Dec 13th 2019

How to Use LandingCube: Funnel Templates to Work for You

byAndrew Buck
Dec 13th 2019


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How does LandingCube work?

Our marketing tools will work differently for you, based on a few factors. For example, your goals, your situation, where your business is at, what assets you have, which assets you’re trying to build.

If you’re lost and don’t know how to best use our awesome software to grow your business, don’t worry. This post is designed to walk you through a few templates for how LandingCube can help you to achieve your goals.

Your Goals

The first thing is to define your goals. Otherwise, you’ll be shooting blindly in the dark without a plan.

Use the links below to skip ahead to the section that fits your goal.

I want to:

What You Have to Work With

How you run your LandingCube campaigns will differ greatly depending on what your business already has in place.

See which of these applies to you:

  • I have an email list
  • I have a Messenger list
  • I have Facebook Pixel data (from driving traffic to a landing page/your own store, for example)
  • I have none of these (but I have sales history on Amazon)
  • I have none (and no sales history on Amazon)

The more assets you have, the easier and cheaper it will be to run campaigns and drive traffic to Amazon.

If you don’t have assets like this, it’s a good idea to invest in campaigns specifically to build these assets.

Continue reading for advice on how to use LandingCube for your own specific use case.

Note that these templates are just to help you get started. For the best results, you’ll want to continue to test and iterate your campaigns.

How to Build an Email/Messenger List

A customer list is an incredibly valuable asset for any business to have. You’ll see how a list helps you cut down costs with most use cases below.

As Amazon sellers, you’re at a disadvantage, as you don’t own your customers. Amazon controls all customer details, and doesn’t disclose all information to you.

This is one of the main reasons LandingCube exists: to help Amazon sellers build a list and control their audience.

How to build an email list with LandingCube

  1. Create a percentage-off promotion in Seller Central, with single-use promo codes.
    1. Our data shows that 70-80% discounts get the highest conversions. Top Amazon sellers find these types of discounts still result in ranking boosts.
    2. Set a limit on your Max Order Quantity for the product(s) you’re running promotions for. Without this, one customer could buy up a large number of your products for cheap.
  2. Use LandingCube to create a promotional landing page for your product.
    1. Ensure the Countdown Timer, “Artificial Urgency” and “Artificial Scarcity” features are on.
    2. Enable the “Verify Email Address” setting. This means customers need to access their email to receive a coupon, giving you a higher chance of getting quality leads.
    3. Do not enable the review request follow-up for this campaign, as reviews from highly discounted orders may flag Amazon’s system for a review block.
    4. Set up an account with an email marketing provider (such as MailChimp, Klaviyo, etc), and integrate the account with your LandingCube campaign.
  3. Create a Facebook Ads campaign.
    1. Start by targeting a 1% lookalike audience based on past Amazon customers. Once your email list grows to a decent size (1000+) you can make a custom audience from your list and target a lookalike of this audience.
    2. Failing any past customer data or Pixel data to use to create an audience, use a cold audience. Narrow down your cold audience by targeting “Engaged Shoppers” and people interested in “Amazon.com”, as well as one or two interests related to your niche.

How to build a Messenger list with LandingCube

The most effective option to build Messenger lists is a JSON Click to Messenger ad. By keeping the customer experience within Facebook’s ecosystem, LandingCube’s Click to Messenger Ads allow you to get lists for very cheap.

  1. Create a percentage-off promotion in Seller Central. 
  2. Create a “Click-to-Messenger Ad” campaign with LandingCube.
    1. Turn off the review request follow-up sequence if you’re giving out discounts of more than 30%.
    2. Sign up for ManyChat. People who interact with you on Messenger and reply to your campaign will be automatically added to your ManyChat audience (assuming you have a ManyChat account). 
    3. If you want to segment the users that came through this campaign, connect your ManyChat API key with the LandingCube campaign.
  3. Create a Facebook Ads campaign.
    1. This guide shows you how to set up a Click to Messenger Ad on Facebook.
    2. Use the same targeting tips as above. Lookalike audiences based off a customer list or Amazon Fulfilled Shipments reports are most effective.

