Lessons from Amazon to Improve Web Conversions – Pt. 2

In Part 1 of this blog post we saw how Amazon had mastered the art of web conversions by (1) developing a Value Proposition, (2) providing Relevant offers, and (3) giving Clarity around the product. In this post we will see how they deploy a few other factors to propel their online sales. And in doing so, we’ll take a page from their book and learn how to increase our own web conversions.

Factor #4 – Urgency:

Can you spot ways in which Amazon creates urgency in the example below? (Pssst… there are at least two ways, maybe three):


  • The info on savings implies that the price could go up any time, and creates a sense of urgency.
  • Similarly the “Only 8 left in stock” creates a sense of urgency.
  • Finally the copy “Want it Saturday, Jan 2?” provides a carrot for instant(ish) gratification and builds upon that sense of urgency.

Does your online store have messaging that creates a similar sense of urgency? You should not create a false sense of urgency, but if you have a fast selling product you should mention that on your website.

Factor #5 – Distraction:

After a visitor has expressed interest in your product, you should make sure to remove any distraction that could take them off the purchase flow. For example, take a look at Amazon’s

page below. Is it clear what the next step is that Amazon wants you to take? How have they used color to bring that effect out? What about repetition?


Just having a beautiful template is not enough. You must select a vendor based on the shopping cart flow they offer your website.

Factor #6 – Anxiety:

Even when a customer has decided to purchase a product from you, they probably have anxiety about their decision. Showing customer reviews is one way to build customer trust and alleviate anxiety. But if you hide the bad reviews, it could actually hurt your brand.

For example, Amazon never hides bad reviews — ever. Their own Amazon Fire e-reader was slammed with poor reviews, but they clearly displayed all of them. They also allow customers to vote on reviews that were helpful to them and pull those to the top.

Another way to alleviate customer anxiety is to show certifications and seals from a trusted source.

Many good website builders provide ways to ease customer anxiety. For example, GoDaddy Online Store has a partnership with Yotpo that lets you get customer reviews on your website. It also provides a secure checkout flow, and uses the McAfee SECURE trustmark to ease the security anxieties of visitors on ecommerce sites that use their tool.


If you’re not seeing good conversion rates on your website, you can leverage these factors to start making the most of your web traffic.  Even if your site has a healthy conversion rate, you can use these tricks from Amazon’s arsenal to propel it to new heights!

About the Author


Mukul Sheopory is a marketer passionate about helping small business owners succeed. He loves using data, design and research to improve product experiences. He works at GoDaddy, where he helps SMBs improve their online presence. Feel free to connect with Mukul on LinkedIn.