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3 Web Design Tips from Amazon (Part 3)

This will be last of the 3-part series. For the first part, we’ve discussed Amazon’s color choices, their ability to create a huge demand for their products, and being able to group related products together. For the second part, there’s Amazon’s rating system and their free shipping deal for orders over $25. Now, here’s the last 3 tips you can learn from Amazon.

  • Tip #1: Build an exclusive club.

    • The rating system is effective in creating trust. Customers from all over the world converge and give out their honest opinions on the different products. These established relationships lead to more engagements.
    • These people won’t mind spending a few extra bucks for a special subscription like the Amazon Prime program. With $12.99 a month, customers have an exclusive FREE Two-Day shipping and FREE Same-Day Delivery. Plus, they have unlimited access to songs, books, and photo storage.
    • The customers are in it for the exclusive promos and discounts. It is Amazon’s way of strengthening customer ties and proving to the world they can do more.
    • So, how can you do this? You have to listen to customers and what they want. Offer solutions to their problems. Find out how you can help them. Your answer does not always have to be a product. It can also be through publishing high quality content.
Five People Shopping

A group of frequent shoppers.

  • Tip #2: Consistency is key.

    • If I were to describe the world’s top brands in one word, it would be: consistent. These brands don’t just focus on the months ahead. They aim for the future.
    • A brand is more than its logo. You are your brand. You are the best representation of it. You have to  consistent in showcasing what you want. If you are fickle, you won’t be able to establish trust among your customers. From time to time, you change your message. It confuses everyone and derails you achieving something concrete.
    • In order to convince people and eventually boosts sales, you first need to be sure on what you want, your aspirations, and your goals. Look at Amazon… they have been consistently offering free 5-day shipping if your total is more than $25. Amazon Prime members can take advantage on the unlimited free 2-day shipping.
    • Another famous example is Coca-Cola. The carbonated drink has displayed its supremacy in the soft drinks market. In 2015, Coca-Cola was hailed as one of the best global brands, next to the tech giants Apple and Google.
    • The company logo has been consistently red. It didn’t dare to reinvent itself because red works perfectly fine. The color red exudes boldness and excitement. The bottom line is that there’s no certain rule to follow here, but there are some guidelines that may help you.
  • Tip #3:  “Add to Cart” Buttons.

    • A conversion optimization agency named Proimpact7 studied the usability of different sites and the results indicated that having a call-to-action (CTA) button that had a “buy now” or “purchase now” are NOT quite effective.
    • The conversion rates of these buttons went down by 14.50%. So, if you are setting up your online store, stay away from the “buy now” or “purchase now” buttons.
    • Follow Amazon’s way of just sticking to the “add to cart” button. Not a single “buy now” button is visible in the entire website. The “add to cart” button is a more safer choice for you because customers are sure that they are NOT paying for the items yet.
    • So, they just click and click because they know that sales are not final yet and that shipping cost will still be added later on. The “add to cart” button is a great addition to your website because it is a subtle yet effective CTA button.

3 Web Design Tips from Amazon (Part 2)

I’m back with another post regarding Amazon’s persuasive ability to get people to buy from them. For the second part, I will list down other web design tips you can learn from Amazon. Previously, I’ve discussed Amazon’s emphasis on choosing colors, creating demand, and grouping items together. Now, here are 3 more tips for you.

Tip #1: Select a suitable product photo.

  • This tip may be common, but if you apply it correctly, the effect on your online business can be massive. If you shop for ASUS ROG Zephyrus M on Amazon, not all laptops are from Amazon. Other online retailers like Computer Upgrade King, and EXCaliberPC sell the same gaming laptop.
  • The laptops mentioned above are from different sellers, but all of them used very similar images. People don’t seem to mind whether they’ll buy from Amazon or choose another retailer because the perceived Amazon quality is still there.
  • Just be sure to choose crisp and sharp images because customers will not buying something without seeing a preview of it. Choosing the right images can trigger a potential customer to take action.
  • Make sure that the chosen images are appealing and it will subtly suggest to “hey click me!” Ultimately, the key here is to use an image that connects with your target audience.  If deemed necessary, capture the images on your own because the shabby photos online may not work.
  • Instead, you create the quintessential photo that genuinely represents your product. You have to remember that emotions come first. People always act on their emotions. So, this is where your pictures come in. It should be able to entice people first, and then, you can justify with intricate product descriptions later.
Four Star Cookies

Stars get you more customers.

