1. HOW DIGITALISATION INFLUENCE MARKETING STRATEGY:
CREATING CUSTOMER EXPERIANCE
1. The Power of Page Speed
Page speed has been a large focus for Amazon.com. The time it takes for a
webpage to load can have a large impact on user experience and sales.
After analyzing the ratio of sales to website performance, Amazon discovered that
for every 100ms of page load time there was a 1% decrease in sales. So how fast
does your website need to be? Many usability experts propose that the ideal
page load time is 2 seconds or less. You can easily test the page load time of
your own website by using free tools such asWebPageTest.org
2. Personalize the Shopping Experience
One thing that Amazon does very well is personalizing the shopping
experience to each user. Going to Amazon’s homepage you’ll see different
sections such as “Related to Items You’ve Viewed,” “Inspired by Your
Shopping Trends,” Recommendations for You in..,” etc. Amazon knows that
the more relevant the product is to the user the more likely users will
purchase. Online retailers can learn from Amazon and personalize the
shopping experience as much as possible. This may be easier said than done
but many common ecommerce platforms offer 3rd
party addons to provide
similar functionality. An easier alternative involves showing users recently
viewed products. While it might not be as fancy as Amazon’s elaborate
personalization strategy, it’s a simple way to personalize the shopping
experience while improving the average order value.
3. Make Searching a Breeze
The search bar can have a significant impact on the user experience, especially
for larger online retailers with many products. The faster a user can find their
desired product the more likely it is that the user will purchase. Amazon
makes searching a breeze by automatically suggesting popular products and

2. categories. Other ecommerce websites can use this tactic to drive users
straight to the product pages and improve conversion rates.
4. Users Need Reviews
Users rely on product reviews to make informed decisions before purchasing
an item. Amazon does an amazing job of providing and visualizing customer
reviews to help potential buyers become customers.
Clearly displaying product reviews can significantly improve the conversion
rate of a product page. Amazon also leverages email to solicit reviews from
customers. This trick can help other online retailers build social proof for
products and boost sales.
5. Recommend Similar Products
Focusing on average order value is often one of the easiest yet overlooked ways
to improve sales. Amazon does a great job of influencing users to purchase
more than just one product.
Bundling products
together or including a related products section is an easy way for online

3. retailers to improve their average order value. The addition of these sections
can also have a SEO benefit by creating internal links and sending “link juice”
to other product pages on the website. Amazon even takes this strategy a step
further by suggesting similar products during the checkout process.
6. Test, Test, Test
Test everything. The success of Amazon can largely be contributed to the
company’s culture to always test new ideas. Amazon’s CEO Jeff Bezos once said
“If you double the number of experiments you do per year you’re going to double your
inventiveness.” Adopting a culture that allows for continuous testing can have a
high payoff in the long run. So what types of tests does Amazon conduct?
Product prices, marketing channels, calls to action, colors, navigation, button
styles, messaging, shipping rates, etc. If you can think of it, chances are they’ve
already tested it.
Some experiments will yield positive results while others not so much. Don’t
be afraid to fail. Even experiments with negative results can provide useful
insights. Powerful traffic and visitor analysis platforms such as Google GOOG
+0.27% Analytics can help webmasters make data driven decisions when it
comes to testing.
With online retailing there’s no need to reinvent the wheel. Massive
ecommerce websites such as Amazon have paved the way for online success.
By learning from Amazon, online retailers can take advantage of these
strategies and tactics and be the “Amazon” of their own industry.
) Free shipping
According to a June 2014 report from UPS and comScore, 58% of shoppers
abandon their cart because shipping costs made the total purchase more than
expected. In other words, the number one reason why more than half of your
consumers aren’t converting is based solely on the cost of shipping. It's not always
easy or cheap to offer free shipping to customers, but ultimately it can be a
financially effective decision. A simple way to do this without losing profit is to
pinpoint your average order value and average shipping costs, and offer free
shipping on a minimum purchase amount that covers your average shipping cost
and provides enough profit to increase your average order value. You can also
combine strategies to reduce the cost of free shipping, like bundling or shipping in
envelopes, too
3) Cross-selling related products

