Amazon does well at targeting specific stages in the contemporary buying decision journey. Let's look at how they market their Kindle line.
Consider:
Right on the homepage, Amazon has a huge banner ad for their Kindle Fire, along with a promotion. This ad contains two call to actions: "Shop now" and "Learn more." If the consumer clicks on "Shop now," they are guided directly into the next stage: Evaluate.
Evaluate:
At the top of the page, viewers can compare Kindles. Viewers are also encouraged to click "Call Me" for a representitive to call and help the viewer make the decision. Further down, there is a chart that compares tech specs. Even further down, viewers can check out user reviews, which help potential buyers decide if the product is worth buying.
Buy:
Amazon is well known for having the easiest, quickest online checkout system, making buying a breeze and minimizing the time customers can back out of a purchase. On the Kindle page, users can simply click a checkbox if they would like to add any Kindle accessories to their order.
Enjoy, Advocate, Bond:
After the Kindle is delivered, users are encouraged to leave feedback, sharing their good experiences with other potential customers. Amazon also set up a forum for Kindle users to share advice on how to get the most out of the Kindle, increasing customer value, but also extending time spent on brand engagement.
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