The largest percentage of visitors will leave your landing page in 0-8 seconds. So, to put it simply, your landing page needs to be effective if you want visitors to hang around.
A landing page should be like your homepage’s sister, not its twin. Homepages are used to generate brand awareness and for people who are already familiar with your brand to browse and shop. The purpose of a landing page, however, is to get people to act on a single offer.
This can be difficult for many reasons. For example, a landing page might not contain all of the information a customer requires to make a purchase.
Yet, if you adhere to ecommerce landing page best practices, regarding design and conversion rate optimization (CRO), you can maximize sales.
1. Have a Single Focus Aimed at A Buyer Persona
If you want your ideal buyer to convert, it pays to know what makes them tick.
Using marketing personas makes sites 2-5x more effective and easier to use by targeted users.
The sole focus of your landing page should be to lure in your ideal buyer with an offer that appeals to them specifically.
Or provide a solution to their problems in the form of your product, be it physical or digital.
Take a look at this landing page from TheVeganKind:
This presents a solution to the ideal buyer’s pain point, i.e. it’s difficult and too time-consuming to find vegan products when you have a busy lifestyle.
- Link customer pain points to individual products or offers. Create a landing page solely dedicated to the solution to your ideal buyer’s problem.
2. Provide Only One Offer per Landing Page
Landing pages with multiple offers are not as effective as those with just one main offer.
Have you ever been presented with a long list of fantastical cocktails at a bar?
It’s difficult to pick just one, so you end up opting for your standard whiskey coke or beer.
Similarly, if you present too many offers to your customers, their indecision may mean that they don’t choose any of your offers.
It makes it harder for them to come to a purchase decision.
Here’s an example of what not to do:
The competition on the right is an enticing offer which should have been the focus of the landing page.
Instead, there are too many distracting options.
- Choose your best offer and make it the sole focus of your page.
3. Make It Benefit-Oriente
Your headline and copy should focus on the benefits of your product rather than its features.
A feature-oriented copy is boring and unappealing.
Plus, customers don’t always understand or need to know the specs of a product.
For instance, consumers want to know that a laptop is fast, not that it has an Intel Core i5 Processor…
Most people have no clue what that is.
Check out this example of a benefit-oriented landing page from Snow:
They don’t take a deep dive into the specific chemicals of their teeth whitening system.
Rather, they outline numerous benefits in a small amount of copy: it’s fast, cruelty-free, long-lasting, easy to use, safe and so on.
- Highlight the value of your product to show visitors exactly why they need it in their lives.
4. Focus on Conversions
Your homepage or product pages might be optimized for SEO.
Your landing page doesn’t need to be—it should be optimized for conversions instead.
CRO is becoming increasingly important in the world of e-commerce.
Over 60% of ecommerce companies have a specific individual or team dedicated to CRO.
You should build your landing page with CRO in mind as its purpose is to make sales, not to perform well in the SERPs.
Take a look at this example from FabFitFun:
The copy is snappy and kept to a minimum, which would not be the case if SEO was the focus.
They also use multiple CTA buttons to really drive the message home.
- Employ CRO tactics, such as multiple CTA buttons, to encourage sales.
5. Utilize Social Proof
The best landing pages for ecommerce always contain some form of social proof.
The reason being, it’s so effective in helping visitors come to a purchase decision.
78% of consumers trust online reviews as much as recommendations from friends and family.
Social proof can also take the form of endorsement from celebrities/influencers, for instance, along with testimonials and review scores.
Here’s a nice (and humorous) example from Squatty Potty:
It works because it makes you think, 5 million people can’t be wrong … If it didn’t work then why would so many people use the product?
That’s exactly what social proof is supposed to do.
- Add social proof, such as your best reviews or customer count, to speed up the decision-making process.
6. Optimize Your Landing Page Design
There’s a whole set of best practices for landing page design.
Firstly, you should take out any clutter, such as the navigation bar.
Clutter only gives visitors an excuse to leave your page.
And, as mentioned previously, distractions act as an obstacle to making a purchase.
Furthermore, you should use high-quality, non-stock images.
They show the authenticity of your brand and appeal to the desires of customers.
Perhaps, the most important design tip is to have vital elements above the fold, such as your headline and CTA.
If visitors usually bounce within 8 seconds, then you want them to see your value proposition straight away.
Any further information, such as social proof, can go below the fold.
Blue Apron knows how to design a landing page effectively:
Note how the images, headline, and offer hit you straight away.
Then, you can scroll further to learn about the details of the product.
- Stick to the best design principles, e.g. decluttering the page, to keep users engaged.
7. Include Any Extra Benefits
Minimalistic landing pages work best…
But you may wish to include the key points customers need to know in order to make a purchase.
The three things customers value most when choosing an online shop are price, shipping cost/speed, and discount offers.
A discount offer may be the main focus of your landing page.
But you may also include extra benefits, such as shipping rules, finance options, subscription discounts, trust seals and so on.
Everlane keeps it simple:
They only mention, “Free shipping on your first order.”
You could always test which pieces of information increase conversions, to work out what to include.
- Include any extra benefits that lead to more sales, such as free shipping.
8. Monitor User Behavio
Continue to improve your ecommerce landing pages through testing and monitoring.
Companies that carry out 50% more tests benefit from increased conversion rates.
There are numerous tools out there that you can use to test and monitor user behavior such as CrazyEgg and Hotjar.
These tools offer visitor recording, heat maps and A/B testing, which are helpful for improving elements such as copy, CTAs or design.
Klientboost A/B tested hero images for their client Tyme:
The second image showed a 44% decrease in conversions.
So, naturally, they found that the first image was optimal.
- Use heatmapping or A/B testing software regularly to monitor user behavior and thereby improve your landing pages.
9. Track Key Metrics
Track the right metrics to see how your landing page is performing.
We’ve talked a lot about conversions here, but you can’t just track conversions alone.
If you coached a soccer team, you wouldn’t simply track the number of goals scored.
You’d have to track how your team is performing defensively, too, in order to improve overall performance.
The most important ecommerce landing page metrics are:
- Landing Page Views
- Views by Source
- Bounce Rate
- Session Duration
- Add to Cart Rate
- Cart Abandonment Rate
Each of these will help you fine-tune your landing page and marketing efforts.
Use tracking software, such as Google Analytics, to monitor metrics.
- Track several key metrics so that you can tweak elements of your landing page and marketing/promotion.
Ecommerce landing pages have a singular purpose: to get visitors to make a purchase.
You need to have this purpose in mind every step of the way, from building a buyer persona and setting your goal to monitoring the performance of your landing pages.
The most important aspect you should take away is to continually improve your landing pages for ecommerce over time. Then, you can make them increasingly effective.
Now it’s over to you. Envision your ideal buyer and figure out how your product can be the solution to all their problems.
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