Have you heard of the recent updates that Amazon is starting to roll out for its sellers? What are the implications of these new changes? How can you make the most of the updates so your brand and grow and thrive? On this episode of The Amazing Seller, Scott and Chris break everything down so you have a clear understanding of what this means for your ecommerce business. Don’t take this update for granted! There are some really helpful changes that could transform the way you track information and drive traffic to your listings. Make sure to listen to this episode to get all the information you need!
What is the “Social Media Promo Code?”
One of the cool and really exciting new updates that Amazon is rolling out to its sellers is a “Social Media Promo Code.” With this promo code, sellers like you have far more control over how you offer discounts and promotions to your followers for your products. This change also brings with it a new Amazon powered, landing page. You can now drive traffic to this landing page without worrying if that traffic will convert to a sale. To get the complete breakdown of what these new options and tools mean for you and your ecommerce business, make sure to listen to this episode of The Amazing Seller as Scott and Chris explain it all!
Using unique URLs.
Did you know that you can now create unique URLs to be used by social media influencers so you can track your traffic more effectively? It’s true! You can do this by utilizing what Amazon calls a “Promotions Report.” On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they go over how you can use this Promotions Report and the unique URLs to your advantage. Scott and Chris have been testing this tool and the Social Media Code in small portions in their new brand. To hear their results and what you can do to get started with these new features, make sure to listen to this episode!
Why you should create an Amazon Storefront page.
Have you created an Amazon Storefront page for your ecommerce brand yet? If you have, what has been your experience using it? What can you do to optimize your use of this Amazon feature? On this episode of The Amazing Seller, Scott and Chris share how sellers like you can start making the most out of your Amazon Storefront page. Amazon has recently added a new feature to the Storefront page called “Sources.” This tool enables you to create links that will help you tag and identify traffic that comes to your Storefront. There are some amazing uses for this new feature, to hear them all, don’t miss this exciting episode!
Don’t get overwhelmed, pace yourself!
With all these new changes and the fast pace nature of building a business in a competitive space, it can be really easy to get overwhelmed. Remember Scott’s advice, you don’t have to do everything at once! Make a list, plot out milestones where you can start looking at new options as your business gets off the ground. It all comes down to taking it one step at a time. To hear more from Scott and Chris and how you can set your ecommerce business up for success, make sure to listen to this informative episode of The Amazing Seller! You don’t want to miss it!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [0:45] Chris joins the podcast to give an update on Amazon’s recent changes.
- [3:30] Chris explains the Amazon update, the “Social Media Promo Code.”
- [8:30] Why Amazon’s permission to use a “Marketing Page” is so important.
- [14:00] Chris talks about using the Promotions Report.
- [16:00] How did the “Marketing Page” perform in Scott and Chris’ brand?
- [19:00] What is the advantage of using Amazon’s new tool?
- [25:30] Chris dives into Amazon storefronts and a new way to track traffic.
- [38:00] How this new Amazon tool will help you track traffic.
- [42:00] Chris recaps why these updates are important.
- [45:30] Don’t think you have to do EVERYTHING. Take it one step at a time.
TRANSCRIPT TAS 489
TAS 489: BIG Amazon UPDATES: Helping Drive External Traffic without Hurting Our Listings
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 489 and today I’m pretty excited because we’re going to be talking about…
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…a big Amazon update really about helping us drive external traffic without hurting our listings. This is pretty crazy, and I’ve actually invited Chris back on, Chris Shaffer that is if you guys are brand new, a good friend of mine, a business partner of mine who is actually going to be breaking down all the ins and the outs because he just loves, loves this kind of news. So, Chris, what’s up, man? You ready to dive into this or what?
[00:00:39] Chris: Yeah. Apparently, I’m a news nerd. No, I’m really fired up. You were actually out of town when they made these announcements.
[00:00:45] Scott: I was.
[00:00:45] Chris: So, I'm sending you screenshots and you just text me back, “What the heck does this mean? I have no idea what you’re talking about.” And then as I explained it to you, you’re like, “Oh, this is pretty cool,” and in typical Amazon fashion, they’re making a liar out of us, right? Like, a lot of the stuff that we said, “Maybe we shouldn’t do that,” in the past. They're actually letting us do now in a way that makes sense and I'm pumped about it because I think Amazon is finally doing things for sellers that not only help Amazon, but they help us help them, right? Like this is an ecosystem where if we work with Amazon on some of these things, it benefits both of us. In the past, it always kind of felt like we had to go around and run some our end arounds and do some all these crazy things to get some of this stuff to work and now Amazon is like, “Oh hey, maybe this does make sense.” And so, they’re rolling out some stuff to allow us to do some things like drive external traffic to Amazon and I don’t know, track how well it performs.
[00:01:45] Scott: Wow. That’d be amazing.
[00:01:48] Chris: And so, it’s one of those things that you think would be a common-sense thing but hasn’t been until right now on Amazon. So, Scott, there are two big updates that we wanted to talk about that both relate to the same topic. Where did you want to start?
[00:02:00] Scott: Well, first I wanted to start by saying that when you interrupted me that day through a text, I was at Yankees spring training game so that is why I wasn’t totally in tune. So, just to let people know I wasn’t just out there taking a nice drive through the park. I was actually at a Yankee game so pretty important stuff.
[00:02:19] Chris: I don’t think you’re supposed to drive through parks.
[00:02:22] Scott: Yeah. Walking through the park.
[00:02:23] Chris: Those are walking paths.
[00:02:24] Scott: Golf cart? Can you do it with a golf cart? We have golf cart pads around here.
