Amazon online conversion analysis
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Transcript of Amazon online conversion analysis
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Amazon.com for shopping
Customer Acquisition & Retention AnalysisDec, 2012
Dixon Lau
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Conversion Analysis
• Study of Website/App design• Identify customer’s touch points• Evaluate user experience• Evaluate ease of achieving
business objectives• Highlight what works• Suggest improvements
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Amazon.com Main Page
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Shopping Experience
Multiple Ways to shopYour Amazon.com – View historyToday’s DealsGift CardsKeyword Search Engine – by
category or department mega menu
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Main Page – bottom half
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Customer Acquisition Strategy
Awareness for Amazon Products◦In prominent spaces◦Kindle, Ruku for Amazon TV◦Prime (integrated into logo and
frequent viewed spot)Other items are shown based on
search and view history to match customers interest
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Customer Acquisition Strategy
Educate Buyers:
Concise value propositionPrice in redProduct descriptionQuick compareBenefits/FeaturesAccessories
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Customer Acquisition Strategy
Persuasion to buyAdd to CartOne click
orderingSuper saver
shippingShare in Social
Media drives awareness
Add to Wishlist for direct mail
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Shopping Experience – Gift Cards
• Easy to give & receive
• Customizable print & packaging
• E-mail, Mail, facebook delivery
• Personalized video starring your & your friends
• Gift Card link is not eye catching
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Touch Point Analysis – Video Gift Card
Awareness• Link to Gift Card to
find out more
Educate• Clear product
description• Demo video• Create & View Video -
does not show my face!
Persuasion• Select $ amount• Default Message• Email/Facebook
delivery• Not sure if video will
get shared with friends of receiver?
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Customer Value PropositionDeliver great benefits of a
platform for secondary market sellers and buyers
Preference to Amazon’s own products may impact sellers loyalty
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Additional Values & Benefits
Prime for Internet TV & VideoLow price tablet KindlePlatform for selling books & e-
booksExpanding merchandise - musicsPersonal E-book librarySubsidiariesGlobal reach – Asia, Europe,
Canada
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Footer of Main Page
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Customer Retention StrategyProblem resolutions – Return is
easy
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Loyalty ProgramsFree shipping over certain among
for selected product(s)No regular frequent shopper
program
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RecommendationsTo ConsumersA place to check for good pricesExpanding category of merchandiseWell organized search engineReliable ordering, shipping & handlingBeware of the Amazon’s products bias
To Amazon.comVideo Gift Card is a good idea but needs
some fixing and clarity of facebook integration