The goal of every e-commerce page is to sell. Nevertheless, you sometimes need a page corresponding to a stage of your sales funnel. That's why landing pages are essential to any online marketing strategy.
Landing pages seem to be very easy to design and the market has many intuitive tools that can help you prepare them. On the other hand, creating a high-conversion e-commerce landing page requires time and knowledge. Read on to find out how to do this.
Let's define a landing page
A landing page is the first point of contact for new visitors. It's a place where marketers direct recipients to their social media, email marketing, Google ads, and many other types of campaigns. Its purpose differs depending on the purpose of the campaign. In addition, it is designed to allow visitors to perform certain actions.
Although some other types of pages may also become a landing page because of their use in a campaign, there are some specific features of a high conversion ecommerce landing page.
In simple terms, landing page traffic is targeted. It comes from the buyer's history or other sources of customer data. In addition, a landing page must have a purpose and a clear design. It does not need to be meticulously optimized for search engines because its traffic is generated through different channels. A product page can be entered via the results of a search engine's page, by third parties or directly from a browser. It can also be more complex.
This encourages buyers to buy a product and gives more information about it in a description. A product page may have a section with opinions and recommendations. Thus, it can inform about the product and brand, while being designed for visitors interested in shopping.
A landing page must be dedicated to a given campaign. The purpose of creating a landing page specifically for a given campaign is that most visitors are not ready for the first time. As a result, it can increase the return on investment in advertising campaigns.
Advantages of Ecommerce Landing Pages:
Customization: You can adjust your copy, your visuals and your calls to action for the chosen audience. This way, your ads will be more efficient and you will be able to increase the clickthrough rate on your pages.
Test Possibility: Running A / B tests makes sense when you edit an item, so you can easily compare the performance of two (or more) versions of a page . With controlled traffic generated through paid campaigns, you can analyze which version is the most profitable for your business.
Wide range of possibilities: You must also use landing pages when creating campaigns for existing customers. By using segmentation, you can prepare many personalized landing pages with special offers for repeat buyers.
Ease of Development: The process of creating a landing page is much simpler and faster than for "complete" websites. It is also relatively cheap. You can also prepare a template and modify it according to the details of a given campaign.
Higher conversion: due to a clear objective tailored to a given segment of customers or the characteristics of potential buyers, it may be more attractive and more efficient.
8 Tips for Creating a High Conversion E-Commerce Destination Page
Unfortunately, there is no single guide that would suit all online stores. However, each marketer should consider some tips when designing a strategy that includes using a landing page.
Tip # 1: Set Your Target Group
Knowing who you will lead your campaign, you will be able to design a personalized landing page tailored to customer segments. You can not only customize special offers and recommendations, but also text and visuals. Depending on demographics and interests, you can adjust the communication.
The more you know about your recipients, the better. Use all available sources of knowledge (for example, Google Analytics, customer relationship management systems, social media reports) to get more data and learn more about the people you want to integrate in the next step of your sales funnel.
For example, the ETQ store has prepared a specific landing page devoted to the latest collection of men.
Tip # 2: Choose a Lens
Depending on the purpose of a given campaign, an ecommerce landing page must have a purpose and form tailored to it. There are several types of landing pages. You must take this into account when designing when you focus on it. There are several things you can do to help you reach your goal.
For example, if you build a subscriber base for your newsletter, you can use a simple registration form on your squeeze page. Personalize the call to action and labels to make it more effective for your audience.
Another idea is to create an ecommerce landing page dedicated to each segment of your existing customers. You can customize discounts, for example, based on the number of transactions that a customer has already made.
Tip # 3: Get to the Goal
Focus on the purpose of a given landing page. Use a single call to action to let visitors know for sure what action you plan to take.
CPJ uses a minimalist design and displays the CTA button with a simple encouragement, "Order Now".
Minimize distractions such as sliders, pop-ups, chatboxes, too many social media icons and other links to draw attention to the main point of the page. These additional items may be useful on the home page, but they are not meant to appear on a landing page. Customers should be able to get all the essential information and perform the action effortlessly .
Tip # 4: Use High Quality Visuals
This is an absolute must. To attract customers, you need to display beautiful images or videos to make your landing page unencumbered and aesthetically pleasing. High quality visuals are extremely important, especially when you present your products because they create the first impression of your website. They represent professionalism and engage potential buyers. In the end, a picture is worth a thousand words. Let him speak to your advantage.
Abbott combines beautiful nature photos with product packshots and appropriate colors.
Tip # 5: Develop Confidence
As it might be the first point of contact for potential customers of your brand, you must first and foremost create a climate of trust. Add the logo of a recognized and trusted company that supports your online payments. Consider implementing selected testimonials and reviews on a product page to add credibility to your online store.
On Beats Headsets landing page, you can not notice any information about their allocation.
Tip # 6: Highlight Benefits
If you offer extras, you must inform people. To attract more buyers, you can offer discounts to return customers, free shipping or any other benefit. You have the opportunity to attract customers in a few seconds. It's the perfect place to showcase all the benefits of your online store.
Amazon presents all the important benefits of its marriage registry service.
Tip # 7: Pay attention to the user experience
A landing page, like any other website, needs to be optimized to provide the best user experience possible. In addition to the aforementioned intuitiveness (clear CTA) and stunning graphics, you need to check the loading time of the page and make sure that it was created with an adaptive web design.
Tip # 8: trigger impulses to buy
Create the urgency to let visitors time to hesitate. If you offer a special offer for loyal customers or any other promotion, you must make it temporary and inform it on your landing page. A great way to do this is to put a countdown on it. Make your offer irresistible! No problem, online landing page editors (like GetResponse) provide such elements.
Tesco used a countdown that creates excitement. It was followed by two clear CTA buttons.
Last but not least. Make sure your landing page is directly linked to a campaign. If there is no connection between an ad and the link shared with it, you risk frustrating your customers. Do not deceive and manipulate your recipients with inappropriate ad creatives to drive traffic to your landing page. Remember that your real goal is conversion.
Even though you have an excellent home page and detailed product pages, you still need a landing page for ecommerce for your campaigns. To convert more effectively and increase sales, remember the sales funnel and develop a relationship with your potential customers.
By reaching the right target group with specific content, you can increase the return on investment, the CTR and, in the end, get more customers. Make the buyer's journey as intuitive and personalized as possible.
Creating a landing page by following the aforementioned tips is not enough to succeed fully. You must constantly test and optimize landing pages to improve the results of your campaigns. The more you know about your target groups and preferences, the better the landing pages you can provide. Do not wait, start designing your landing page for ecommerce today!
Author: Paweł Ogonowski
Pawel is the co-founder of Growcode, the first system as a conversion rate optimization service that guarantees revenue growth for B2C online stores. With more than 10 years of experience in e-commerce, Pawel helps companies (Limango, Virgin Mobile, Eniro, 4F, Showroom, Budapester, etc.) to leverage their online channel data to improve the business. user experience, which translates into higher conversion rates, average order value and lifetime value of the customer.