[00:02:29] Chris: I’m just picturing you driving through a park and people diving out of the way of your jeep like I don’t know.
[00:02:35] Scott: Yeah. Right. Get out of the way. All right. But anyway, I thought that was an important thing to note there but, yes, I think what we should do here is really talk about why we think this is important. I mean, you and I have been talking a lot about external traffic but also how it’s not as easy as being able to just say, “Oh, let’s just go ahead and drive traffic to our listing.” We don’t want to do that because it can hurt our conversions and that can hurt our ranking and all that stuff. But now with this new thing, it kind of takes that away in a sense and that’s what I really want to talk about. And also, I mean, you and I haven’t really had a deep dive conversation about this other than you’re saying like, “Hey, Scott, I’m going to set some stuff up. I’m going to give it a test,” and I’m like, “Okay.” And then we’ll talk about it when the results come in or whatever. But I know the basis of it, but I want you to kind of give me like what is it and what is it going to do for us as sellers.
[00:03:29] Chris: So, which one?
[00:03:31] Scott: Let’s talk about…
[00:03:31] Chris: There’s two.
[00:03:32] Scott: Let’s talk about the landing page thing, the social media page I guess is what they’re trying to call it I guess.
[00:03:38] Chris: And this is something that’s pretty cool for me so if you guys go into Advertising and Promotions, you may or may not see this at this point. It’s something that was apparently limited to like Brand Registry 2.0 people but the accounts that I’ve seen it in are not enrolled in Brand Registry, the new version at least and I know I had some people and some listeners like our buddy, Nick Gamble, who said they’re using it. A bunch of people on the Facebook groups said that it popped up for them too. It’s called a Social Media Promo Code.
[00:04:04] Scott: And where is that found now, Chris?
[00:04:06] Chris: That’s in your Advertising tab under Promotions. Now, if you're not in the dot-com marketplace, I'm not sure if it's there. I know sometimes setting up promotions like in UK I think it's under the Inventory tab and dot CA is in the Inventory tab. Wherever you set up your percentage off coupons is where you should be able to find that. So, it’s going to be under Advertising and Promotions and what you’ll see is a new promotion type called Social Media Promo Code. You may or may not already have this. If you do, I would suggest taking a look at it. And Amazon does some things in here that make actual sense.
[00:04:43] Scott: Imagine that.
[00:04:44] Chris: Yeah. It's kind of a miracle. One of the things that happen, Scott, and for those of you who are listening if you're newer, you’ve only ever been able to experience what we refer to as percent off codes so 99% off, 50% off, 25% off. Amazon used to allow us to give away a dollar off. So, if I had a $20 product, I could say instead of 25% off, I could say give them $5 off. Does that math work? I don’t know.
[00:05:12] Scott: We’re good.
[00:05:13] Chris: My math teachers are rolling over in their grave right now. They’re actually also alive and well so I don’t know why I said they’re rolling over in their grave, but we’ll go with it. They’re still limiting these social media promo codes to percentage off but one of the big problems with these percent off motions in the past is you weren’t able to limit the quantity of the units that it was redeemed on. You could limit it to one transaction. So, if I put one unit in my cart and bought it, I wouldn’t be able to use that code again as a buyer. The problem is even with the one-time use codes where you set it up and you would get a unique code and I would get a unique code if I put 20 in my cart, it would apply 20% off or 25% off whatever we set that to, 99% off to all 20 of those items because I’m still buying them in one transaction.
Inside of the social media promo codes, the thing that popped up first for me that I noticed is that, one, they are only group codes so there's one code for everybody but they actually have a different way of distributing these now and in step three when you're setting up the promo code instead of choosing like group single use or whatever, they have redemptions per customer as a radio button option. And so, I can limit it to one unit in one checkout which is a miracle and kind of what we're able to do with the dollar off because if I could give you $5 off it would be $5 off your order. If you ordered 20 of them, you'd still only get $5 off. But with percentage, it was applied to the whole cart. We can do unlimited units in one checkout so if we want people to be able to add 20 to their cart, we can do that, or you can have unlimited units in unlimited checkouts. So, I can just let as many people buy it as often as they want with that discount code.
So, that was the first thing that really stuck out to me is now if we have multiple variations, right, this was always a problem for people and I know it was a problem in the TAS group with our buddy, Alex, with our buddy, Jared.
[00:07:11] Chris: If you have a ton of variations, they could come in and buy every color. Now, they can only buy one, but you don’t have to set up 50 different promo codes to account for, okay, well if you want the black one, you don’t need to do that. You can still create the ASIN list of all of your different colors and then they can only add one. It’s only applied to one at checkout. So, you don’t have to set up like a ridiculous complex promotion. You set up one of these. You tell Amazon how many ASINs you want it applied to and then you select one unit in one checkout. And they can only redeem it on one which is pretty cool. But that’s not even the reason that I’m excited about this. I thought that was kind of a neat little thing but when you run this, what Amazon then does is once it’s approved, they give you a landing page.
[00:07:59] Scott: What’s a landing page, Chris?
[00:08:01] Chris: It’s a place where people land. No. It’s where you’re actually driving traffic to. So, instead of taking that promo code and driving people directly to your listing page where the listing is where normally Amazon customer would see it, Amazon lets you drive them to a landing page. It’s basically kind of like a tailored search results page where they do like a search for the ASINs so it’s the only thing that comes up. But if you have multiple ASINs listed, it will display all of the things that the coupon is valid on. And I should say, promo code, not coupon because coupon is a different thing. But that the promo code is valid on. All of those ASINs in that list that you created so that you’re not driving traffic that may or may not convert directly to that listing. Now, how Amazon is counting all of that stuff inside of the system versus like the impressions and the sessions on your regular page, we’re not sure of yet but if it’s anything like how the rest of Amazon works, this traffic kind of counts outside of that conversion rate. Does that make sense?
