7 Marketing Strategies & Conversion Lessons by Zappos

by Aqif Azizan

Zappos is a billion dollar company. Founded by Tony Hsieh.
He is a brilliant and strategic marketer in the history of ecommerce business.
He really understand how to make customers buy our product or services repeatedly, with less pressure and less cost.
Here are 7 insights that presented directly from Tony Hsieh, that related to increasing your marketing effectiveness.
Including making our business more profitable within 24 hours.

#1 – Focus On Emotion-Centric Marketing

“People may not remember exactly what you did or what you said, but they will always remember how you made them feel.” – Tony Hsieh.

In other words, delivers happiness to your customers.
Zappos is a company that always fight and improve their services to WOWing every customer.

#2 – Free Delivery

Every single person in this love free things isn’t it?
In e-commerce business, putting “free delivery” type of offers can increase our conversion rate.

#3 – 365 Days Guarantee

It is 1 year.
If customer feels the product they bought doesn’t suit their needs, they can give back to Zappos.
They do offer 365 days return policy.
It is definitely a crazy offer. But crazy things always bring crazy results.

#4 – Your Investment Is Your Customer Satisfaction

Tony Hsieh said,

“Your customer services department is not an expenses. It is an investment.”

Invest our money to develop the best team to handle customer services. Delightful customers will create words of mouth marketing.
Words of mouth marketing is a marketing strategy that bring huge profits, with less cost.

#5 – Surprised!

Give surprise to your customers.
Make them feel special when doing business with you.
For example, Zappos does offer “Overnight Shipping” to their customers.
This offer creates fast buying decision. Customer will not think too much to make the purchase.

#6 – Promote Your Competitors

Your competitors might be helpful, most of the times.
If you don’t have the product, then recommend your customers to someone that you trust.

“The more you give, the more you get.”

You should not be scared to promote your competitors to your customers. If you bring value to someone, you will definitely get something bigger in return.

#7 – We Don’t Sleep Method

If we go to Zappos official website, then we can see that they keep promoting their:

“24 hours 1-800 number.”

Customers always have question in their mind. By telling their customers that, “Don’t worry. We are available anytime for 24 hours 7 days a week,” this is definitely increase Zappos conversion rates.