A website has become the most potent weapon in the arsenal of businesses through which they showcase their products and services. Having a functionally impressive website that is not only remarkable but also easy to access and informative is a necessity and not just a choice. The web is replete with do’s and don’ts for developers and, in particular, webmasters. But we decided to have at the website of a company that is undoubtedly numero uno amongst the world’s online retailers. Named after the world’s largest river, with an additional meaning for a strong athletic woman, the success of this brand has been so phenomenal that people today recollect neither of the two definitions first. The utterance of the word Amazon brings to the mind an online shop that provides everything from A to Z.
“Amazon, with global sales of about 232 billion dollars, was the leading e-retailer in 2018.”
Here is a list of 7 things Amazon does that webmasters of any website can learn and apply.
1. Make Your Website an Easy Playground for the User
Psychologists believe any action is performed quickly if it does not involve exerting our cognitive faculties. Decisions that are irreversible are usually taken with caution, and that is where people get inhibited.
What Amazon does? It shows you the end-point at the very first step that psychologically makes the process easier in the mind of the user. While Prime with a tick symbol gives assurance to the user of quick delivery and safeguards, the storing of customer details, including payment options, simplifies the whole process making it a one-click purchase.
What can you do? Whether you are offering products or services, make sure to shorten the process as much as you can. But also, do take care not to skip giving information that might be vital for the user.
2. Leverage Personalization to Better Serve Your Customers
Today we suffer from ‘choice fatigue’ no matter what we are purchasing because the list of options is overwhelming. Despite leveraging similar customer purchases, the long list mostly consists of items that we have little interest in.
What Amazon does? Collaborative filtering based on item-to-item purchases. With the help of a considerable amount of data fed to the system in real-time, their algorithm generates specific and quality recommendations. Also, Amazon’s strategy for email marketing is phenomenal, being informative about the purchases you have made and at the same time, promoting other similar products.
What can you do? Give an individual touch to the user by personalizing their experience on your website. Not only give quality recommendations, but also mention why you have made the recommendation. When it comes to email marketing, be promotional in disguise of being informative.
3. Use Social Proofing and Persuasion Strategies
Man has the innate character of behaving in accordance with other people’s behavior in a given situation. Call it social acceptance or validation; none of us want to look abnormal.
What Amazon does? Five-star ratings and a number of reviews appeal to users visually. Also, you can describe your experience or grievances in words. The user sub-consciously feels socially validated and comes one step closer to purchasing.
What can you do? Have ratings and reviews on your website to capture the user’s experience. But also take care not to misuse this feature and thus lose your credibility instead.
4. Exploit the Rule of Scarcity to Your Advantage
The rule of scarcity says that if something in the market is scarce in numbers, then it is popular. People are finding it useful and purchasing it quickly.
What Amazon does? ‘Only a few left in stock’ creates an urgency in the user, and they are often persuaded to purchase without lingering much.
What can you do? Use this strategy with discretion. Do not make every item rare and soon to be unavailable in your stock. Those who are in the service providing industry can create this scarcity or a sense of urgency by providing an offer for a limited period, especially during holiday seasons.
5. Let Your Users Make a Decision Based on Comparison
The human mind is conditioned to compare things before making a decision instead of doing it as an isolated flight of thought. In a series of information, the first one usually becomes the point of reference that plays a vital role in comparison and, consequently, coming to the final decision.
What Amazon does? Mentions and discards the higher price with a crossed line over it, and then the lower price is mentioned below. Also, the exact amount and the percentage of the money saved is specified. This series of facts makes a conducive space in the users’ mind to purchase the item.
What can you do? Provide information in a series of concise parts. The most important element in this series must be placed at the beginning. And do not skip any information that is vital for decision-making.
6. Color Your Website to Attract, Not Distract
Colors have their significance. For instance, the color blue signifies faith or hope, white is the color for peace, red for courage, and so on. A Fast company report stated that 90% of the valuation of a product depends upon the color used.
What Amazon does? Uses light blue to describe the product and maroon for the price. Also, if you hover over the product description, it is hyperlinked. Blue signifies hope, and maybe it helps the user to subconsciously trust the vendor while maroon signifying vigor gives users courage to place an order without hesitation.
What can you do? Know the significance of colors and use them accordingly on the website. It is not only about psychology, but how distinct the pieces of information are from one another. What also matters is the readability and usability of a website. Keep a circumspective approach while using the color psychology to your advantage.
7. Use Images to Stir Your Users’ Emotions
Purchasing an item or procuring a service starts from the heart and ends in the brain. You will buy anything that touches an emotional chord, and later you will reason out why you have purchased it. It is essential to use images that are not only aesthetic but also truly represent your product.
What Amazon does? Following strict guidelines for the use of product images, Amazon strives to let customers see clear and sharp images that are relevant to their expectations.
What can you do? Since no potential customer procures a product or service without perceiving it through their senses, make sure to use images, descriptions, or any other form of information that best describes your product or service.
Conclusion: The list of these strategies is conclusive, although not exhaustive. Amazon as a brand is colossal, and there are reasons galore for its success. Webmasters can apply the 7 strategies discussed here to their advantage. And in the course of their journey, who knows some of them may make ground-breaking observations and design websites as impeccable as Amazon’s.