[00:08:56] Scott: Yeah. I really want to highlight that though because, okay, what the landing page is allowing us to do and this is something that we actually have done in the past and we’re going to continue to do it even with our own pages because we can control them, so we can add our Pixel on it from Facebook and all that stuff. But what they’re allowing us to do here is create a very, very simple landing page that does not affect or hurt our conversion on our listing. It’s kind of like a buffer page in a sense if you want to think about it that way. Before what we were talking about doing and, Chris, we’ve done this because we didn’t want to drive directly to our product page, what we were doing is driving people to our store page. This way here then they would have to click on the product that they were interested in and then they would go in and maybe use the code and then this way here it was like a buffer page in a sense.
This is better because it’s more of a product page that’s geared towards that discount and then from here, we can only get the traffic that’s going to convert to go over to our page. So, I think that’s really important to understand that, yes, all this new stuff that they’re doing within the code and even some tracking stuff like that this all really cool. What I’m really excited about is it’s a page that we’re able to take and then share and drive traffic to without it hurting our conversion on our product page. I think that’s the big one for me.
[00:10:21] Chris: Yeah. You know, if you guys have listened to like episodes we did with Jason Bear, one of the things that they did and they’re driving external traffic on like a massive scale and it’s something that we do as well but before we were driving like we would go to Amazon and search just the ASIN so that we can get the search results page for just the ASIN. Nothing else would show. We could drive them to the search results page and then if they click through, we would consider that to be valid traffic so then we’re not just driving a bunch of lookers and driving down that conversion rate. Amazon in a sense doing that for us now. Now, what I’m doing, Scott, on the fly here is I’m pulling up this page because I’ve only set up a handful of these so far but I’m pretty sure what happens and it’s even cooler than them just clicking through the listing is – of course, the promo has ended. I believe it actually auto applies that coupon for them, so it takes them, it lets you add it to the cart and it automatically applies that promo code.
[00:11:16] Scott: So, you don’t have to copy and paste and all that stuff. Right. Okay. That’s cool.
[00:11:18] Chris: Yup. So, basically, all they're doing is clicking a buy button. They automatically get to 25, 50 if you want to, I don’t know why you would, 99% off, however, you want to set that up. They get that applied automatically and they can check out.
[00:11:31] Scott: All right. Let me just read what it says in the tab, so people can just kind of understand what they’re actually – this is their language. This is from inside of the promotions area, inside your account. And again, to get there, just go Advertising Promotions and then you’ll click in and it will show you like social media promo code, free shipping percentage off, buy one get one giveaway. And so, basically, that's your options. So, now social media promo code is there if it’s turned on in your account and here’s what it says, “Create a custom promo code and receive a unique marketing page to share with customers through social media, emails or influencer marketing. You control how to market the promotion and how many units in transactions customers can redeem.” Pretty straightforward. Pretty powerful. So, you notice how they said social media, Facebook, Instagram; emails, we build email list; and then influencer marketing, finding people. So, this is basically everything that we’ve been talking about is now they’re building a page to help you drive traffic to that page.
[00:12:38] Chris: Finally.
[00:12:38] Scott: Finally. And with some pretty cool features. So, yeah, I just wanted to kind of like give you guys the language that they’re in and really like their details. It’s pretty simple but it’s pretty powerful. All right. What else, Chris? What else did we want to discuss on this here? We talked about being able to have the code. Let me ask you this because I didn’t see that page that you had set up. What’s the page look like? Is it customizable? Or is it just pretty straightforward? Does it look, “Eh?” Or does it look good?
[00:13:10] Chris: It looks like a search results page. I mean, if you and I were doing, if we were creating our own landing page in something like ClickFunnels’ early pages, it would not look like that. Let me put it that way. It’s a very, for lack of a better term, Amazon attempt at a landing page. The heart is there, and it converts okay but it’s definitely not an ideal “landing page” but it’s a heck of a lot better than not having a landing page. And something that you just touched on, Scott, that I want to make sure that we don’t gloss over, they’re talking about, okay, it’s for influencer marketing and emails and social media and all of these things. Up to this point, we kind of had to do those things one at a time because we weren’t able to track those things individually and so if we were running say three influencers all at once, unless we set up three individual promotions, we weren’t really able to track that.
And if they’re all coming in at the same time and you get 20 sales, unless you actually go back, and most people don’t even know that this exists, and look at your promotions report which for those of you guys who don’t know that it exists, it’s under reports, fulfillment, sales, promotions. They hide it from you. You just go, “Okay, well I reached out to 30 influencers and I got 20 sales for five days in a row.” That’s awesome. It converted really well but unless you actually dove into that report and looked, you wouldn’t know. Now Amazon is forcing you to kind of create unique URLs for each of those people and unique promotional codes for each of those people, if you’re doing it this way, and this is how you should do it so you’re not driving just random traffic to your listing and it’s making tracking a heck a lot easier as well.
[00:14:53] Scott: Now, I really like it. I like that feature and I mean just having them I guess kind of like understand the importance of it but now giving us more tools. Now, of course, they're getting traffic that's being driven to their site, to get them more sales so why wouldn't they want to do it? But to me, it is an attempt anyway for them to help us as sellers, of course, help them drive traffic because even if someone comes over and they go through that page and they don’t end up buying our product, they’re going to be led to Amazon. So, they’re getting us to drive traffic for free to them and we’re hoping that they buy our product, but they could just go there and just keep shopping and buy all the other stuff. So, they’re not just doing it out of the kindness of their heart.