4. The cross-sell is a very important ecommerce strategy for increasing that all
important average order value. Amazon is fantastic at this: each product for sale
includes a "customers who bought this item also bought" section, a "customers who
bought this also viewed" section, and a "frequently bought together" section. A
shopper with a specific product need is unlikely to do a deep dive into your
assortment after they’ve found what they’re looking for, but providing images of
relevant products that might be of use to them isn’t just good business, it’s also
helpful, especially if they’re trying to qualify for your (brand new) free shipping policy
with a minimum purchase order.
 Reach: Amazon's initial business growth based on detailed approach to SEO and
AdWords targeting millions of keywords.
 Act: Creating a clear simple experiences through testing and learning.
 Convert: Using personalisation to make relevant recommendations and a clear checkout
process that many now imitate.
 Engage:
Their focus on customer experience, "Customer Obsession" as they call it is shown by the way
they consistently outperform other retailers in their ACSI customer satisfaction rating too. We
have our own internal experimentation platform called “Weblab” that we use to evaluate
improvements
Amazon Drones – the future of delivery
Amazon is testing unmanned drones to deliver goods to customers, Chief Executive Jeff
Bezos says. The drones, called Octocopters, could deliver packages weighing up to
2.3kg to customers within 30 minutes of them placing the order, he said.

5. However, he added that it could take up to five years for the service to start. “I know this
looks like science fiction, but it’s not,” Mr Bezos told CBS television’s 60 Minutes
programme. “We can do half-hour delivery… and we can carry objects, we think, up to
five pounds (2.3kg), which covers 86% of the items that we deliver.”
The service will be called Prime Air and comes as Amazon is looking to improve its
efficiency to boost growth.
Amazon said: “from a technology point of view, we’ll be ready to enter commercial
operations as soon as the necessary regulations are in place.”, “One day, Prime Air
vehicles will be as normal as seeing mail trucks on the road today.”
Zookal, an Australian textbook rental company, announced earlier this year that it would
start using drones to make deliveries from 2015 if approved by Australia’s Civil Aviation
Safety Authority.
Amazon Delivers Innovation
Posted on August 12, 2012 byBraden Kelley
I came across a WallStreet Journal article recently
that caught my eye, an article about Amazon Lockers.The conceptis pretty simple.Amazon offers customers in
selectlocations the option of having their package delivered to an Amazon Locker instead ofto their street
address.When the package arrives they receive an email letting them know where to pick it up along with the
code to unlock it, and because mostof the lockers are being placed in locations like convenience stores,often
the customer can pick up their package 24 hours a day.
This is a great potential innovation for the segmentoftheir customer base thathas trouble receiving their
packages – either because they live in an apartmentor condo that is difficult to deliver to, aren’thome to sign,or
because they are worried that their package mightbe stolen.
But the motive for the experimentis not purely an altruistic customer service one,companies like Amazon pay up
to 20% more to have packages delivered to a residence.So,delivering a package to a locker helps Amazon save
moneytoo – helping to offset the costs ofinstalling and maintaining the lockers.And as a bonus they serve as
OOH (Out Of Home) advertisements in a context where people’s minds are alreadyopen to buying things
- See more at: http://www.innovationexcellence.com/blog/2012/08/12/amazon-delivers-
innovation/#sthash.1siQQ7cw.dpuf

6. We all know about Amazon. The crazy popular online shopping website that has
somehow landed into every aspect of our lives. How did it do this? Well, it has great
control over its social media and it knows the consumer who uses social media.
Facebook
Currently, Amazon has 23 million likes on its Facebook page. This is because it
engages its customers. It does this in several different ways. When it has somebody
who has a question or is expressing their frustration with the company it quickly
responds with an answer or some other dialogue to help that specific situation. It
creates a conversation which is important in social media.
Amazon also highlights products and offers coupons to encourage an increase in
sales. Who wouldn’t want a coupon to spend on that Mother’s Day gift especially
when you were planning on purchasing it online anyway?!
Twitter
If you have a Twitter account and you enjoy shopping through Amazon, be prepared
for your mind to be blown. If you see a product feature on Twitter and there is an
Amazon code included, there is a way for you to add that item to your Amazon
cart immediately by replying with #AmazonCart. Genius!
Ok we understand that not everybody can come up with an idea like that, but being
innovative and trying to think out of the box with social media and knowing your
customers is important. Amazon currently has 108 million followers, why not create
a way to connect those followers straight to their accounts?
But what you can do is be creative with your tweets and create your own hashtag to
promote engagement through Twitter. Make sure that you inform your followers how
to use the hashtag in your tweets.
Pinterest
Pinterest is a great platform for Amazon because it sells stuff. It's able to share
pictures of its products without needing a large explanation for why people should
buy the products. Sometimes all people need is to see a product and in a blink of an
eye that product is in their shopping cart at Amazon.com. Keeping

7. pictures vibrant and looking sensational is what attracts people to those Amazon
products on Pinterest.
Take a look at Amazon’s social media accounts and you can see why it has a large
number of followers and higher engagement. Making social media a priority is
important to create a kickin’ internet marketing strategy. Not every social media
platform is right for every business but there has to be a few social media platforms
that can help promote your business if you do it strategically.