The Amazon Project What Can We Learn in a 1-Minute Survey? Why did we do this project? We have developed a radically new method of online survey to project is a show-me demonstration to step all through the entire process and let you decide on its merit The fine print This study was not commissioned in any way by Amazon The selected participants was not as demographically distributed as would be required in a true test How does this approach help Business Considerations You want to increase the number of returning visitors You must improve their experience You must understand the most crucial impressions The process Consumers take a 1-minute survey The survey asks consumers to prioritize Collects sentiment across three categories Content Architecture Social ccilogo2.jpg The Study Findings Using a well established metric, Amazon received a “Customer Centric Index” rating of 84% One of the highest (not the highest) rating recorded Analysis looks at: positive sentiment (threats to existing strength) negative sentiment (opportunities to correct weaknesses) Reviewing Positives for Threats – Recommendations Ratings, reviews and recommendation are the strongest positive sentiment Amazon has long been an innovator for user reviews Amazon introduced negative and reviews of reviews Online reviews have now become vital for all online retail Now adopted by most major sites Is Amazon still the leading innovator for online reviews 78% of internet users rate recommendations as most credible form of advertising (Neilsen) 84% of US customers prefer the opinion of other customers vs experts (Marketing Sherpa) Products that have reviews show a 35% increase in conversion rates (Bazaarvoice) Reviews are more trusted the closer the reviewer is to the consumer User Ratings and Reviews bestbuy.jpg Network Significant site search improvements including natural language, and intent based searching Search in Amazon has always been among the best and continues to be very good Amazon needs to invest heavily just to stand still More consumers searches from outside of website Google Bing Facebook Social search Reviewing Positives for Threats – Search Search The Study Findings Negative Sentiment – Contact A negative sentiment was recoded regarding being able to contact a person Consumers will not buy if they experience an issue 58% of consumers look for live help if missing information while online 53% look for live help if there are problems checking out Consumers that engage via proactive invitation are 6.3 times more likely to convert than visitors who don’t chat Best practice is to provide help without forcing the consumer to leave the page Pro-active help reaches out to consumers that need help Contact a Person Contact a Person Consumer expectations are set by overall surfing experience Amazon, so long responsible for raising expectations may now be failing to meet them The Study Findings Negative Sentiment – Cluttered Layout A negative sentiment was recoded regarding a cluttered layout 18% 2% While experts can help interpret information The customer knows best Study Summary Amazon.com Amazon is a well-liked site Identified current strengths which might be under threat Reviews and recommendations Search Identified weaknesses that could create growing negative sentiment Hard to contact a person Site design The Technique Customer centric survey 1-minute, customer focused language 100% completion rate Identifies what matters to most to customers Does not ask consumers to solve site problems Can identify trends over time Creates focus The 1-Minute Review What do you get Survey technology and data collection Consumer input Demographic data Anecdotal data Comparative analysis of the data Interpretation of results Recommendations Presentation of results The 1-Minute Review The 1-minute review is used by corporations, colleges, and governmental organizations around the world including Microsoft, Cisco, Tetra Pak, Wells Fargo, and the BBC "The project was quick and easy, sweet and short, yet encompassing every aspect of the dimensions that impact the user satisfaction online - full of might!" Jana Milenova, Sr. Product Manager, Bell Aliant For more information Terry Golesworthy The Customer Respect Group 21 Market Street Ipswich, MA 01938 (978) 412 4047 terry@customerrespect.com Twitter: terrycrg