Amazon’s conversion funnel has been written about a million times over.
I’m not here to do that.
I’m here to spotlight how B2B marketers can use B2C copy techniques brilliantly executed by Amazon to get more conversions from your own product pages.
I’ll show you what’s going on underneath the hood so you’ll know why it works, and how to execute it.
Now let’s dissect this page for a recent purchase of mine, the Jabra Elite 85h Wireless Noise-Canceling Headphones (not an affiliate).
1. This page is strictly about buying:
If you want high conversions and low CAC from your page, don't waste page space talking about company aspirations or goals.
Amazon knows that stuff doesn’t sell (or do anything really).
This page is here to sell. We’re at the very bottom of the funnel.
Buyers are there to solve a problem. To get a job done. To check an item off their to do list for the day.
Amazon knows this and excludes any information that doesn’t help them make a confident buying decision.
2. The product imagery is used to satisfy objections & answer questions:
B2B companies miss out on so many sales opportunities by using pretty imagery that means nothing.
Each image on Amazon’s page answers a very specific buyer objection.
Buyer objections answered:
"How long does the battery last?"
"How long does the battery take to charge?"
Buyer objections answered:
"But will the sound still be good even on the NYC train?"
"What if I go from a quiet office to a loud sidewalk?"
Buyer objections answered:
"Can I take it running or on hikes when it might rain?"
"Is it ok if they get wet?"
Cool designs + stock photos = waste of money.
Website UX for UX sake = waste of money.
"Slick" pages = waste of money.
Amazon knows this. Imagery/design are both there for sales.
3. Embed YouTube videos from Influencers on the page:
Huge opportunity right here for SaaS companies with more mature brands.
If influencers out there (particularly YouTube) are reviewing your software favorably, go ahead and embed those links right on your website.
Think about it. Prospects are already going to go to YouTube anyway and search for reviews of your product, so why not make it easier for them?
Speeds up your sales cycle. Another way to grease your funnel and add some credibility while you're at it.
5. User generated content = sales
This seems unimportant at first look.
But it's so powerful.
Why?
It's because people want to get their product questions answered from peers like them, not brands.
Buyers want answers from neutral friends, not the sales team.
Imagine if, instead of peer reviews & answers, you got canned responses from "Amazon Sales Bot".
It wouldn't have the same power as the forum-style board where you're getting raw feedback from other buyers just like you.
5. They up-sell & cross-sell the shit out of people (and we love them for it):
The famous "Frequently bought together".
Besides increasing average order checkout, this is actually customer centric.
It says, “Hey, people who bought this are also buying this. The two products compliment each other, so here they are if you’re interested.”
Do you up-sell access to your API? Adjacent products? Consulting packages? White glove onboarding?
Whatever it is, make sure people understand your other complementary offers people like them are also buying.
6. They show people the bad reviews too:
Damaging admissions make your product's claims more believable.
That's copywriting 101.
All the way back to page 201 of Gene Schwartz’s Breakthrough Advertising.
So think about this if you want to take the typical "Use social proof!" a bit deeper.
B2B marketers, let this be a lesson in product copy.
Prospects want all the information they need before they ever talk to sales. They're going to treat buying commoditized SaaS like buying a pair of headphones.
Bottom line, understand why Amazon’s selling techniques make it as easy as possible for people to make a buying decision.
It's the accumulation of these techniques that build up the overall experience.
Of course, no one ever thinks about the copy.
But it’s there in the background, silently raking in the sales.
Go apply this, I’m rooting for you!