Off Amazon Traffic (Facebook) – Landing Pages for Launching Products

Richard Morgan
March 1, 2019

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Paul has joined us to go through Facebook for ranking products and the use of landing pages and bot flows for launching products, how the importance of getting the initial ad setup correctly drives the success of either landing page or chat bot conversions and how the mechanics of chatflow ‘conversations’ differ from landing page copy.

Why are we using a landing page?
We don’t want them to go direct to Amazon so we can get their emails first
Plus we don’t want to kill our conversion rate on Amazon
Yes, you can use ‘landing cube’ and softwares
If you’re not doing launches every single month the subscription cost is expensive
So having an on-demand landing page approach is helpful
All optimised for mobile and look and feel friendly to Amazon
Use a cheap domain to host the landing page
Developer for $10 / hour does all the setup
Multiple-language pages we pay a translator to do this
Coupon distribution using one off software AMZ coupon server $57
WordPress Facebook Pixel plugin for all conversion info and data

Landing page

Above and below the fold – two parts
Above the fold:
- Headline – celebrating the launch of…
- Image of the product (also in ad, landing page and Amazon)
- Then tell them what they will get – grab your today saving 90%
- Grab email address only (less fields is better for conversions)
- Call to action button – Get Coupon Code
Below the fold
- Three bullet points from the listing
- Add FAQs
- Repeat the email capture at the bottom to save lots of scrolling backup

Thank you page

Describe step by step
Add the URL
Thank you for your interest in our [prod]
Here is your Discount Coupon Code [short code]
Please take these steps
1. This contains the URL / Storefront
2. Thanks for choosing product
3. Please select your colour and place in shopping cart
4. Enter you discount code and checkout
5. Please confirm you order
6. Wait for the [prod] to arrive at your home (code is valid 6hrs from receipt of this message)

Choose your Buyers

Interlinking of these fields and steps is key
Using coupon clippers off of Facebook to take your coupon code to buy the product
The goal is to create visibility with people using the ‘coupon cutters’ to build awareness
Amazon will see the popularity and raise your visibility to full-price buyers in Amazon
Don’t worry about picking up the ‘coupon-cutter’ details as they are not likely to pay full-price in future
Good for launching and re-ranking to boost visibility by turning this on at anytime
You can pause the ad and turn it back on again when you need it

Landing Page Design

If you 2-4 launches per year you don’t want to pay for a subscription service
You might want to setup your own individual pages as needed
When you cancel your subscription your need to start up again but it’s 5 mins when using their tools
Sign-up for their subscriptions and do the trial for a month
If you don’t know what you’re doing it can be a huge problem
Design can take ages but the design builds trust
A lot of Amazon marketers work on long-form sales pages t sell
But Apple are not using that conversion type to sell their products
Don’t fall into the trap of there being one way to do ‘copy’ and ‘landing pages’

Trust in Landing Pages

As a marketer would you buy a $60k car off a long forma landing page with video and long page
No it doesn’t build trust
But long-form landing page styles work for selling info products and where people are not as risk-averse about parting with money for a cheaper product

Long and Short of it

THere are long and there are short-form landing pages
Short-form works better when the product needs less discussion and
If it’s complex thing then people need long-form to get the information across
Bad Marketers use long form to NLP money out of your pocket building as you scroll down the page
Give away products on Amazon do not need super-long sales pages
Long sales pages don’t convert as well

Chat Bot chatflow sequence

Going from a Facebook Ad to bot
You don’t need a landing page
The time you spend designing the landing page now changes to the time you spend formating the chatflow sequence
You now need to think about how you have a conversation with the customer
Every customer will ask ‘why you’re giving 90% off’
Then you offer the coupon code
Give them whichever URL you want and off they go
The magic is the bot will reach out to them in 6hrs and ask if they got their deal – like retargeting
If they say YES then great
If they say no then you tell them they have 1 hr left, etc…