[00:15:41] Chris: Are you sure?
[00:15:42] Scott: I know that for sure. So, that’s a fact. All right. So, is there anything else that we needed to discuss on this part here that I’m missing? Was there more news or was that the gist of it?
[00:15:54] Chris: No. I think that was about it. I did quickly want to share, Scott, you asked me like how well it was converting. For us, it converted right around 4%. Now, here’s the deal. We only gave 25% off there. That is in one test that we did. Obviously, if we gave away more, we would be able to do more but just by comparison let me see. We also ran…
[00:16:20] Scott: What did we do to drive traffic to that?
[00:16:23] Chris: We sent out an email.
[00:16:26] Scott: Okay.
[00:16:26] Chris: I don’t even think – I have to look at the email. I don’t even know if we mentioned the discount or if we just said – we did. And we only sent one email. Normally we would send three, but it was kind of a – well, you know what’s going on with the product. We had a little bit of an issue with the product and how Amazon was shipping it and so I decided not to send the other two emails in that sequence but really, I mean, we just kind of passively mentioned it but it converted it just under 4% sending them to that landing page. So, something that’s really interesting for me that comes out of that is, okay, if we had sent that to our main listing, we would have driven down our conversion rate which in one day is not a huge deal but for me, anytime I cannot drag down my main conversion rate and I can track the specific conversion rate of something otherwise, then I want to do that. I always want to track it. And Amazon unless somebody out there has found it and if you have, please email me at firstname.lastname@example.org, a report exclusively for this promo code. Scott, in our email I know how many clicks we got on that link and I’m just dividing that by how many sales that I see in the promotions report.
[00:17:36] Scott: Now let me…
[00:17:37] Chris: The promotion has been over for 48 hours now, so we can get a pretty good idea…
[00:17:41] Scott: Let me ask you this now because this is what’s swirling around in my head and I’m sure other people might be thinking the same thing. Okay. This is great and all and to me it’s an easy way for someone that doesn’t want to build their own landing page, doesn’t want to drive their own really like, I mean, they can drive their traffic but they’re not really having to go out there and figure out like all the ins and outs of that landing page and codes and all that stuff. But for us, like and again, I mean, depending on when you guys are listening to this, we use Giveaway Boost to build our email list using right now what is a giveaway like we create landing pages inside of there very easily using Giveaway Boost.
It’s basically a WordPress plug-in and a lot of you have probably already used it. And a lot of you have built a pretty sizable email list. But the other thing that we’re doing, and this is another part and, Chris, I’m just going to mention it even though it might not be live by the time that this is aired but you never know. It will be. And what we’re creating is a landing page option, so we can create our own coupons or our own discount to our own landing page that we can put a Facebook Pixel on and we can do all of that stuff and then once they entered their name and email address, we’ll be able to give them that code. Why would I want to do this versus do the other I guess, Chris? What would be – is there pros and cons or just the ease-of-use of using Amazon’s not being able to collect the email?
[00:19:10] Chris: I think the answer is it depends. It depends on what your goal is and for me, I like both of them. I think they both have their place. For a launch, it makes more sense to drive that traffic with a lower barrier to entry. So, if I already have that email and in our case what I did was I took our email list and I drove our email list to that social media promotions landing page that Amazon created for it. I could do the same thing on Facebook and I could track how they perform independent which is kind of cool. I don’t want to drive all that traffic to my list.
In the case of the other thing, we’re using that more to get by your email addresses. So, we discounted the product. I think it was 25% and after ad spend and everything, Scott, it ended up being basically a 30% discount on what we had sold that product for. But we also acquired an email address out of that. I’m not necessarily going to do that to launch because that’s a much slower process and I have ad spend associated with it and all of those things. There’s a lot of dials that I need to tweak to get that to work extremely scalably for me versus this where I can just take any asset that I have and drive traffic to it. Does that make sense? Does that answer your question?
[00:20:21] Scott: It does, and it also brings up a great point.
[00:20:23] Chris: Of course, it does. Oh, I figured it brings up another question.
[00:20:25] Scott: Well, it kind of does but, I mean, I kind of know the answer, Chris. This is my thoughts and I think that you would agree. If we already have the email list, we would probably create one of these promotions and run people to that list or to that page. If we are driving outside traffic Facebook ads, I want to collect an email address in exchange for that coupon, that discount. Because now, even if they don’t buy which by the way if they’re going to hit our landing page, we have it set up that they would enter their name and email address and then from there on the next page, they would get their coupon code and then from there they would be linked to over to the listing so we have that buffer page, that landing page in a sense but we’ve also collected email.
I’m not going to send them to that Collect the Email Address if they’re already on my email list. I’ve already done that so that would be the difference for me. If I am going to drive Facebook ads, I’m driving it to my own landing page that I can collect an email address in exchange for the coupon plus I can drop a Facebook Pixel on that page and then start building a custom audience inside of there. So, that’s what I would say for me is how I would use it. I would use their page for that purpose.
[00:21:37] Chris: I completely agree with that and here’s why, Scott. If I’m spending money on somebody, I want to know that I’m getting something in return. In this case, in the case of how we use this social media promo code, I already know who the customer is potentially. I already have an ability to take another whack getting them to buy something. This is what we’re talking about inside the classroom a couple of days ago like why do we get email addresses? Well, it’s to take another whack at them. If I’m spending money, I don’t ever want to spend money and it is a mistake I see businesses make all the time. You know my background. I’ve spent millions of dollars in pay-per-click through different businesses and manage a ton of different PPC and one of the different or one of the problems that I see all the time in businesses is they spend money to try to get somebody and if they don’t get them to buy right away, that person disappears forever. So, I pay $2 to get a click and then nothing happens, and that person disappears into the ether. I would rather spend another $0.50 to get their email and be able to talk to them forever or try to hit them with a retargeting ad. I can’t do that on Amazon.
