Selling on Amazon is like having a shop in a high foot traffic mall. It gives you the perfect platform to sell to millions of high buyer-intent shoppers every day.
Source a great product, offer a good price, research your market, rank for Amazon SEO, and fulfill via Amazon FBA. You are off to the races!
Unfortunately, selling on Amazon also means relinquishing control of your data. That means you cannot see the exact customer search terms, unless you use Amazon PPC, nor can you collect customer emails.
What if I tell you that you can have the best of both worlds, where you can sell on Amazon and at the same time collect and retain customer data? That is where the landing page comes in – using a landing page allows you to drive external traffic, market your product and collect customer information before sending them on to buy your product on Amazon.
Yet simply building a landing page and leaving it untouched in the wild will not do anything for you. So how exactly can you use landing pages to grow your Amazon business?
Below are the 5 most effective ways to make use of landing pages as an Amazon seller.
Drive External Traffic
Another major issue with sending external traffic on your Amazon product page is that you cannot add pixels or tracking. If you are sending traffic without tracking code or pixels, you are basically blindly sending traffic and not knowing its effectiveness. With landing pages you add events tracking on the page, such as clicks, view, sign up, and now purchases using the new Amazon attribution tool.
By having a landing page with a full set of tracking for Google and Facebook Ads, you have the analytics to really scale out your off Amazon paid ads. Allowing you to optimize the ads and feel confident about scaling up your ads and increasing traffic.
Although Amazon has not said it outright, we can confidently assume that Amazon gives a lot of weight to external traffic for Amazon SEO. That is why Amazon programs such as Amazon affiliate, Amazon Attribution, onsite associate, and most recently, Amazon Brand Referral Bonus. The aforementioned programs encourage external traffic, so just reading between the lines with these programs and empirical experience say that Amazon wants you to send external traffic to your products.
Here are some channels you can use to drive external traffic:
- Paid Ads
- Social Media
- SEO & blogs
- Email Marketing
- Affiliate marketing
Start Creating an Email List
As mentioned in the previous section, email marketing is an effective channel to drive external traffic. Collecting emails should be a top focus, as Amazon does not provide you with the email of your customers. That makes an email list a really powerful marketing asset.
The key to building an email list as an Amazon seller is to
A landing page tool like LandingCube comes with an email opt-in function to make it easy to collect emails from your landing page visitors.
Landing page email opt-in popup
Having an email list, you can keep track of previous and potential consumers who have interacted with your products in some way. You can remarket your products to them with personalized offers, new product launches, and promotional messaging created only for them, and follow up with happy customers to ask for reviews.
Highlight Top Product Features
Amazon is a competitive marketplace. There’s a lot of competition, and with the restrictions of what you can and can’t put on your product listing, it’s tough to really stand out.
You’re limited to a certain number of product images, along with A+ Content (formerly Enhanced Brand Content). Both these features have pretty strict rules you have to follow as well.
This makes it hard to show shoppers just how your product can make a difference.
So how can you highlight your top product features in the sea of competition on Amazon? A landing page.
Marketing your product with a landing page outside of Amazon gives you full creative freedom with your product and its features. You can use a wide range of videos and graphcis to highlight features, write sales copy without worrying about Amazon’s terms of service, and even introduce opportunities for cross-promotion with other products.
All this can help you justify a premium price point for your customers, where on Amazon, it’s going to be extremely hard to compete.
Landing pages give you a tool to distribute coupon codes to potential customers, and drive more sales with promotions.
On of the best ways is with single-use Amazon promo codes. You can create these codes, which can be used only once, in Amazon Seller Central.
Single-use promo codes are the safest option for Amazon merchants to launch high-value discount deals. Single-use codes prevent abuse that can occur with multi-use or “group” codes. A landing page tool like LandingCube can help you automate sending these out, so no two customers ever receive the same code.
With coupon codes, you can utilize your landing page best as a squeeze page, requiring an email signup to get a coupon code, and hitting two birds with one stone, so to speak – capturing emails, and boosting your sales velocity on Amazon.
Brand Referral Bonus
Saving the best for last! How would you feel if we said you could get paid for driving external traffic?
With the Amazon Brand Referral Program, you can. Driving sales with this program can allow you to earn as much as 10% of your product sales back as a credit against your referral fees.
To be eligible for this program, you need to be brand registered, and approved for Amazon Attribution. Once that’s done, and you’re approved for the Brand Referral Program, you’ll just have to integrate your Attribution links with your landing page, and you’ll get credit for any sales coming through these channels.
The program helps you promote your products more effectively, by negating some of the cost of running external traffic campaigns. You can use this bonus either to pocket and reinvest more profit, or pass on the discount to your customers by offering lower prices or higher discounts.
Landing pages are a powerful tool to help you out when driving external traffic to your Amazon products. They allow you to better track and optimize your traffic channels, integrate with tools like Amazon Attribution and the Brand Referral Bonus Program, and build assets like an email list.
These are all things that you need to do today to compete in a high-competition environment like Amazon.
About the Author
Rick Wong is the founder of SellerMetrics, an Amazon PPC Software. Having worked in some of the world’s largest financial institutions in Canada, he ventured into Amazon selling in 2017 and sold his Amazon business four years later.
He currently resides in Hong Kong with his wife and 1 yr old daughter. On days that he is not in his office, you can find him playing golf with his friends or watching the newest show on Netflix with his family.
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