How to Optimize your Amazon Pay Button

This guide will walk you through the "golden rules" of maximizing sales and increasing conversion using your new Amazon Pay button.

Rule #2: Emphasize the simplest path through points of friction

Some of the worst friction can happen when a customer needs to create an account, remember a username and password, or type billing, shipping and payment information into multiple form fields. 

Amazon Pay can help remove these obstacles and enhance the experience throughout the shopping journey. During check-out, Amazon Pay can help customers feel recognized more immediately. From the mini cart to the checkout page—wherever checkout happens—Amazon Pay can enable shoppers to purchase easily by simply confirming information already available in their Amazon account. 

By making the simplest option stand out and easier to select, you can help customers move through these points of friction with greater ease. When customers are faced with choices, help make their decisions easier by applying design techniques that ultimately keep momentum and focus towards completing the task at hand – purchasing.

Rule #3: Simplify the mobile shopping experiences

Industry research shows that in 2016, holiday shopping amounted to just over $24 billion in mobile transactions. Despite huge volumes of transactions happening on mobile, conversion rates in November were less than half of those on desktop.⁵ 

While mobile devices are quickly becoming consumers' primary computing device⁶, users are already spending considerable time shopping on mobile, but making relatively few purchases. 


Here are a few tips to help capture more revenue on mobile: 

  1. Use a responsive design that adapts to any screen size making buttons, navigation and pinch-and-zoom features easy to use. 
  2. Get rid of distractions and emphasize primary calls to action such as “Add to cart” and “Proceed to checkout.” 
  3. Make sign-in and checkout easier by ensuring Amazon Pay is reliably available across connected shopping experiences.



4. After granting permission to the MailChimp app, you’ll be asked to connect your MailChimp account. Click Connect and log into your MailChimp account.

6. Map the merge tags on the left from your MailChimp list to the BigCommerce fields on the right using the dropdown menus.

7. Once you’ve finished your mapping, click Sync Now at the bottom-right of the page. This option will sync all of your existing customers to the MailChimp list you selected in the previous step.

8. Follow the script installation instructions in the next step and click Validate Script Installation to finish the app setup.

You're all set! You can now take advantage of any of the additional features you see on the MailChimp app dashboard, including order notifications, abandoned carts, retargeting emails, and more.

Need additional help? Please see the full MailChimp for BigCommerce guide in Mailchimp's knowledge base, or contact MailChimp Support.

Once this is set up, do I need to do any ongoing maintenance on the integration to make sure my new customers are syncing?