[00:22:41] Scott: Yeah. So, Amazon doesn’t have any place for us to drop a Facebook Pixel or anything like that as of right now.
[00:22:45] Chris: Right.
[00:22:47] Scott: So, you don’t have as much control over the page. Again, you don’t have really the control of the look of the page either. So, again, if people are already familiar with our brand because we have them on an email list, that’s what I would do. If I was not doing it that way but let’s say you’re still going through a launch and you want to drive Facebook ads to a landing page with a discount, maybe you want to offer 50% off or maybe you want to offer 30% off. That’s fine. Drive them to your own landing page, collect the email address, and on the next page, the thank you page we call that, that would be, “Okay. Cool. Thanks. Here’s your discount code and here’s the link to the product.” Boom. Boom. Now let’s say for example they didn’t redeem that for whatever reason. We can send a follow-up email and say, “Hey, just in case you forgot, your coupon code is this and here’s the link to the page,” so now we can follow up with them. If you land on Amazon page, basically they’re going to click off and they won’t be back. Now, could they run retargeting Amazon themselves? Sure, they could. But does it mean that we can control that? I can turn on a Facebook ad that retargets anyone that’s going to hit my landing page tomorrow and get something back in front of these people.
So, just different things, I guess, different pages, different ways to connect with your potential audience but again how to use them to me is really clear. The email list is first. I’m going to drive those people that are already on the list over to an Amazon page which is a trusted page. Okay. Because we’re going to go to Amazon.com which is great and anyone that is not on my email list I’m going to drive them to my own landing page, collect the email address in exchange for a coupon, Facebook tracking Pixel, retargeting ads, all of that stuff. And this would be a great place to kind of remind you guys that if you have not checked out our build list workshop, you definitely probably want to do that. We go through everything in detail. That’s at TheAmazingSeller.com/BuildList and inside of that, you'll see exactly how we've done it, how we continue to do it.
[00:24:40] Scott: And also, Giveaway Boost, that is something that we helped create with Chris Guthrie who you guys probably have heard of before. I had him on the podcast a few times, good friend of ours but he helped us build something that now we're going to be calling Giveaway Boost 2.0 where we’re going to be actually having these pages being built to collect the email in exchange for that coupon code. So again, if it’s not there, it will be very, very soon and really excited about that. So, anything else you want to wrap up with, Chris, before we officially wrap up?
[00:25:13] Chris: Well, we got a whole other promo type to talk about.
[00:25:15] Scott: Oh man. I thought we were winding down. I forgot all about it. Go ahead.
[00:25:19] Chris: Well, we started, we kind of touched around the edges of it in this but the other massive update and, Scott, you and I were just talking about driving…
[00:25:27] Scott: I forgot all about it.
[00:25:28] Chris: …external traffic to Amazon and how untrackable it is. It turns out not so un-trackable anymore. And I don’t know how long this has been out, but I just noticed it a few days ago and I had some other people who hadn’t noticed it as well, comment and say the same thing. Basically, if you guys have a storefront and, Scott, you mentioned that we created a storefront on Amazon.
[00:25:51] Scott: Yep.
[00:25:51] Chris: Right? And if you guys haven’t done that yet, try to do it. See if it’s inside of your account. You should actually have a completely different tab inside of Amazon. Basically, Amazon is letting you create like an e-commerce landing page where you have nice big images of the product and descriptions, so you can drive traffic to that rather than driving it specifically to your listing. This would be for anything that doesn’t have like a promo running currently like you’re doing with the social media codes or if you just want to get people a full selection. And, Scott, like what you and I did for Black Friday is we just said, “Okay. 20% off,” and we sent them to the storefront page. I would still probably rather do that than the social media promo codes just because of how the landing page is set up and I actually have control over the layout and all those things inside of the storefront. But what they did is they actually rolled out a new feature called Drive Traffic with Ads. No, it’s called Sources and this functions like Google Analytics.
And if you guys aren’t familiar with that, if you have a website, please in the name of all that is holy, install Google Analytics. Even if you’re never going to use it just so that at some point if someone like me comes to your business and you say, “What’s broken on my website?” I can take a look and find out. But basically, inside of your storefront, Scott, Amazon has what they call the Insights tab and it tells me how many people landed on my storefront versus how many sales and also where those sales came from. But up until now, it was basically Amazon PPC, I think it was listed as sponsored products because that’s the real name of it. Amazon Headline Search Ads, Amazon Organic Traffic, yes, they break stuff out by source but only for traffic on the storefront. They’ve also now added a feature called Create a Source Tag and what that allows you to do is you can type in something and I’m going to do this while we’re here like Facebook ads. Right now, I wouldn’t do this that generically and we can talk about that here in a minute.
[00:27:49] Chris: But what they’re doing is they’re then creating a link and it’s called a UTM variable. It’s a big fancy name. Basically, the link says “channel=” and then whatever you type in is the name. So, they’re taking the storefront page, your Amazon.com/store/whatever-the-alphanumeric-thing-is and they’re adding a little variable on the back end so that anytime somebody clicks on that link, it gets tagged as that channel. Now, it’s not as in-depth as what you can do inside of something like Google Analytics where I can tag channel, medium, campaign. I can break it down to that level. Right now, it’s just channel but it’s still a heck of a lot better than anything else. So, Scott, for email, over time if every time we run a link to the Amazon storefront whether it’s a specific product inside of that or just the homepage of that storefront, we can then track the conversion rate directly from that email without a promotion code which is something we could never do in the past.
