Though you’re using specific targeting for your digital marketing campaigns, merely leading your prospects to product pages won’t cut it. With product pages, there are just way too many distractions. These distractions contribute to the low possibility of conversion. If you aim to make leads convert, then an eCommerce landing page is the ONLY way to do it. Read on to know more about what a landing page is and how to optimize landing pages to get maximum returns.
Ecommerce Landing Page vs. Homepage
Don’t confuse an eCommerce landing page with your homepage. While the two may look similar, both have very different goals. Your homepage sets the conversion stage. On the other hand, your landing page attains the specific goal.
Your product pages shouldn’t also be interchanged with landing pages. These pages provide the uncertainty of visitors converting or not. This is because product pages have too many exits, which allows visitors to explore the site more.
When you’re hellbent on converting leads to actual paying customers, you want to make your web page free from distractions. And that’s what landing pages should look like. The goal of your marketing campaign depends on where you want to lead visitors to your sales funnel.
For instance, if you’re setting leads at the top of the funnel, your homepage should be the best tool to do the job. For mid-funnel leads, product pages can do a bang-up job as well. However, if you’re leading prospects to the bottom of the funnel, you have to make them take action. And this is what a landing page can do.
Think of your landing page as your digital storefront. Because consumers have different purchasing mindsets and behaviors, brands should cater to this evolving demand. Your landing page should be tailor-fit to cater to customer purchasing behaviors. For instance, if you target new leads who have never heard about your brand, your eCommerce landing page should be built for awareness, while directly leading them to conversion.
If your targeting existing customers, your landing page should bank on re-engagement to get them to buy more of your products or subscribe to premium services. Wherever you are with your sales funnel goal, landing pages will undeniably help you reach them. We’ll tell you how.
4 Steps to Optimize Your Ecommerce Landing Page
Here are some easy steps to optimize your landing page and make it a robust conversion tool. There is no need to overwhelm your audience too much, all you need are these four elements:
1. Concise headline and subheadline
Your visitors could leave your landing page in a jiffy if your headline doesn’t interest them. Make sure that they will know what you’re offering the moment they read it. Here are some tips for writing a killer headline that grabs attention:
- Stick to 10 to 20 words
- The headline must explain what you offer immediately
- Your headline must compliment your visuals
- It must be attention-grabbing
Don’t bank on flowery words with your headline, make it punchy and clear. Adhere to the three-second rule. Your visitors should immediately know who you are and what you offer once they read your headline. Take a look at these two examples:
Although this landing page from Insightly has a captivating photo, the headline doesn’t explain what the brand offers. It leaves prospects guessing what their “inner hero” is. And although it’s relevant to the image, it still confuses visitors.
On the other hand, this example from VideoFruit is excellent. The headline is clear and establishes a solution to a pain point.
Once you’ve hooked your prospect through your headline, entice them via your subheadline. Your subheading must go underneath your headlines and should explain your product or service features and benefits. The best way to do this is to mention your customers’ pain points. And VideoFruit did a great job of presenting their offering while referring to a pain point.
2. Know your sales funnel goal
Before you start crafting your headline, subheadline, and call to action, know your goal. Determine where you want to lead your audience in your sales funnel. Every stage on the sales funnel is different, so your landing pages should be designed differently. There are four stages to consider:
- Top of the funnel
- Middle of the funnel
- Bottom of the funnel
Once you know your goals, it’s easier to craft a copy that communicates to the right audience. For instance, for top-of-funnel audiences who don’t know who you are, make sure you convey your brand’s story. Offer them something extremely enticing to lure them into engaging with your brand more.
For mid-funnel audiences who have come across your brand but have not taken action, create retargeting landing pages. During this stage, you can add social proof or a surprisingly compelling story about your brand. You may also share some testimonials of people who have used your product or service.
As for bottom-of-funnel audiences, use direct selling strategies. These are customers who are already interested in your products or services. For customers who have abandoned their carts, try an upselling strategy.
3. Relevant visuals
Human brains process images first before texts — 60,000 times faster to be exact! That being said, it’s imperative to use visuals on your eCommerce landing page. Your visuals tell your story right off the bat.
Plus, visuals are also reflective of your offerings. As long as you create relevant ones, images on eCommerce landing pages are twice as effective as those without. Here are some tips for creating compelling landing page visuals:
- Create hero images
- Make images relevant to your products or services
- Try customized illustrations
- Make images high-quality
- Don’t use stock images
Here’s Mailflow’s beautiful illustration that shows a woman holding envelopes. The visuals take most of the space and it’s also very captivating, conveying what Mailflow’s service is.
4. A strong call to action
The last and final step of optimizing your eCommerce landing page is by using a strong call to action. This is the most crucial part of your landing page. Without it, your visitors will be “stuck” in one stage.
Lead them to the next stage, which is to subscribe to your newsletter, buy your product, or subscribe to your service. Here are seven tips for a powerful call to action:
- Compelling, exciting, and explosive
- Should be in first-person
- Leverage urgency
- Winning additional sales pitches (money-back guarantee, free shipping, no credit card required)
- Brightly colored, so it’s impossible to miss
- Minimize choices
Here’s Spotify’s call to action that stands out amidst a pastel-colored background. The solid green button sticks out like a sore thumb.
Creating the most effective eCommerce landing page doesn’t have to undergo a series of steps. These four elements (headline/subheadline, sales funnel goal, visuals, call to action) will set your brand up for maximum conversions.