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30 cheap mobile tips incl the cheapest way to get a new handset nbsp
Mobile providers say that a contract isn't a loan (so they don't usually display an APR) but effectively it is one as you're credit-checked.Even if a network offers you a deal where you can pay the cost of the handset and your tariff off separately you're likely to be paying a premium.Get Our Free Money Tips Email! For all the latest deals, guides and loopholes join the 10m who get it 21 Mar 2017 - The idea being that you could listen to Pat Flynn interview someone for an hour, or have that interview cut down into the best 10-15 minutes, and get similar value in a shorter When you start reading a case study post, and find out the example is in the marketing/SEO niche. pic.twitter.com/ZSrAzOZZAv..
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Don't miss out Buying your phone on a 0% card is a free way to spread the cost (and stash it in the freezer) If you want a snazzy phone but can't afford to buy the handset upfront, you're best off saving up.But if you really can't wait, then instead of paying mobile providers' inflated prices, you might want to consider taking out a credit card with a lengthy 0% credit card spending offer, buying the phone upfront, then stashing the card in a bowl of water in the freezer (so you won't be tempted to use it again) and getting a cheap Sim-only deal.The longest 0% cards currently are Sainsburys for 31mths' 0% followed by Post Office for 30mths at 0%.Remember you must always ensure you meet the minimum repayments and clear it before the 0% term ends or the cards above jump to 18 where to get an numerical analysis powerpoint presentation double spaced ASA 108 pages / 29700 words.
Remember you must always ensure you meet the minimum repayments and clear it before the 0% term ends or the cards above jump to 18.
See a full range of alternatives in our Best 0% Credit Cards guide where to get an numerical analysis powerpoint presentation double spaced ASA 108 pages / 29700 words.See a full range of alternatives in our Best 0% Credit Cards guide.Use our Credit Card Eligibility Calculator or the free Credit Club (a new way to keep track of your credit record) to see which cards you'll most likely be accepted for.Get a 'granny in a glovebox' grab a cheap emergency phone A 'granny in a glovebox phone is great to stash in your car as an emergency second mobile, to give to your kids or if you only need to use a phone very occasionally.One of the cheapest we've found is the Alcatel 20.O2 offers the cheapest ‘traditional’ pay-as-you-go rates where you top up with credit and are then charged for each minute and text as opposed to pay-as-you-go bundles that you have to renew every month.Bundles are generally cheaper but don’t make sense for an emergency or a spare handset.If you're after a phone with web access, one example of a cheap smartphone is the Alcatel Pixi 4 (4) via EE it cost £19.Mapping tool shows mobile signal strength – check before you commit to a contract The major providers all have maps indicating what coverage they offer.But telecoms regulator Ofcom has its own mobile and broadband checker (and smartphone app) which goes beyond what the networks' own tools do.Before committing to a contract, check signal strength in the places you use your phone most, eg, at home and at work.Having no coverage isn't sufficient grounds to return your phone (though normal consumer rights do apply), so it's your responsibility to check.How good is the tool? Ofcom's tool uses the networks' data on coverage, but it says it builds on this with information gathered from its own field tests.
The regulator's also used its own research to determine what threshold of signal it believes is required for a clear call connection – and it's higher than that set by the networks, so in theory you should get a more robust picture of the service you're likely to get.The tool's by no means perfect and you may find you don't agree with the results it shows.If so, Ofcom says it wants to know so it can improve it in the future (on the tool, click the 'your feedback' link below the map).How do I use it? Enter your postcode or town and select a network from the dropdown – choose EE, O2, Three or Vodafone (if you're with any other network, then it's 'piggybacking' on the signal of one of these four – see our provider table for which).You can then check call, 3G and 4G coverage on the map, selecting indoor or outdoor.
What are my rights if I'm unhappy with my mobile coverage? It very much depends.Under the Consumer Contracts Regulations, if you ordered online or over the phone you can cancel your mobile contract up to 14 days after you sign up (30 days if with Vodafone), for any reason.But if you buy in store or a problem arises after that, it can be tricky – see more on what you can do.Ofcom says it expects providers to deal "fairly and sympathetically" with customers who have signal issues because of mobile network problems for example if a provider switches off a mast or there are faults with the network.In these circumstances the customer should be offered compensation or be allowed to leave the contract early without penalty.
However, if the reason for the loss of coverage is unclear or in dispute say if there's bad weather it's less clear cut.In these cases Ofcom says you have "clear rights to seek redress or a resolution" to a complaint.In the first instance complain directly to your network, and if it's not able to help then go through its official complaints procedure.If after eight weeks the response you've got isn't up to scratch (or you haven't had one) you can go through an alternative dispute resolution (ADR) scheme.These are independent schemes which can investigate the complaint if they find in your favour, they can order the mobile phone provider to pay out up to £5,000 in compensation for any loss you may have suffered.
Alternatively, go to free complaints-handling company Resolver, which will help you with your claim.If it doesn't get anywhere with the provider, it'll escalate your complaint on your behalf to the relevant ADR scheme.Get Our Free Money Tips Email! For all the latest deals, guides and loopholes join the 10m who get it.Don't miss out Networks can increase costs by inflation if they warn you first If there's a warning in your T&Cs about mid-contract price hikes in line with inflation, then firms are permitted to do this under the regulator's rules.Of the major networks, EE, O2, Three and now Vodafone do this.
For those firms that do, adjustments are made in line with figures based on the Retail Prices Index – a measure of inflation.Millions of EE, O2, Three and Vodafone customers will see the price of their contracts increase by around 4% between March and May see the Pay-monthly customers hit with mid-contract price rises MSE News story for the details.You're protected against other types of mid-contract price increases though – see below for more info.Lock your Sim AND your handset – or risk losing £1,000s if it's nicked Most instinctively lock their smartphones these days.Yet even if your handset is locked, if someone steals it there's nothing to stop them using your Sim in another phone.
If your phone is stolen make sure to ring your network to deactivate the Sim.Some have had £1,000s racked up on their bills after their (locked) phones were stolen.To prevent this, you can lock your Sim with a four-digit PIN, so whenever it's put into a new handset (or in some cases, such as with iPhones, when the phone it's in is restarted) service won't be available until it's unlocked.Lock your Sim You can find instructions online for locking your Sim on an iPhone, Android phone (may vary by handset) or Windows Phone.Your Sim may already have a default PIN (even if it's not activated) which you'll need to enter to change it – contact your network for this.
Note: if you incorrectly enter your PIN three times you may need a Personal Unblocking Key (PUK) code to enable your Sim again.You should be able to get this from your network.Lock your handset As we said, most do this already.If not though it's vital you do – you don't want those with light fingers getting access to your personal data and other sensitive info.
See screen-locking instructions for iPhones, Android (again, this may vary by handset) and Windows Phone.
report it to the police and let your network know as soon as possible.This is important to prevent unauthorised use of your service, and may also be critical for insurance claims.Make sure you've the right size Sim Sim cards come in three sizes – standard, micro and nano – and which one you'll need depends on your handset.All iPhone models from the iPhone 5 onwards use a nano Sim, as do many Android phones less than 2-3 years old, such as the Samsung Galaxy S6 onwards.
Many other Android phones, including the Samsung S5, Note 4 and Windows phones, take micro Sims, which are slightly larger than nano Sims.The iPhone 4 and 4S also take micro Sims.Standard-size Sims haven't been used in smartphones for the past few years and not many take them anymore.If you're upgrading to a newer handset, most networks can very easily swap your Sim card for the right one if you ask.Get Our Free Money Tips Email! For all the latest deals, guides and loopholes join the 9m who get it.
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Don't miss out Consider the contract length don't end up in a two-year 'relationship' you can't afford If you sign up for a contract you're essentially committing to a phone company (and often a handset too) for the length of the contract.This means you must think carefully about your budget and if you can afford the ongoing monthly payments.The amount of time varies between deals a few last 12 months, but most high-end smartphone contracts now span 24 months While buying a new handset outright is usually cheapest with top-end smartphones, with older phones it can more often be the case that traditional contracts win. There are two types of Sim-only deals – 30-day rolling contracts which you are free to leave with a months' notice, or fixed term contracts, usually locking you in .The amount of time varies between deals a few last 12 months, but most high-end smartphone contracts now span 24 months.
Before you sign up to a contract make sure you're happy to be locked in for the minimum term.If you want to leave early then it's likely you'll have to pay termination fees which cover the cost of the contract.
