Increasing Conversions On External Traffic By Sending To Store Page On Amazon
Seller Sessions · with Brandon Nutter · April 17, 2022 · 18 min
Summary
This episode reveals how directing external traffic to your Amazon Store page, rather than directly to product pages, can significantly reduce your Advertising Cost of Sale (ACoS) and enhance attribution. Learn how to strategically drive high-intent traffic from platforms like Google Ads to optimize conversions and build your brand presence on Amazon.
Key takeaways
Prioritize sending external traffic to your Amazon Store page over individual product pages to improve ACoS and attribution for off-Amazon campaigns.
Analyze user intent to tailor your external traffic campaigns; for broader intent, the Store page is more effective, while specific product searches might still benefit from direct product page links.
Optimize your Google Ads copy with clear, benefit-driven messaging that aligns with users' search intent to increase click-through rates and conversion yield when driving traffic to Amazon.
Actively monitor conversion funnels and identify “leaks” in the customer journey from external ads to Amazon purchase to refine your traffic routing and Store page experience.
Leverage your Amazon Storefront for brand building by showcasing your full product catalog and brand story, which is particularly effective when driving traffic from external sources.
Brandon Nutter from Ampd joins me today to discuss external traffic and how that impacts on the store vs product page. Many of the results show a greater attribution for reduced ACoS and how best to set this up. We discuss products and user intent, how to plug the leaks and the copy on your Google Ads for a better yield. Seller Sessions is now sold out! 19 tickets left for Branded By Women.Grab tickets for Branded By Women Live brought to you by Branded. Use Discount code: 10BBW Grab Tickets Now: https://brandedbywomen.com/ Hosted by: Sharon Even and Izabela Hamilton Featuring Yael Cabilly, Melanie Shabangu, Olivia Jones, Amy Wees, Cassandra Craven, Jana Krekic, Michele Venton, Cara Sayer and Kata Phipps and many more Grab Tickets Now: https://brandedbywomen.com/ Ticket includes the full day conference and the Cocktail party brought to you by Helium 10 Big Thank you to our sponsors: Branded, AVASK, Helium 10 and Multiplymii, Carbon6
What does this episode say about amazon & marketplaces?
Prioritize sending external traffic to your Amazon Store page over individual product pages to improve ACoS and attribution for off-Amazon campaigns.
What does this episode say about paid acquisition?
Analyze user intent to tailor your external traffic campaigns; for broader intent, the Store page is more effective, while specific product searches might still benefit from direct product page links.
What does this episode say about conversion & cro?
Optimize your Google Ads copy with clear, benefit-driven messaging that aligns with users' search intent to increase click-through rates and conversion yield when driving traffic to Amazon.
What does this episode say about brand & content?
Actively monitor conversion funnels and identify “leaks” in the customer journey from external ads to Amazon purchase to refine your traffic routing and Store page experience.
What does this episode say about amazon & marketplaces?
Leverage your Amazon Storefront for brand building by showcasing your full product catalog and brand story, which is particularly effective when driving traffic from external sources.
