What lessons can SMEs learn from Amazon?

 

I'm certainly not the only one to make already been woken up by a postman crumbling under the weight of Amazon packages that came to deliver my last purchase to date, a product that was undoubtedly superfluous and ordered during a sleepless night spent frantically surfing the Internet. Amazon. It wasn't totally my fault, and it wasn't the wine's either! It is rather that of Amazon . It must be said that the site is a well-oiled conversion machine.   

Before it started collecting warehouses all over the world, Amazon was just a small online book store. Despite the ambiguous relationship that the multinational maintains today with SMEs, it must be admitted that the owners of SMEs can learn a lot of lessons from online marketing from the history and success of Amazon.  

Learn from the Amazon experience

These digital shopping sprees are made easier by the excellent design of the Amazon site . With just a few clicks, you can buy any gadget for your kitchen, and if you're like me, it won't take more than a month or two to slip it into the back of a drawer. Once you've entered your payment details on Amazon, it just takes a few clicks to buy anything you want. It's fast and efficient. This simplicity and speed of purchase are unsurprisingly very good for sales and it is one of the reasons why the company has become the largest retailer in the world.  

Advice for SMEs

But how can SMEs stand up to this giant? Today there are over 295 million active PayPal accounts worldwide and that number is only growing. The number of PayPal accounts is growing by 16% per year . If you offer your visitors to buy products or services online, using a payment service like Paypal will help instill confidence in you, which will make payments faster and more convenient and therefore improve your sales . Depending on your country, your products and your goals, you can also consider payment services like Apple Pay, Masterpass, Visa Checkout, Google Pay, Stripe, Square or American Express.   

Optimize the purchasing process 

All e-commerce sites should regularly evaluate their customers' buying process to make sure it is as easy and fast as possible . You need to make sure that a user can find what they want to buy with the fewest clicks possible. Each product listing should contain a link that the visitor can easily click to purchase the product they are looking at. This is essential to ensure you get as many conversions as possible.  

Focus on user experience 

Ask your friends and colleagues who are new to your site to take a look and pretend they want to buy something. This will give you a better idea of ​​your customers' shopping experience. Indeed, spending several hours a day on your website can cloud your judgment and just because you think your website is easy to use does not mean that it really is.

If Amazon is so successful in getting us to buy, it's also because the company has analyzed and worked on the user experience  to make it pleasant and interesting. It is not only a question of the structure of the site, but also of the technical parameters. 

In order to make sure that your website offers the best possible user experience, start with the technical side of it . Make sure your pages load quickly and display correctly on desktop and smartphone. The rankingCoach app helps you make the necessary changes.  

Leverage your store  

If Amazon is so successful in keeping customers coming back, it's because of its ability to create connections with its visitors that keep Amazon in their minds . This is an example for SMEs that have a store or a physical location. Think of digital marketing as a process that doesn't end with trying to get the customer to come to your store. 

Promoting your other marketing channels in your store can help you create and maintain connections with your customers , especially in these days when smartphones allow your visitors to follow you everywhere. Why not take advantage of this and display a sign in your store that says: Want to support local businesses? So follow us on Facebook, Twitter and Instagram. If you have a store, it's also imperative to make sure it's listed on all major maps online. If you don't know how, don't worry, rankingCoach is here to take you step by step. 

Do like Amazon's competitors  

In the SEO world, it's common to build keywords that indicate that you are offering an alternative to big brands. We also find the word "alternative" in the long-tail keywords used by sites well ranked on Google. This is for example the case in the meta title below: 

"20 best alternatives to Amazon Music Unlimited as of 2020" 

The site from which this meta title is taken ranks well in Google results because consumers don't just use brand names to buy products, they also use them as a benchmark . These days, Internet users are informed consumers who want to know everything about the products they are considering buying and knowing the alternatives available to them is often one of them.  

Using the term “alternative” in your long tail keywords doesn't just apply to Amazon . It is a technique that you can use for all kinds of products. If you sell jeans, for example, you can optimize one of your pages for the term "quality alternative to Levis jeans".  

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