Forbes recently came out with their list of top CEOs and no surprises, Jeff Bezos was up there among them. But what makes the man so great? Is it because he is the only person who has the technical expertise to give customers what they want, or it is because he is a marketing genius and is able to get the resources he needs to undertake practically any project that tickles his fancy?
Most would argue that it’s the latter. Whereas Elon Musk is the type of CEO who is very interested in the day to day nuts and bolts of his company, Bezos is a little more aloof. His business – something that began as a narrow ecommerce outfit – grew because of some clever marketing ploys which ultimately paid off.
Amazon didn’t become the global ecommerce platform of choice by chance. Instead, they did it by testing absolutely everything. All this testing led to a lot of rules about what kind of images people could have for their products, and which they couldn’t. Their research ultimately led them to discover that when products are displayed on a plain white background, they sell more often. This then led them to adopt a rule with their sellers that they could only display product images on a white background. Over time, this created uniformity and helped consumers see what they were buying, making using Amazon a better, overall experience.
What this demonstrates is the importance of testing. Just because you think that something will work well, doesn’t mean that it actually will. Make sure that if you do implement changes, however minor, you test them thoroughly before they go live.
Amazon quickly realised that just having a site that sat in the browser wasn’t sufficient to properly market their brand or their product. Every ecommerce website in the world has a site (not surprisingly) – and so getting your particular site to stand out is difficult. Functionality on websites is heavily constrained by the browser itself, detracting from the customer experience.
To be successful, Amazon needed more than a site. It needed a web app. Because it was one of the first to use web apps, the cost of creating it was enormous. But now there’s a Magento agency around every corner, offering inexpensive, high-quality web app solutions for practically any ecommerce businesses. Web apps tailor the user experience and help you escape the confines of the browser.
Be Clear On Bullet Points
What else is important for on-site marketing, besides image properties and web apps. The next step in the process is descriptions: the information customers can glean about your products in a split second. Amazon quickly realised that customers looked at images first and then quickly moved on to find out more about the features of a product in quick, successive bullet point format. That’s why you’ll regularly find a “key features” section on Amazon product pages, no matter who the seller. Key features are an efficient way to let a customer know whether or not a particular product will actually meet their needs.