5 Reasons Your CBD Marketplace Product Page is Losing Sales

CBD.market and CBD.co are robust marketplaces like Amazon, but the competition is fierce. The generic product pages on these sites don’t sell as well as landing pages because you can’t optimize them. Creating designated landing pages can increase conversion rates up to 300 percent.

Table of Contents

• 1. Marketplace product pages limit your messaging
• 2. You can’t account for your audience’s level of awareness
• 3. Your marketplace product page doesn’t speak to their biggest pain point
• 4. Is your CBD marketplace optimized for SEO?
• 5. Does the marketplace let you collect their email addresses for further transactions?
• Conclusion

Using content marketing and ads, you can drive your traffic to your landing page with various methods.

1. Social media post/ads
2. SEO
3. Emails
4. Retargeting ads

Health and Wellness companies get 266% fewer leads on Amazon because of all the different offers. The number is probably similar for CBD companies on marketplaces. It’s hard to sell visitors a better, happier version of themselves when your landing page doesn’t have a single goal.

The competition, the layout, and the level of specifics can’t optimize your conversions. I’m not suggesting getting rid of this valuable real estate. Instead, you should look into the benefits of driving traffic directly to a designated landing page.

Matching the message your visitors are expecting creates trust leading to conversions. Using a sales conversion funnel, you can drive your existing traffic to your product page.

1. Marketplace product pages limit your messaging

You can craft messaging on your marketplace product page to capture your top leads, but typically you can’t control the user experience. These websites have a set template, and you can add content in the middle of the page. But at the bottom of the page, it’ll still have competitor’s items, etc.

On most of the sites, the above-the-fold setup is pretty standard versus the full customization using a platform like Unbounce or even your current website platform.

“The first thing you do in selling is to set up the selling environment.” — Joseph Sugarman

Landing pages thrive because of the rule of one

They are crafted with one reader, one big idea, one promise, and one offer. With a landing page, you can focus on a single call-to-action. A landing page speaks to a specific group better because the tailored content makes the imperative human connection, which is rare online.

Created with the target audience in mind, you can make the users experience a relaxed buying environment. Your copy should be clear, crisp, and skimmable.

With a landing page, you can focus on a single call-to-action. A landing page that speaks to one reader performs better because you can create a relaxed buying environment that is focused on messaging for one reader.

2. You can’t account for your audience’s level of awareness

Your marketplace product page can speak to your audience’s level of awareness but not necessarily right away. Typically, your audience will see dull bullet-pointed benefits upon their arrival, the standard hero shot, and some screenshots of your product.

Your landing page copy can use Schwartz’s 5 stages of awareness to win over customers repeatedly. You select your customer’s level of awareness based on where they are in the sales funnel. Influence their intent with “copy that is triggered towards the 20–30% of your ideal market segment.” — Joanna Wiebe

Every product solves a problem, crafting copy for a problem-aware audience is your best bet (but not if the audience is solution-aware, so do your audience research first).

Since landing pages are usually the third stage of your customer’s journey, you must create desire with your product’s benefits. Reduce the friction in the funnel with specific information your one reader is looking for.

Humanize your social proof to move your one reader to the next stage of awareness, and the next stage of your sales funnel. Make sure your testimonials are realistic and credible. You want to use testimonials that persuasively reinforce what you’re already saying about yourself.

3. Your marketplace product page doesn’t speak to their biggest pain point

84% of people trust online reviews because it is honest people using the product. Online CBD marketplaces won’t let you be great because you can’t prioritize your messaging the way you can with a landing page. If you search your Amazon reviews for VoC, you’ll find the messaging to convert your audience.

When visitors arrive on your landing page, use your customer’s language to convert them. Write with empathy in mind to position your product as the item that has been missing from their life.

• Focus on what’s most beneficial to your ideal prospect
• Think about the “benefit of the benefit” when they use your product
• Then guarantee that benefit to strengthen your offer

Create meaningful imagery with visual language using words that trigger your one reader’s senses and emotions. Be as specific as possible. Transformational change is just a click away; can you convey it relevantly?

4. Is your CBD marketplace optimized for SEO?

70% of marketers see SEO as more effective than PPC, according to Impactplus. Most likely, you’ll be sending direct traffic to the landing page from ads on social media, banners, or your newsletter/campaigns. But playing by Google’s rules can drive targeted organic traffic to your website.

“Long-tail keywords often produce a higher ROI.” — Instapage

You can show your product in the best light when you engineer your SEO strategy based on long-tail keywords. You can match your messaging with the user’s search intent, boosting SEO traffic. Increasing the relevancy of the page increases its quality score.

SEO long-tail keyword best practices included

• Publishing a custom URL
• Putting the keyword at the front of the headline
• Have the keyword in the crosshead
• In the features list or the FAQs section
• The meta-tag descriptions
• Image file names
• Place the keywords several times throughout the landing page copy naturally

You shouldn’t disrupt visitors’ flow when optimizing your landing page. It won’t land on the first page of the Google search engine results page at first, but Google will recognize it with enough content.

5. Does the marketplace let you collect their email addresses for further transactions?

You can’t analyze your traffic on their site or collect their email address. If you create a landing page, you can measure the KPIs that are important to you.

Data drives sales, so measure your conversion goal based on the action you want your visitors to take. Pop-up forms collect email addresses, and alert bars can create urgency. Optimize your landing page for more purchases using heatmaps, screen recordings, and snapshots to track your customer’s journey. You’ll enhance the effectiveness of your offer as you get more information about your target audience.

Increase readability and lower your bounce rate with clear headlines, creative crossheads that sell your value, and a responsive layout that tells a compelling story with visual clues, colors, and branding.

Conversion-focused landing pages outsell generic marketplace product pages because they boost conversion rates, lower cost-per-acquisition, and increase traffic. Improve your visitors’ clicks and watch your revenue grow.

Conclusion

Create a designated landing page for CBD products because:

1. You can specific messaging
2. You can account for your visitors’ level of awareness
3. Speak to their highest priority pain point
4. Optimize your page for SEO
5. Collect their email address for future promos