It’s great to attract customers who are already browsing on Amazon but it pays big time when you drive traffic externally to your Amazon product.
So, today’s question is… what are you doing to send external traffic to your Amazon listing?
Before you answer maybe you need a refresher on why it’s important. A well-planned strategy for sending outside traffic to your listing will allow you to:
- Increase sales
- Tap into a new source of customers
- Boost your ranking on Amazon. You’ll get rewarded for bringing more people to the site.
- Improve your keyword ranking
Firstly, let’s dive into the different traffic sources you have for your product or brand. My favourite methods are, in no particular order: Facebook, Google Ads, Instagram, Pinterest, YouTube (my current favourite), Google SEO and blogs. Which one you use will depend on your product and target audience. I choose 1, or sometimes a combination of 2 or 3 of these, depending on the product.
The important thing is to get your product in front of people who are searching for it. That’s Marketing 101.
Something I recommend is NOT to send them directly to your product listing on Amazon but to send them to a landing page first.
| Ad → Landing Page → Product Listing |
Here’s why…
This gets a bit technical so bear with me. It’s all to do something called the unit session rate or conversion rate.
The unit session rate compares the number of people who visit your product page and buy with the people who come and leave without checking out. So say your listing has a unit session rate of 10%, this means out of the 10 people who look at your item, 1 will buy it.
A product’s unit session rate is a big factor in where it ranks in the search results. Amazon’s goal is to maximise the amount of money each search makes, so products that are more likely to sell sit at the top while all the others lie towards the bottom.
The bigger the unit session rate the better. But if you can keep in mind that the average hovers between 10-15%, depending on the product, this gives you something to aim at.
What does this have to do with landing pages?
If your Google Ad sends someone directly to your product page, this is called cold traffic. The person who clicked the ad may have been curious but have no idea about you, your product or your brand. They are unlikely to buy.
Compare that with warm traffic – someone who has learnt a bit about your product or brand and has built some sort of familiarity with you. They are much more likely to buy when they find themselves on your product page.
Cold traffic leads to low conversion rates → Warm traffic, high conversion rates
So by sending cold traffic to your Amazon product page, you are messing up your unit session/conversion rate – increasing the number of visitors, but not sales – Amazon will respond by lowering your rank in the search results.
By sending people to your landing page first, you are warming them up. The best thing is that YOU control this page, not Amazon, so you can include anything you want about the product. If the customer likes what he sees, he clicks to buy and is finally sent to the Amazon page – fully primed to buy and ready to boost your unit session rate and your ranking. Game on.
A quick dose of realism
With ads and marketing, you’re not going to hit a home run the first time. Think of it as trial and error. Experiment with different ad methods to find what works best. Tinker with your landing page and product descriptions.
I’ve paid for and set up Facebook ads only to get ZERO clicks and sales. It’s common and I don’t worry too much because I know they need to be optimized. Too many people give up on an advertising method because they don’t get immediate results. Learn how to optimize and sales will follow.
I hope you enjoyed this article. Get out there and warm that traffic up!
Hugs Stacey x