A big part of an optimized Amazon sales funnel is using a landing page. Another is making sure your landing page will actually convert.
If your landing page is too vanilla (i.e. just a blank page with a little text and a call to action), you’ll have a hard time capturing peoples’ attention. Same goes if your landing page is not properly optimized in a few key areas.
This post is going to give you a few key pointers on building an Amazon landing page that works, as well as a walkthrough of setting up a landing page in LandingCube.
Optimizing Your Amazon Landing Page: Above the Fold
“Above the fold” is a term you’ll hear quite a bit in online marketing. It refers to the part of a web page that is immediately visible when someone lands on your website. Considering you have a limited time with which to capture someone’s attention before they get distracted by something else, the area above the fold is crucial.
You need to use this part of your landing page to grab a hold of your reader and make them want to scroll down and learn more about your product or offer.
This means a strong headline – ideally one that communicates your offer too.
Your headline will take up a lot of the space. The rest you’ll want to use to summarize a few of the most important features or benefits of your product, without being too cluttered.
Deliver a Compelling Offer
One of the biggest factors in your landing page conversion rate is your offer. Especially when you’re advertising to cold audiences, or people with low buyer-intent (such as on Facebook). If you’re trying to convince people scrolling through their news feed during lunch to buy something, you better give them a damn good reason.
Depending on the goal of your marketing campaign and your budget, you can still run sales funnels that don’t have a big discount. However you’ll have to be prepared for fewer people to click through and take advantage of your offer.
In this case, make sure you have a plan to retarget the people who click to your page but don’t convert.
The data we’ve collected at LandingCube shows an increase in conversions when discounts go higher than 40%. Interestingly, the peak conversion rate is at 70% off, and conversion rates actually decline for higher discounts than this; showing discounts that are too high may be devaluing your product.
For any kind of offer, but particularly large discounts, it’s a good idea to use single-use promo codes. This way, you don’t risk all your inventory being bought up for cheap because a single code gets shared somewhere you don’t control.
Key Landing Page Features
Here are some features that you can use to level up your landing page game.
Scarcity is used in almost every marketing campaign. Why? Because it works. As a consumer, you probably don’t realize just how often scarcity techniques are used to push you to convert.
Scarcity tactics are things like “only two left at this price”, or “offer only available today”. Another term for this is “FOMO” – fear of missing out.
When you’re selling something you want the reader to act now. When someone sees just a limited time available for an offer or only a few coupons available, they act a lot quicker, so as not to risk missing out.
You can enable this on your landing page with a countdown timer showing the time remaining on your campaign (for bonus scarcity, you can rig this to always show less than 12 hours left on your deal).
If you’re offering discount codes on your landing page, you’ll also want to set up a counter showing how many codes are left. Let people know there are only a limited number of discounts that can be given out, and you’ll get more people jumping to take advantage of your deal.
Call to Action
The CTA, or call to action, is one of the most important parts of a landing page. This is where you’re leading your customers to, this is the goal of your page. A button that leads to your conversion event (such as a sale, proceeding through to Amazon, or joining your email list).
With your call to action, you need to make it clear and simple. Make sure your customer knows exactly what the action is. For example, “Buy Now”, “Claim Coupon”, “Go to Amazon”. Also, make sure your customer knows exactly where to click. If someone’s interested in your offer but can’t find the place to click, you’re giving them the chance to change their mind.
You’ll want a button that stands out: contrasting colors to your background are ideal.
You should also include several CTA sections throughout the page. Have one at the top of the page, above the fold (the sooner you can convert the viewer, the better). Then after each section, another. If someone keeps scrolling down the page, you want to keep pushing them to click the magic button.
This is especially important for Amazon sellers. Use this opportunity to push your brand’s unique image and voice. This is something that’s difficult to do on Amazon, so when you have the chance, take it. Use this time you have one-on-one with your audience to make them remember your brand, and they’ll be less likely to click away and buy from someone else when they reach Amazon.