Low vs High Discounts, and Cost Per Lead

Building a list can be a little expensive. While we’d argue it’s worth it, due to the value you can get out of your list in the future, make sure you can afford the expense.

For list building, a good suggestion is to set a target cost per lead. This means how much you’re willing to pay for each email/Messenger subscriber. This will be how much ad spend per subscriber, plus your cost of goods sold.

Example:

You spend $1000 on ads and get 200 subscribers, with a 70% discount that results in a $3 loss from each sale.

Your ad spend per subscriber is $5, and COGS is $3, so your total cost per lead is $8.

You can test a high discount & low discount campaign – it might turn out the low one works better, when factoring in COGS.

Calculating cost per lead will help you decide how much money you want to spend building your list, and how long you want to run your campaign.

This strategy requires a bit of investment by giving away so many discounts of 50% or more, so it’s not a strategy you want to run long-term.

Run your campaigns for about a month (more or less, depending how many discount codes your budget allows), and continue with smaller discounts if you want to continue building your list.

How to Use Your List

Once you have your list, a few things you can do with it are:

  • Launch future products
  • Use your list to build custom & lookalike audiences for Facebook targeting
  • Run seasonal promotions
  • Promote/up-sell additional products
  • Send re-stock reminders (really effective for consumable products)
  • Offer customer service & fix problems (preventing negative reviews)
  • Ask for reviews & feedback
  • Ask for product insight for decisions regarding future products

How to Launch A Product

Here are a few templates for how to launch a product with LandingCube.

Keep in mind, depending on the competitiveness of your niche or target keywords, launching can be quite costly. The cost can drop if you have assets like an email list, past sales data or a Facebook audience to work with.

We advise using Facebook Ads with a JSON Click-to-Messenger campaign for your product launch (unless you’re launching to an email list).

If you’re unfamiliar with Facebook Ads, click here for our free video course.

Click the option below that applies to you, and learn how to use LandingCube for your product launch.

Launching with an email list

  1. Create a percentage-off promotion in Amazon Seller Central, with single-use promo codes.
    1. The level of discount you offer depends on factors such as your budget, the competitiveness of your category, how engaged your audience is and the quality of your product.
  2. Create a “promo page” campaign in LandingCube. Since you are launching to an email list, disable email opt-in to increase conversions.
  3. If you have specific keywords you want to target with your launch, use a URL builder to create keyword-targeted 2-step URLs (see this case study on launching with 2-step Storefront URLs).
  4. Distribute your promotion to your email list. A good launch flow would go as such:
    1. Email one: pre-launch announcement (to generate excitement)
    2. Email two: full-priced landing page to your list
    3. Email three: discount sent to those who didn’t buy from the first email
    4. Email four: higher discount to those who still didn’t buy yet

Launching with a Messenger list

  1. Create a percentage-off promotion in Amazon Seller Central.
  2. Create a “Click-to-Messenger Ad” campaign in LandingCube.
  3. Set up a 2-step URL for your target keyword(s).
  4. Distribute your promotion to your list in one (or both) of the following ways:
    1. Use Sponsored Messages to send a promotional broadcast in Messenger
      1. Select Messages as the campaign goal, and then target a custom audience of people who have messaged your Facebook Page (Create Custom Audience > Facebook Page > People who sent messages to your page)
    2. Create Facebook Ads targeting your Messenger list as a custom audience
      1. Same as before, but instead of creating a Messages campaign, you create a conversion campaign. The conversion event is lead/coupon claim (same event in LandingCube). And target your audience of people who sent a message to your page. 

