My No. 1 stop for online shopping is, hands down, Amazon.com. It is the gold standard when it comes to online retail. What attracts me to the site is not the usual set of tools that most people in the industry might highlight as impactful. For example, although I’m aware of the recommendation box, I rarely buy things that “other people who purchased ‘X’ purchased” — I’m more interested in searching for my own interests.
Similarly, I might scan through the user comments, but I’d sooner get more in-depth product reviews from the likes of CNET or Consumer Reports. The user reviews do provide a good basic overview in terms of what the product is and give you a sense of what it might be like to use the product.
For me, the site’s major attraction is even more basic – it’s the navigation and organization that are the most appealing for any shopper. When I get an impulse to buy something — and often it seems all I do is impulse-buy — I go there first because I know it will have the product I seek.
When I am working with clients on their e-commerce strategy, I often cite the intuitiveness of design on Amazon.com. If you are able to make your product story as fundamental to someone’s needs or wishes, then you are on the right track to understanding the needs of your core buyer. You have to make the browsing and shopping experience natural. If people don’t feel comfortable interacting on your site — or if what they need isn’t where they look — they will be out of there fast.
Another major reason I shop on Amazon is they always seem to have the best price. I love that I can often get the option for free shipping if I add another $5 item to my purchase. I’ll look for other products I might need or want if I know that I can get free shipping in that purchase.
Overall, when I am shopping online and I’ve made a decision I need something — I want to shop at a place I trust will have it that won’t waste too much of my time or money.
