Mobile eCommerce, Amazon.com Blurs the Line Between Web and Mobile Purchase
Buying from Amazon.com on the Train
Bryan Eisenberg just released his latest book, Always Be Testing and I’ve been dying to buy it. But, I haven’t had time to buy it from home and I’ve been cranking away at work so my train ride would be the perfect opportunity to make the purchase. That is, if I could successfully make a purchase using my Blackberry, which is easier said than done. Based on my experience testing mobile e-commerce, I was fairly certain that I would run into some glitch along the way, whether that was on my end or on the retailer’s end. So I logged onto Amazon.com in search of Bryan’s latest book, and let me tell you…I was blown away. Amazon has obviously gone to great lengths to make my mobile buying experience as seamless as possible. Let me briefly explain each step of the experience that impressed me.
1. The Basics, A Mobile Version of the Website
As I hit the website, Amazon displayed their mobile version of the website, which is optimized for mobile devices. The site was formatted for my mobile browser and streamlined my visit. Imagine having to load all of the typical Amazon content on your mobile browser…that wouldn’t be good and would be a barrier for many potential customers.
The search box was front and center on mobile Amazon. I entered, “Always be testing” and received a nicely formatted, easy to read listing of books. Bryan’s book was the first result. Like I said earlier, easy.
3. Book Detail Page
Then I was taken to a streamlined product detail page. A buy now button was front and center, along with the details of the book. I could easily read editorial reviews and customer reviews, which I thought would be tedious on my Blackberry. It wasn’t. I could also add the book to my watchlist, if needed. Clicking on a review took me to the full customer review with easy navigation back to the detail page.
**And by the way, the pages on the site loaded ridiculously fast (and I’m comparing that to my typical mobile load times).
4. The checkout process…
...was darn smooth. I was able to log into my account and move through the checkout process quickly. Within a few minutes and a few screens, I had ordered my book. I also received the same outstanding correspondence that Amazon typically provides with standard web purchases. And I felt extremely confident that the order went through and that I would receive my book quickly about Google Website Optimizer. And I did…2 days later.
This was by far my best mobile e-commerce experience yet. Actually, it was so good that it’s hard to make a distinction between a typical web buying experience and Amazon’s mobile buying experience. Amazon blurred the line between web and mobile which is not easy to do. They deserve great recognition for this!
Amazon, keep making this easy for us…
And here’s the core point of my blog post. If you make your mobile e-commerce experience seamless, fast, and efficient for customers, then you’ll have a new and powerful opportunity for increasing sales. This is an extremely important point as more and more companies focus on mobile e-commerce and as devices and their capabilities grow. Seriously, as soon as you sit down on the train and look around, everyone has their smartphones out. Talk about an opportunity. :-)
In closing, if you’re a marketer, ask yourself the following questions:
1. Are you ready for mobile customers?
2. Can your site handle mobile purchases?
3. How much revenue are you losing by not having a mobile-ready e-commerce website?
4. Are competitors eating your lunch mobile-wise?
These are important questions that you should bring up to senior leadership at your organization. And when you bring this up, what’s the easiest way to demonstrate the power of mobile e-commerce? Just take out your mobile device and visit Amazon.com, and then compare it to your mobile buying experience. Believe me, I think they’ll get it. ;-)
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