[00:28:53] Scott: No. That's actually big. It really is to be able to kind of look at how well something is done from a certain source. You know what I mean? Like a lot of times, if you don't have that, you’re kind of guessing. It’s like well let’s see, I sent an email and I know I sent it to my list and I normally get 10 sales a day. Today I got 25. So, I could say 15 sales came from the email maybe. There’s no definite. So, yeah, I mean I think that’s huge and I know that you’re all fired up about it because you love being able to track stuff.
[00:29:28] Chris: I spent half my day creating UTM links which for this is kind of interesting and even if you only used it for a handful of things like when you send those emails and you drive that traffic to your storefront page, one, Scott, we’re able then to create that buffer page like you and I talked about between the customer, potential customer and the listing so that only the people that are clicking through are really taking advantage of it but, two, we’re then actually able to track how well that performs by source.
So, not only do I know that I got 156 clicks from an email, but I know that it converted into $42.46 or $167.34. I’m just rattling off some numbers there in the backend here. We haven’t actually tracked any of that stuff yet but here it says Amazon headline search ads. In the last 30 days, they contributed directly to the storefront $186.84 of revenue. Well, if I’m spending more than that on Amazon search ads, I probably want to turn those off or tweak those. Same thing with Facebook ads. If I decide that I want to run a Facebook ad to my storefront, I can now actually see how many sales are associated to that Facebook ad. And a lot of people, Scott, are probably wondering, “Well, why don’t you just use a promo code? What’s the problem with just using a promo code to track that?”
[00:30:49] Scott: Well, again, you’re only being able to look at that code. You’re not having to look at like the actual traffic itself. You’re only able to look at the use of the code I should say.
[00:31:01] Chris: Yeah. And that I think is the key. It’s the use of that code that was always the issue. When we launched our first product in the brand that you guys hear us talk about all the time, half the people that bought didn’t use the promo code. So, we’re not, we can’t say with 100% certainty now we’re 99.99% sure because we had no PPC on Amazon running and we didn’t rank organically that all of those sales came from email list but now I would know for sure and that is huge in terms of Amazon because I’m not dumping money into stuff or time or effort into stuff that I can’t track. And even if you’re not like a massive numbers person, set this up and use it. If you haven’t set up your storefront, you should be setting that up anyway. It’s something I think Amazon is going to push more and more for. As long as you have the functionality inside of your account, make sure that you’re using it. It takes half an hour to set it up and then as you add new products, you need to add them there as well but then you at least have that resource.
Same thing with this, Scott. If you’re sending emails even if you don’t ever want to go into your storefront insights and look at the sources, make sure you set those links up so that you can track that. It’s something that a lot of businesses miss out on and I know our buddy, Jason, could go off on a huge rant about this because they’re extremely particular about how they track stuff but if you ever want to do an outside analysis so when we do hot seats, Scott, you and I talked about this like it’s easy for somebody from the outside to come in and say, “Okay. Here’s what’s broken.” But outside of the top-level stuff if I’m just seeing that you’re driving a ton of traffic and I don’t know where that traffic is coming from, I can’t diagnose that at the source to say, “Well, you have a Facebook ads issue or you have an email issue. It’s all of the traffic.” And so, we have an issue somewhere, but we can’t identify where it is. Make sure you’re taking advantage of stuff like this so that if you ever want somebody to come in from the outside or you want to sell the business that you can go to a business buyer and say, “Hey, look, every time we send an email to our list about our Amazon products, it gets us $1,000.”
[00:33:03] Chris: Well, how do you know that? Here’s how we know that. We’re sending one a month. If you send three a month, it might go down to $600 but you’re at $1,800. And if we can start to show those numbers, it makes the value of that business go up.
[00:33:16] Scott: Yeah. Big time. Let me ask you this though. So, okay, on our storefront page so we’re able now to be able to see traffic or were we always been able to see the traffic as a whole?
[00:33:32] Chris: You were able to see traffic by source, but you didn’t have the ability to create a source so it’s like headline search ads, organic traffic, other.
[00:33:43] Scott: Right. Yes. So, but now you can have like an almost like an itemized list of your different traffic sources and see that’s what contributed to the traffic on that page.
[00:33:54] Chris: Right. And so, just looking at this, Scott, in the last 30 days and we haven’t done anything that I’m aware off with the storefront in the last 30 days as of recording this. We haven’t sent an email to it I don’t think in the last 30 days, 413 views from headline search ads, 78 just from Amazon organically which I’m not even sure how they’re getting there unless they click on like our brand logo.
[00:34:22] Scott: Yeah. That’s the only way I could think of.
[00:34:23] Chris: Inside of a search already. 487 from other sources. Well, how freaking helpful is that? It’s not. I don’t have any idea where those people came from, but they now have a new column called Tag Sources. Now, as of setting this up, we haven’t driven any traffic through those tag sources so that’s a big fat zero. But then we can go over to the revenue. Amazon headline search ads, $1.86 or $186.84 in the last 30 days. Other sources are $167.34. Amazon organic traffic, $42.46. So, that means we’ve sold two and I actually just happen to know what product that is based off of that. It’s probably two units of that product, Scott, from people clicking around then finding our storefront. If we were driving intentional traffic here, we might see something different. So, those 487 random visits from other sources resulted in almost as much sales as the Amazon headline search ads but I have no idea where those came from if we paid. Where did they come from? If that came from an email, that’s a dollar a click. Okay.
