I’m currently reading One Click – Jeff Bezos and the Rise of Amazon.com. Well worth a read!
From just the first chapter you can see how Jeff Bezos was obsessed with conversion rate optimisation. Even if the concept of CRO had not been born then!
I’m only on the 1st chapter already but a few quotes from the book stand out, remember this is 1994, nearly 20 years ago:
From the above quote came the famous Amazon 1 click checkout process.
This is at the centre of conversion rate optimisation, reducing friction and making websites and applications super easy to use.
This was against the grain at the time as many other websites were going for ‘posh’ flash intros and pop ups etc…
A great quote!
Great example of listening to feedback and making all parts of the order process easier to use.
Jeff Bezos never stopped adding features to the website. Trying to emulate an actual visit to a physical bookstore many customers will flick through a couple of pages before buying the book and now they do that online!
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