The top 25% of online retailers convert at 5.31% and the top 10% of online retailers convert at 11.45%.

Amazon Prime members convert 74% of the time on That is according to a 2015 study from Millward Brown Digital. Compare that to 13% for non-prime members.

Amazon’s user interface isn’t 22x better than average. Amazon’s copy isn’t 22x better than average. Amazon’s design isn’t 22x better than average. Amazon’s prices aren’t 22x better than average. Amazon isn’t average and it doesn’t think about average conversion rates or average customers. Amazon’s stated goal is to be “the most customer-centric company on earth.”

This fits with how we define conversion rate. “Conversion rates are a measure of your ability to persuade visitors to take the action you want them to take. They’re a reflection of your effectiveness at satisfying customers. For you to achieve your goals, visitors must first achieve theirs.” We first wrote that in 2001 and it continues to be true.

The story you need to get right is not the story you tell you customers; that’s just promotion. Fix the story from the point of view of your customers. Because your brand isn’t what you say it is but what your customers say it is.

Amazon’s brand is demonstrably strong with their Prime Members.

You too can convert more. Try creating Buyer Legends for your brand in order to create a better customer experience.  If you need help,  please let us know.