Picture yourself strolling along a street lined with shops. You’re merely perusing until anything grabs your attention. The sales sign hanging in the window might be the cause. Perhaps it was the mannequin’s attractive jacket. Or you were drawn in by the store’s welcoming environment.
Consider the physical store as an online store now.
Where do you shop more frequently? Somewhere you feel overloaded, cluttered, and out of order? or someplace that is tidy, attractive to look at, and transparent about what they provide?
Landing pages are useful in this situation.
Digital storefronts are e-commerce landing pages. This is what draws a visitor in, keeps them on your website, and initiates the purchase process.
E-commerce landing pages are designed with the intention of converting visitors into consumers. They have information that is easy to read and comprehend, with a clear and succinct value proposition. The best landing pages have the power to increase lead generation, increase conversion rates, and improve marketing campaigns all around.
We’ll go through what an e-commerce landing page is, site best practices, and high-converting page examples in this article.
- What is an Ecommerce Landing Page?
- Distinctions Between Product Pages and Landing Pages for E-Commerce
- Why You Need Landing Pages For Your Ecommerce Site
- Types of Ecommerce Landing Pages + Strategy
- Must-Try Best Practices For Your Landing Pages
- Examples of High Converting Ecommerce Landing Pages
- Start creating your ecommerce landing pages
What is an Ecommerce Landing Page?
A stand-alone webpage made especially for marketing is called an e-commerce landing page. This is the page that a visitor “lands” on after clicking on a link, be it an email campaign promotion or a Google ad.
The main goal of e-commerce landing pages is to persuade visitors to accomplish a specific task. This is essentially making a purchase in e-commerce.
With a clear call to action (CTA), the page is tailored to the buyer’s intent and encourages visitors. Engaging headlines, excellent photos, succinct language, and social proof components like client endorsements and reviews are all part of the page content.
To further clarify the goal and operation of e-commerce landing pages, let us consider a hypothetical situation.
On the page, they see pictures of contemporary bags together with a heading that is identical to this advertisement. Additionally, a CTA button with a 30% off coupon code is included. The page also features subheadings that highlight the money-back guarantee, the suitcase’s durability, and customer reviews.
The page provides the precise product the customer was searching for, plus the additional social evidence increases confidence and persuades users that these luggage are of the highest caliber. They click the CTA button to start shopping straight off the page because they are unable to resist the 30% discount offer.
In this case, the customer found exactly what they were seeking for in a short amount of time. The content of the page enhanced trust, matched the buyer persona, and made it simple for the customer to make a purchase. It also contained key product attributes. Consequently, the website turned a visitor into a possible customer.
And turning visitors into buyers is the purpose of landing pages.
Distinctions Between Product Pages and Landing Pages for E-Commerce
Prior to delving into the specifics of e-commerce landing pages, it’s critical to understand how these pages vary from other sections of your website and how this may affect your efforts to maximize conversion rate optimization (CRO).
Usually, when someone visits your website, they end up on either the home page or one of your product pages. This could be excellent for giving them information about your products or introducing them to your brand. These pages don’t always prompt action, though.
Actually, compared to landing pages, visitors who land on product pages are 72% more likely to bounce.
The following summarizes the distinctions between landing pages and product pages:
- has just one distinct CTA.
- eliminates extra routes, such site navigation
- Writing is done with a single objective in mind, for certain audiences.
- includes product descriptions (tailored for certain audiences once more).
- has a prominent call to action, however it is not limited to one.
- includes extra routes, including product categories and site navigation
- Writing with a broad readership in mind
- consists of product suggestions and descriptions
Alternatively, if the search leads them to a landing page, they will see a single call to action offering a 30% discount off their purchase along with a message about contemporary, sturdy luggage.
There is a clear and unambiguous path to achieving the conversion objective without any distractions, and the offer is also closely tied to this message. Product pages and landing pages are both essential for your website, despite their distinctions. They just do different things in terms of your entire marketing campaigns. We’ll go through the significance of landing pages and its necessity for e-commerce websites below.
