Have you ever walked into a brick-and-mortar store because you saw an attractive window display? Perhaps you saw a discount sales sign or maybe the ambiance simply caught your attention.
Well, just like an attractive window display, an ecommerce landing page can attract shoppers to an ecommerce store and convert them into customers.
In this article, we will look at what exactly an ecommerce landing page is and some best practices for a great ecommerce landing page.
An ecommerce landing page is an independent web page created to turn traffic into sales. When shoppers click on an advertisement or promotion, they are directed to this page.
An ecommerce landing page has one singular purpose - to get customers to make a purchase using a Call to Action (CTA).
This page typically includes an engaging headline to grab the attention of shoppers, product images, and a CTA. The landing page also includes subheadings, an offer, and social proof.
A great high-converting landing page captures the attention of visitors and guides them through to the end of the funnel. A great landing page should turn online shoppers or visitors into customers.
An ecommerce landing page is a powerful tool for effective conversion. With a landing page, you can guide your customers to your product and offer and encourage them to make a purchase.
Here are some reasons you need an ecommerce landing page:
Creating ad campaigns and email marketing campaigns is just one part of the equation. You want to turn those online shoppers into paying customers.
When visitors click on a paid ad, they already have a certain expectation. A landing page can help meet that expectation and increase ROI.
For example, if a customer wants to buy a ceramic mug, clicks on an ad, and is taken to the homepage or an unrelated page, they are more likely to bounce off the page. However, if they are directed to a landing page with a clear CTA, there is a higher chance of getting a conversion.
With different landing pages, you can identify and target various customer segments within your audience.
You can design landing pages specific to these segments using headlines, images, and a CTA that appeals to them the most.
With an ecommerce landing page, you can compare two versions of a web page. You can compare headlines, copy, images, and design layouts to see which performs best. A/B testing will also help you discover new insights and improve your campaign performance.
An ecommerce landing page allows you to grow your email list. Visitors exchange their email addresses for your content or promotion.
You can curate high-quality leads that have a high conversion rate since these people have previously interacted with your brand.
You can segment your email list, send personalized follow-up messages and update them on the latest from your brand.
As you test out different ecommerce landing pages, you can find out what works and what doesn't. You can track the most effective lead generation channels, content that gets the most attention, and CTAs that get visitors to take action.
With these marketing insights, you can get a deeper understanding of your customers, competitors, and industry.
Ecommerce landing pages come in various types and forms. These landing pages work for various marketing objectives including awareness, remarketing, upselling, and so on.
Here are four main types of ecommerce landing pages:
Top-of-the-funnel landing pages introduce your brand to new visitors and create brand awareness. Some visitors may be interested in your product but may not know about your brand.
With this type of landing page, you can create a good first impression by including content like your brand story, social proof, or solutions your products provide.
These types of landing pages focus more on establishing a connection with the visitor. For example, you could include a CTA that encourages visitors to try out your product for free or offer discounts on their first purchase when they sign up for your newsletter.
Middle-of-the-funnel landing pages focus more on visitors who have shown interest but haven't converted yet. Think more about retargeting campaigns. These visitors are familiar with your brand or may have even opted to buy a few products but just need some extra push. Including social proof or a sense of urgency could be all the push they need to make a buying decision.
This type of landing page should include a clear CTA nudging visitors to “Buy Now”.
This landing page is designed for customers who have done everything but hit the buy button. These customers may have added your products to their shopping cart but failed to finalize the buying process.
This type of landing page focuses on encouraging customers to buy your product by offering additional products. The bottom of the funnel landing page includes content like bundle offers and frequently bought-together items.
The Post-purchase landing page is designed to keep existing customers happy and increase repeat purchases. This type of landing page should focus on content that ensures your customers are constantly getting value. This can include customer loyalty programs, exclusive deals, and customer referrals.
Your landing page and product page are two different pages on your ecommerce site.
A landing page is specifically designed towards achieving a marketing campaign goal. This could be to get visitors to add a product to their cart or sign up for a newsletter.
On the other hand, product pages are designed to provide details about a product to sell them. These details could include the product price, specifications, and shipping.
Here's a summarized difference between landing pages and product pages:
Now we know what an ecommerce landing page is, let's look at some of the best practices that make for a great ecommerce landing page:
The first thing visitors will see when they click on that ad or promotion link is the headline. You want to make it captivating and benefit-focused.
It should be concise and communicate the unique value visitors will get from your product or service.
You only have a few minutes to capture the attention of potential customers and convince them to make a buying decision. This is why images are important. Not only do they add visual appeal, but they also increase trust.
Use high-quality images that effectively portray the landing page objectives. Ensure they are also well-optimized on all devices including mobile.
When visitors land on your page, they should immediately know what you're offering and the one action to take. Unlike product pages, your landing page should only contain one CTA, instead of several options which can cause a distraction.
Include the CTA button at the top of the page and in several parts throughout the page.
A great landing page should contain copy that sells your product or service and guide visitors to take action. Use compelling words that evoke emotion.
Keep your copy conversational and easy to understand. Most importantly, consider your target audience and ensure your copy is created to address their needs.
A good landing page should be straightforward to read. You want to avoid leaving your visitor overwhelmed with too much text. Avoid lumping paragraphs together or making it difficult for visitors to find the CTA.
Use clear concise headlines, a clear visible CTA, high-quality images, and bullet points to outline the product details.
Keep in mind that visitors will only take a few seconds to decide if they want to remain on your site or bounce. Ensure every element or content included effectively describes your value proposition.
With ecommerce landing pages, you can effectively reach your customers and increase ROI. As you create your landing page, keep in mind visitors only have a few seconds to decide to stay on your site. Ensure your landing page is easy to read and properly highlights the value proposition of your product or service.
You can go through some of the best practices above to turn your landing page from good to great!
If you need professional help to create a great landing page for your business, you can contact experts on ePlaybooks.