I recently came across a concept that got my curiosity revved up: a hosted eCommerce solution provided by none other than Amazon. I’m always interested in learning about up-and-coming eCommerce solutions, and you have to admit that Amazon “knows a thing or two” about eCommerce!

However, this post isn’t about their service, it’s about their landing page. [In doctor’s voice: No, no. Your web service is fine. It’s about your landing page…]

Since my curiosity was engaged, I clicked on a PPC ad to learn more. The landing page (click thumbnail to enlarge) I encountered became the subject of this post because, while it did a whole mess of things “right” in terms of Landing Page Optimization, it failed to speak to the skeptic in me. Read on to learn why this particular failure is so dangerous to conversion. Continue reading →