Home topics technology Digital Marketing Small Business Digital Don’t let your business underestimate Amazon – they have a secret weapon (and so can you) Nima Yassini January 17, 2018 Amazon’s recent Australian launch received a lukewarm reception, with average prices and faster shipping being the only apparent selling points. What you can’t see though is that their competitive advantage is behind-the-scenes of its website. Amazon embraces testing and experimentation, otherwise known as Conversion Rate Optimisation (CRO). Amazon succeeds where other online retailers fail because it does not shy away from experimentation. In fact, every day there are a number of experiments carried out on their website. The business is constantly testing tweaks to its site, including copy, layout, user experience, calls to action and much more. This is what makes Amazon a high converting website, and therefore more competitive than most ecommerce retailers that are slow to embrace the power of data. I have found it to be crucial for small and large businesses alike to use data-driven insights to give their website visitors what they want, and to encourage them to make positive decisions on your site – whether that is making purchases, booking appointments, making enquiries, signing up, or making a commitment. Here are three golden lessons we can learn from Amazon to make your website more effective: Look for evolution not revolution Amazon is everchanging and evolving. It is always conducting tests and making gradual but impactful changes. The changes that Amazon makes are often so subtle