Why You Need Landing Pages For Your Ecommerce Site
A crucial component of the sales funnel are e-commerce landing pages. It serves as the conduit from the moment a potential customer sees one of your advertising campaigns until they visit your online store and complete a transaction.
Effective landing pages can also help other parts of your entire marketing strategy.
The following four factors indicate why your e-commerce website needs landing pages:
1. Drive higher ROI for paid traffic.
The best online advertising could be found on your e-commerce website. You may become an expert at PPC ads with extremely high click-through rates and take control of email marketing with robust open rates.
But what good are leads if they never convert?
When people arrive on your e-commerce site via bought traffic, they expect something specific. They want to click on anything that is relevant to their search since they already have a predetermined goal.
You can satisfy these demands and increase the return on investment for sponsored visitors by creating landing pages that are tailored to marketing campaigns.
A person is likely to bounce if they search for and click on a “Winter Jacket” advertisement and are instead directed to a homepage with different apparel items. They didn’t want to spend the time researching through a website, and this sponsored advertisement didn’t get them to what they were looking for. There’s a greater likelihood that they will stay on your website and perhaps make a purchase if the advertisement directs them to a page with the winter jackets for this season and a buy button.
Put another way, you won’t squander advertising money.
2. Great for testing
Landing pages are made specifically for marketing campaigns, so this is a wonderful chance to experiment and figure out the most effective strategy to reach audiences.
Run A/B tests on your landing pages to determine what functions well and poorly. Examine which CTA buttons receive the most hits, which special offers prompt visitors to make an immediate purchase, and even which color text draws the eye more.
For instance, it might not be worthwhile to pursue a PPC campaign if the landing page for that campaign has a high bounce rate. Alternatively, Image A is probably a better asset to use in social media marketing if a landing page featuring Image A tested better than a landing page featuring Image B.
3. Can target specific customer segments.
Having many customized landing pages will help you better target individual clients.
Create landing pages that are tailored to particular clientele groups.
The buyer persona should be reflected in the title, photos, and even the content of the CTA button. For instance, since mobile is the preferred device for Gen Z, a landing page for an email campaign targeting that group should be optimized for mobile.
Customers are more likely to stay on your website and click your call to action if you can establish a stronger connection with them.
4. Quick and easy to put together
It may seem like too much work to put up multiple landing pages, each tailored to a different marketing campaign and set of target clients.
It need not be, though. The various components of your page can be readily customized by using a landing page builder. In order to save time and effort while creating pages from scratch, you may also utilize already themed templates.
The reward is worthwhile as well. This is due to the fact that having more landing pages is preferable. Actually, according to Hubspot, having ten to fifteen landing pages can boost leads by fifty-five percent.
Types of Ecommerce Landing Pages + Strategy
Landing pages ought to be tailored not just to the visitor’s interests but also to their stage in the sales funnel. Visitors who are just exploring your website for the first time will see a very different landing page than those who have already visited and started shopping.
This entails utilizing distinct landing sites for awareness, remarketing, upsell, and re-engagement efforts, among other marketing initiatives.
Every one of these kinds of e-commerce landing pages will have a different goal in mind, which may be anything from increasing brand recognition to persuading visitors to make more purchases. The content will change as a result, particularly the CTA.
The four categories of e-commerce landing pages are broken down as follows:
1. Top of funnel landing page
Landing pages at the top of the funnel are used to welcome new customers to your e-commerce website.
Lookalike campaigns using audiences akin to your current clientele will use this page. Even though they may not be familiar with your company yet, these visitors are probably interested in your offerings.
Since this is your initial impression, the information on this page might be:
- Your brand’s origin narrative and mission
- solutions that your goods provide
- Social evidence to validate authority
Since most visitors aren’t ready to buy at this point, the CTA should concentrate on establishing a rapport and generating leads. Giving them a 10% off their first purchase, for instance, in exchange for subscribing to your newsletter. They will now be more likely to return, and you will have their email address so you can contact them without spending money on advertisements in the future.