Some providers have started to offer tariffs which make it easier for customers to upgrade early Best website to buy an finance case study APA Standard US Letter Size double spaced.Some providers have started to offer tariffs which make it easier for customers to upgrade early.) Don't ditch your digits! Get a PAC to keep your number when you switch Transferring or 'porting' your old mobile number is easy when you switch phone provider innovaciondigital.com/powerpoint-presentation/help-me-write-my-management-powerpoint-presentation-platinum-apa-14-pages-3850-words.) Don't ditch your digits! Get a PAC to keep your number when you switch Transferring or 'porting' your old mobile number is easy when you switch phone provider.All you need to do is get your PAC (porting authorisation code) from your existing provider, then give it to your new one.Most networks will ask you to request a switch of number before you start using your new phone, but some will still do it after the new contract is set up.
Trick for existing EE and Vodafone customers to keep their number If you take out a deal on your existing network that's intended for new customers and isn't specifically an upgrade (EE and Vodafone tend to run deals like this) you won't be able to keep your old number as you can't technically port it within the same network.When you terminate the old contract you'll lose it.The only way to get a new customer deal and keep your number would be to get yourself a free pay-as-you-go Sim from a different network, port your existing number across to it, then port the number again to the new contract once it's been set up.It sounds complicated but in reality wouldn't take more than week to get it moved back and forth.
Alternatively, if you're out of contract you could always just call up your network and say you want to move to the new customer deal – if they say no, just threaten to leave (and do the trick above if they still won't budge).Recycle your old handset and earn £100s If you're getting a new handset, recycle the old one and you could earn £100s, depending on the make, model and condition of the phone.There are a raft of companies willing to recycle your phone for cash, yet be warned the differences in what they'll offer are huge.For help, see our Sell Old Mobiles guide.You can get up to £400 for some handsets – of course others are virtually worthless, but it's worth a quick try.
At the time of writing, for example, a 32GB iPhone 7 could fetch up to £309.Once you agree to sell, most companies send you a freepost bag for your phone.You post it, then they give you the cash.These sites are all about instant prices though.If you're prepared to put in a little more effort and flog your handset on eBay, you can often beat their prices.
See our full eBay Selling Tricks guide for more info.'Piggybacking' means you do have a choice of mobile provider even if you can only get signal with one network If you live somewhere with rubbish phone signal and only get coverage on one or two networks, fear not.You may assume your choice of provider is limited but switching to a 'piggyback' deal can allow you to cut bills without your signal dropping.There are only four UK networks EE, Vodafone, Three and O2.All the others piggyback on and buy space from one of these four.
For example, Tesco and Giffgaff are on O2, Asda is on EE and TalkMobile is on Vodafone.You're still using the same network as the larger company so the reliability's the same, but it's normally cheaper or you get more for your money.There are lots of piggybackers to choose from see our full mobile piggybacking guide & list to see which you can move to, paying less with the same signal.Get Our Free Money Tips Email! For all the latest deals, guides and loopholes join the 10m who get it.Don't miss out Know how to unlock your phone so you have maximum choice of provider Unlocking your phone means you can use any network's Sim, which gives you the freedom to switch providers and hopefully cut your mobile phone bill.
Some handsets are unlocked when you buy them usually if you purchase them directly from the manufacturer (as with iPhones, for example).But if you got your handset from a network it will often be 'locked' to that specific provider.Networks can no longer charge you for unlocking your phone if you're out of your contract's minimum term - but if you're still in it, or on pay-as-you-go, they may.There are other ways you may be able to unlock your phone for free too - see our Mobile Unlocking guide for full details.
Decide whether you need mobile phone insurance and if you do, get it from as little as £70/year The best mobile phones don't just make calls.
They're our diaries, contact books, cameras, games consoles and more so lose it, break it or have it nicked and there can be tears.Insurers play on this fear with hefty prices and unnecessary cover.Yet you can get cheap smartphone and iPhone insurance from £70/year.But do you really need insurance? Deciding whether to get a policy comes down to the fact that you know yourself better than insurers will.How likely are you to lose or damage your phone? If your mobile's been permanently attached to your hand and you haven't broken or lost it in the last 10 years, the chances you'll lose or break it in the future are slim.
If you have smashed or misplaced a phone in the past, however, it might be worth considering.It's important to know yourself, then you can play the odds.Are you worried about mobile phone theft? Theft of mobile phones is falling, according to a Home Office report but these numbers are often questioned because it's believed a high proportion of mobile theft is never reported.If you live in a crime hotspot then insuring your phone for theft might be a good idea.If you decide that insurance is for you, don't just get what is offered by your network provider, think about a specialist insurer, self-insuring and/or covering your phone on your home insurance or a package bank account.
Full info and best buys in Mobile Phone Insurance.Beware of exceeding your data allowance it could add £60/yr to your bill If you use up your data allowance before the end of each month it could end up costing you.The majority of networks will ask you to pay an extra chunk of cash if you want to extend your allowance.This could add £60 (or more) to your annual mobile bill.There are a number of ways to avoid this: Use Wi-Fi whenever possible - but not for emails, online banking or anything that could make your personal information vulnerable to hackers when using public Wi-Fi see below for how to do this.
If you really need more then speak to your network about upping your allowance this may cost but it'll be cheaper than exceeding your limit and you can try to haggle.Make sure any apps you use aren't eating up your allowance.Be sure you understand what 'unlimited' includes Many mobile contract and Sim-only deals offer 'unlimited' minutes, texts or data, but it's important to understand what that actually covers.Unlimited minutes are to UK landlines and mobiles, and unlimited texts to UK mobiles other calls/texts and roaming outside the UK may cost more.Always make sure you know exactly what's covered and what you'll have to pay extra for.
Similarly some networks place 'fair usage' caps on their 'unlimited' tariffs, (confusingly) limiting the allowance you actually get.Where a provider does this on a plan we write about we'll say so, but it's worth checking yourself before signing up.Use free Wi-Fi spots to save on data costs If you've a smartphone, you may find you can keep costs down by taking a smaller data plan and using free Wi-Fi while you're out and about.However be careful not to use public wi-fi for online banking, accessing email or anything that could make your personal information vulnerable to hackers.For more tips on staying safe online, visit Action Fraud.
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There are Wi-Fi hotspots dotted all over the UK (and abroad), many of which are free.McDonald's, Starbucks and Wetherspoons and Walkabout pubs all offer free wireless internet.Find out more about free Wi-Fi hotspots and how to save on mobile data costs in the Free Wi-Fi and Mobile Broadband guides How to write a 3 000 word essay in a day Save the Student.Find out more about free Wi-Fi hotspots and how to save on mobile data costs in the Free Wi-Fi and Mobile Broadband guides.
Avoid roaming charges don't get hit with a huge holiday bill Head abroad and your mobile provider may hike prices massively, and even charge for receiving calls as well.Yet you can substantially cut the cost by using networks' hidden deals or by getting a specialist Sim card to use overseas 4 Jun 2013 - After a month or so of development, my site was finally ready and I wanted to start thinking about how to get some traffic going on the website. How to Build Links to Your Blog - A Case Study I think one of these linkbuilding outreach case studies should be published every day on Moz, good or bad. 2 0..
Yet you can substantially cut the cost by using networks' hidden deals or by getting a specialist Sim card to use overseas.
Get more info on the cost of using your phone abroad and the various specialist Sims available in the Cheap Mobile and Data Roaming guide 4 Jun 2013 - After a month or so of development, my site was finally ready and I wanted to start thinking about how to get some traffic going on the website. How to Build Links to Your Blog - A Case Study I think one of these linkbuilding outreach case studies should be published every day on Moz, good or bad. 2 0..Get more info on the cost of using your phone abroad and the various specialist Sims available in the Cheap Mobile and Data Roaming guide.Cut the cost of calling abroad or do it for free Calling someone overseas from your mobile often costs big bucks, yet it doesn't have to be that way.Making free internet phone calls (VoIP) sounds complicated, but it's very easy, especially if you have a smartphone.Our Free Web Calls guide has details on apps that let you call for nowt, how to make free calls via the internet and the best way to call friends who don't use VoIP.Alternatively, if you want to call a foreign mobile or landline number, it's possible to do this for next to nothing – see the Cheap International Calls guide.
If your phone is faulty, then it's the responsibility of the retailer to fix it All the usual consumer rights apply when you buy a mobile phone.The phone must be of satisfactory quality and fit for purpose.(See the Consumer Rights guide for more info.) Remember here, the responsibility lies with the retailer, not the manufacturer.So if you discover a problem after buying a new phone, it's the retailer who must sort the problem for you.