Tip #2: Add a rating system

  • The star rating system that Amazon is effective in persuading people to try the products available. So, as a seller,  you don’t have to convince customers to buy a product. The 5-star rating will do it for you. You instantly gain their trust without doing much.
  • Amazon clearly focused on building relationships and trust among its audience. Behavioral psychologist agree to this strategy because, of course, customers will only buy from people they trust. Besides that, customers trust reviews more than what the retailers tell them.
  • When buying a product on Amazon, you would choose the one with having positive ratings. Naturally, instinct will tell you to closely follow the product with more than a 1000 positive reviews.
  • As a customer, the overwhelming positive reviews will make you want to buy more. You feel like you are getting your money’s worth. What we can get learn from this strategy? It’s more effective if you let others do the talking. Don’t carry your own chair. Instead, let the positive reviews carry you and tell the world of your greatness.

Tip #3: Free shipping is hard to resist.

  • The ideal scenario is go to Amazon, buy what you need, and then, log out. However, that is not the case. We all know that we always end up browsing for more items. Trying our luck, perhaps, we will stumble upon a good deal. And Amazon knows that!
  • The daily deals are there for a reason. Amazon knows that you will stick around and browse for more items, which is why they added the “Free shipping” offer.
  • If you order over $25, FREE Shipping will be one of your options once you checkout. Amazon does this for all the items with a “FREE Shipping” tag. So, this would mean that  you will tempted to add more items to your cart just to take advantage of this FREE deal. Without a doubt, adding FREE shipping feature on your website will help you gain more customers.
  • Clearly, people can’t resist when they see the word FREE. Whatever you are selling, as long as you provide a FREE sample, FREE trial, or FREE sneak peek, people can’t seem to say no. Out of all the free offers, Business Insider stated that free shipping remains to be on the top spot. 

3 Web Design Tips from Amazon (Part 1)

Previously, I’ve discussed Amazon’s ability to upsell, cross-sell, and pre-sell. Now, we will go into details on how they use these strategies. Amazon wouldn’t be the eCommerce giant it is now without these tips and tricks. Below, I will be giving concrete examples and helpful links that will help your online store gain more clicks. So, without further adieu…

Here are 3 web design tips you can learn from Amazon:

  • Tip #1: Colors are important.
    • If you look at Amazon’s product page, you will notice that texts are usually black. Hyperlinks, or the clickable links, are distinguishable because of its light blue color while the prices are noticeable in red.
    • Why is this? Behavioral psychologists suggest that customers tend to click blue links more. The color blue relaxes the mind. Thus, it increases trust and confidence in buying different items online.
    • On the other hand, the color red is connected to bravery and courage. Amazon puts their prices in red for a reason and they would want their customers to take courage. Subtly, it is suggesting to add that item in their shopping cart. It’s no surprise that other websites also use red to promote their annual Christmas sales or their limited-time offers.
    • Choosing the wrong color can make customers leave. So, it’s crucial to think about the different colors when designing a website. I’ve listed the basics of color psychology here. If you need help with choosing colors, these color scheme tools will definitely help you.
Colorful Houses

Learning the uses of colors is important.

  • Tip #2: Create an urgent need for a product.
    • When customers find out that there’s only a limited number left, they will started hoarding no matter what the product.
    • Clearly, Amazon have mastered this and they will indicate how many are left. That’s a powerful strategy right there especially if the customer has been eyeing the product for some time now. It’s going to be hard to resist if he sees there’s only 5 left.
    • Does it work? Yes, because scarcity increases the demand. CXL, an online institute that offers marketing degrees, reported an increase of their sales by 332% when they mentioned that there were only 5,000 slots left. Naturally, people went crazy and they started signing up immediately.
      • How can you create a huge demand for a product?
      • First, you need to identify the need. Ask your email subscribers what to do they too see more on your website. In order to do this, you can create a simple survey for time to answer.  Create forms for marketing and research using these free tools like Tellform, UserReports, and Google Form.
      • Indicate in your survey the specific quantity you are going to release once you received a favorable response from your audience. You need to include also the details of the products or services, such as one-on-one training that gives them exclusive access to hundred of online resources, 50 pieces of personalized journal with tons of freebies, a digital marketing webinar that caters to only 30 participants, and so on. You have to be very specific to get your audience’s attention.
Person Holding a Poke Ball

Person holding a Poké Ball.

