Successful brands know it’s not enough to rely 100% on Amazon for marketing and selling success.
That’s why sellers that have already started building a brand beyond Amazon are at a distinct advantage when it comes to driving product conversions on Amazon–particularly when they employ a landing page promotion.
If you haven’t heard much about Amazon promotional landing pages, it’s probably because they haven’t been mainstream for very long, according to James Hyatt, Marketplace Channel Analyst at CPC Strategy.
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“Many sellers have depended heavily on Amazon alone for their traffic and sales,” says Hyatt. “As Amazon continues to make significant changes to their TOS–including the recent incentivized review ban–sellers are getting more nervous about ‘putting all of their eggs in one basket’.
That’s where promotional landing pages can play a big role–they’re a great way to both gather customer data and boost your sales on Amazon.”
Today, we’ll cover what a promotional Amazon landing page is, how it’s commonly used, and how you can set it up to drive sales and gather customer data.
What’s a Promotional Amazon Landing Page?
In general marketing, a landing page is a page that exists to entice potential customers to share their email address or other types of information in exchange for something they perceive as valuable.
Amazon promotional landing pages typically offer coupon codes for Amazon products in exchange for a customer’s information.
Here’s an example of the landing page customers reach after sharing their information (from the AMZ Promoter site):
How to Set Up a Landing Page for Your Amazon Products
There are several solid programs you can use to create promotional landing pages. At CPC Strategy, we use AMZ Promoter.
Here are the basic steps for setting up a landing page on this particular program:
1. Ensure your on-page product content is optimized
The first step is especially important because AMZ Promoter pulls in your ASIN information directly from Amazon. If your content is thin or poorly written, it could have a negative impact on your landing page’s performance (as it would with any marketing landing page).
2. Input the ASIN on AMZ Promoter .
Your content will automatically populate within the platform, along with a coupon code.
3. Include your promotional code, time limit, and discount.
Remember, this isn’t a deal site where you have to sacrifice money to acquire customers.
“You can use landing pages to launch products to your current customers, who are more willing to pay a higher price because they’ll know the value of your product,” says Hyatt.
4. Make any additional edits.
Once you’ve uploaded all of your product data, you can make edits on the backend and add in special features such as videos. Hyatt points to customer testimonial videos on Youtube–once you have permission from the creator to use it, you can place it on the landing page.
5. Ensure tracking codes are in place.
To get the most out of your landing page you want to make sure to add your Facebook tracking pixel to the backend.
AMZ Promoter makes this really easy with a cut and paste box you can use to insert your pixel.
Advanced users can even place a “view content” event code on the landing page itself, and a “lead” event code on the pop-up after a code has been claimed. This allows you build a segmented targeted list of converters and non-converters you can retarget in later ad campaigns.
6. Run landing page promotions on your preferred channels.
Now that you have everything in place, it’s time to promote across your preferred channels–make this decision based on your goals, whether you’re seeking to gather the emails from your Facebook audience for future email marketing campaigns or launching a brand new product to your VIPs via email.
You can choose to promote your landing page deal on any marketing channel you choose, but we’ve found that Facebook groups and email blasts to your customers are particularly effective.
How to Ensure Your Landing Page is Successful
As we said before, promotional landing pages give sellers the opportunity to both augment sales and also promote a product. So what’s the best way to use them?
Formatting the Landing Page the Right Way
If we had to offer a one-size-fits-all piece of advice, it would be this: Make sure your product content is optimized. This includes your images, which should be clear, informative, and help push the viewer toward a purchase.
As for other parts of the creative, feel free to use these at your discretion. Test out different variations in copy and video content to see how much it impacts your conversion rate.
Targeting the Right Audiences
As we mentioned above, we’ve noticed the most successful promotional landing page campaigns target a brand’s CRM data–specifically VIP buyer email lists or a loyal Facebook group.
It’s particularly effective for VIP email lists, where we’ve seen landing page conversion rates up to 48%.
That doesn’t necessarily mean that sellers with small email lists or social followings won’t be successful with a landing page. However, they shouldn’t expect high conversion rates with a “cold” audience. (More on that later.)
What to Do After People Opt Into a Deal
Whether you’re marketing to loyal fans or brand-new potential customers, it’s important to send an email follow-up series to your opt-ins.
Once a buyer makes a purchase, they will see a message from AMZ Promoter with the following information:
- An exclusive promo code
- A link to the product page on Amazon
- A link to directions on how to redeem the deal
This seems like enough information to drive a purchase, but at the end of the day, your work isn’t done until the customer follows through with their purchase.
If someone doesn’t buy the product right away–perhaps they were at work or on their non-preferred shopping device when they opted in–you can also remind them with a second email to go use the deal.
What if You Don’t Already Have a CRM List or Facebook Following?
As we’ve stated before, it’s tougher to market to “cold” audiences.
“Going in “cold” and expecting a big return is not practical for sellers who don’t already have an email list built,” explains Hyatt. “In our experience, cold traffic only converts at about 1%.”
However, that doesn’t mean new sellers can’t profit from landing pages.
The main difference between a seller with a prior email list and a seller without one? The newer seller’s goal should be to gather customer data and build a list in order to market/remarket more effectively to that group later on–not to drive massive sales.
“Even if they don’t provide their email, you can still remarket to those people who clicked through and landed on your ad using the Facebook Pixel,” says Hyatt.
Start building your list by creating custom audiences on Facebook through “audience insights” with the goal of “website conversions”. Build different audiences and test marketing the landing page/offer to them. Test many different audiences (small and large) and give the pixel time to learn who your target market is.
In order to increase the chances that a cold lead will opt in, make your offer irresistible. Depending on your profit margins, this could be a discount of up to 50%. But if your margins don’t allow for that, and your audience is full of frequent buyers, you may be able to work with a lower discount.
The Bottom Line
One last thing we need to make clear: Amazon landing pages should not be used to incentivize reviews.
“The purpose of a landing page promotion is to provide massive value in the form of a discount offer, boost sales and build a loyal base of customers so you can expand off the Amazon platform and create security for you and your business,” explains Hyatt.
As long as you keep the purpose of promotional Amazon landing pages in mind, and follow the above best practices, you should start to see a jump in both leads and sales.