If the fault is minor, it's reasonable to accept a repair.If not, you're entitled to a refund, although the retailer can deduct an amount for the use you've already had.If you think you've been mis-sold your mobile contract then you have rights If you think you've been mis-sold, either by the mobile phone company or by a company selling on its behalf, you need to know your rights.Your first action should be to inform the provider and follow its complaints procedure.Or, use free complaints firm Resolver, which will help you with your claim.
After that, if you are still unhappy and feel the issue has not been resolved, Resolver will appeal on your behalf to one of two Alternative Dispute Resolution schemes Ombudsman Services: Communications and CISAS which act as middlemen between mobile phone providers and users.Get Our Free Money Tips Email! For all the latest deals, guides and loopholes join the 10m who get it.Don't miss out You have rights if your mobile phone provider hikes prices mid-contract If you're locked into a phone contract and your provider decides to hike prices, then you may be able to get out of the deal without paying a penalty.Over the past few years mobile phone firms have started introducing annual price hikes, usually in line with inflation (see above), which affect customers who are mid-contract.
This used to mean the price of your contract would rise and there was nothing you could do about it.
However, in January 2014 Ofcom changed the rules around mid-contract price rises.It confirmed that anyone with a landline, broadband or mobile contract should be allowed to leave if their provider introduces unilateral mid-contract price rises.Ofcom said price increases to a recurring monthly subscription are "materially detrimental" to users.Providers now need to give at least 30 days' notice of any such rises and allow users to leave the contract without penalty if they don't (see the Millions of mobile customers hit with price hikes MSE news story for more info).If you've switched providers recently, check whether you're owed cash If you've switched mobile provider within the last six years and still had money remaining in your account when you left then it's possible to claim it back.
Many providers don't automatically refund credit when you leave, so it's worth checking.See our Reclaim Phone Credit guide for full details.How to complain about your network The mobile industry doesn't have the best customer service reputation and while a provider may be good for some, it can be hell for others.Common problems include limited network coverage, slow data speeds, unexpected charges and more.It's always worth trying to call your provider first, but if not thenFree tool if you're having a problem This tool helps you draft your complaint and manage it too.
It's totally free, and offered by a firm called Resolver which we like so much we work with it to help people get complaints justice.If the complaint isn't resolved, Resolver will escalate it to the free Ombudsman Services (or CISAS if you're complaining about Virgin Mobile).Important: if your issue is about a voucher or incentive that was part of an MSE Blagged deal, then instead let us know by emailing [email protected] as that's usually quicker.Amazon's business strategy, revenue model and culture of metrics: a history I've used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups and small businesses to large international businesses, we can all learn from their focus on the customer, testing market opportunities made available by digital technology and their focus on testing and analysis to improve results.
I aim to keep this case study up-to-date for readers of the books and Smart Insights readers who may be interested.In it we look at Amazon's background, revenue model and sources for the latest business results.We can also learn from their approach to digital marketing since they use digital marketing efficiently across all customer communications touchpoints in our RACE marketing planning framework: Reach: Amazon's initial business growth based on detailed approach to SEO and AdWords targeting millions of keywords.Act: Creating a clear simple experiences through testing and learning.Convert: Using personalisation to make relevant recommendations and a clear checkout process that many now imitate.
Engage: Their focus on customer experience, "Customer Obsession" as they call itis shown by the way they consistently outperform other retailers in their ACSI customer satisfaction rating too. We have our own internal experimentation platform called “Weblab” that we use to evaluate improvements.A short history of Amazon's growth and business model evolution So how did Amazon grow to where it is today with turover of $135 billion? Amazon has come a long way since it launched in 1995: From: to its current Seattle headquarters: Amazon performs exceptionally efficiently measured against revenue per visitor, which is one of the key measures for any commercial website, whether it's a media site, search engine, social network or a transactional retailer or offers travel or financial services.Of course profit per user would be quite different due to the significantly lower costs of other .Note: SEC is the Securities and Exchange Commission (SEC) which is a government agency for which companies have to submit an open evaluation of their business models and marketplace conditions.mission and vision Earth’s biggest selection and to be Earth’s most customer-centric company.Today, with business users of its Amazon Web Service representing a new type of customer, Amazon says: this goal continues today, but Amazon’s customers are worldwide now and have grown to include millions of Con-sumers, Sellers, Content Creators, Developers, and Enterprises.Each of these groups has different needs, and we always work to meet those needs, by innovating new solutions to make things easier, faster, better, and more cost-effective.20 years later, Amazon are still customer-centric, in fact, in the latest Amazon Annual report, Jeff Bezos of Amazon explains what he calls True Customer Obsession : There are many ways to center a business.
You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more.But in my view, obsessive customer fo-cus is by far the most important.Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.Amazon business and revenue model I recommend anyone studying Amazon checks the latest Amazon revenue and business strategies from their SEC filings / Investor relations.The annual filings to give a great summary of eBay business and revenue models.
A good summary of the latest business model initiatives is always available in the latest Amazon annual report summary. The latest report includes a great vision for Digital Agility (reprinted from 1997 in their latest annual report) showing testing of business models that many businesses don't yet have.Amazon explain: "We will continue to measure our programs and the effectiveness of our investments analytically, to jettison those that do not provide acceptable returns, and to step up our investment in those that work best.We will continue to learn from both our successes and our failures".
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They go on to explain that business models are tested from a long-term perspective, showing the mindset of CEO Jeff Bezos: We will continue to make investment decisions in light of long-term market leadership considerations rather than short-term profitability considerations or short-term Wall Street reactions.
The latest example of innovation in their business model is the launch of Amazon Go, a new kind of store with no checkout required.Boasting a "Just Walk Out Shopping experience",the Amazon Go app users enter the store, take the products they want, and go with no lines and no checkout 17 Apr 2018 - You may not have the need to customize, however, since the theme ships pre-loaded with layouts for sales pages, FAQs, case studies and more. Integrated product page layouts and eCommerce modules let you get your shop up and running in a flash. Smooth, simple transitions give the theme finesse .Boasting a "Just Walk Out Shopping experience",the Amazon Go app users enter the store, take the products they want, and go with no lines and no checkout.
More recently,there have been a range of business model innovations focussed on hardware and new services: Kindle e-readers, Fire Tablet, smartphone and TV, Echo (using the Alexa Artificial Intelligence voice-assistant), grocery delivery, Amazon Fashion and expansion to the business-oriented Amazon Web Services (AWS).Amazon Prime, an annual membership program that includes unlimited free shipping and then involved diversification to a media service with access to unlimited instant streaming of thousands of movies and TV episodes 14 Dec 2017 - Victoria showed me the report she had created: around six pages of single-spaced, dense text. Yikes! Will your director use the report to make a decision about financing a project? Take my online self-study course, Business Writing Tune-Up. It includes getting my expert feedback on your writing..Amazon Prime, an annual membership program that includes unlimited free shipping and then involved diversification to a media service with access to unlimited instant streaming of thousands of movies and TV episodes.AWS is less well-known outside of tech people, but Amazon is still pursuing this cloud service aggressively 14 Dec 2017 - Victoria showed me the report she had created: around six pages of single-spaced, dense text. Yikes! Will your director use the report to make a decision about financing a project? Take my online self-study course, Business Writing Tune-Up. It includes getting my expert feedback on your writing..
AWS is less well-known outside of tech people, but Amazon is still pursuing this cloud service aggressively.
In 2011, they introduced 82 new features and services, in 2012, 159and in 2013:now have 10 AWS regions around the world, including the East Coast of the U., two on the West Coast, Europe, Singapore, Tokyo, Sydney, Brazil, China, and a government-only region called GovCloud.Amazon strategy In their 2008 SEC filing, Amazon describe the vision of their business as to: “Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise.
” The vision is still to Consider how these core marketing messages summarising the Amazon online value proposition are communicated both on-site and through offline communications.
Of course, achieving customer loyalty and repeat purchases has been key to Amazon’s success.Many dot-coms failed because they succeeded in achieving awareness, but not loyalty.In their SEC filing they stress how they seek to achieve this.They say: " We work to earn repeat purchases by providing easy-to-use functionality, fast and reliable fulfillment, timely customer service, feature-rich content, and a trusted transaction environment.
Key features of our websites include editorial and customer reviews; manufacturer product information; Web pages tailored to individual preferences, such as recommendations and notifications; 1-Click® technology; secure payment systems; image uploads; searching on our websites as well as the Internet; browsing; and the ability to view selected interior pages and citations, and search the entire contents of many of the books we offer with our “Look Inside the Book” and “Search Inside the Book” features.Our community of online customers also creates feature-rich content, including product reviews, online recommendation lists, wish lists, buying guides, and wedding and baby registries." In practice, as is the practice for many online retailers, the lowest prices are for the most popular products, with less popular products commanding higher prices and a greater margin for Amazon.Free shipping offers are used to encourage increase in basket size since customers have to spend over a certain amount to receive free shipping.The level at which free-shipping is set is critical to profitability and Amazon has changed it as competition has changed and for promotional reasons.
