Tuesday, July 21, 2009

Learning from Amazon

One of the affiliates I’ve been pushing big time this season is Amazon and they are now (normally) my forth highest daily earner (after Adsense, Chitika and Commission Junction). What impresses me most about Amazon is their conversion rate which for me currently stands at over 9% and looking at their site I can see why, I reckon many on-line retailers could learn a lot from from Amazon.

One of the things Amazon has done for a long time is offer you a special price when you buy a related item that they suggest at the same time, which I’m sure has brought them millions in extra sales. One thing I noticed today is they now don’t always display the price but display:

Buy Together Today: Our price is too low to display. Add both items to your shopping cart to see the price. No purchase required.

I think this is a great idea, now the customer has to add it to the basket before knowing the price genius.

Other things they do us display:

Customers Who Bought This Item Also Bought

This is another great way of cross selling and it will take them no additional work as they are just basing this on stored data.

User reviews are another great feature, it’s useful for buyers and is free unique content, what website wouldn’t benefit from that in the search engines.

Towards the bottom of the page you have adverts (more money for them), the way of thinking here is if you get that far down the page you aren’t likely to buy so lets make some money out of you a different way. And the adverts don’t stop there, once you receive an order you’ll often find the box contains leaflets from other companies flogging you more stuff.

Another useful feature the site has is your recent history, so you can quickly go back to products that you were previously looking at.

There’s a lot webmasters like you and I can learn from Amazon, what other revenue maximising features can you see that Amazon do right (and wrong)?


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