What Amazon Can Teach Ecommerce Website Designers About Personalization.

Let's face it, Amazon is the undisputed king of ecommerce

. You don't have to be in the business of selling books to know this - Amazon is the 700 lb. gorilla in practically every marketplace online, having long ago branched out from books to clothing, electronics and even boats and motorcycles. Not only does the site serve as a market for many tens of thousands of products, Amazon's business model and ecommerce platform have come to epitomize the best practices for online sales. Every ecommerce website designer should pay close attention to the lessons Amazon has to teach us about building a successful online sales presence.??Mr. Anderson. Welcome back, we missed you.

Amazon long ago established the importance of site personalization and tailors so much of it's online shopping experience to the individual customer that not having a registered account with them can make a guest shopper almost feel left out. By continuously touting such time-saving features as 1-Click ordering and customized recommendations Amazon guests feel they are not getting the full benefits available to a registered member. Once registered a variety of other benefits such as the eponymous Wish List feature or the personalized benefits of the Address Book draw the member into a comfortable realm of seamless shopping and shipping. Time and practice has shown Amazon (and web designers smart enough to follow in their footsteps) that registration and personalization make for return customers, and the more comfortable the process the more likely those customers are to make multiple purchases.

C is for Cookie.

Amazon was one of the first website to rely heavily on user personalization technologies even doggedly persisting with the use of identifying cookies during a period when they were looked on as a significant security hazard for customers. These days cookies are considered not only safe but an essential part to any lasting relationship between an e-tailer and their customer. Returning users are pleasantly surprised to find that they are logged in simply by launching the the website. While this may raise security concerns for some, Amazon simply saves it's most important levels of protection for the checkout process, waiting until a registered shopper is ready to make a purchase before asking for account password verification. This way a registered user's sensitive information remains protected while removing a barrier to convenience which might otherwise be an annoyance to a user who simply wants to browse, shop or otherwise take their time with activities not requiring the highest level of security sophistication. It may seem a small step but for Amazon and their customers it makes a huge impact on their conversion numbers.

Thank you sir, may I have another?

The over-riding result of all this intensive focus on personalization are increased opportunities for up-selling, accessorization and - the holy grail of ecommerce web design company - repeat business. What Amazon has discovered in it's many years of experience as the world's leading e-tailer is that the more personalized the customer experience the more trust is established between retailer and consumer. As a result the consumer is more open to suggestions and recommendations from the retailer. Amazon's of records of individual customer preferences and purchase history combined with an extensive database of global purchases and preferences allows the company to make eerily accurate predictions of what any particular customer might be interested in purchasing above and beyond those things already in their shopping cart. Even though a customer might not take advantage of Amazon's instant recommendations the company retains this information for use during future visits and for inclusion in email offers. By offering customers only highly tailored recommendations the company avoids coming off to customers as a pushy, hard-sell retailer and instead enjoys a reputation of a reliable ecommerce website that offers sensible and considerate advice to it's cherished customers.

by: Jon Bonning

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