MKT/440 Website Marketing: Analysis of Amazon.com's Strategies

This report provides a comprehensive analysis of Amazon.com's website marketing strategies. It begins by identifying the target market for the website, which includes a broad range of users with internet access and financial tools, with a particular focus on the appeal of Amazon Prime to older customers. The report then evaluates the website's structure, navigation, and user experience, highlighting the effectiveness of elements like the shop category dropdown, placement of key links, and the use of cookies for personalized recommendations. The analysis then examines how well the website resonates with its target market, considering features like related item displays and price comparison tools. Following this, the report offers recommendations for improving customer satisfaction, including enhancing customer service, personalizing the user experience, and incorporating customer reviews. Finally, the report proposes key performance indicators (KPIs) to evaluate the effectiveness of these recommendations, such as bounce rate, monthly orders, conversion rate, and pay-per-click metrics. The conclusion emphasizes Amazon's focus on user behavior and the importance of continuous website optimization.

Running head: WEBSITE MARKETING MKT/440
Website Marketing MKT/440
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction......................................................................................................................................2
Targeted market for the website......................................................................................................2
Evaluation of the website.................................................................................................................3
Resonation of the website with targeted market..............................................................................3
Recommendation for improving performance and customer satisfaction.......................................4
Key performance indicator for evaluation of proposed updates......................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
The report is prepared for the analysis of Amazon.com for the analysis of the product and
service offered by the website. The design of ecommerce websites faces different challenges for
making an attempt in building user experience for attracting more number of visitors to make
online purchase from their website. Amazon.com is selected for evaluation since from the year
1955 it is the world’s leading ecommerce website. The reason behind the success of
Amazon.com is the development of strong user experience. The number of features included in
Amazon shopping experience is discussed in the paper that is either a principle and offer a model
that is followed by most of the ecommerce developers.
Targeted market for the website
The website targets all types of users and it can be a first time user or a returning
customer by tailoring the content of the website according to the needs of current users. The
targeted group of users is needed to have internet access and financial paying tools for example
debit or credit cards, Paypal, etc. The client of the Amazon is not limited to a specific country or
region it is focused to engage client from other continents (Tate, 2018). The Prime program
launched by Amazon is more appealing for the older customer since data has been analyzed that
the customer with older age is more loyal than the younger customer. The main reason behind
the loyalty is that the younger customer does not have much financial potential when compared
with the older ones and they are also busy with different activities (Hussain et al., 2017). The
older customer are relaxed and have more free time and thus they are eager to use the prime
service.

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Evaluation of the website
The main cause of success of the website is the placement of the navigation elements and
the pages such as store category, shopping cart, purchase page and user pages are easy to access.
A hovering action is used on the shop all department button and it triggers a drop down menu for
displaying the primary store category. It allows the shopper to get easy access of the products
and it meets the expectation of the user (Nawaz et al., 2016). The less important links are placed
beside the logo of Amazon such as log out, personal amazon page and personalized
recommendations. The section is faded and is placed at the right position i.e. above or at the eye
level. The next section is for the cart and wish list. It is located at the top right corner of the
website layout. If the user views the product page options are provided to the user to add it in the
cart or wish list. This functionality is exactly demanded by the user and Amazon places it at the
right of the product details and product (Braun et al., 2017). The interest of the user is evaluated
along with long term benefit for placement of navigation elements.
Resonation of the website with targeted market
Since the targeted buyers are expected to have less time for shopping, thus the websites is
designed for displaying the related items from the search in the home page. Cookies are used for
tracking the shopping habits of the user and store it in their server. The cookies are used for
providing the user a dynamically customized user experience depending on the search, views of
product, purchase and written reviews. With the increase in the competition the use of the
features like comparison of price for suggestion of retail helps in increasing the trust of the
customer (Masudin & Saputro, 2016). The information like free shipping and offers are notified
to the user early on such that the likelihood of the user to follow through the purchase increases.