Amazon communicate the fulfillment promise in several ways including presentation of latest inventory availability information, delivery date estimates, and options for expedited delivery, as well as delivery shipment notifications and update facilities.This focus on customer has translated to excellence in service with the 2004 American Customer Satisfaction Index giving a score of 88 which was at the time, the highest customer satisfaction score ever recorded in any service industry, online or offline.Round (2004) notes that Amazon focuses on customer satisfaction metrics.Each site is closely monitored with standard service availability monitoring (for example, using Keynote or Mercury Interactive) site availability and download speed.Interestingly it also monitors per minute site revenue upper/lower bounds – Round describes an alarm system rather like a power plant where if revenue on a site falls below $10,000 per minute, alarms go off! There are also internal performance service-level-agreements for web services where T% of the time, different pages must return in X seconds.
The importance of technology and an increased focus on Artificial Intelligence and Machine Learning According to founder and CEO, Jeff Bezos, technology is very important to supporting this focus on the customer.In their 2010 Annual Report (Amazon, 2011) he said: “Look inside a current textbook on software architecture, and you’ll find few patterns that we don’t apply at Amazon.We use high-performance transactions systems, complex rendering and object caching, workflow and queuing systems, business intelligence and data analytics, machine learning and pattern recognition, neural networks and probabilistic decision making, and a wide variety of other techniques.And while many of our systems are based on the latest in computer science research, this often hasn’t been sufficient: our architects and engineers have had to advance research in directions that no academic had yet taken.Many of the problems we face have no textbook solutions, and so we — happily — invent new approaches”… All the effort we put into technology might not matter that much if we kept technology off to the side in some sort of R&D department, but we don’t take that approach.
Technology infuses all of our teams, all of our processes, our decision-making, and our approach to innovation in each of our businesses.It is deeply integrated into everything we do”.The quote shows how applying new technologies is used to give Amazon a competitive edge.A good recent example of this is providing the infrastructure to deliver the Kindle “Whispersync” update to ebook readers.Amazon reported in 2011 that is now selling more Kindle books than paperback books.
For every 100 paperback books Amazon has sold, the Company sold 115 Kindle books.Kindle apps are now available on Apple iOS, Android devices and on PCs as part of a “ Buy Once, Read Anywhere” proposition which Amazon has developed.Some of the more recent applications of AI at Amazon are highly visible, for example, the Amazon Echo assistant and technology in the Amazon Go convenience store that uses machine vision to eliminate checkout lines.In their 2017 report, they describe the increased use of machine learning and AI ‘behind the scenes’ at Amazon:"much of what we do with machine learning happens beneath the surface.Machine learning drives our algorithms for demand forecasting, product search ranking, product and deals recommendations, merchandising placements, fraud detection, translations, and much more.
Though less visible, much of the impact of machine learning will be of this type – quietly but meaningfully improving core operations".Amazon Customers Amazon defines what it refers to as three consumer sets customers, seller customers and developer customers.There are over 76 million customer accounts, but just 1.3 million active seller customers in it’s marketplaces and Amazon is seeking to increase this.Amazon is unusual for a retailer in that it identifies “developer customers” who use its Amazon Web Services, which provides access to technology infrastructure such as hosting that developers can use to develop their own web services.
Members are also encouraged to join a loyalty programme, Amazon Prime, a fee-based membership program in which members receive free or discounted express shipping, in the United States, the United Kingdom, Germany and Japan.Competition In its 2017 SEC filing Amazon describes the environment for our products and services as ‘intensely competitive’.It views its main current and potential competitors as: 1) online, offline, and multichannel retailers, publishers, vendors, distributors, manufacturers, and producers of the products we offer and sell to consumers and businesses; (2) publishers, producers, and distributors of physical, digital, and interactive media of all types and all distribution channels; (3) web search engines, comparison shopping websites, social networks, web portals, and other online and app-based means of discovering, using, or acquiring goods and services, either directly or in collaboration with other retailers; (4) companies that provide e-commerce services, including website development, advertising, fulfillment, customer service, and payment processing; (5) companies that provide fulfillment and logistics services for themselves or for third parties, whether online or offline; (6) companies that provide information technology services or products, including on- premises or cloud-based infrastructure and other services; and (7) companies that design, manufacture, market, or sell consumer electronics, telecommunication, and electronic devices.It believes the main competitive factors in its market segments include "selection, price, availability, convenience, information, discovery, brand recognition, personalized services, accessibility, customer service, reliability, speed of fulfillment, ease of use, and ability to adapt to changing conditions, as well as our customers’ overall experience and trust in transactions with us and facilitated by us on behalf of third-party sellers".For services offered to business and individual sellers, additional competitive factors include the quality of our services and tools, their ability to generate sales for third parties we serve, and the speed of performance for our services.
From Auctions to marketplaces Amazon auctions (known as zShops) were launched in March 1999, in large part as a response to the success of eBay.They were promoted heavily from the home page, category pages and individual product pages.Despite this, a year after its launch it had only achieved a 3.2% share of the online auction compared to 58% for eBay and it only declined from this point.Today, competitive prices of products are available through third-party sellers in the ‘Amazon Marketplace’ which are integrated within the standard product listings.
The strategy to offer such an auction facility was initially driven by the need to compete with eBay, but now the strategy has been adjusted such that Amazon describe it as part of the approach of low-pricing.Although it might be thought that Amazon would lose out on enabling its merchants to sell products at lower prices, in fact Amazon makes greater margin on these sales since merchants are charged a commission on each sale and it is the merchant who bears the cost of storing inventory and fulfilling the product to customers.As with eBay, Amazon is just facilitating the exchange of bits and bytes between buyers and sellers without the need to distribute physical products.Amazon Media sales You may have noticed that unlike some retailers, Amazon displays relevant Google text ads and banner ads from brands.
This seems in conflict with the strategy of focus on experience since it leads to a more cluttered store.
However in 2011 Amazon revealed that worldwide media sales accounted for approximately 17% of revenue! Amazon marketing Amazon does not reveal much about its marketing approach in its annual reports, but there seems to be a focus on online marketing channels.Amazon (2011) states “we direct customers to our websites primarily through a number of targeted online marketing channels, such as our Associates program, sponsored search, portal advertising, email marketing campaigns, and other initiatives”.These other initiatives may include outdoor and TV advertising, but they are not mentioned specifically.In this statement they also highlight the importance of customer loyalty tools.
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They say: “while costs associated with free shipping are not included in marketing expense, we view free shipping offers and Amazon Prime as effective worldwide marketing tools, and intend to continue offering them indefinitely”.
How ‘The Culture of Metrics’ started A common theme in Amazon’s development is the drive to use a measured approach to all aspects of the business, beyond the finance.Marcus (2004) describes an occasion at a corporate ‘boot-camp’ in January 1997 when Amazon CEO Jeff Bezos ‘saw the light’ 55 Best Business WordPress Themes 2018 aThemes.Marcus (2004) describes an occasion at a corporate ‘boot-camp’ in January 1997 when Amazon CEO Jeff Bezos ‘saw the light’.
‘At Amazon, we will have a Culture of Metrics’, he said while addressing his senior staff.He went on to explain how web-based business gave Amazon an ‘amazing window into human behaviour’ 30 Aug 2017 - Aug 30, 2017; 9 minute read; 7 comments With so many different things pulling at your attention, it's easy to get caught up in the minutia at the expense of the big picture. A SWOT analysis lists the good and bad things about your ecommerce business, both from an internal and external viewpoint..He went on to explain how web-based business gave Amazon an ‘amazing window into human behaviour’.Marcus says: ‘Gone were the fuzzy approximations of focus groups, the anecdotal fudging and smoke blowing from the marketing department 30 Aug 2017 - Aug 30, 2017; 9 minute read; 7 comments With so many different things pulling at your attention, it's easy to get caught up in the minutia at the expense of the big picture. A SWOT analysis lists the good and bad things about your ecommerce business, both from an internal and external viewpoint..
Marcus says: ‘Gone were the fuzzy approximations of focus groups, the anecdotal fudging and smoke blowing from the marketing department.
A company like Amazon could (and did) record every move a visitor made, every last click and twitch of the mouse.As the data piled up into virtual heaps, hummocks and mountain ranges, you could draw all sorts of conclusions about their chimerical nature, the consumer.In this sense, Amazon was not merely a store, but an immense repository of facts.All we needed were the right equations to plug into them’.James Marcus then goes on to give a fascinating insight into a breakout group discussion of how Amazon could better use measures to improve its performance.
