Amazon.com Radical Redesign: What You Can Learn

shutterstock_117069988Bryan’s recently pointed out hidden secrets of the Amazon Shopping Cart and how Amazon was testing a new look for their “ready to buy” area and even potentially changing the iconic rounded rectangle “add to cart” button they have used since the mid 90s for a rectangular, flat designed one.

We’ve recently caught another test:

Before:

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After:

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They are moving their website design to a cleaner and flatter design. There are pros and cons to using a flat design, especially with mobile users. However, they are doing there redesign exactly the way everyone should. They roll out section by section to understand the data and key performance metrics related to that specific change. Then when they finish rolling out each part of the redesign they can understand what areas need to prioritized focus for further optimization. Are you planning your redesign this way?

 

*Image courtesy of Shutterstock

The Conversation: Customer Relations Creepiness

Evil monkey from the movie about the evil monkey that smiles awkwardlyForget the creepiness of Google knowing so much about you it can recommend a restaurant based on your eating-out patterns (woe to you and the little gem of a restaurant Google is not going to recommend). The real creepiness (maybe) is when customer relations staff can’t get the essentials of customer relations just right.

In the world of handy big data apps and more, we need to ask ourselves how a business introduces “situational awareness” to the ways it conducts interactions with customers.

When Digital Marketing Gets Too Creepy

photo by: scragz

Conversion: Big Data’s Sidekick

Kick me (Explored)You can’t have missed the buzz about how big data tools can take your business to a whole new level. They can, but, by themselves, they are not going to solve all your business challenges. Often, they suggest opportunities you can turn into insight and specific solutions. But, other factors directly influence how successful your big data strategies will be.

One of the most important factors influencing success is integrating conversion rate optimization principles into your business practice. This was important back in the mid-90s–back in 1995, Amazon hit the ground running with conversion principles firmly in place. It’s just as important today.

Do you want to know how satisfying your customer experience is? Look at your conversion rates (the number of visitors who made a purchase / the number of visitors who came to your site during a set period of time). That metric isn’t the only one you need to follow, but your conversion rate is first and foremost a measure of your ability to persuade visitors to take the action you want them to take. It’s a reflection of how effectively you satisfy your visitors and customers. For you to achieve your goals, your visitors and customers must first achieve theirs.

If you want those big data tools to work for you, you need to pay relentless attention to the principles of conversion rate optimization. They are quite simple. Getting them just right is the piece that requires you to roll up your sleeves.

  • Great brands, products and customized buying experiences naturally generate better conversions
  • Follow the hierarchy of optimization (functional, accessible, usable, intuitive, persuasive)
  • Master the conversion trinity (relevance, value, call to action)
  • Understand optimizing your conversion rate applies to your entire site; it’s not limited to a landing page
  • Optimization is not a one-time event or project; it’s an ongoing process

Optimizing conversion rates is not exciting. It’s boring, repetitive, detailed, but necessary work, much like general management. (However, big data testing tools—Monetate is one example—can automate and alleviate much of the drudgery.)

There is a part of the big data/conversion equation many overlook. Data is a valuable commodity no matter how much of it you have. Some businesses are not mentally or structurally ready to shift their efforts into big data territory. Some businesses simply can’t afford it at this point—big data tools are becoming cheaper, but they aren’t yet a Global 5 Million, as opposed to a Fortune 100, solution. And, frankly, big data tools may not be the right choice for all your businesses needs.

As you monitor the big data landscape, keep in mind basic analytics are still a powerful way to understand how to improve customer satisfaction. The granularity of information you can derive from big data creates a much better picture of what is happening in your relationships with customers, but the benefits of conversion rate marketing do not depend on the degree of granularity alone.

Data is nice. Tools to turn data into information that can provide insight is nice, too. Putting however much data you have to good use within a conversion rate marketing framework is essential.

photo by: pasukaru76