I love a good anti-hero. Somebody who breaks the rules and brandishes non-conformity like a weapon. From Tyler Durden to Deadpool, anti-heroes show us how being different can be a very good thing.
Not every brand can (or should) try and pull off the anti-hero stance, but that doesn’t mean you can’t learn a thing or two from a brand that is. We just found the anti-hero of all landing pages. It breaks a ton of rules, and it still manages to accomplish more than most landing pages ever do.
Who is it? Shockingly, Amazon.
Amazon just launched the invite-only Amazon Dash program to its prime members. Amazon Dash’s page breaks many of the normal landing page best practices, but it is still an extremely strong landing page. How is that possible?
We’re going to go into an in-depth analysis on the Amazon Dash landing page example so you can see exactly why this page works and what ideas you can steal from Amazon for your next page.
1. The Product
Amazon Dash is a one-click way to buy a product the second you know you need it. It’s a product designed for simplicity, and the copy reflects its single use functionality. The 1:18 minute pop-out video is so subtle, it’s barely there. (I honestly didn’t see it until my second time through the page because I’d already made a decision).
But don’t you want people to watch the video? Not necessarily. What you want is for someone to instantly decide whether or not your product is for them, and with a product based on such a simple premise, it should be a split decision. The video reiterates the value of the product.
You run out of something you use all the time. You click a button, and it’s on its way. Smart. Simple.
What to steal: If your product doesn’t need a video to instantly speak to your core demographic, reconsider how you feature it. Is a pop-out video a better choice than an embed? Test your options here.
2. The Offer
Again, Amazon stays to the point here. This is essentially just the text-version of the video, where they describe why you want Dash and why it is so useful. Amazon is already a trusted brand, but they choose to draw on the help of another popular brand (Tide) in this image to display the product in action. The partner brands reiterate why you trust Amazon enough to let them have a daily presence in your home.
What to steal: Say what you’re going to say – and then say it again. Too many landing pages try to use slick, snappy content that doesn’t actually say specifically what the product does on their pages. I’m not buying your word-slinging capabilities – I’m buying a solution to my problem.
3. The Selection
What good is a button that lets you automatically order what you don’t use? Amazon partnered with companies most people are familiar with to provide the products they use everyday.
What to steal: You might not be in the business of physical goods, but you know what else buys trust on the internet? Integrations. Feature your hottest integrations front and center so users know they can trust your product by proxy.
4. How It Works
Let’s talk for a moment about who this product is geared for. Hmm, a clear partnership with Kimberly-Clark, Larabars, Huggies diapers, Tide laundry detergent? I’m going to go out on a limb here and say moms.
And as a mom, I can personally attest to my main concern about a button my three-year-old can reach. “OMG, they just bought HOW MANY RAZORS ON AMAZON?!” Amazon expertly addresses the primary concern of moms with buys kids everywhere by diffusing the fear of multiple purchases with a mobile confirmation.
What to steal: Reassure your audience of their purchase. Whether it’s an offer like the Instapage no credit card required signup or a thank you page that reminds your user they just made a great choice, anything you can do to make new user onboarding a smoother process will pay off.
5. The Subtle Unexpected Call To Action
Wait what just happened there, Amazon? Weren’t you just trying to get me to sign up for Amazon Dash? Check out this expert departure from the main call to action of the page.
Makers and innovators – these are the people who make up more than a few of our modern day anti-heroes. Who doesn’t want to be part of that group? The thing is, the people who actually are makers and innovators are going to be a small sect of the people who buy this. Makers are interested in the Internet of Things, and they aren’t afraid to try something new – especially if it’s a cool, invite-only concept.
What is most fascinating though is how they appeal to these people in an even bigger way, by inviting them to co-create this world with them. They want the people who will want this anyway to at least consider Amazon a partner in innovation. That’s brilliant. Not only is Dash an easy sell for these people, they can simultaneously recruit evangelists by reaching out to them right on the sales page.
A mom using Dash is searching for a way to stay away from the grocery store whenever possible. A maker is always looking for an opportunity to create. (Not to say a mom can’t be both, but women in tech are a very small subset of the population and Amazon is clearly targeting the mass market with this product).
This goes against the standard “one landing, one goal” philosophy that serves the majority of brands and promotions much more effectively. However, because it’s further marketing to a subset of their core audience, Amazon nails this particular approach.
What to steal: Use caution and test it like crazy, but I think it’s worth trying out an offer that caters to two audiences with two different but related products. Dash works because it’s targeting a mass market and a niche one. Can you do something similar with your product?
Hats off to Amazon for crafting an amazing landing page example for us to learn from. Which tactic are you going to try on your page next? Let us know in the comments.