Four Design Learnings From Amazon For Aussie Retailers

Four Design Learnings From Amazon For Aussie Retailers
SHARE
THIS



In this guest post, the CEO of creative digital agency Butterfly, Liz Mclean, says Amazon’s arrival in Australia – particularly from a website point of view – could be just the kick in the pants many local retailers need…

Amazon’s arrival into the Australian market heralds a new era for retailers, holding both positive and nerve-wracking connotations. People want immediacy, functionality and ease when using a website, and with Amazon’s shopping experience being second to none, it is an excellent example of how local e-tailers can up their e-commerce game.

Liz McLean

When assessing your counter-attack against Amazon for 2018, look at these four areas first and assess how to action learnings from Amazon’s success in a way that will give your business a competitive edge.

Speed and Optimisation

Amazon’s site is fast, really fast. Whether you are browsing on desktop, tablet or mobile, the whole experience is quick and seamless. There are a few reasons for this:

  1. Amazon loads certain content only as the user scrolls up to it – resulting in faster page loading speeds
  2. It uses low-resolution images as placeholders while the full images are loading
  3. The mobile website has its own template/management to tailor promotions very specifically to the mobile audience. There is less content on the landing pages so it’s more digestible for the user.

With 40 per cent of people abandoning websites that take more than three seconds to load, speed should never be considered a ‘nice to have’ but a necessity for driving engagement, leads, and sales. Amazon has mastered this and it’s the first aspect of the Amazon website Aussie retailers should look to replicate when design their mobile and desktop sites.

Community

Amazon has built up an audience of engaged users who actively review products and make suggestions. It is one of the few websites where users actually base their purchasing decisions on user reviews, mostly because Amazon does not filter out negative comments.

Building a community won’t happen overnight, but you can start by sending an email to customers asking them to share their experience. Social media is another way to encourage interaction, for example, by getting users to tag photos of the product ‘in-action.’

Personalisation

Amazon’s greatest strength is arguably the granular level of personalisation it provides for shopping suggestions based on users’ interests. Amazon leverages customer data and spending habits to provide (scarily) accurate recommendations for other books, games, appliances and more, based on what would interest you, often squeezing out a few extra purchases.

While you may not have Amazon’s huge data pool at your disposal, you can get started by thinking of logical upsells for your products. For example, pants that match a shirt, a case that fits the phone, etc. Start simple and develop the recommendations over time.

Customer service and shopping experience

Amazon prides itself on its quality of customer service and shopping experience. Their customer service team is available via live chat are will proactively try to resolve your enquiry or issue a refund – no questions asked. Furthermore, there are no additional charges like shipping insurance fees or credit card fees that add up over time. Lastly, Amazon incentivises shoppers to spend more post-purchase, by offering voucher discounts on saved items and remembering your cart items for later. 

Amazon is a useful yardstick to measure your website customer experience against, but it certainly isn’t the only way to do things. Think about your unique selling point – what advantage do you have from being local and understanding the market? And how can you use this to your advantage? Invest in user research to understand your customers and don’t be afraid to innovate and try something new.

 

Please login with linkedin to comment

Butterfly Liz McLean

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]