10 Nov A Dozen Secrets to running your ecommerce business like Amazon: #10. Make it easy for the customer to do business with you
“We see our customers as invited guests to a party and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos
You aren’t in business to make it so things are easy for you, but instead, so things are easy for the customer. That’s why Amazon invented one-click checkout. You should offer multiple payment options, including both PayPal and credit cards – it should be convenient for them! It doesn’t matter if you prefer a certain payment method – what matters is how the customer wants to pay you. Period. Your “Terms of Service should be written as to why they should do business with you, not why they shouldn’t. Here is a good example: http://webstoresltd.com/company/customer-policy/
Every future interaction that you have with Amazon is based on every past interaction. Amazon completely personalizes the shopping experience – they don’t use avatars like “30 year old soccer moms”, but instead create a custom experience just for you. This is all done through marketing automation. And the purpose is to make it easy for you, the customer, to do business with them.
While we’re talking about making it easy for the customer to do business with you, follow Amazon’s example and offer free shipping. The number one reason for shopping cart abandonment is the cost of shipping – you can overcome this by building the cost into the product cost and offering it for free.
“While free shipping is expensive for the company, it saves our customers tens of millions of dollars each quarter, and we plan to keep it in place indefinitely.”