The main purpose of landing pages in e-commerce is to direct visitors to a stand alone webpage distinct from your online store’s site, and guide customers to the action you want them to take. Landing page optimization in e-commerce might prove to be more complex at the beginning because it revolves around multiple products and category products.
In this article, you will find the guidelines to create the best landing page for your online business. Remember to consider these ideas in combination with the needs your website has and do not think that there’s a perfect and magical formula for all landing pages. Every idea must be designed and implemented according to your website.
One landing page. One objective. One message.
Probably the most important aspect of any landing page, whether it’s a lead generation landing page or a click through landing page, is to have only ONE GOAL. Every landing page you craft should be designed for a single focused objective.
If you send a mixed-up message, your audience will be confused and, probably; they will leave the landing page, with no further action. Thus, you should have one main call-to-action, one suggestion and one path for visitors to select. When visitors encounter too many choices they will take more time to do select something, and it’s more likely they leave sooner than expected, with no conversions.
Get straight to the point.
This point is highly related to the one mentioned above. Provide one clear and organized message for the audience of your website.
Be concise in the information you are providing because people tend to not read the entire text.
So you should highlight the content and emphasize the value of it, by pointing out their needs and how you can solve it. I recommend structuring the information in a “visual way”, using clear call to action buttons and clear headlines. Visual content seems to be dominating the market this year. As studies have shown, 90% of information is transmitted to your brain is visual. This is why visual are proceeded 60,000 times faster in the brain the text. Also, 94% more total views on average are attracted by content containing compelling images than content without images.
Simplify your copy using bullets and emphasize the main points with italics and bold text.
The primary headline of your landing page must always match the ad visitors clicked to get there (congruence)
When someone sees an ad, in a few seconds, they create certain expectations about what they will find after clicking on it. If they discover something totally unrelated to the initial ad, they will probably be disappointed and most definitely will leave without converting. Providing congruence in your campaign is the first step in guiding visitors toward the intended goal. As you can see, it always goes back to the importance of having only ONE FOCUSED GOAL on the landing page.
For instance, if your goal is to take people to a certain product category, let’s say cocktail dresses, display them on your add and communicate the offers you have for this type of dresses. But, all your efforts will be in vain, if your landing page provides information on all the dresses you sell online and about the specific product category in the add: cocktail dresses.
Always test your landing page
As I always say: test, test, test. Once you’ve finished testing, test again. Why? Because nowadays you cannot survive on the market if you are not up to date with the customer’s needs and the market trends in your industry.
What you can test on the landing page?
- the main headline. Words are a magical instrument that makes people react and drive them to a certain action. Find out the formula that best suits your customers’ website by creating A/B Testing experiments.
- call-to-action buttons. When it comes to call-to-action there are several things you can test:
– colour .Depending on the reaction you want them to have, use a proper color. Here’s an article on how colors work in e-commerce and what’s the meaning of every colour.
– design. This aspect reffers to the CTA’s size, font, contrast, etc. The main thing here is to make it visible and to create a CTA that stands out.
– copy. As seen above, words can to wonders if you know how to use them. Display a clear text to pursuade the visitors to do the conversion you want.
- landing page design. It’s not all about the headline and CTAs. You might have the best headline in the world, but if the elements are placed chaotically, visitors will not understand a thing. Organize all the written and visual information in a clear and easy to read design.
Essential information only
In case the goal of your landing page is to get leads by completing a form, keep it as short as possible. The fewer fields the form has, the more chances are that customers convert.If you need to collect extra data, ask for it on the thank you page, after the deal is closed.
Include social proofs
It’s not new that social proofs increase credibility and visitors’ trust in your brand. If possible, try to include a testimonial on the landing page. For a bigger chance of winning a conversion, use testimonials with human pictures to show visitors you are not a cold website, but a team that cares for their needs. Video testimonials have high impact visitors and help your business grow. Videos are considered by b2b marketers as an effective form of b2b marketing.