6 Lessons Webmasters Must Learn From Amazon
Steve Jobs changed the way people look at computers, Mark Zuckerberg transformed how people connect, and now Jeff Bezos changed the way people shop!
These innovators are hailed as one of the greatest ever because of their audacious approach and the immediate impact of their product on people’s minds.
Amazon, which was once just an online retailer, has now developed into one of the most popular and the largest marketplaces in the world. Jeff Bezos, its founder and Chief executive officer, has entirely revolutionized what we call “eCommerce” today.
“With a net worth of $160.47 Billion, Amazon is ranked as the top e-commerce retailer in the world.”
The company’s size and development have influenced people to think differently. Especially, webmasters who manage most or all aspects of web operations have a lot to learn from Amazon’s hands-on approach to marketing.
Although one cannot flawlessly mimic its every move with no hassles, its practices can somehow help webmasters get the ball rolling on various aspects of their page.
This article examines some key takeaways from Amazon’s online strategy that is worth emulating for webmasters.
1. Form Inevitable Trust among Customers
Trust is as important as the product price for today’s customers.
The Local Consumer Review Survey shows that 91 percent of people read online reviews regularly or occasionally, whereas 84 percent of them trust it as much as a personal recommendation.
Trust is the most crucial business asset Amazon manage, especially in relationships with clients and potential customers. The company stays transparent with its 5-star ratings and customer reviews and thereby persuade people to like them.
They have focused on building trust by using basic human psychology. That is, if a product on Amazon has more positive reviews and good star ratings, human behavior forces you to buy it.
Like it or not, unable to gain customer’s trust could keep you awake at night. So, how can you build trust as a webmaster?
- Come up with the ratings and reviews section on your website to capture the user’s experience.
- Style all the ratings and reviews in such a way that they are visible perfectly on mobile devices as well.
- You can also embed Facebook, Yelp or Google Product reviews on your website.
Note: Do not misuse this feature to appear on the top of the market and lose your integrity.
2. Deliver Relevant Messages with Style
Amazon attracts the attention of prospects by delivering highly relevant messages. If you shop for a MicroUSB, Amazon will suggest related items that may be of help to the customers. And importantly, these relevant products need not always be from the same online retailer.
How Do You Follow This Approach as a Webmaster?
For webmasters, content plays a significant role in drawing new customers to the brand. It could be writing a post or a press release, recording a podcast, or creating a video; relevance should be the focal point in your message.
The key is to study your audience and find out what indeed prompts them to take action. Once you identify it, eliminate every other form of manipulation and keep only those content that your customers can relate to.
3. Match Searcher’s Intent to Reach the Right People
The chance that your customer would buy your product is zero if you fail to match their search intent. That’s why it’s essential to tailor your search results to what people are asking for.
Have you ever seen Amazon popping up with a toothbrush when you were shopping for the latest mobile phones? No, this wouldn’t happen since the company has mastered the art of matching searcher’s intent precisely.
Any webmaster can achieve this by promptly avoiding assumptions. Assumptions could seriously hamper your business. So, the next question is – how to eliminate assumptions and give searchers what they are exactly looking for?
Short answer: RESEARCH!
Research the right keywords using Google Keyword Planner or similar applications.
Analyze your result to figure out why a potential customer would search for this keyword. Once you extract the answer, write the content that delivers the real value. Make sure to mention the benefits of the product and the success stories of people who have used it to support your claims.
As a webmaster, your role is to bridge the gap between your page and your visitor’s needs.
4. Win the Audience with Color Psychology
Have you ever noticed Amazon’s color scheme? You will find the light blue color for the item description (with hyperlink) and user ratings whereas maroon (brownish or dark red) for the price.
Behavioral economists in Amazon know the psychological effects of color on people’s minds.
Blue symbolizes trust and thereby gives buyers confidence with the retailer. Dark red or maroon is associated with vigor and attention. Amazon uses deep red for the price to gain people’s attention fast.
Image Source: Journal of Retailing
Journal of Retailing found another interesting reason behind the color scheme. According to them, customers are most likely to buy products when prices are shown in red. As per their study, people use price color as a visual heuristic to learn perceived savings offered by the shop.
How Does it Help Webmasters?
The colors that you use for your webpage matters a lot. If you did not know, color plays a key role in almost 90% of the product assessment. So, pick the right color and persuade people to buy from you.
5. Skyrocket Your Sales by Creating Scarcity
It’s no secret. Amazon gets the people into buying mood by creating a scarcity of products. It has a separate “Today’s Deal” section where it displays certain products on a limited time offer.
They neatly show the end time in a small font right below the price to inject the element of scarcity. If the product is relevant to the buyer, they immediately click on the “buy now” button without a second thought.
Scarcity marketing focuses on consumer’s fear of missing out (FOMO), and putting this fear into the right use will help webmasters in a significant way. For instance, if your product is excellent and you don’t want to reduce its price by giving discounts, you can simply make it unavailable for a limited time.
If a product isn’t available, it becomes more attractive all of a sudden. A study commissioned by Citizen Relations Canada found that 68 percent of millennials agreed they had made a reactionary purchase (within 24 hours) as a result of FOMO.
How Can a Webmaster Implement Scarcity Marketing?
- Identify the need of the target audience.
- Define the scarcity parameter by placing a countdown timer on some useful products.
- Display price countdowns in the context of a limited-time sale price.
- Take advantage of FOMO by using a next-day shipping countdowns.
- You can also specify the available quantity or “Low stock” message to get the customer’s attention.
- Indicate the popularity of an item by showing the number of people currently viewing it.
6. Master the Art of Over-Delivery
Over-delivery? Yes, you heard it right. Amazon employs over-delivery to make people happy and create greater relationships, which makes them want to take action immediately.
Consider this example of Apple Airpods Pro. Here, the company not only gives you the product at a discounted price but also promises free shipping. Besides, it gives instant 60 percent off for a specific Visa Card. That’s interesting.
As a webmaster, if you genuinely care about your audience, try to exceed their expectations with some unbelievable offers. A reduced shipping cost or free shipping is the best of all. Or, you can offer some of your products for free or extend the free trial period to increase the user’s trust.
According to a 2018 report from BRP Consulting, customers look for various aspects before choosing a store. Take a look at it before finalizing the right offers for digital consumers.
Image Source: Amazon