Marcus was in the Bezos group, brainstorming customer-centric metrics.Marcus (2004) summarises the dialogue, led by Bezos: "First, we figure out which things we’d like to measure on the site", he said."For example, let’s say we want a metric for customer enjoyment.How could we calculate that?" "There was silence.Then somebody ventured: "How much time each customer spends on the site?" "Not specific enough", Jeff said.
"How about the average number of minutes each customer spends on the site per session" someone else suggested."If that goes up, they’re having a blast"."But how do we factor in purchase?" I Marcus said feeling proud of myself."Is that a measure of enjoyment"? "I think we need to consider frequency of visits, too", said a dark-haired woman I didn’t recognise.“Lot of folks are still accessing the web with those creepy-crawly modems.
Four short visits from them might be just as good as one visit from a guy with a T-1."And anyway, enjoyment is just the start.In the end, we should be measuring customer ecstasy" It is interesting that Amazon was having this debate in about the elements of RFM analysis (described in Chapter 6 of Internet Marketing), 1997, after already having achieved $16 million of revenue in the previous year.
Of course, this is a miniscule amount compared with today’s billions of dollar turnover.The important point was that this was the start of a focus on metrics which can be seen through the description of Matt Pounds work later in this case study.Experiments and more experiments! Amazon have created their own internal experimentation platform called a “Weblab” that they use to evaluate improvements to our websites and products.In 2013, they ran 1,976 Weblabs worldwide, up from 1,092 in 2012, and 546 in 2011.Now many companies use AB testing, but this shows the scale of testing at Amazon.
One example of how these are applied is a new feature called “Ask an owner”. From a product page, customers can ask any question related to the product, Amazon then route these questions to owners of the product who answer.From human to software-based recommendations Amazon has developed internal tools to support this ‘Culture of Metrics’.Marcus (2004) describes how the ‘Creator Metrics’ tool shows content creators how well their product listings and product copy are working.For each content editor such as Marcus, it retrieves all recently posted documents including articles, interviews, booklists and features.
For each one it then gives a conversion rate to sale plus the number of page views, adds (added to basket) and repels (content requested, but the back button then used).In time, the work of editorial reviewers such as Marcus was marginalised since Amazon found that the majority of visitors used the search tools rather than read editorial and they responded to the personalised recommendations as the matching technology improved (Marcus likens early recommendations techniques to ‘going shopping with the village idiot’).Experimentation and testing at Amazon The ‘Culture of Metrics’ also led to a test-driven approach to improving results at Amazon.Matt Round, speaking at E-metrics 2004 when he was director of personalisation at Amazon describes the philosophy as ‘Data Trumps Intuitions’.He explained how Amazon used to have a lot of arguments about which content and promotion should go on the all important home page or category pages.
He described how every category VP wanted top-center and how the Friday meetings about placements for next week were getting ‘too long, too loud, and lacked performance data’.But today ‘automation replaces intuitions’ and real-time experimentation tests are always run to answer these questions since actual consumer behaviour is the best way to decide upon tactics.Marcus (2004) also notes that Amazon has a culture of experiments of which A/B tests are key components.Examples where A/B tests are used include new home page design, moving features around the page, different algorithms for recommendations, changing search relevance rankings.
These involve testing a new treatment against a previous control for a limited time of a few days or a week.
The system will randomly show one or more treatments to visitors and measure a range of parameters such as units sold and revenue by category (and total), session time, session length, etc.The new features will usually be launched if the desired metrics are statistically significantly better.Statistical tests are a challenge though as distributions are not normal (they have a large mass at zero for example of no purchase) There are other challenges since multiple A/B tests are running every day and A/B tests may overlap and so conflict.There are also longer-term effects where some features are ‘cool’ for the first two weeks and the opposite effect where changing navigation may degrade performance temporarily.Amazon also finds that as its users evolve in their online experience the way they act online has changed.
This means that Amazon has to constantly test and evolve its features.Technology It follows that the Amazon technology infrastructure must readily support this culture of experimentation and this can be difficult to achieved with standardised content management.Amazon has achieved its competitive advantage through developing its technology internally and with a significant investment in this which may not be available to other organisations without the right focus on the online channels.As Amazon explains in SEC (2005) ‘using primarily our own proprietary technologies, as well as technology licensed from third parties, we have implemented numerous features and functionality that simplify and improve the customer shopping experience, enable third parties to sell on our platform, and facilitate our fulfillment and customer service operations.Our current strategy is to focus our development efforts on continuous innovation by creating and enhancing the specialized, proprietary software that is unique to our business, and to license or acquire commercially-developed technology for other applications where available and appropriate.
We continually invest in several areas of technology, including our seller platform; , our wholly-owned subsidiary focused on search technology on and other Amazon sites; web services; and digital initiatives.’ Round (2004) describes the technology approach as ‘distributed development and deployment’.Pages such as the home page have a number of content ‘pods’ or ‘slots’ which call web services for features.This makes it relatively easy to change the content in these pods and even change the location of the pods on-screen.Amazon uses a flowable or fluid page design unlike many sites which enables it to make the most of real-estate on-screen.
Technology also supports more standard e-retail facilities.SEC (2005) states: ‘We use a set of applications for accepting and validating customer orders, placing and tracking orders with suppliers, managing and assigning inventory to customer orders, and ensuring proper shipment of products to customers.Our transaction-processing systems handle millions of items, a number of different status inquiries, multiple shipping addresses, gift-wrapping requests, and multiple shipment methods.These systems allow the customer to choose whether to receive single or several shipments based on availability and to track the progress of each order.
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These applications also manage the process of accepting, authorizing, and charging customer credit cards.
’ Data Driven Automation Round (2004) said that ‘Data is king at Amazon’.He gave many examples of data driven automation including customer channel preferences; managing the way content is displayed to different user types such as new releases and top-sellers, merchandising and recommendation (showing related products and promotions) and also advertising through paid search (automatic ad generation and bidding) How I Built a Profitable nbsp Startup nbsp in 28 Days With a 100 Budget Gaps.He gave many examples of data driven automation including customer channel preferences; managing the way content is displayed to different user types such as new releases and top-sellers, merchandising and recommendation (showing related products and promotions) and also advertising through paid search (automatic ad generation and bidding).
The automated search advertising and bidding system for paid search has had a big impact at Amazon.Sponsored links initially done by humans, but this was unsustainable due to range of products at Amazon.The automated programme generates keywords, writes ad creative, determines best landing page, manages bids, measure conversion rates, profit per converted visitor and updates bids.
Again the problem of volume is there, Matt Round described how the book ‘How to Make Love Like a Porn Star’ by Jenna Jameson received tens of thousands of clicks from pornography-related searches, but few actually purchased the book.So the update cycle must be quick to avoid large losses.There is also an automated email measurement and optimization system.The campaign calendar used to be manually managed with relatively weak measurement and it was costly to schedule and use.A new system: Automatically optimizes content to improve customer experience Avoids sending an e-mail campaign that has low clickthrough or high unsubscribe rate Includes inbox management (avoid sending multiple emails/week) Has growing library of automated email programs covering new releases and recommendations But there are challenges if promotions are too successful if inventory isn’t available.
Your Recommendations Customers Who Bought X…, also bought Y is Amazon’s signature feature.Round (2004) describes how Amazon relies on acquiring and then crunching a massive amount of data.Every purchase, every page viewed and every search is recorded.So there are now to new version, customers who shopped for X also shopped for… and Customers who searched for X also bought… They also have a system codenamed ‘Goldbox’ which is a cross-sell and awareness raising tool.Items are discounted to encourage purchases in new categories! He also describes the challenge of techniques for sifting patterns from noise (sensitivity filtering) and clothing and toy catalogues change frequently so recommendations become out of date.
The main challenges though are the massive data size arising from millions of customers, millions of items and recommendations made in real time.Amazon Partnership strategy As Amazon grew, its share price growth enabled partnership or acquisition with a range of companies in different sectors.Marcus (2004) describes how Amazon partnered with (pharmacy), (furniture), (pet supplies), (wines), (groceries), (auctions) and (urban home delivery).In most cases, Amazon purchased an equity stake in these partners, so that it would share in their prosperity.It also charged them fees for placements on the Amazon site to promote and drive traffic to their sites.
