19 June 2022 | Marketing
STEAL these lessons from Amazon TODAY
By Creator Staff
Amazon has spent years perfecting their product page (PDP). They have been testing and failing for FOREVER.
So why spend months testing when you can take a proven formula, and put your own branded spin on it?
I AM NOT SAYING COPY.
Boring websites are not allowed.
I am saying reverse engineer why Amazon’s PDP works and use the principles for your business (on your owned site).
Today, I want to dive into 8 things you can learn and use today in your business, stolen from our friends over at Amazon.
- OPTIMIZE FOR MOBILE
The vast majority of customers will checkout from their handy dandy iPhones.
Make shopping at your store (from anywhere) feel intuitive, seamless, and simple. The quicker the checkout = the less time for the good angel on our shoulder to convince us out of making the purchase.
- RELY ON SOCIAL PROOF
People like copying other people.
Seeing people (ideally, lots and lots and lots of people) buy a product, try a product, and then LIKE the product enough to go out of their way to leave a review = a very positive sign that the purchase that they made worked really well for them.
The more reviews (4-5 stars) you can have on your product page, the better.
I’m talking thousands. Incentivizing, prioritizing, and highlighting your product reviews is the single best way to convince new customers that YOUR PRODUCT SHOULD BECOME THEIR PRODUCT.
- CLEAR > CLEVER
I love to giggle.
Who doesn’t?
But, you know how some jokes don’t hit – AKA some people will like your jokes, and others won’t get them or won’t like them? Oh, just me? My jokes are that bad?
Anywho, when it comes to your product page, now isn’t the time to get fancy.
Write at a 5th grade level. Use words that clearly describe what you’re selling. Performance > Brand.
- EASY ADD TO CART
ONE. CLICK. CHECKOUT. BABY.
Permalinks are your VERY best friends.
Your customers have already put in the legwork to even make it to your PDP – maybe they came from Google, maybe from social, maybe their BFF texted them your site.
By the time they hit your PDP, they are exhausted.
Help them kick their feet up and SHOP.
The buy button on the PDP (or on your landing page) → straight to checkout → ShopPay → Confirm = DONE.
- RELIABLE SHIPPING
It’s not about being the quickest. Individual brands physically don’t have the infrastructure to get product out as quickly as Amazon does – that’s not a problem.
It is however, about being the most reliable.
You MUST deliver product when you say you will.
If you don’t have a PRE-ORDER button on your PDP, I am going to assume the product is IN STOCK AND READY TO ROCK. 🪨🪨🪨🪨
If your product isn’t in stock, please please PLEASE don’t let your trusting customers checkout without warning them of the realistic timeline of receiving your product.
Yes, the supply chain is unpredictable. My rule of thumb:
If the product is in warehouse, RECEIVED IN, and able to be picked and packed = can be sold without warning.
If your product is missing any of the pieces above (not in warehouse, has yet to be received, not on the warehouse floor ready to be packed) = don’t you dare sell one more order without updating your PDP with an estimated shipping timeline that is ACCURATE.
- USING URGENCY AND SCARCITY.
Amazon does such a good job of making you worry they are about to run out. ONLY 5 LEFT – SHOP NOW!
This is easy. This is really impactful. This should be a part of the functionality on every PDP you have. It’s amazing how much FOMO can drive action (works. every.time.)
- STRATEGIC PRICING
Strike-throughs. Putting price front and center (not being scared to proudly display how much the item is worth).
Writing the offer clearly with the strike through as proof ($10 off, 15% off).
Doing the legwork for your customers, so they don’t have to stop and figure out the discount themselves.
PRICE SHOULD NEVER FEEL TRICKY – it should be clearly displayed, easy to access, and near or within the buy button.
ARE YOU REALLY ABOUT TO MAKE YOUR CUSTOMERS DO MATH??? (No).
- CONSISTENCY
All Amazon PDPs follow the same format.
They are all in the same colorway.
They put the same elements in the exact same places (no matter the product, no matter the brand, no matter the year).
Don’t neglect performance in the name of brand. EVER.
LIFE IS HARD, MAKE SHOPPING EASY.