers a compatibility check tool at the very beginning of the product discovery process
2. The user is prompted to check for compatibility as soon as they begin product discovery.
Takeaway
If you deal in highly specialized merchandise on your platform, consider creating a compatibility check tool; it’s the sort of thing that can help draw organic traffic onto your site while boosting conversions simultaneously
Brand recommendation
About brand recommendation
Brand alternatives that offer the same product
How Amazon Uses Brand recommendation
Amazon helps the user check for other brands that carry the same product;
this helps the user compare features, price points, shipping costs, etc This
helps the users with a wider selection to choose from and also keeps them
on the platform longer
Takeaway
A comparison tool may help create greater engagement on your platform; consider testing it initially for proof of concept
Q&A Section
About Q&A section
This section allows the visitors/buyer to ask questions about the product; these questions are then answered by either the seller or other verified buyers
How Amazon Uses Q&A Section
1. This helps assuage customer anxiety.
2. This also acts as a repository of information for the visitors
Takeaway
Reduce friction and anxiety by helping your visitors in their research process by adding a relevant Q&A section on your platform
Product Trial
About product trial
Try before you buy feature for the apparel products
How Amazon Uses Product Trial
1. This feature helps address anxieties a buyer may have before making a purchase wit regard to the fit, color, etc
2. Amazon uses this feature to boost conversions and reduce the rate of returns”
Takeaway
Consider if this is an amenity you can offer to your prospects; trials assuage buyer anxiety and reduce the rate of returns
Free Returns
About free returns
Giving the user the option to return the product if they’re not satisfied
How Amazon Uses Free Returns
1. Most of the products in Amazon have free returns enabled
2. Free returns assuage anxiety in the prospect
3. The return policy is highlighted in the optimal place i.e. in close proximity to the CTA.”
Takeaway
If applicable to your operations, make sure you highlight the “Free Returns” policy as prominently as you can, this will likely reduce friction and help your prospect pull the trigger on their purchase
Feedback
About feedback
Enables the visitor to share inputs of any inaccurate information about the product offered on the platform
How Amazon Uses Feedback
1. Amazon allows the buyers to comment about the accuracy of the products displayed
2. This feature keeps the sellers honest, and the information is accurate
Takeaway
After the purchase is complete the user is free from any mental pre-occupation
about the purchase itself and can give constructive advice on what could have been
better in their purchase journey
Video Testimonials
About video testimonials
Allows the user to upload a video with the product.
How Amazon Uses Video Testimonials
1. This is a very useful feature to inspire trust amongst prospects by leveraging the testimonials of verified purchasers of a product
2. This gives more details about the product and boosts credibility as the content is user-generated and not an advertisement
Takeaway
Boost conversions by leveraging the credibility offered by user-generated content in the form of video testimonials
Error Prompts
About error prompts
If a shopper has missed a step in their purchase journey, such as forgetting to select a size, variant, etc, a well placed prompt highlighting the error makes all the difference in the user experience of your platform
How Amazon Uses Error Prompts
The error prompts by Amazon are clear in their message and are well-placed so that they are not easy to miss by the shopper. For eg: if a user missed selecting the size of the shoe they wish to purchase, Amazon provides a helpful prompt to the user guiding them to select the appropriate size and move on to the “Add to Cart” CTA. This promotes smoother user experience and helps curb browse abandonment.
Takeaway
The customer is king, and to aid the king is the noblest of causes. Provide helpful prompts to your shoppers and help them in their purchase journey to prevent browse abandonment
Compare
About compare
Overchoice or choice overload is a cognitive process in which people have a difficult time making a decision when faced with many options. The term was first introduced by Alvin Toffler in his 1970 book, Future Shock. A comparison tool provides great assistance to shoppers when they are faced with over choice.
How Amazon Uses Compare
Amazon provides a competent comparison tool that selects the appropriate product characteristics to compare across a selection of products that fulfill a similar use-case. This is particularly helpful in certain categories that require a high level of time and money investment; electronic goods, high-ticket furnishing, etc
Takeaway
A product comparison tool helps in product discovery and helps users overcome the challenge of over choice
Product-Related Addons
About Product-Related Addons
Up-selling related products such as extended warranties, protection plans are standard retailing practice of brick-and-mortar stores. Many online stores often miss the opportunity to provide the same level of extended care.
How Amazon Uses Product-Related Addons
Amazon offers extended care options by practicing the following:
1. The option is automatically shown when the user has added an electronic good to their cart
2. The offer is placed in close proximity to the product so that the user does not miss it
3. The design of the offer is subtle yet alluring which attracts the shopper
Takeaway
If you offer products that usually come with extended care options, consider adding them to your platform in a way that the user is aware of their existence and is inclined to opt-in
Placement of coupon codes
About placement of coupon codes
Promotion offers are a great option to boost conversions. The placement of the coupon code offering the promotion often requires optimization
How Amazon Uses Placement of coupon codes
Amazon provides the “Clip Coupon” option to a shopper on the product page and then on the cart page in case they missed applying it the first time
Takeaway
If you are planning a promotion on the site, don’t let your visitors miss out because they were unaware of it. Don’t be afraid to A/B Test to find the optimal placement of the promotion message/CTA
Sticky “Proceed to Checkout” button
About Sticky “Proceed to Checkout” button
The ultimate objective is to convert, convert, convert. Hence, it is imperative that the destination of the user journey, checkout, has a clean and direct navigational path.