Similarly, Amazon charged publishers for prime-position to promote books on its site which caused an initial hue-and-cry, but this abated when it was realised that paying for prominent placements was widespread in traditional booksellers and supermarkets.Many of these new online companies failed in 1999 and 2000, but Amazon had covered the potential for growth and was not pulled down by these partners, even though for some such as it had an investment of 50%.Analysts sometimes refer to ‘Amazoning a sector’ meaning that one company becomes dominant in an online sector such as book retail such that it becomes very difficult for others to achieve market share.In addition to developing, communicating and delivering a very strong proposition, Amazon has been able to consolidate its strength in different sectors through its partnership arrangements and through using technology to facilitate product promotion and distribution via these partnerships.The Amazon retail platform enables other retailers to sell products online using the Amazon user interface and infrastructure through their ‘Syndicated Stores’ programme.
For example, in the UK, Waterstones ( ) is one of the largest traditional bookstores.It found competition with online so expensive and challenging, that eventually it entered a partnership arrangement where Amazon markets and distributes its books online in return for a commission online.Similarly, in the US, Borders a large book retailer uses the Amazon merchant platform for distributing its products.Toy retailer Toys R’ Us have a similar arrangement.
Such partnerships help Amazon extends its reach into the customer-base of other suppliers, and of course, customers who buy in one category such as books can be encouraged to purchase into other areas such as clothing or electronics.
Another form of partnership referred to above is the Amazon Marketplace which enables Amazon customers and other retailers to sell their new and used books and other goods alongside the regular retail listings.A similar partnership approach is the Amazon ‘ email protected ’ program which enables third party merchants (typically larger than those who sell via the Amazon Marketplace) to sell their products via Amazon.Amazon earn fees either through fixed fees or sales commissions per-unit.This arrangement can help customers who get a wider choice of products from a range of suppliers with the convenience of purchasing them through a single checkout process.Finally, Amazon has also facilitated formation of partnerships with smaller companies through its affiliates programme.
Internet legend records that Jeff Bezos, the creator of Amazon was chatting to someone at a cocktail party who wanted to sell books about divorce via her web site.Subsequently, launched its Associates Program in July 1996 and it is still going strong.Googling /search?q= +-site% for sites that link to the US site, shows over 4 million pages, many of which will be affiliates.Amazon does not use an affiliate network which would take commissions from sale, but thanks to the strength of its brand has developed its own affiliate programme.Amazon has created a tiered performance-based incentives to encourage affiliates to sell more Amazon products.
Amazon Marketing communications Increase customer traffic to our websites Create awareness of our products and services Promote repeat purchases Strengthen and broaden the brand name.Amazon also believe that their most effective marketing communications are a consequence of their focus on continuously improving the customer experience.This then creates word-of-mouth promotion which is effective in acquiring new customers and may also encourage repeat customer visits.As well as this Marcus (2004) describes how Amazon used the personalisation enabled through technology to reach out to a difficult to reach market which Bezos originally called ‘the hard middle’.Bezos’s view was that it was easy to reach 10 people (you called them on the phone) or the ten million people who bought the most popular products (you placed a superbowl ad), but more difficult to reach those in between.
The search facilities in the search engine and on the Amazon site, together with its product recommendation features meant that Amazon could connect its products with the interests of these people.Online advertising techniques include paid search marketing, interactive ads on portals, e-mail campaigns and search engine optimisation.These are automated as far as possible as described earlier in the case study.As previously mentioned, the affiliate programme is also important in driving visitors to Amazon and Amazon offers a wide range of methods of linking to its site to help improve conversion.For example, affiliates can use straight text links leading direct to a product page and they also offer a range of dynamic banners which feature different content such as books about Internet marketing or a search box.
Amazon also use cooperative advertising arrangements, better known as ‘contra-deals’ with some vendors and other third parties.For example, a print advertisement in 2005 for a particular product such as a wireless router with a free wireless laptop card promotion will feature a specific Amazon URL in the ad.In product fulfilment packs, Amazon may include a leaflet for a non-competing online company such as (lingerie) or Expedia (travel).In return, Amazon leaflets may be included in customer communications from the partner brands.Our Associates program directs customers to our websites by enabling independent websites to make millions of products available to their audiences with fulfillment performed by us or third parties.
We pay commissions to hundreds of thousands of participants in our Associates program when their customer referrals result in product sales.In addition, we offer everyday free shipping options worldwide and recently announced Prime in the U., our first membership program in which members receive free two-day shipping and discounted overnight shipping.Although marketing expenses do not include the costs of our free shipping or promotional offers, we view such offers as effective marketing tools.
Five years at the epicentre of the dot-com juggernaut, The New Press, New York, NY.(2004) Presentation to E-metrics, London, May 2005.
By Dave Chaffey Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights.
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Please connect on LinkedIn to receive updates or ask me a question.For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights Where to purchase an case study finance 100% plagiarism free Senior MLA one hour Platinum.For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights.Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice Where to purchase an case study finance 100% plagiarism free Senior MLA one hour Platinum.Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice.In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.Start the discussion on our community and social networks Built to optimize growth.
Track, analyze and engage to get more customers.100 Conversion Optimization Case Studies If you’re a marketer, you’re undoubtedly looking for techniques to optimize your website for better conversions.Fellow marketers have released tactics that worked from them.In this post, I’ve curated some of these.
They’ve come from multiple sources and been placed in one post.
I present to you 100 conversion optimization case studies! 1.Updated Design Increases Conversions 33% Overview and Results Achieved:50.Removing Social Proof Increased Engagement CloudSponge had an outdated website design: This is the redesign: Key Findings: -You can see the difference between the two designs.One is boring, has one call to action, and gives no good reasons why anyone should choose CloudSponge.The new website lets visitors view a demo and also gives them reasons to try CloudSponge.
If your website looks like the original CloudSponge, get a new design.It’ll pay for itself once you see a conversion bump.Source: Overview and Results Achieved: L’Axelle wanted to get more people to click on their add to cart button.This was their original homepage: This was the test: L’Axelle describes the original copy as being comfort oriented.They sell on the basis of people feeling relieved and relaxed.
The action oriented headline and copy earned a 38.3% conversion rate, 93% better than the original.Key Findings: -“Put an end to sweat marks” is action oriented and assures some relief for customers.
Adding the word “end” makes it sound like they won’t get sweat marks ever again.If the headline read “Reduce Sweat Marks,” the copy might not have performed well.Source: Overview and Results Achieved: The Weather Channel wanted to turn people into premium subscribers.They decluttered their homepage and had a single action.These changes increased conversions 225%.
Simplicity is difficult and requires restraint, but it’s much easier for visitors and helps them make decisions.Source: Overview and Results Achieved: 37signals changed the design of their Highrise product page.While they’ve done many tests, we’ll feature one where they had a white background and tested it against a background of a customer.Here is the test and results: And they tried a long page with the same background vs a short page.
The long page performed worse: Key Findings: -As you can see, the type of background with the person really sticks out from most of the other pages on the internet.It may signal to the visitor the importance of the website and make them want to read more of the offering.Source: Overview and Results Achieved: The original page: Key Findings: -As you can see, the test emphasizes “free.” If your product is free or offers a free trial, don’t hide it.Let people know, because most are willing to try something that is free.
Source: Overview and Results Achieved: Nature Air had 17 separate landing pages.They did a single A/B test on each landing page.The control did not make the CTA prominent: Then they put the CTA in the content area: Conversions went from 2.78% to about 19%, meaning their conversions improved 591%! Key Findings: -No matter how compelling your offer, if you don’t make it easy for visitors to click on something, they’ll never know.Make your CTA prominent, part of the content area, and easy to find.
You’ll preferably want to keep it above the fold.Source: Overview and Results Achieved: FigLeaves sells women’s apparel on their website.They added product reviews to the site, and this change made customers 35% more likely to purchase.Key Findings: -Helping the visitor navigate and make decisions proves once again to be helpful at increasing conversions and making the visitor more likely to buy.Source: Overview and Results Achieved: This is the new design: BaseKit calls this new version “ Bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection.
” The new design achieved a 25% higher conversion rate.Key Findings: -Your pricing page is just as important as your pricing.The way you present your pricing and the information surrounding it can play a big role in whether the visitor becomes a customer.Source: Overview and Results Achieved: This is the control: The padlock converted 2-3x better than the original.Key Findings: -I’m not sure what purpose the globe served, so it shouldn’t be too surprising that a padlock increased conversion rates.It gives a subliminal message of security and assures visitors.Aim to have your images link with your unique value proposition and main message.Source: Overview and Results Achieved: WikiJob had three testimonials on their homepage.
They had a couple of problems with these testimonials, though.
