Andy on Twitter

  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
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eComm 101 & Why Amazon is Beating Google

I’m still astounded how weak most major retailers are at retailing online. Its as if though the Internet arrived last week, Amazon two days ago and they got going yesterday. 

From search to the site, it remains a horrid experience. Take my search this afternoon for “Caifornia King Size Sheets”.

#1 Don’t Waste Time On Paid Search When You Don’t Have What the Customer Wants

First, a number of Australian retailers respond with paid search. Challenge is they are selling King Size sheets, not California King. A waste of money and time for me.

#2 A Specific Search Should Yeild a Specific Result

So, I turn to Macys who takes me to a generic bed linens page. When a consumer conducts a specific search, respond with a specific result. By not doing so I abandon the site completely as not relevant and go back to my original search.

#3 Don’t Present, in the eCommerce Funnel, Products You Don’t Sell Online

Then over to Bed Bath & Beyond, they have a good selection of product at first glance. But click one level deep and you discover the item is no longer available online. Catalogs masquerading as eCommerce sites frustrate consumers and drive them away. Moreover, there is no omnichannel experience indicating where you might get them in the real world. Save this for another part of the site or search experience.

Now, head over to Amazon and type the same search query in. There you have it, specifically the products you want instantly. No blind alleys, no unavailable product, no results not relating to your search.

Google as much as retailers need to wake up to this performance disparity. If they don’t, it is going to cost them revenue and share.

 

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