PROVEN TIPS TO MAKE YOUR ECOMMERCE LANDING PAGES CONVERSION-FRIENDLY
Landing pages are an integral part of lead conversion – as the name suggests, these pages help website owners land visitors and induce them into taking desired action. A landing page basically serves as a call to action for your promotional campaigns, whether online or offline.
While any web page a user visits is technically considered a landing page, this blog will focus on two important types of landing pages that are connected to marketing campaigns and can be optimised to manage visitors’ expectations and convert them.
- Lead-generation landing page/Squeeze page: This page is designed to collect email addresses or contact information of visitors to directly market to them in the future. Visitors are persuaded to provide useful information by gating valuable content that presents special offers in some way.
- Click-through landing page: The sole purpose of this page is to convince a customer to add a product into the cart and step forward to the point of purchase.
While both landing page types can help you capture user attention and generate leads, the latter one has the potential to create additional revenue in the eCommerce realm. Moreover, these landing pages may seem similar to product pages, but they have a few significant differences like:
- They align directly to the ad (marketing message) that helps to get the prospective customers to the landing page.
- They are not linked to your main website by any additional links that might corrupt prospects’ mind and deviate their decision to buy.
For a landing page to be successful at generating leads, the design and copy of the landing page must be relevant to the ad campaign that brings prospects to the page.
Listed below are the main elements of eCommerce landing pages and a few tips to improve conversion rate across all your online campaigns.
#Keep the Landing Page Copy Relevant to Your Ad
To create an effective landing page, it is important to keep your message consistent in both – the headline and the copy of the ad that delivers traffic to the page.
Whether on purpose or not, prospects pay special attention to this match, and their decision to stay or leave the page largely depends on this match, so you must maintain the consistency.
If you have mentioned and promised to offer 30% discount and free shipping without any minimum amount in the ad, let the message be the first thing your potential customers see when they navigate to the landing page.
When it comes to headline, it is important as it not only serves as a value proposition but serves as the prospect’s psychological link to the original ad. This clearly means that the strategy of your whole campaign should revolve around matching ad campaign to the landing page.
# Feature the Product with Effective Visuals
The focal point of your campaign is the product itself, so you must use an appropriate “hero image” to highlight the product and make it look desirable. The use of a poor image of the product on the landing page can affect your conversion rate negatively.
But what exactly is a “hero image”?
Well, it represents an oversized banner at the top of a web page that draws prospects’ attention towards your product. Its message needs to be clear and should follow logically from the headline or value proposition.
#Emphasise on Product Benefits
Once you have featured the product, highlight the benefits of the product with a brief paragraph or a few bullet points. The product descriptions of the best landing pages accurately describe everything from value proposition of the product to compelling offers.
When it comes to high-priced or more valuable products, customers are willing to dedicate more time in finding out further details of the product. If your website fails to provide prospects with the necessary and helpful information, they will likely leave the page to click on your competitors’ link.
#Keep Landing Page Credible
The main purpose of landing page is to only convert visitors into leads without any distractions. And to generate leads from prospects, the credibility of your landing page needs to be well-defined with social proof, independently of your company website. This will help potential customers gain trust as the product has been bought, used and appreciated by many other users.
To keep distractions to a minimum and maximise the rewarding potential of your landing page, include only one call to action. If the purpose of the page is to induce visitors for a product purchase, let “Add to Cart” be the only mode that leads prospects from the landing page to the checkout.
In reality, the purpose of a landing page is to take prospective customers directly from the awareness stage to your sales funnel and encourage them to convert. However, it is not easy as lead conversion depends on brand’s credibility and trust, and requires a perfect alignment of all elements to eliminate friction.
TYPES OF LANDING PAGES APPLICABLE TO ECOMMERCE
Product page: The product page itself can be a type of a landing page, especially when search engine finds your page and navigates visitors to it.
Category page: This is considered a landing page not by design but by its importance and “searchability”. Prospective customers often search some general category products and end up on a category page.
Search page: If a visitor uses the search function to find a specific product, there are many ways you can help the prospective customer find the product that matches their respective search query.
The trick is to provide maximum information and give visitors an accurate match to their search. If multiple items match the search keyword, show them in a grid pattern to make them visible on screen and allow users to filter options by as many criteria as possible.
Promotion page: These are the pages linked to ad campaigns that may advertise your sales, seasonal items or simply the most popular products. Always remember, everymarketing campaigns that you run for offers, sales or products should have a dedicated landing page for best results.
Coupon page: A coupon landing page allows prospects to easily find your store’s best and exciting offers and discounts, resultantly boosting customer satisfaction and increasing your company’s revenue and overall performance. In your coupon landing page, provide accurate instructions on how to redeem the coupon, inform customers of any restrictions of the coupon and provide a clear call-to-action to use the coupon.
In addition, organic search and product keywords make product pages the most likely landing pages for an eCommerce website. That means for design and optimisation purpose, you need to treat every page on your site as a landing page.
In many instances, product pages are the most visited pages on a site that get traffic from search/PPC campaigns. That said, it is important to make them one of your top priorities in the conversion optimisation process. To make the most of your product landing page, use different graphic and copy elements including
- Compelling headline
- Product description
- Immersive product images or videos of the product
- Social proofing
- Testimonials and/or reviews
- Marks of quality/expert/trust
- Ability to compare different products
- Call to action
- Scarcity/urgency indicators that may nudge the customers to buy
- Ability to customise the product, in terms of colour or size
- Detailed information
- Prominent display of shipping terms and conditions
- Contact information
- Customer support/chat
These elements should ideally be included on the product page. Their motive is to give complete information to prospects and alleviate trust issues.
HOW CRO CAN HELP IMPROVE YOUR PRODUCT PAGE
Applying CRO research methods to product pages can help you discover issues that may affect a page’s performance, conversion-wise.
1) Use quantitative analysis and observe the products and images visitors find most compelling. Also, identify which interactive elements were most popular and led to conversions. Visitor groups that find your product amazing can be identified with the help of segments.
2) Use qualitative research and surveys to identify elements that are missing on product pages and that your visitors would like to see. Go through customer reviews and understand what they expect, then enhance product descriptions and other content to provide them the information they need to make a fruitful decision.
3) Inspect the page heuristic; this indicates navigational issues, lack of information and other design issues. Removing or fixing such issues is the first step in optimisation.
That is it!
With the tips mentioned in this post, we hope you can successfully create high-quality landing pages that convert visitors at a rate higher above the industry average.
If that sounds something you might be interested in, connect with us for result-oriented eCommerce development services.