The testimonials weren’t attributed to any specific customers and no one even knew if they were testimonials.They were just quotes placed on the homepage.WikiJob did have testimonials, but they were at the bottom of the page.WikiJob decided to A/B test and move the testimonials to the top of the page.
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What they experienced was a 34% increase in conversion rates.
Key Findings: Source: Overview and Results Achieved: Zen Windows had a conversion rate of .They hired a firm that redesigned the visitor flow One is boring, has one call to action, and gives no good reasons why anyone should choose CloudSponge. The new website lets visitors view a demo and also gives them reasons to try CloudSponge. If your website looks like the original CloudSponge, get a new design. It'll pay for itself once you see a conversion bump..They hired a firm that redesigned the visitor flow.
Old design: Key Findings: -The redesign made it easier for visitors to navigate the website.If your visitors are struggling to navigate your site, you can bet it’s having a negative effect on your conversions.
If you’d like to learn what visitors think of your website, check out User Testing 19 Jan 2018 - Amazon.com case study - 2018 update Amazon's business strategy, revenue model and culture of metrics: a history I've used Amazon as a case study in my for any commercial website, whether it's a media site, search engine, social network or a transactional retailer or offers travel or financial services..If you’d like to learn what visitors think of your website, check out User Testing.Source: Overview and Results Achieved: Performable tested their homepage with two buttons: One was green, and the other was red.They kept the text (Get Started Now!) the same.They found that 21% more people clicked on the red button than the green button.Key Findings: -As the article mentions, button color is easy to test.
Experiment and you may be surprised with your results.Source: Overview and Results Achieved: UK airline BMI had an urgent CTA that read “Hurry! Only XX seats left.” When they added a red background to the CTA, they increased their conversions 2.Key Findings: -Colors that coordinate with the message may increase conversions.
Consistency among text and colors can help reinforce the message you want to instill in visitors.Source: Overview and Results Achieved: BellaCor offered bonds from Buy Safe to a select group of visitors.They tested this against a group that was not given an option of bonds.The group that was offered bonds had a 10.4% better conversion rate than the control.
Key Findings: Source: Overview and Results Achieved: Oriental Furniture added a Buy Safe seal to their website.They checked this against the control that didn’t have the seal.After a couple of months of testing, Oriental Furniture experienced a 7.Key Findings: Source: Overview and Results Achieved: As a result of implementing the search, bounce rate decreased 4% and conversions increased 11%.
Key Findings: Source: Overview and Results Achieved: Intuit implemented proactive chat in different areas on their website.Adding chat to the checkout process increased the average order value 43%.And there was a 20% increase in conversions compared with not using chat.Using proactive chat on a product comparison page increased sales 211%: It also was included on their checks and supplies product page: And on the lead generation page: Key Findings: -Introducing proactive chat, where the visitor can see the chat box, may improve conversions if placed in areas of your website where visitors have questions.Source: Overview and Results Achieved: Crazy Egg got a website redesign and in 30 days improved their conversions 21%.
They highlighted a few of their key changes: -Let visitors try before they buy – the old design -Align the brand with the audience -Pay attention to the details -Test, learn, and never be satisfied Source: Overview and Results Achieved: And without the secure image: The results were surprising – a 400% increase in conversions over 3 days.Four times more people clicked the coupon link.Key Findings: -Conventional wisdom says that adding security badges on your site would increase conversions, and 8 or 9 out of 10 times it would.This is one of those rare times when it didn’t.Always be experimenting, you’ll never know what you can remove to increase users.
Source: Overview and Results Achieved: The original – with video: The variation – with image slider: The image slider increased conversions from homepage to signup page by 35% and subsequent signups by 31%.Key Findings: -Every website is different, so it cannot be surprising that an image slider outperformed video.Unfortunately, this video is too long (visitors know they’ll be sitting there for over 4 minutes to watch) and the screencap doesn’t make the video seem too interesting.Source: Overview and Results Achieved: Express Watches is a UK based online seller of Seiko watches.A big customer anxiety is the fear of getting counterfeit watches.
Express Watches A/B tested on whether customers cared more about price or authenticity.The control – competing on price point: The variation – assuring authenticity: Key Findings: -This result is likely industry specific.In industries where a lot of fraud exists, it certainly helps to prove you’re authentic.This can be applied to other industries as well.
Placing badges like “Certified Partner” may increase sales.
Source: Overview and Results Achieved: SafeSoft Solutions develops products for customer contact centers.They A/B tested to see if leaving pricing on a landing page increased or decreased conversions.The control: The variation: The variation brought a 100% boost in leads generated over the control.In this case, showing the price did have a positive impact.Key Findings: -People have a notion in their head that if a company doesn’t display pricing, it’s likely an expensive product.
To get pricing, you have to talk to one of their salesmen and hear a sales pitch first.The variation removes this question and tells the visitor up front what the price is.Source: Overview and Results Achieved: UK Tool Centre thought that having an extra product filter on their website was reducing visitor engagement.The filter was a brand of wood care products called Cuprinol.This is the control: In the variation, the filter menu was removed: The variation resulted in an increase of 27% engagement in the product pages.
This was due to visitors being less distracted.Key Findings: Source: Overview and Results Achieved: AMD used ShareThis for social sharing.They wanted to increase the amount of sharing among visitors.They tested six variations, with different icons and placement.They tested it on AMD’s Support & Drivers page.
AMD found the best place for your social buttons is the left-position chicklet version with dynamic adjustment based on browser window size: Key Findings: -Experiment and learn the optimal place for your social media buttons.Many websites place them on the left-hand side, but only you can test to see what works best.Source: Overview and Results Achieved: One company had shopping cart abandonment rates of around 80%.They had the goal of getting it down to 70%, hoping they’d see a 50% increase in sales.Down to 60% and maybe their sales would double.
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When they factored this in, they knew they had to redesign their shopping cart experience.Here’s a comparison of their redesign compared to the old design: As you can see, the new design is greatly improved.There is a little help section along with guarantees on the right, live customer support, customer testimonials, backend improvements, and they shortened and categorized the form Write my case study finance quality US Letter Size 20 days Standard Chicago.There is a little help section along with guarantees on the right, live customer support, customer testimonials, backend improvements, and they shortened and categorized the form.
This resulted in an abandonment rate that went down from 80% to 54%.Key Findings: -If you have an abandonment rate in the 80% class or above, it’s time to put some focus into a redesign 21 Jan 2016 - In order to help get emails into the Primary box and condition subscribers to look for my emails, I will periodically ask questions in my emails and invite is supposed to be the worst day, but I've tested across every single day and found that Saturdays perform best by FAR more my particular audience..
Key Findings: -If you have an abandonment rate in the 80% class or above, it’s time to put some focus into a redesign.
Changing a struggling homepage while ignoring the checkout experience will keep you stagnant 21 Jan 2016 - In order to help get emails into the Primary box and condition subscribers to look for my emails, I will periodically ask questions in my emails and invite is supposed to be the worst day, but I've tested across every single day and found that Saturdays perform best by FAR more my particular audience..Changing a struggling homepage while ignoring the checkout experience will keep you stagnant.Find what the problems are (big or small) and work to fix them.You’ll see improved conversion rates and more income for your business need to purchase a college mathematics homework American Bluebook Senior.You’ll see improved conversion rates and more income for your business.Source: Overview and Results Achieved: One company became inspired by the book Predictably Irrational, which states that people tend to act irrationally in a predictable fashion.The book showcases a study on pricing for The Economist.
The pricing looked like this: Of this pricing, 84% bought the print and web subscription while 16% bought the online version.When the print only option was removed, 68% bought the web only option and 32% bought the web and print option.See the reversal? One company decided to try the same for their business.This is the original page: With this pricing, 40% bought the yearly plan and 60% purchased the monthly plan.This is the new page: The company knew that customers wanted the first two features, so they included it in all plans.
The result was a 233% increase in conversions.Eighty-six percent purchased the $299 plan and 14% chose the monthly.Key Findings: Overview and Results Achieved: ThetaBoard is a project management app.They wanted to get people to try their one click demo, so they put an offer for the one-click demo on every page.This simple tactic made 20-30% of visitors try the demo.
While they saw more visitors trying the demo, they didn’t see a big increase in visitors signing up for the free trial.They received advice from a fellow founder and added Bootstrap Tour to their demo.They thought this would help visitors to the demo become more acclimated to the product.They picked 7 steps to point out the features of ThetaBoard.When a user completes the tour, they receive a final tip “Don’t forget to save this board!” Adding these steps increased conversions of demo to free trial 46%.
