I have been using Amazon.co.uk to shop at regularly for about 13 years now, and I have visited the site at least twice a week and often more. In that time there have been many, many changes made to the Amazon website. Improved functionality, changes to the navigation, vast expansion in content, product range and interactivity are just a few of the innovations. But I can only think of one occasion where I have been really aware of a big change. Where the look and feel, and functionality, changed so much I really noticed. So most of the changes they have made must have been pretty low key – no radical overhauls (at least not those which are visible to the user). This strikes me as being good web management. Changes have been made (and surely must have been needed – 13 years is a long time in web terms, and Amazon manages vast quantities of data), but the user has not been alienated by them. The user experience has been largely similar, maintaining feelings of comfort and security.
Now, despite this post and my earlier one about Ocado, I am not actually change averse. No one gets more frustrated with a poorly performing, out-dated or otherwise lousy website than me. I want websites to be quick, informative (and UP TO DATE) and intuitive, and I am very quick to yell at the screen about the changes I would make to a bad website. If you have a grotty website, it needs to be changed now! Change for the right reasons can be very positive, and affect the way the company is perceived by the website users, as well as having a really positive effect on sales and website traffic.
It is the constant need, from some companies, to change something which is working that concerns me – and this is where for me Amazon is getting it right. By making changes quietly without upsetting the user it is buying loyalty. Worth a lot in today’s market. The concern seems to be for the customer. I know, of course, that Amazon is only concerned ultimately about its bottom line, but if customers are loyal, that will be reflected in the bottom line. Food for thought, anyway.