Make sure your landing page has your brand’s logo in the header, and also be sure to link to your brand’s website and contact channels. Make it easy for people to connect with your brand.
Different people prefer different types of content. Some prefer to read, while others take in images or video better. You want to give as many options as possible on your page. Include a range of high-quality images, and if you have the resources, video content too.
Social proof is massively important when you sell things online. Shoppers come in with a relatively low level of trust, as they can’t touch and examine the product in person. You need to do your part to convince them that they’re getting a quality product, which is all it says it is.
In e-commerce, the most powerful and ubiquitous form of social proof is product reviews. That’s why Amazon sellers scramble so much to get more 5-star reviews. Shoppers trust the word of other consumers much more than a merchant’s.
You should take some of this social proof and repurpose it for your landing page. This could be displaying the star rating, or pulling a collection of your 5-star reviews to show off on the landing page. Get as much evidence as you can to show that others have bought your product and have good things to say about it.
Design & Copy: Keep It Simple
Attention spans are shorter today than ever before – especially when you’re marketing to people who were just on social media platforms a few minutes prior. Because of this, you want to make sure you’re not confusing your customers or overloading them with information.
In your copy, communicate the benefits and features of your product, while keeping the copy easy to read, and most importantly, skimmable. You want them to be able to skim the copy and still get all the information they need.
If you’re pulling product details straight from your Amazon listing (as LandingCube does), take some time to adapt this copy for a landing page. You can likely make it a lot cleaner and more concise without having to worry about optimizing for keywords.
Like your copy, same goes for your page design. Don’t give people a thousand elements left right and sideways. Most of the time, simplicity is better. Make it easy for the viewer to flow down the page from section to section.
Finally, make sure you’ve enabled tracking on your landing page. You want this for a couple of reasons:
To enable retargeting for people who click on your ads but don’t convert.
To better understand your audience, who is converting and who isn’t.
Analytics tools like Google Analytics and the Facebook Pixel are free, easy to use and super effective. If you’re running ads on Google or Facebook, each tool will allow you to easily track conversions from your ads, and optimize best for people most likely to convert. They’ll also give you more powerful insights on your audience, so you can continue to optimize your ads and get more conversions for less ad spend.
Building a Landing Page with LandingCube
The easiest way to build a landing page for your Amazon product is with LandingCube. Not only is it super quick and super easy, it comes with all the features mentioned above to help generate more conversions.
We’ll give you a walkthrough on how to build a landing page campaign now – or you can skip ahead to see a video walkthrough.
Step One: Import Your Product Details
Setting up a basic landing page for your Amazon product is as easy as copy & paste. Just copy the URL of your product listing and paste it into the field provided.
Wait a few seconds and your product details will come up.
Step Two: Enter Your Promotion Details
Next, name your campaign, enter your pricing (regular price, promotion price and percentage off) and set up your campaign run dates.
Step Three: Customize Your Page Design
Now you’ll set up your landing page design.
Start by choosing a template for your landing page. Once you do this, you can start customizing design elements, such as:
Images & video
You can also enable some recommended features:
“Coupons remaining” ticker
Step Four: Set Up Your Integrations
When you’re happy with the design of your landing page, move on to the backend settings.
Here you can set up:
Email opt-in form settings
A follow-up email to ask for reviews (recommended only for discounts of 30% or less)
Facebook Pixel & Google Analytics tracking
2-step URLs (to target specific keywords for ranking purposes)
Step Five: Upload Promo Codes & Publish
At the final step, upload a file of unique promo codes and customize your landing page URL. Hit publish to finish.
This process can easily be done in just a few minutes – however you may want to take a little more time to make sure your landing page is optimized for success.
If you want to build a landing page but don’t want to give out promo codes, you can do this with LandingCube too. This type of landing page will have a CTA that is a button to click through to Amazon, rather than an email opt-in.