Key Findings: -In this case, one hour of work means 46% more customers.That’s quite an ROI, especially when no money was invested, only an hour of time.Many users can be a little discouraged to sign up for a free trial or even paid account after first seeing a demo.Things can look a little confusing if they don’t have the wow factor.
This is why it’s helpful to show the different features of your product.
It’ll help them warm up to the product and possibly agree to a free trial or paid account.Source: Overview and Results Achieved: Meebox is a Denmark based web hosting and cloud hosting company.The original had no discount, while the variation had discounts of 20% and 40% for the highest plan.These discounts applied only if customers locked in for a 2-year period.
24% increase in Average Order Value, and a 51.Key Findings: -It shouldn’t be a surprise that Meebox saw an increase in conversions, but what is surprising is the increase in average order value.
Perhaps customers were so happy to get the discount that they added more than they typically would to their order.-As the author points out, when offering discounts to potential customers, try to make it work for your company as well.It may not have been profitable for Meebox to offer a discount if they didn’t get customers locked in for 2 years.You can discount all you want, but if it’s not fiscally wise, you won’t be doing it for long as you’ll eventually be out of business with no money.Source: Overview and Results Achieved: New design vs old design: The new design achieved a 25% increase in conversions.
They changed many things in their new design, so it’s tough to say which one (or a combination) caused the increase in conversion.But there are lessons to learn from these changes made: Fewer words: Previous design had 1000 words on the “How it Works” page.The new “How it Works” page features 125 words and 4 enhanced screenshots.Wrote more about benefits and less about features Sign up from any page Visual design looks better in IE Key Findings: CarWoo! lists their lessons learned as: -“Don’t forget common sense: cut down on word count, put benefits before features, polish your visual design, and make it cross-browser compatible.-Make it easy to sign up from any part of your brochure, not just the home page or the header.
-Try VideoGenie to experiment with more authentic user testimonials.-Analyze conversion rates from your brochure holistically.” Source: Overview and Results Achieved: daFlores is an online flower delivery shop in South America.They had the goal of increasing conversion rates.They (and Conversion Rate Experts) first started out learning what visitor objections were.
The team: Ran surveys using 4Q Added Qualaroo exit surveys to certain pages Read through thousands of lines of live chat transcripts to learn what the most common inquiries were Emailed a SurveyMonkey survey to shopping cart abandoners Received insights with ClickTale One of the highlighted changes was adding a sense of urgency.Their research showed visitors were concerned that their flowers would not be delivered on time and were not aware daFlores offered same day delivery.To add a sense of urgency, daFlores put on their website “Order in the next x hours for delivery today.” Control: This ended up giving daFlores a 27% boost in sales.In another case, daFlores added social proof to their website because some users had not previously heard of daFlores and were understandably skeptical.
daFlores had more Facebook likes than any competitor.Control: Test: The test showed three customer quotes in rotation.The control said only “Thanks to our 600,000+ Facebook fans.” Replacing the static quote with rotating quotes earned daFlores a 44% uplift in sales.
Key Findings: -This is a crucial case study because it shows you cannot blindly follow tests and hope to receive the same results.You have to conduct research, learn about visitors, find out what their objections are, and work to overcome them.That’s exactly what daFlores did, and they earned a boost in sales because of it.
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-Adding social proof may help if you have a low number of Likes or Followers.But again, it’s about overcoming objections so don’t embed social proof if it doesn’t serve a purpose.
Source: Overview and Results Achieved: Uncommon Knowledge had a product launch on the way and wanted to expand their reach prior to the launch 7 Effective Strategies To Increase Your Email Open Rate VWO.Source: Overview and Results Achieved: Uncommon Knowledge had a product launch on the way and wanted to expand their reach prior to the launch.
They had the goal of getting people on their email list.They spread the word with a free three-video set which would be available after users entered their name and email address.Control: Test: The new design is more modern and appealing How to Conduct a SWOT Analysis With 6 Examples Shopify.Control: Test: The new design is more modern and appealing.Uncommon Knowledge also let people know that they would be able to unsubscribe to their emails at anytime, something that was not mentioned in the control.
It is possible that users (who were shown the control) were not aware they would receive any follow up emails beyond the videos.Their demographics: Their demo shows they attract an older audience, which could explain why they liked the more conventional control design better.Older demographic groups may be more hesitant to give their email address, so letting users know (like they did with the test design) that there would be follow up emails likely made them more cautious about giving an email address.
Key Findings: -In some cases, it may be better to know your users and explain your value than just keeping things too simple.
-Headshot adds a personal touch and may increase conversions.Source: Overview and Results Achieved: The control: The test (note the donation form sitting at the bottom): The test page achieved a 189% increase in donations, and the conversion rate increased 74%.These two factors combined to create a 274% lift in revenue over the original.Key Findings: -In this case, it appears that the value prop is far more important than the placement of donations.The value prop of “Join the growing movement….
” makes the visitors feel that this is a cause greater than self and they must donate to preserve freedom, limited government, and America’s Founding Principles.-This new landing page affects a visitor’s emotional side.Politics is partly emotional, and if you exploit that, you can get people to be willing to give up money in favor of a cause.-As the authors note: “What we have concluded is that when you convey a strong value proposition, and you communicate that value proposition with a tremendous force throughout the landing page, not only do people say “yes” more often, they say “yes” on a much higher level – they don’t just donate, they donate more dollars.” Source: Overview and Results Achieved: Compare Courses provides a searchable database of courses that can be studied in Australia and around the world.
On their landing page, they included three calls to action: Compare Courses primarily wanted to increase overall conversions of the page.This is the new design, with the lead enquiry now above the fold: With the new page design, the ask-an-expert CTA increased 159.52%, while the request brochure CTA increased 13.71%, while the new page with lead enquiry placed above the fold earned a 9.Key Findings: -We say that if you have an idea for a better page design, you should test it.
This is true, but always keep in mind that you can get worse results for the new design than the original.Not every test means an improvement over the original.Source: Overview and Results Achieved: Acuity Scheduling had a freemium plan, but many users ended up cancelling due to its reduced feature set.When they did have the plan, the key call to action was the freemium plan.Acuity changed their call to action to bring users a free 14 day trial of their professional plan, which cost $10 per month.
With this free trial, customers entered their credit card number right from the start, instead of entering it in the Accounts tab under the freemium tab.The Acuity team tracked signups for the paid version of the professional plan and signups for their premium plan.99% chance of beating the freemium offer.78% improvement for premium plan signups as well.Key Takeaways: -The freemium model has worked well for a lot of companies (namely Dropbox, Evernote, Buffer, Skype, etc.Some companies, as the article points out, increase their revenue by eliminating freemium.-The success of this case study was largely achieved by listening to users and overcoming their objections.
Blindly following any case study without first looking at underlying principles is misguided.Source: Overview and Results Achieved: Homepage Headline (signup goal): At the first launch of the website, this was their headline: The team realized that people weren’t looking at the CareLogger software because it was easier than what they currently do.What they wanted was better insight so they could maintain optimal wellness.So they changed their headline to this: The headline change resulted in a 31% increase in conversions after 1000 trials.Changing Signup Button Color: CareLogger changed their signup button from green to red: After 600 participants, the conversion rate increased by 34%.
The homepage had a lot of green, so the red button stuck out a little more.” Changing button text: CareLogger changed the signup button text from “Signup for Free” to “Get Started Now.” After 1000 trials, this button text adjustment resulted in a 7% increase in conversions.It’s theorized that the increase in conversions was due to “Get Started Now” sounding easier.
Make sure people see your call-to-action.-Little things like button colors (but not exclusively colors) can make a difference.It’s not necessarily true: smaller the change = bigger the increase or decrease.
-Make things sound easy and risk-free for the user or visitor.Source: Overview and Results Achieved: The original: The test: Adding the left handed “shop by” tool had a significant impact on their bottom line.1% increase in revenue, 26% increase in conversions, and 19.Key Findings: -This is another test that proves how aiding the visitor and helping them make decisions can help improve conversions.When designing your website, have them in mind and build your site around them.Source: Phew! There’s 100! There you have it, 100 case studies on conversion optimization.There’s a key to remember with all this – don’t turn your site into an ugly robotic website that’s overly optimized for conversions.These case studies only serve to give you ideas on what to test, no conversion improvement is guaranteed.
What works for one audience may not work for another, so it’s important to test and not take it on blind faith.Hope you enjoyed it and will use it as a reference.Let me know your feedback in the comments.About the Author: Zach Bulygo is the blog manager for Kissmetrics, you can find him on Twitter here.Increase Repeat Purchases on Shopify This guide covers the 3 silver bullets marketing needs to hit the repeat purchasing bullseye on your Shopify ad Now