[00:35:27] Scott: So, basically the other thing that is cool now is I’m just kind of thinking of the fly here is like, okay, so we have a Facebook page and we have a Facebook store in a sense. So, we can create our own tag in a sense that will tag them if they came from that source so now we know that our Facebook store actually drove people to our whatever, our page or even a product for that matter but so to that page and then from there we’re able to say, “Okay, we made so many sales.” Am I following that correctly?
[00:36:03] Chris: Yeah. So, the way that it would work and if you guys aren’t familiar with storefront, it’s basically the homepage of the storefront is like all of your products. But as you drill into that, you can create individual pages for each of them if you want to. So, what we would probably want to do, Scott, and I don’t think we’ve done that yet. We’re just currently linking directly to that. So, we would want to set up those individual pages inside of our storefront on Amazon and then what we’d be able to do is take that Facebook Store which if you guys aren’t familiar with that, it’s a pretty cool feature. Check it out. If you’re doing any content on Facebook, you can basically link a product directly to it then you have a URL that you’re able to give it.
[00:36:42] Scott: Yeah. It’s great.
[00:36:43] Chris: So, we would take that storefront page for our garlic press and add that little variable in the back end that Amazon created for us and it says “?channel=” and then whatever that is so, in that case, we would use Facebook Store and we would use that URL for all of the ones inside of that Facebook Store. Then for anytime we posted in the page itself which is different from a store, if we just mentioned the product, we would use Facebook-page or something like that. Now, in our case, Scott, and this is where that gets kind of nitty-gritty is if we post a video and we tag those products, they click on a tag, they’re going through the store. But if they click on the link in the description on Facebook, they would get tagged with that other link. So, that would actually be really interesting then because we know exactly which link in that post they’re clicking on as well.
But then we can come back and say, “Okay, well tagging all those products doesn’t actually really do anything for us.” The people who buy are buying through the main link. So, I don’t have to worry about tagging the products. I highly doubt that’s the case because of the shareability and all of those kinds of things on Facebook but if they’re only clicking the one link then I know what to focus my time and energy and effort around. I want to write more copy around that link in my Facebook post or I want to make the video better and make sure I mention the thing underneath it because that’s what’s driving all of that traffic.
[00:38:03] Scott: Yeah. So, in a sense, we’re kind of creating little Pretty Links in a sense. So, we could technically create one too if we did a Facebook Live. Correct?
[00:38:13] Chris: Yeah. And all you would have to do as long as we had that UTM variable and one of the most ridiculous things is just a little snippet of code that goes in the back end, it’s literally a “?” and then it says “channel=” and whatever the channel is. So, it be FB-live. And so, we could go into Pretty Links which for those of you guys who don’t know, it’s basically a way to take any link online and customize the layout of it. So, we could make it ScottVoelker.com/pretty and that would actually then redirect to our Amazon store and Amazon would count that as a Facebook Live click.
[00:38:51] Scott: Yeah. That’d be huge I think because again a lot of times, I mean, we’ve done that before with Pretty Links so we can kind of see the traffic that’s going through but to actually see a full out conversion is a whole other game and then to say, “Wow, we did a Facebook Live and we had 100 people click over and we had 25 people buy. Wow, that’s pretty damn good. We should probably do more of those and we should probably promote that post now. We should probably drive traffic to that post.” So, that’s everything that I’m getting excited about is being able to really track that from the start to the finish which is really cool.
[00:39:22] Chris: And here’s the deal like if people have heard us talk about this in the past, we generally don’t want to add in hurdles for people to do stuff but if it means that I can track it, then I’m going to do it. It makes business sense for me to take the extra 30 seconds to add that little, what is it? Ten characters “?channel=” plus whatever the source name is. The biggest thing that I see people miss here, Scott, is you got to use it consistently. You want to use the same one every time, so you got to make it obvious. FB live, FB store, FB page. All you have to do is pin it that way and then you know. Now, the kind of downside to that is while we can track the channel, I can’t track it back to a specific post.
[00:40:07] Scott: Got you.
[00:40:08] Chris: At this point. But this is light-years ahead of where we were last week.
[00:40:12] Scott: Oh yeah.
[00:40:13] Chris: So, I will take this. What we can do on our own site is I can track every individual post. I can track everything that we’ve ever done if we wanted to get that nitty-gritty. And we do that when we run Facebook ads and when we run Google ads and when we run some of that kind of stuff. But this in and of itself helps me understand what we’re doing and how it’s functioning on Amazon even if it is just at a higher level because it’s much more granular view than we had in the past. I’m able to say, “Yes, our email drove this number of sales. Yes, our Facebook drove this number of sales.” Well, if we scale our email list and our Facebook following, then we’re going to scale the sales that come from those channels or email then drive any sales. What am I doing incorrectly?
