Amazon.com for shopping

Customer Acquisition & Retention AnalysisDec, 2012

Dixon Lau

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

Amazon.com Main Page

Shopping Experience

Multiple Ways to shopYour Amazon.com – View historyToday’s DealsGift CardsKeyword Search Engine – by

category or department mega menu

Main Page – bottom half

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

Customer Acquisition Strategy

Educate Buyers:

Concise value propositionPrice in redProduct descriptionQuick compareBenefits/FeaturesAccessories

Customer Acquisition Strategy

Persuasion to buyAdd to CartOne click

orderingSuper saver

shippingShare in Social

Media drives awareness

Add to Wishlist for direct mail

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

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?

Customer Value PropositionDeliver great benefits of a

platform for secondary market sellers and buyers

Preference to Amazon’s own products may impact sellers loyalty

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

Footer of Main Page

Customer Retention StrategyProblem resolutions – Return is

easy

Loyalty ProgramsFree shipping over certain among

for selected product(s)No regular frequent shopper

program

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