Amazonization – Speak the language of your customers

Learning from the experience of the Amazon Store continually testing incremental website changes to find higher conversion rates.

Digitization has given rise to a new breed of customers. This is the breed of customers who surf the internet for material regarding the products they want to buy and are well aware of the specifications they want. These customers seek an online shopping experience that is on par with shopping in a local store. The volume of such customers is increasing by day. Responsible business leaders must ensure that their businesses are ready to adapt to the changes and make themselves ready to attract more customers in these new ways.

Amazon has been one of the front runners in this space, which revolutionized the idea of marrying technology with process to greatly enhance the shopping experience of their customers, leading to a very high sales conversion rate. “Amazonization of the business” is a process that evolved by taking cues from the business-improvement approach of Amazon. It originates from the … Continue reading

The Secrets to Amazon’s, and Your, E-Commerce Success

From time to time, DirectiveGroup team members will share their views on a piece by an industry thought leader. Here, Arlin discusses Bryan Eisenberg’s Amazon’s Performance Secrets.

Given Amazon’s dominance over modern e-commerce, it’s easy to forget that it began as just one of a number of Internet upstarts, a book-selling, virtual brother of now-defunct online merchants like However, in Amazon’s Performance Secrets, Brian Eisenberg succinctly details the practices that turned the company into a titan of the online marketplace.

Eisenberg describes how the company applies Amazon CEO Jeff Bezos’s “four pillars of success”—customer centricity, continuous optimization, a culture of innovation, and corporate agility—to drive the company ahead of its competition. At Amazon, small, cross-functional teams have the authority and resources to execute on plans without additional support. These teams rely on optimization data gathered from more than 200 simultaneous marketing tests, customer behavior tracked to the mouse … Continue reading