Design Ecommerce Landing Pages That Boost Your Conversions
Ecommerce landing pages can be a huge boost for your conversions if used to their full potential. And this is not to minimize the importance of having a well-designed ecommerce shop. But it’s important to differentiate. Your ecommerce shop will represent your brand and product, or service, to your clients in a uniform way. Your ecommerce landing pages, meanwhile, can be tailored to unique segments of your audience.
They can also be really helpful for testing and validating new products or services, or tweaks to existing ones.
And because ecommerce landing pages are so focused on visitor intent and guiding to one particular action (e.g. purchase, download or submit a form), they are very effective in achieving goals. So how do you design your ecommerce landing page to convert? You make sure your content is super focused and guides your audience with social proof and trust indicators, to hit your CTA.
How Do People Land On Ecommerce Landing Pages?
Most people get to an ecommerce landing page after they click on ad that catches their interest. Since the ad has already appealed to your target audience in a particular way it’s important that your landing page offers up more reinforcement of the value offered in the ad.
For example, let’s say you had an ad that offers 30% off a special edition of your product. But your ad links to your home page or a product detail page, which has no mention of the discount or the particular product. You will instantly lost your customer’s interest.
This is why you shouldn’t direct your audience to just any page on your site. The average page on your site will have all kinds of information that will distract from the intent of your ad. And there will likely also be opportunities to navigate to other parts of your site as well. None of this adds up to conversions. In fact, 72% of site visitors are more likely to bounce from a product page vs a landing page.
Compare that with ecommerce landing pages which increase conversion rates and average order values.
Ecommerce Landing Pages Vs Product Detail Pages
They can seem similar, but product detail pages and ecommerce landing pages differ in important ways.
Product pages aim to inform, are optimized for SEO and offer different directions for a customer’s buyer journey. This includes suggestions for related products, and options to navigate to different parts of the site. When a customer is directed to a product detail page they are still considering and comparing their options. So they’re considered to be higher up the sales funnel and they usually represent organic, direct and less targeted audiences.
Ecommerce landing pages of course are much more specific. Their audiences are largely paid and targeted to promote a specific action. These audiences are considered to be closer to the point of conversion. Which is why they were inspired to click on your ad or maybe your newsletter. Landing pages will have one call to action (e.g. buy now, sign up, learn more, etc.) and content written with a specific audience in mind. They’ll also remove options for site navigation and typically aren’t optimized for SEO.
Different Types Of Ecommerce Landing Pages
For every stage of your sales funnel, there’s a different type of ecommerce landing page that you can use!
If you’re targetting an audience at the top of the funnel, use your landing page to tell your brand story. Be sure to include lots of social proof and use a CTA which allows you to gather emails for retargeting (e.g. Sign Up To Receive 20% Off).
For customers who are mid-funnel (i.e. considering and comparing their options), try retargeting campaigns. And tailor your landing page to drive purchases through social proof. Include examples of how customers are enjoying their purchases. Validation is everything here so that you can get customers to “Add To Cart”.
For customers at the bottom of the funnel (i.e. they’re ready to purchase) try some upselling campaigns. Set up your ecommerce landing page to sell a bundle or additional related products that work out to a better deal for your customer. This will encourage them to either purchase or purchase again. In any case, it’s an opportunity for you to get conversions that have higher than average order values.
Once your customers have purchased, or maybe even purchased again, there’s still opportunities to engage with them. Reengagement campaigns can help you increase customer loyalty and their likelihood to purchase again. In this case your ecommerce landing page can focus on offering up exclusive or early access. You just want to make your customers feel special here.
Design Tips For Your Ecommerce Landing Page
So, how do you design ecommerce landing pages to get you better conversions? Well for starters, don’t include anything that distracts from your goal. And do make sure that your content is direct and persuasive.
Include A Catchy Headline
This is a crucial element. This is where you build off of the interest your paid ad generated. Or you could blow it. Make sure that your headline is direct and is similar in message to your paid ad content. In the fewest possible words explain to your audience why they should be interested. Give them a reason to explore your landing page further.
That said, don’t stress yourself out thinking about being really original or witty. Simplicity gets the job done.
Use Focused Text Copy
Use your text copy to elaborate on the headline. But don’t go to town with it and turn it into a half a novel. Be clear and concise. Chances are your audience will still skim through to find the points they’re most interested in. So make it easy for them.
Keep it especially simple above the fold. Headline, some description text and CTA. Clearly explain who you are and what you do, why your product/service is of value or interest. And what your audience should do next. With this content you’re trying to highlight your unique differentiators, benefits, and price.
After the above-the-fold copy, you can add your additional content. This can include details about the product/service, social proof (customer testimonials, excerpts from reviews in blogs, and/or professional recommendations) and/or other relevant company information.
To make all this information easy to take in, try formatting your text with section breaks, headers, numbering and/or bullet points.
Emphasize The Value Of Your Offer
Emphasizing the value of your offer can include having prices with strikes through them so that your audience is clear on how much they’re saving. You can also use text to create a sense of scarcity or urgency (e.g. “limited time”, “limited stock” and “next day delivery”).
Another tactic to emphasize the value of your offer is to highlight added perks like warranties, free shipping, free returns, customer support, etc.
Add A Compelling CTA
Make sure you have just one offer and that it’s clear. But you can present that offer via multiple CTA buttons, as long as they are distributed evenly throughout your ecommerce landing page. Decide what’s an appropriate number of buttons based on the length of your design. And position them so that they are easy to use. If a customer has to scroll to find your CTA, you’re reducing chances of conversion right there.
Design your CTA buttons in a way that makes them easy to distinguish so that all your careful planning pays off. This doesn’t mean neon colours but something that contrasts well with your overall colour scheme. You can A/B test different options to see which works best.
In terms of size, decide on this based on your overall design and the number of element it’s competing with. And be sure to use text that commands, i.e. ask your audience to take action in short, simple and straightforward way. Commands like “Buy Now” or “Learn More” are always popular. But here again, you can come up with options and test.
Select Engaging Images
Imagery plays a crucial role in all designs. And in ecommerce landing pages there’s a couple of specific functions to consider.
First off, your hero image. A beautiful full-width image will grab your audience’s attention and unify your design. It also offers the practical perk of giving your audience a clear view of your product. You can use either professional product images or a lifestyle image showing your product in use. In the case of a service, you can show a lifestyle image of a customer, which is relatable to your target audience, using and benefitting from your service.
Next, landing page product images should all be professional and high-resolution. This is your opportunity to show off your product’s best angles.
Focus On Form And Function In Your Layout
The structure of your ecommerce landing page design, also known as the wireframe, should be simple. You should opt for either one or two columns to avoid clutter.
Have clear divisions for your messaging and content. For example, if you’ll be including quite a few images and/or video, be sure to earmark separate sections for each. Again to avoid clutter, and to make each component easy to see.
Avoid including any links or navigation to other pages – you want to drive your audience to your CTA. And consider the paid ads that are driving your audience to your landing page to make sure there is consistency.
If the goal of your landing page is to gather emails, stick to keeping your form very simple. 2 fields will do – name and email. Making it easy for your audience to connect increase the likelihood that they will.
Optimize your landing page for mobile i.e. make sure that it’s responsive. Your audience should be able to access your offer clearly from any device.
And it’s nice to be nice. Be sure to have a pop-up message in place to thank your customers once they have taken the action you encouraged them to. It’s a great way to acknowledge your customers before they start receiving your welcome or engagement emails.
Try adding these tactics into your next campaign and you’ll be boosting your conversions in no time. 😉