[00:40:56] Scott: Right. Yeah. No, it gives you something to measure and I’ve said that all along. I mean, it’s hard to do within Amazon but now they’re making it at least a little bit easier. So, why not take advantage of that. Again, not to over complicate things, not to go where you have to track every little thing but to get a little bit of what’s working and what’s not and then being able to really dial that up and turn down what’s not I think is really, really important and I think will ultimately help you. Another reason though, guys, that we’re talking a lot about especially lately is brand building like building your brand so this way here you can go ahead and drive people to that page but then there are related products. They might buy one, they might buy another, they might buy another. That's the big thing that I really want people to take away here. So, is that officially at now, Chris? Is that it or you got one more update? I mean come on. You just keep…
[00:41:51] Chris: I mean, I got all day to talk about this stuff, but I think that's kind of the gist of what we're going to talk about, right? There are two new things that you guys are going to take a look into your account about. If it’s not there yet, email Amazon and ask them why but anytime they roll these things out, they tend to slowly roll them out. Even if it was something that was restricted to brand registry like when I made the post somebody said, “Oh yeah, I think I saw that last week,” and our buddy Nick said, “Oh hey, I got that last night and ran a thing,” and then ours showed up like halfway through the day the next day. They tend to slowly roll old those things out and see how people are using them. I would suggest making the biggest use out of both of these resources as you possibly can. The social media promo codes thing I think changes the way that people have been launching pretty significantly because we’re able to drive traffic and we’re able to a page that doesn’t necessarily screw up our conversion rate and we’re able to kind of isolate that inside of our promotion and we’re able to limit the number of units if that was a concern for you and for us it really wasn’t.
If somebody wanted to buy 300 of something that we were selling for 25% off, go for it but if you have a lot of sizes or colors, you don’t want people to be able to get all of your sizes and colors in one transaction. You’re able to do that now with the social media promo codes. And then on the storefront side of things, if you don’t have a storefront set up and you have that function in your account, set it up and start to track this stuff. Scott, you’ve heard me say this before, but I think it’s a Peter Drucker quote, “What gets measured gets managed or what gets measured gets improved.” And because we’re now able to measure some of those things, we’re actually going to be able to massively improve what we’re doing because we’ll know what’s working and what’s not and I say it all the time usually around PPC but 90% of business is doing more of what works and less of what doesn’t.
[00:43:33] Scott: So simple.
[00:43:35] Chris: Right? If only. But, I mean, it sounds ridiculous to say that but it’s so true. We need to figure out what’s working so we can do more of it and what isn’t so we can do less of it or so we can fix it. And now Amazon is finally giving us the tools to be able to do that within the Amazon ecosystem. Now, one last thing. I would not say build your Amazon storefront and then don’t worry about building your own website. Don’t worry about doing any of that stuff, that kind of stuff. I would do this as kind of an in-between step so get your listing up, start selling then build your storefront so you have a place to drive some of that external traffic to and then go and go build your own channel once you’re up and you’re selling and you’re comfortable. Does that make sense?
[00:44:16] Scott: Yeah. I think it’s just another part of like the setup. I think you’re setting up your listing, you’re setting up your account, you’re doing all of that stuff. This would just be another step in that and it’s not that big of a deal to do. I mean, especially if you only have one, two or three products. It’s not going to be that difficult. So, yeah, definitely get it set up so you have another footprint. You have another place for people to find you or even be able to just check out your company. So, it’s kind of like a little mini website in a sense that will again let people know that you are fully set up like you’re not just having like a little stand out front of your driveway and you don’t have a store really. So, you want everything kind of there for people to be able to experience and kind of do a little bit of a backcheck.
But, yeah, I think it’s pretty exciting. A lot of cool things here and we’ll keep you guys updated as far as how things are going, what we’re experimenting with, all of that stuff because we are experimenting. I mean, heck, I was at a Yankee game and Chris was texting me about all of these things that he was getting ready to set up and test and I’m like, “Sounds cool to me, man. Set it up.” So…
[00:45:21] Chris: Just blowing up your phone.
[00:45:22] Scott: Just blowing it up. So, yeah, no, this is good stuff. So, guys, here’s what I want to do. I want to remind you one thing. Do not think you have to do everything. Don’t think you have to do everything. These are just things that once you get set up, once you get started, these are things that now we could add. We can do one thing at a time. Do not think that you have to do it all. I mean, heck, we’re not doing it all. We’re just getting things set up in certain areas. We’ve done certain things first before we’ve done things that we want to do because we felt that they were more important. Take the things that you can do right now, the quickest things but the things that you feel will really benefit your products, your brand and do those first and just chunk it out. Maybe write all the things you want to do and then start checking things off as you go through that list. And the other thing is, is like just in time learning. Don’t worry about learning how to put in the tracking code right now if you’re not there yet. You’ll figure that out when you get there.
[00:46:17] Scott: All right. So, here are the resources I want to leave you guys with. The show notes to this episode can be found at TheAmazingSeller.com/489. Another resource I want to give you guys is we talked a lot about building an email list. Head over to TheAmazingSeller.com/BuildList. You’ll learn all about building a list, how to drive that external traffic, and then also you’ll hear a little bit about Giveaway Boost and kind of what we’re doing there and how we’re building this tool really to help us build these pages and really get out there and leverage that outside traffic and building that email list. All right. So, that’s pretty much it. That’s all I got. Chris, anything else you want to wrap up with before we officially close this baby down?
[00:46:58] Chris: I think everything that I want to wrap up with, Scott, is going to happen when we officially close this baby.
[00:47:04] Scott: Oh cool. Let’s do it then. All right, guys. That is it. That is going to wrap it up. Remember, as always, I’m here for you, I believe in you and I am rooting for you but you have to, you have to, come on, say it with me, say it loud, say it proud, Chris is going to say it with me on the count of three I believe, right, Chris?
[00:47:22] Chris: Sure.
[00:47:24] Scott: One, two, three.
[00:47:26] Chris: Take action!
[00:47:26] Scott: Take action! Have an awesome amazing day and I’ll see you right back here on the next episode. Now that was good, Chris. That was good.
[00:47:38] Chris: Just the last part. The whole rest of the episode was trash.
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