How Amazon Gets Its Customers To Buy More

How Amazon Gets Its Customers To Buy More

Strategy

:

1 Click Checkout

🚀 Success:

$33B revenue (2021)

🌱 Metrics Improved:

CAC, Purchases Per Customer

28% of purchases on Amazon are completed in less than 3 minutes.

That’s quicker than it takes to drink a cup of coffee. How do they get customers to make a purchasing decision so quickly?

The formula

When it works best

How it looks in the real-world

1 Click Checkout

Amazon simply lowers purchasing friction by reducing the amount of taps to finalise a purchase.

Once a potential customer has landed on a product page and is thinking about buying it, all it takes is a tiny burst of motivation to get them through to the finish line.

Maybe it’s the excitement of an impulse buy? Or the realisation of how much time it will take to properly consider buying it elsewhere? All this leads to much higher conversions and more purchases through Amazon.

And by being the first to make it super easy to buy online, it’s now cemented a position in the minds of customers.

How it works

Amazon simply lowers purchasing friction by reducing the amount of taps to finalise a purchase.

Once a potential customer has landed on a product page and is thinking about buying it, all it takes is a tiny burst of motivation to get them through to the finish line.

Maybe it’s the excitement of an impulse buy? Or the realisation of how much time it will take to properly consider buying it elsewhere? All this leads to much higher conversions and more purchases through Amazon.

And by being the first to make it super easy to buy online, it’s now cemented a position in the minds of customers.

Why it works

What it means for you

Use the ‘Jobs To Be Done’ framework to analyse the use cases for your product. See if you can shortcut one of the use cases into a 1 or 2-tap process.

Genius rating:

5

/10

Nothing game changing, but it doesn’t need to be.

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Founder

Hey! I'm Cameron.

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Cameron from Conversion Examples and Converted Agency