  • Tip #3: Group related items together.
    • Amazon does an amazing job in presenting related products together. Their electronics buying guide will encourage you to buy without much of a hard sell. There’s a Nintendo Switch console for sale, and Amazon will suggest other items like the console’s best-selling game: Pokémon: Let’s Go, Pikachu!
    • Both products are sold by Nintendo, which means customers will likely buy them both to save on shipping costs. The take away here is to find out what makes your audience click that “Buy Now” button. For Pokémon fans, seeing the Poké Ball Plus will surely make them click. An additional $40 is nothing to them as long as they get to hold an actual Poké Ball while playing the game.
    • Though you already have a controller for the Nintendo Switch console, the Poké Ball Plus will bring diehard fans back to their childhood. It brings back the old memories. It’s very nostalgic for them so when planning a website, you should know what can make your customers buy an item.

3 Marketing Strategies You Can Learn from Amazon

Woman Shopping on Her Phone

What can we learn from an eCommerce mammoth like Amazon?

Amazon made public that the company had an income of $60.5 billion for the last quarter of 2017. These enormous numbers are proof that people all over the world go big during the Christmas holidays. Indeed, Amazon is a major player when it comes to holiday sales. So, what can we learn from their strategies in selling a variety of items? I’ve listed a few of their techniques that you can apply when designing your own online shop:

  • Amazon is known to be the best in upselling.

    • So, let’s define upselling first. It is a way for the seller to convince the buyer in spending more money on other products that enrich or improve the main product, which he/she is already purchasing.
    • Upselling is common in fast-food chains when they ask you if you would like some fries with the burger you ordered. Now, upselling is used by a variety of online retailers.
    • Upselling works no matter what industry you belong to. There are countless of ways to upsell. In fact, in the travel industry alone, a survey revealed that 48% of the passengers and 59% of the hotel guests expressed their interest in upgrading and adding supplementary services to their current package.
  • Next is the Amazon’s ability to cross-sell.

    • Cross-selling happens when you suggest related items that complete their existing purchase. These recommended items may be from another vendor and not from your own product line.
    • For example, when you search for a dash cam on Amazon, one of the choices is the APEMAN Dash Cam 1080P Car Recorder. Amazon, then, reminds their customers to buy it with the SanDisk 32GB Memory Card and the Dash Cam Mirror Mount.
    • Since your customers are already buying something, you can use this as an opportunity to sell them more items. Thus, more profit for you! Did you know that in 2006 Amazon gained nearly 35% of its income all because of cross-selling and recommending related items?
    • If you’re buying a car with a monthly payments of $679, adding another $32.79 a month for a complete car care kit does not feel so heavy on the budget. As you can see, it’s not only the online retailers that utilize this strategy. Even the service providers apply cross-selling!
  • Amazon also applies the pre-sell strategy.

    • This means that Amazon is encouraging customers to buy in bundles. Customers will get their items at a reduced price if they add multiple products in their cart. Also, if their total reaches a specific amount (over $25), the shipping cost will be removed as long as the items will be delivered to the same mailing address.
    • This strategy will encourage people to buy more even if they’re not interested in the suggested items. People think they might need someday in the future.

What can we learn about these 3 strategies that Amazon perfectly mastered?

Consumers are after getting a good deal. People feel good when they think they saved a lot of money from taking advantage of the many holiday sales available online. In order to generate more sales for your website, you need to study human behavior. Amazon has proved to have mastered these strategies. If you are an online retailer, it would be a shame if you wouldn’t put these marketing strategies into good use. When designing a website, it’s crucial to applies these helpful strategies.