How Amazon Uses Sticky “Proceed to Checkout” button
Amazon boosts its conversion by increasing the accessibility to the checkout page by adopting the following measures:
1. The Proceed to checkout button is prominently displayed on the cart page so that the user is directed towards the next step in the purchase funnel.
2. The sticky button follows the user even if they scroll below on the relevant page
3. Available even on the mobile app where it has proven to be especially useful
Takeaway
A reasonably intuitive but often ignored lesson to boost conversions; have a clear navigational path to the checkout section of your site.
Gift Card
About gift card
Gift cards are especially useful as they help fulfill the use-case of gifting with the least amount of time-investment and belay considerations of preference, taste, etc
How Amazon Uses Gift Card
Amazon has a dedicated segment for gift cards that are categorized for different occasions such as birthdays, weddings, etc., where one can select from the standard card templates provided by Amazon or customize the card with their choice of copy and imagery
Takeaway
Gift cards are a great way to boost conversions, besides aiding a platform in guaranteed sales, they offer a solution to the shopper
Gift Cards as a Promotion
About Gift Cards as a Promotion
Gift card as promotion is an innovative tactic to boost promotions
How Amazon Uses Gift Cards as a Promotion
Amazon is selling its Amazon Rewards Visa card and promoting it through its platform; it has added an incentive of a gift card that can be used to purchase products on its platform
Takeaway
If you have a gift card program, consider using it as a promotion tool; it can prove to be more effective than cashback and discounts
Review & Rating Combination
About Review & Rating Combination
Reviews help improve visitor trust on the website and product range.
How Amazon Uses Review & Rating Combination
1. Optimal UX and placement of the product review on each product page
2. Amazon combines reviews and number of ratings into one section
Takeaway
Add reviews to your platform to build credibility and trust
Review Bar Graph
About Review Bar Graph
Offering charts to breakdown review statistics helps users get a better understanding of the product and helps build trust levels
How Amazon Uses Review Bar Graph
1. Amazon presents a detailed breakdown of how many customers are viewing and rating each product
2. With ratings, Amazon helps customers decide to find the ideal product
3. It also helps the sellers understand how the customers feel about the product
Takeaway
If you have enough number of reviews for a product, consider using charts to leverage their impact with your customers
Feature Level Ratings
About feature level ratings
Rating a product on a specific set of features helps build a greater understanding of the product
How Amazon Uses Feature Level Ratings
1. Amazon collects users ratings on specific features of a particular product
2. These features can vary with respect to the product/category”
Takeaway
Consider offering feature-level rating options to your shoppers; this can help in conversions as potential customers will have a greater reference point during their purchase journey
Reviewer Status
About Reviewer Status
A review from a verified purchaser holds far greater authenticity and credibility amongst potential customers compared to a review posted by an anonymous/unverified reviewer
How Amazon Uses Reviewer Status
1. Verified Purchaser Review: To ensure the customers are not misguided, Amazon only permits verified purchasers of a product to post a review about the product
2. Amazon also displays when the user had posted a review, which further increases the trust for the product
Takeaway
To build the trust of your reviews section, consider adding the “verified purchaser” tag to reviews from customers who have purchased the product in reference from your platform
Review Tag Cloud
About Review Tag Cloud
Rating a product on a specific set of features helps build a greater understanding of the product
How Amazon Uses Review Tag Cloud
1. Amazon collects users ratings on specific features of a particular product
2. These features can vary with respect to the product/category”
Takeaway
Consider offering feature-level rating options to your shoppers; this can help in conversions as potential customers will have a greater reference point during their purchase journey
Checkout steps
About Checkout steps
Checkout guides are a great way to tell users which step of the final part of their journey they’re in. This reduces user drop off since the users are informed about exactly how many more steps they need to take to complete the purchase.
How Amazon Uses Checkout steps
Amazon has one of the industry’s most sophisticated checkout processes.
With a carefully thought out experience, the steps help users navigate
through this last stage with ease.
Takeaway
Add this to the check out section of your store to mitigate user drop offs at the last stage of their journey.
Distraction free checkout
About Distraction free checkout
Removing all CTAs, headers and banners from the checkout steps to focus the user purely on the transaction they’re making and helps ensure that they don’t get distracted .
How Amazon Uses Distraction free checkout
Amazon’s experience completely focuses the user on the checkout process. The checkout journey layout and design is completely different from the rest of the site with no header, search bar or CTAs apart from whatever is essential to the checkout process itself.
Takeaway
Focus the user’s last leg of the journey purely on the transaction. Companies often try to achieve too much from this last leg while that probably isn’t the best time to distract the user.
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