Why You Should Be Using A URL Shortener
Which looks better?
Both links go to the same place. But one is significantly easier on the eye, and will attract a lot more clicks, than the other.
If you’re sharing or promoting links for your Amazon product, your goal is to get as many people clicking it as possible. So it’s in your best interest to make it easy with a short link.
That’s where an Amazon URL shortener helps you. Whether it’s a link in an email, on social media, or on your product insert, you should be mindful of the exact URL you’re putting out there, if you’re actually interested in getting results.
An Amazon link shortener tool can help you in a multitude of other ways. From allowing you to retarget link clicks, to integrating with analytics tools.
Read on for 7 key benefits you get from using LandingCube’s Amazon URL shortener to create branded, powerful short URLs.
Shorten Amazon Links for Ease of Use
Amazon links have all kinds of details included in the URL. These are important to Amazon internally – they let them know when a person clicked the link, how they clicked it (from the search results, from an ad, or from recommended products, for example), and allow them to provide detailed analytics to sellers.
But from the point of view of a customer, this all looks like spam. You’re going to get more clicks on a simple short URL than one with a ton of extra details, as it seems safer.
And while you might get 20-30% more clicks from a short URL vs the full, untouched URL, you can multiply that by 1000 if it’s a link people need to type in.
Let’s say you put a link on your product insert, or in a YouTube video. People can’t just follow this link with one click. They need to actually type it into their browser.
If this is a long, 100 character URL, no one’s going to do it.
But if it’s a simple, short link that takes just a few seconds to type, it’s a completely different story.
Short links also help you on social media, where you’ve often got a character limit to worry about. Do you want to use up that whole limit on ugly URL parameters? Or put these characters towards communicating your brand’s message instead?
Create Branded URLs
Another benefit of an Amazon link shortener is the ability to create your own branded URLs.
If you’re doing a lot of marketing outside Amazon, this is a must.
For one, it allows you to build your own brand, rather than Amazon’s. Each time you share a link that starts with “amazon.com”, you’re telling people “this is an Amazon product”.
What you really want is people to remember your brand. Brand recognition is huge, especially in a competitive environment like Amazon.
Branded URLs also convey trust better, and thus attract more clicks. Data shows that branded links generate 34-39% more clicks than generic URLs.
Another key part of a link shortener is the ability to manage your links from one dashboard.
Link management is the process of organizing, editing and controlling the links you share. This is important for collaboration, controlling your brand image, and more.
You might be sharing links to your product, or to a promotional landing page, on multiple platforms. A link management system lets you see which URLs were shared on which platforms, and which attract the most clicks.
You can also edit or delete these links at any point. For example, if you’re running a promotion that has just expired.
It also makes it super easy to create unique short URLs for different publishers or influencer partners, so you can craft a custom offer for their audience, or track clicks in order to pay out commissions.
Tracking & Analytics
There’s a saying I like. It goes, “what gets measured gets managed”.
If you’re not measuring the performance of your marketing campaigns, you’re not managing them.
If you’re not managing your campaigns, you’re leaving it up to dumb luck whether they are successful or not.
It’s a MUST to track and analyze the links you share to your product. You want to know which channels you’re getting your traffic from, and which audiences respond best to your marketing efforts.
That lets you put more resources into channels that work, or dedicate time to fix those that don’t.
You can only do this with an Amazon URL shortener, that allows you to gather data on your links. Even better if you integrate your URL with tools like the Facebook Pixel and Google Analytics, which offer many more details than simply the number of clicks.
Everyone in online marketing should know about retargeting.
Retargeting is when you market towards people who have taken specific actions, such as having clicked a specific link.
The idea is that, having taken this action, they’ve already shown interest in your brand or your offer. Thus, your chances of getting a conversion are better if you target ads towards these people, rather than taking a stab in the dark with a cold audience.
With an Amazon link shortener you can retarget link clicks, by adding the Facebook Pixel or other tracking code to your links. As a result, you’ll be able to set up custom retargeting audiences that increase your paid ads’ ROI exponentially.
Integrating with Amazon Attribution
The Facebook Pixel and Google Analytics can only track so far. If you want to track data for your links right through to Amazon – such as to see how many people purchased your product or added it to their cart – you’ll need to use Amazon Attribution.
You can create Attribution links on their own in your Amazon Advertising Console, however these won’t be able to be integrated with the Facebook Pixel, and are long and unsightly. The best solution is to use a link shortener.
LandingCube’s Amazon URL shortener features a one-click integration with Amazon Attribution. You can connect with your Amazon account to create attribution tagged links right in your LandingCube account, then shorten them and add additional tracking code (i.e. the Pixel).
This lets you track and measure your traffic from start to finish – from a click on social media, right through to the purchase on Amazon.
Keeping Parameters and Tags Intact
URL structure is important in many use cases.
If you want to enable tracking code or add affiliate tags to your link, you need to ensure the URL is structured correctly, so neither the link nor the tracking script breaks.
Similarly, if you’re going to send people to Amazon through keyword-focused URLs, such as a super URL, 2-step URL or Search Find Buy URL, the URL needs to have all the right characters, in the right order, or it won’t work.
An Amazon link shortener is the only way to keep vital URL parameters or tags intact, while simultaneously shortening the URL to a user-friendly, branded link.
Summing Up: Amazon URL Shortener Use Cases
Any time you share your Amazon link on an external channel, it’s best to use a branded short link.
Use cases for an Amazon URL shortener include:
- Links in emails
- Social media posts
- Facebook Ads
- Google Ads
- Other paid ads (TikTok, Snapchat, Pinterest)
- Influencer marketing partnerships
- Links in affiliate blogs
- Links on product inserts
- YouTube video links
By shortening your Amazon links, attaching your brand to the URL, and measuring your results with a link management platform and Amazon Attribution, you’re going to be able to build more cost-effective marketing campaigns, and grow your brand’s presence far beyond the confines of the Amazon platform.
Shorten Amazon links with LandingCube from $49 per month. A subscription also gets you access to our powerful marketing tools, such as promotional landing pages, automated order verification and post-purchase funnels.
Click here to try it free for 21 days.
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