As an Amazon seller, you’re know how to optimize your listings – setting up everything in a way that will give you the best chance of showing up high in the Amazon Search Engine Results Page and converting into sales.
There’s a lot of great material out there on optimizing Amazon listings for the A9 algorithm. But not a lot on what makes a good landing page for Amazon conversions. In our first year in business, some data trends have emerged that shed light on what goes into a highly converting Amazon promo landing page.
We crunched the stats from campaigns run with LandingCube, to give you an idea of how to make landing pages that convert.
First, Understand How We Ran This Study
In order to get genuine insights from this study, it’s important to understand the context of how we calculated these numbers.
Conversion Rate for campaigns run with landing pages are calculated a bit differently than the conversion rate for your Amazon listing is. In Seller Central’s Business Reports, the formula is: [Conversion rate = Orders ÷ Page Views]. For the purpose of this study, coupons claimed with LandingCube are used in the place of Orders. So the formula for conversion rate in this case is:
[Conversion rate = Coupons claimed ÷ *unique* Page Views]
Several other things to note:
- We pulled these stats from LandingCube coupon pages with at least 20 claims, from accounts that have been active in the last 90 days.
- The strength of insights gleaned from these types of studies should be indexed to sample size. That is, the smaller the pool of data, the less meaningful.
- Many factors not included in this study influence conversion rate – quality of traffic, for instance.
With that said, let’s look at how to create high-converting landing pages.
How Much of a Discount Should I Give?
This is obviously one of the first things you will think about when running a promo. Do you offer products at 10% off or 90% off? Or somewhere in between?
What do the numbers say?
Discounts of under 50% don’t change a lot as they increase, all converting at around 10%. From 50% it begins to trend upwards, topping at over 40% conversions for discounts of 70%.
By looking at the figures, 70% off appears to be the sweet spot to move product. Try this for your campaign if you’re making a run for the top keyword ranking, if you’re launching a new product, or clearing inventory before long-term storage fees kick in. But to keep getting reviews, you might want to keep your discount relatively low.
There are some factors, outside of conversion rate, you should consider, though.
First of all, you should know how much of a discount your business can afford to give. Obviously selling all of your inventory below cost isn’t a sustainable model. However, you often have to spend money to make money. Think of the cost of discount promo codes as a marketing expense, just like paying for a keyword research tool or PPC ads.
Second, think about what exactly you’re trying to achieve with your campaign. If you’re only looking to move product and drive sales velocity, a large discount is best. But be aware that discounts over 30% will be ineligible for Verified Purchase reviews. So if it’s not a flash sale, think about keeping your discount under this threshold.
Keep in mind too that Amazon likely takes discount into consideration when giving credit for sales within their algorithm. So a sale with 90% doesn’t carry as much weight for ranking purposes as a full-priced sale.
Is Email Confirmation Worth It?
For someone to claim a coupon on your landing page, there are several options you can add:
- Email On/Off: Require the lead to enter an email to claim their coupon.
- Confirmed/Unconfirmed: If email optin is on, send a confirmation email to their inbox containing their coupon code to ensure that email actually exists.
Does it affect your conversions if you add extra steps to your funnel?
Conventional wisdom would say yes, and the stats back this up. With email optin on, viewers convert on average 10.88% of the time. While it goes up to 21.92% when turned off – an increase of 89%.
The difference is even bigger when sending a confirmation email. Conversions are 7.74% on average from campaigns with email confirmation turned on, against 17.87% with confirmation off.
Does this mean it’s a bad idea to try and collect emails? Not necessarily – again it depends on your goals. While it lowers conversions to add an extra step, the value of building an email list for an Amazon seller is likely worth more than a short-term uptick in sales. And we did not take into account how requiring First & Last name affects conversions. This just looked into email opt-in, but many pages which required email optin also required names to be entered. Which also adds more friction for prospects and, thus, lowers conversion rates.
Capturing your customers’ email allows you to market to them in ways that are impossible directly from Amazon. It’s especially valuable when selling consumable products (such as supplements or beauty care), as you can build lasting relationships with your customers and sell to them again and again. Having emails will also help you craft personalized review follow-up sequences and additional marketing campaigns which will grow your brand’s name.
In most cases, we’d advise to keep email optin on. The secondary verification is up to you. You’ll get more conversions by turning verification off, but the average value of the lead will likely be lower.
There are situations when it would make sense to turn off email optin. If your goal is sales velocity and nothing else, simplifying your funnel as much as possible would be smart.
Which Landing Page Features Convert the Best?
We’ve added several optional features aimed at increasing conversions. But do they actually work?
Countdown timer & artificial urgency
The vast majority of landing pages have the countdown timer enabled, and the data shows these pages convert on average 33% more than when it is turned off.
In addition, we have the “Artificial Urgency” feature, which means the timer will show less than 12 hours remaining at all times. We found that pages with this feature enabled convert 66% more, converting 15.72% of the time, as opposed to 9.45% when disabled.
Coupon scarcity
A similar feature is the coupon scarcity feature. This will show less than 15 coupons remaining at all times (out of a total of 50).
Over 80% of pages we gathered data from have this feature enabled, and saw 25% more conversions than those that didn’t.
Other Factors
There are many other factors that will influence the success of your landing pages. These factors are too fluid to be able to collect reliable data on, but it’s worth thinking about them. They include:
- Copy: you shouldn’t necessarily use the same product title and description as your Amazon listing. On Amazon you’re optimizing for keywords, but a landing page is all about readability and engagement.
- Heading: while we don’t have data for this, the default heading of our landing pages “An Exclusive Offer For You” is probably not great for conversions. Tailoring your heading to your specific offer, value proposition and target audience will provide a better experience, leading to more conversions.
- Ad & Targeting: the better your ad, the more quality landing page visits. Get your ads in the right channels in front of the right people, and you’re a lot more likely to see conversions.
- Images: over 70% of the traffic to our landing pages comes from mobile, where load speed is a big factor in conversions. Use effective images, but don’t use too many, and keep the files well optimized.
- Brand recognition: if you do a good job building a brand name with some clout, you should see a higher number of conversions. Sharing engaging content on your website or social channels is a great way to do this. Building an audience of raving fans is the best way to increase conversion rate.
In short, there are many things that go into a successful landing page, from the start (getting your ads in front of potential customers) to the end (encouraging leads to click through and buy on Amazon) of your marketing funnel.
Where To Go From Here?
There’s no scientific formula for creating a landing page that converts, but that doesn’t mean there aren’t strong indicators of success. We want to provide you with an idea of what converts more often, so you have somewhere to start.
Based on our findings, a landing page optimized for the best conversion rate would have scarcity/urgency features enabled, with a 70% discount offered, and email verification disabled (but don’t ignore the value of email signups).
The best practice would be to split test and see how your results change for your particular audience. Create multiple pages with specific features changed. Run them on the same channels and see how your results change. What’s successful for one seller may not be for another, so the best way is to test it yourself.
Decide what you want to achieve in your campaigns, optimize accordingly, and build a business that lasts.
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