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M K T G 469 –Assignment #1
- 1. MKTG 469 – Internet Marketing Assignment #1 – eCommerce Website Critique Nathaniel Lessley 9/12/2010 Amazon Kindle
- 2. Navigation / Search 2 ‘Best Practices’ Used by amazon.com • Make sure shoppers can easily access their cart contents and that it can easily be modified or adjusted. • Keep important page elements like update cart, display refinements and cross sell items within reach and easy to spot. 2 ‘Best Practices’ Not Used by amazon.com • Use Breadcrumb navigation to show shoppers where they are. • Allow shoppers to show a designated number of items per page anytime with a “show per page” sort option.
- 3. Selling 2 selling ‘best practices’ that amazon.com used • Show related products and cross sell before the checkout process and after items have been added to the cart. • Make sure other page items are visually appealing to shoppers and keep unnecessary elements off checkout pages. 2 selling ‘best practices’ that amazon.com did not use • Make sure contact information and a phone number are visible above the fold and easy for shoppers to see. • Keep security badges, trust certificates and an updated SSL certificate in place so shoppers can tell your site is secure.
- 4. Shopping Cart 2 shopping cart ‘best practices’ that amazon.com used • Allow shoppers to add items to their cart before making them register for an account. • Offer a variety of payment and shipping options so shoppers can pick the one they have an account with or most often use. 2 shopping cart ‘best practices’ that amazon.com did not use All Shopping Cart ‘Best Practices’ are used on amazon.com
Notas do Editor
- Q1: Amazon.com keeps the shopping cart icon visible in the top/right of their website at all times. Once an item is place in the shopping cart, the # of items is shown in the cart icon. Next, all important page elements are not only easy to spot, but regarding cross sell items, are unavoidable. This is a credit to the amazon site. Many sections of the website, when searching as well as within the shopping cart, are filled with headings like ‘Buy This Product and Related Accessories’ or with in the add to cart box in the upper right of the site is ‘Add Kindle Accessories’. The site does use headings and subheadings as well as breadcrumbs when searching for items other than the Kindle. When searching and progressing throught the buying process for Kindle specifically, however, breadcrumbs are not used. The # of items per page option was not available either. This was a surprise since amazon.com is such an leader among the eCommerce sites. c) I would add the ‘designated # of items’ option. It is an option that I personally find useful.
- Q2: Cross selling is everywhere on amazon.com. I would consider it one of their strengths. Cross-selling is prevelent during searching and within the shopping card page. Unnecessary items are removed once you navigate to the checkout page. Cross-selling suggestions are no longer present. It is clear that amazon makes it a point to have the checkout area clean, simple and easily understandable. b) Amazon does not display contact information on their website. As most large companies do, you must navigate through a ‘contact’ icon at the bottom of the page. Security badges and trust certificates are not used on amazon.com. I feel that customers are already trusting of the site and simply the name amazon.com is enough.
- Q3: Items can be added to the cart whether signed in or not. Many options for shipping are available. For the Kindle, four options were available from free shipping to one day shipping. b) To amazon.com’s credit, they used all shopping cart related ‘best practices’!