A few years ago, we talked about some psychological tactics used on users by Trendyol – Turkey’s largest e-commerce website. Now, we will talk about similar analysis on Amazon e-commerce website, which has millions of visitors per day.
Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and has grown into one of the largest e-commerce platforms globally. It offers a vast array of products, including books, electronics, apparel, and more. Amazon.com consistently ranks among the top websites globally in terms of traffic, with millions of visitors daily. The platform lists over 12 million products, not including books, media, and services.
Strategies to Increase Conversion Rate
Amazon employs several strategies to optimize its conversion rates:
Personalized Recommendations
Amazon algorithm provides personalized product recommendations based on browsing history and past purchases like any other e-commerce. These recommendations are based on products that are frequently bought or viewed by other customers. Few years ago e-commerces used to call this section “Other products you may like” or “Similar products”. But now it has been changed to build trust and safety when making decisions.
Customer Reviews and Ratings
Featuring extensive reviews and ratings helps build trust and encourages purchases. You can even filter most-reviewed topics about products and find people who have the same expectations as you.
Product Page Offers
Prime Membership
Offering benefits like free shipping, exclusive deals, and access to streaming services, Amazon Prime incentivizes frequent purchases.
Number of customers who bought this product
Demand is always influences our decisions and lets us make a judgment about the product.
Delivery frequency
Some products need to be bought frequently at the same time period. Amazon made this easier for us and added “Deliver every” section just before the place order button.
Urgency and Scarcity
Displaying limited-time offers and low stock alerts can encourage immediate purchases.
Simplified Checkout Process
A streamlined checkout process with minimal steps (currently 2 steps) reduces cart abandonment.
Easy Navigation
Categories, search functions and broad & detailed filters make finding products straightforward.
Browsing History
This is one of the most useful e-commerce features I saw. Because, I know browsing and then losing product pages when scrolling happens to everyone. Amazon makes it easier to find products we browsed.
Product Lists
Visitors can create personalized lists with their favorite products to buy later. They can even share these lists with friends and families. Creating a collaborative shopping list looks very convenient for all families. Amazon also uses this section for collab influencers to share their lists with their audiences.
Styling Ideas or Buy Together
E-commerces from different countries implementing cross-sell in different styles. Amazon offers visitors other products who are occasionally bought / used together by others. One of the examples for this section is offering clothes that you can wear together.
Amazon’s dominance in the e-commerce sector is a result of its comprehensive product range, customer-centric approach and innovative use of technology. Its ability to integrate various services and continuously innovate differentiates it from other e-commerce websites, ensuring it remains at the forefront of the industry.