Launching with Pixel data, or past Amazon customer data

  1. Create a percentage-off promotion in Amazon Seller Central.
  2. Create a “Click-to-Messenger Ad” campaign in LandingCube.
  3. Set up a 2-step URL for your target keyword(s).
  4. Use your Facebook Pixel data or Amazon Fulfilled Shipments report to create a custom audience on Facebook.
    1. This video shows how to create an audience from Fulfilled Shipments reports in Seller Central. Note that Amazon seems to be phasing out the buyers’ names & addresses in these reports. Sellers have found that if you download as a txt file rather than csv, it’s more likely you can access the Name & Address data. 
  5. Create a 1% lookalike audience based on this custom audience as your ad targeting.
    1. You can also test several other audiences to end up with the best results:
      1. 1% audience with age/gender/location
      2. 2% audience with age/gender location
      3. 2% audience with age/gender/location + Amazon.com interest + Engaged shoppers behavior
    2. Continue on with whichever audience performs best (best cost per conversion).

Launching with no list or Amazon sales history

  1. Create a percentage-off promotion in Amazon Seller Central.
  2. Create a “Click-to-Messenger Ad” campaign in LandingCube.
  3. Set up a 2-step URL for your target keyword(s).
  4. Create a cold targeting audience that includes “Amazon.com” as an interest, and “Engaged Shoppers” behavior. Layer this with 1-2 additional interests related to your product.
    1. Put each interest/behavior in a separate box, so it reads AND (that way the audience needs to fit all criteria)
    2. Test 2-3 variations of your audience, each differing by only 1 factor (age/interests)
  5. Once you gather enough Pixel data, create a custom audience. Use this custom audience to target a 1% lookalike audience.

How to Run Promotions for An Existing Product

You can make use of LandingCube campaigns to push existing products, as well as launching new products.

You can run your promotion in a few different ways.

  • An evergreen campaign with a mid-level discount (between 20-50% off)
    • This allows you to boost sales velocity and keyword rankings, while potentially collecting email addresses or Messenger subscriptions
  • A short campaign (~7 days) with a high-value discount (>50%)
    • Best used if you need a ranking boost, or you have excess inventory that needs clearing
  • An evergreen campaign with no promo code
    • Best used if you want to drive traffic from Facebook Ads, but don’t want to discount your product. Using a “Product Page” campaign lets you filter traffic to increase conversion rates on Amazon, as well as collecting data from the Facebook Pixel that will help you create bigger, more targeted audiences.

Run your Facebook campaign in accordance with your existing assets – email list, Messenger list, Pixel data or past customer data.

Use your leads to create 1-2% lookalike audiences, and experiment over the course of your promotion to cut down your cost per click.

How to Use External Traffic to Get More Reviews

Getting in touch with customers outside of Amazon can be a more personal, more effective way of asking for reviews.

The main point you have to take into account when asking for reviews, is that you need to keep any discount given low.

High discounts disqualify a review for the verified purchase tag. The consensus cutoff for this used to be 50% and over, but now it’s more likely to be 30% (this is not known for sure, though).

Amazon has also been taking action towards suspicious reviews as well, including deleting reviews and putting temporary blocks on listings that show unusual reviewing behavior. High-value discounts leading to reviews can play a part in this.

  1. Create a promotion with a 20-30% discount code.
  2. Run Facebook ads to a lookalike audience from your existing assets.
  3. Capture an email or Messenger subscription.
  4. After 1-2 weeks (long enough for the customer to have received the product and tried it), send a follow-up email or Messenger broadcast (using our review follow-up tools) asking for a review.
    1. Click here for our guide on asking for reviews, plus a sample review request template

In Summary

This post has covered a few common ways to use LandingCube to achieve your specific goals, and how you can set up a sales funnel based off your existing assets.

It’s vital to go into any marketing campaign knowing what you want to achieve, so you’re not shooting in the dark.

Still have questions? Get in touch with our support team and we can offer some advice on how to best use LandingCube for your specific situation.

Haven’t signed up for LandingCube yet? Check out our plans and sign up for a free trial today.

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