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The feature of customizing the history and recommendation helps in modifying the entire
product history and get a customized personal page for the user.
Recommendation for improving performance and customer satisfaction
The following recommendations are made for the improvement of customer satisfaction:
Improving the customer service – The contact information such as phone number and
email is needed to be visible in each of the pages of the website such that the customer can keep
in touch if they have any issue or enquiry about the product (DeAndrea et al., 2018). Brief
information is needed to be used and if any order is escalated in support lines the issues are
needed to be resolved promptly.
Customized experience – A clear call to action is needed to be implemented such that can
be related by the user and a friendly customer service tone is needed to be used for each of the
pages such that the customer value is improved.
Inclusion of customer review – It can be used for informing the potential customer about
the bestselling items, performance and quality of the product. The feedback from the people who
have not bought the product is needed to be restricted for avoiding confusion such that the
attention of the buyer is not diverted.
Key performance indicator for evaluation of proposed updates
The key performance indicators are used for defining the factors that Amazon needs to
bench mark and monitor the application performance. The analysis of the purchasing process,
usability, search engine optimization and product performance helps in evaluating and proposing
updates that are needed to be implemented in the current website of Amazon. If the bounce rate
of the site increases then it means that the site is moving slow or there may be a number of bugs

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or dead links that are needed to be removed (Sedoc et al., 2018). If the monthly orders are
decreased then update is needed to be made in the marketing campaigns such that it can grow the
sales. The conversion rate is needed to be lowered such that an analysis is made on the outcome
of changes that are made in the site. The pay per click is needed to be increased for allowing
Amazon to find that if they are overspending and proper keyword are used in ads.
Conclusion
From the above report it can be concluded that for the development of ecommerce
website Amazon have focused on the pattern of product search and buying trend of the user. The
content generated for each of the user is kept unique by analyzing their search patter, wish list
and previous buys. An analysis is made on the current structure, design and content updates of
the website and the performance improving that can be made on the website. The targeted market
of the website is evaluated for performing the evaluation and resonating the targeted market for
the website. Some recommendations are provided that can be implemented for the improvement
of customer satisfaction. The key performance indicator are used for evaluating the performance
and proposing the updates that are needed to be provided.

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References
Braun, D., Hernandez-Mendez, A., Matthes, F., & Langen, M. (2017, August). Evaluating
natural language understanding services for conversational question answering systems.
In Proceedings of the 18th Annual SIGdial Meeting on Discourse and Dialogue (pp. 174-
185).
DeAndrea, D. C., Van Der Heide, B., Vendemia, M. A., & Vang, M. H. (2018). How people
evaluate online reviews. Communication Research, 45(5), 719-736.
Hussain, A., Mkpojiogu, E. O., Musa, J. A., & Mortada, S. (2017, October). A user experience
evaluation of Amazon Kindle mobile application. In AIP conference proceedings (Vol.
1891, No. 1, p. 020060). AIP Publishing.
Masudin, I., & Saputro, T. E. (2016, February). Evaluation of B2C website based on the usability
factors by using fuzzy AHP & hierarchical fuzzy TOPSIS. In IOP Conference Series:
Materials Science and Engineering (Vol. 114, No. 1, p. 012091). IOP Publishing.
Nawaz, H., Juve, G., Da Silva, R. F., & Deelman, E. (2016, May). Performance analysis of an
i/o-intensive workflow executing on google cloud and amazon web services. In 2016
IEEE International Parallel and Distributed Processing Symposium Workshops
(IPDPSW) (pp. 535-544). IEEE.
Sedoc, J., Ippolito, D., Kirubarajan, A., Thirani, J., Ungar, L., & Callison-Burch, C. (2018,
November). Chateval: A tool for the systematic evaluation of chatbots. In Proceedings of
the Workshop on Intelligent Interactive Systems and Language Generation
(2IS&NLG) (pp. 42-44).

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Tate, M. A. (2018). Web wisdom: How to evaluate and create information quality on the Web.
CRC Press.
Zhuang, W., & Babin, B. J. (2015). The influence of e-service-quality on customer value
perception and satisfaction: the case of third-party web sites. In Marketing Dynamism &
Sustainability: Things Change, Things Stay the Same… (pp. 114-117). Springer, Cham.

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