Marketers design and create landing pages with only one goal in mind: to drive leads and convert them into buyers. In fact, the whole point of creating a landing page is to improve conversion rates. And all businesses – especially e-commerce – need high conversion rates.
Good landing pages can help drive targeted traffic, grab a visitor’s attention, deliver a brand message and convince consumers to ultimately buy from you. In the world of ecommerce, a landing page is not necessarily a separate dedicated page that offers specific products or deals to particular audiences.
If you run an ecommerce website, each and every one of your product pages can be a landing page. Your job is to make every product page look as convincing as possible.
While dedicated landing pages still work well for ecommerce, you should not limit yourself only to those types of pages. Dedicated landing pages can act as an additional marketing tool when it comes to sales, promotions, coupons and other specials.
In the end, you need to remember to take care of both types of pages by:
- optimizing current “landing” product pages
- crafting new pages for short-term campaigns.
9 Things to Do to Optimize Your Landing Pages
#1 Ensure Consistent Messaging
Even though the end goal is to increase conversion rates by perfecting your landing pages, you may be paying too much attention to directing traffic to your website. Increased traffic isn’t a bad thing, but if there is a gap between the number of visits to your pages and the number of conversions, that’s a big red flag.
One of the reasons why this happens is because there is a mismatch in the pre-click experience. Suppose you have an online makeup store and you create an ad with a headline reading “best matte nude lipsticks”. When someone looking for a matte nude lipstick clicks on the ad, the page displays the generic lipstick category page.
This forces users to search for the matte lipstick they were promised from the ad instead of directly taking customers to the specific product page. It also creates unnecessary friction and can discourage users from exploring your website further. Instead, continue the conversation you have started on your ad and offer them exactly what you promised.
#2 Entice New Customers and Reconnect with Existing Ones
Potential customers (aka new visitors) and existing customers behave and interact with brands very differently. This means you have to approach both groups differently. Assume new visitors know nothing about your store and aren’t sure whether they can trust you as a reputable seller.
If there is something important you want your visitors to learn about you – like your brand advantages and special features – place this message on each page and make sure it is visible. To evoke more interest from new visitors, you can also offer incentives like free samples or discounts on their next purchase.
As for your existing clients, you can’t afford loosing them. Existing clients spend two times more than your potential new clients. Gently remind them about your store by sending them emails with links to landing pages that offer loyalty discounts and sales, or suggest new arrivals and remind them of items they might have left behind in their shopping carts.
#3 Keep Up Your Appearances
A website’s aesthetic can greatly influence visitor trust. A study conducted in 2011 showed that 70% of people didn’t trust websites with creepy designs. In other words, no more than 30% of all visitors will tolerate poorly designed websites and, most importantly, will not buy from questionable looking sites.
The majority of your target audience will want to buy from professionals. The wrong first impression can kill your conversion rates and a visually pleasing website design is a must if you don’t want to scare away your visitors.
#4 Strike Balance Between Short and Long Copy
Once more, let’s assume you are the owner of the online makeup store. Chances are, your buyers aren’t on your website to read lengthy product descriptions about your lipsticks. In this case, pictures make more sense to customers who are looking for what color lipstick you might be carrying.
But the type of copy you choose to use will depend on your product and what message you are trying to get across. This guide suggests that short copy is not always an option. For example, long descriptions work better if a product is:
- Packed with complex features
- Not unique
If you market products that require a detailed description, you should spend the extra time to:
- Make them scannable and readable
- Break long text up into digestible chunks
- Use bulleted lists and subheadings
- Emphasize benefits over features
- Create a clear path to CTAs
#5 Add Original Stunning Product Pictures
Product pictures can make or break your business. Research shows that pictures have a lot to do with providing good usability. High-quality, unique pictures with a zoom feature will help push your visitors closer to purchasing your product. For a better user experience (UX), you can also include “context” of the product (for example: a girl wearing your lipstick).
#6 Build Trust in Your Brand
It’s safe to assume existing clients know why they shop with your brand. But your new clients need some extra persuasion to acquire their trust. You can achieve exponential growth in conversion rates by adding a few things to your e-commerce landing pages like:
- Reviews from previous clients
- Product recommendations
- Awards and achievements
- Guarantee approval seals
- Security certifications issued by third-parties
# 7 Minimize Complexity
People are impatient and they want to get what they need ASAP. So how does this urgency apply to your website? And how can you simplify the customer journey for your clients?
As you optimize your e-commerce landing pages, remember the following tips to keep customers on your page and to drive them to action:
- Simplify navigation
- Remove search options
- Prevent annoying pop-ups
- Make “add to cart” and “buy” buttons subtle
- Avoid long forms with multiple fields
- Add a “guest checkout” option
- Maintain transparency
When someone lands on a product page from Google, their buyer intent is already high. Maintain that momentum and make the buying process convenient for your customers to avoid losing their interest.
#8 Optimize for Mobile
70% of transactions in the second quarter of 2016 were conducted via smartphones. And in 2018, about 40% of all retail ecommerce will be generated via mobile. Are your landing pages are ready for the sure in mobile purchases?
In most cases your landing pages will be viewed on mobile devices, but whether your CTAs are clicked on depends on how properly your pages are optimized. Reduce any complexities and keep your site minimal. On a mobile device, you should be focused on prioritizing your message and any accompanying pictures.
#9 Keep Testing and Iterating
If you A/B tested your landing pages once and found out what works best, don’t stop! Keep testing your website again and again. Markets are always changing, which means your products and customers are likely to evolve with the times as well. You can be sure your competitors aren’t standing still, so to keep up with the times you should be updating your landing pages in order to continue driving sales.
There is no absolute rule as to how your e-commerce landing pages should look. Rather, the success of your landing pages depend on many factors, starting with understanding your targeted market and whether or not your product is what they need. With this in mind, you can then optimize the rest of your website, and continually test your various site features to ensure your business is as successful as possible.