2. Mid-funnel landing page
Customers who have expressed interest in your website but have not yet converted should visit mid-funnel landing pages.
We’ll use this page for retargeting advertisements. Even though these visitors are already aware of your brand and may even have selected a few goods, they still require further persuasion.
This page’s content should be concentrated on providing the final push needed to persuade individuals who are unsure to convert. This may consist of:
- Product-focused content (such as a headline that reads, “If you can’t stop thinking about it, buy it”)
- Positive product reviews and social evidence demonstrating who else has purchased the item
- Feeling of immediacy or time-limited deals (i.e., “Almost Gone”)
A CTA that encourages a purchase will be included on this kind of landing pageOne example would be to have a “Buy Now” button. This expedites and simplifies the purchasing process, enticing customers to check out immediately.
3. Bottom-funnel landing page
Bottom-funnel landing pages are made for visitors to your website who have added everything to a shopping cart but have not yet clicked “buy.”
Since clients are already considering purchases, this page is for upselling campaigns where you can provide them with other products.
Customers should be encouraged to buy more via upselling content, not just to buy. This comprises:
- Bundle deals (for example, “Complete your order with…
- Information on linked products (i.e., things that are “Frequently Bought Together”)
- An abandonment-related discount, like free shipment
The call to action on this page is to close the deal first. Next, try to promote a few more products that have a larger average order value. Suppose there was a call to action that said, “Make Your Order Complete,” and the content particularly promoted bundles that had been left in the customer’s abandoned cart.
It’s recommended to test the upsell before introducing discounts.
4. Already purchased landing page
The goal of already-purchased landing pages is to retain your current clientele and encourage them to visit your website again.
Re-engagement and retention initiatives aim to increase recurring business (retention) and client lifetime loyalty (LTV) by using this page.
You don’t need to go into great depth about who you are and what you offer because this page’s information is intended mostly for your current clientele. Rather, concentrate on producing content that keeps your audience interested. This may consist of:
- Incentives for customer loyalty (e.g., accumulate points for each purchase)
- early looks at upcoming products
- first dibs on sales or special offers
- Category pages with links to past purchases
- Possibilities for customer referrals (e.g., reward yourself by inviting friends)
The CTA prioritizes the consumer experience over other stages of the sales funnel. The goal should be more about creating a solid, long-lasting relationship with clients than it is about pressing them to buy now. Make clients feel unique and appreciated. Giving current clients early access to a sale before it opens to the public, for instance, using a CTA that reads “Start Shopping Early.”
Must-Try Best Practices For Your Landing Pages
Each page you design will be exclusive to certain sales channels, client categories, and advertising campaigns. However, some best practices have consistently shown to be successful for e-commerce landing pages.
The following are the best practices you should definitely try:
1. Limit the clutter
A well-designed landing page is simple to use and navigate. To do this, reduce the amount of clutter on your page.
You don’t want to miss a conversion because the user navigated away from the “Buy Now” button or were disoriented by an excessive amount of text.
Here are some pointers for minimizing the mess:
- brief and direct headlines
- Clearly marked CTA (more below)
- removing links to the site’s navigation
- Relevant, excellent photos
- Details of the product in bullet points
Remember that a visitor’s decision to remain on your website or leave in a matter of seconds. This implies that people won’t likely sit down and read the entire page, particularly if it has a large amount of material.
More often than not, people will quickly scan the page to determine if it contains what they were searching for. This implies that each page element important and should have a distinct reason for existing.
Stay focused on the value proposition and eschew adding material for the sake of it.
2. Include a visible, clear CTA
As soon as a visitor lands on your page, they should understand what your product is and how to benefit from it.
Add an obvious and visible call to action to achieve this.
Landing pages ought to feature just one CTA, in contrast to other pages on your website. Having only one option instead of forcing visitors to weigh and select from multiple possibilities simplifies their decision-making process significantly. This makes it easier for visitors to convert by advancing them through the sales funnel more swiftly and without interruption.
The call to action (CTA) ought to be clearly visible, simple to use, and directed towards certain clients. To do this, one can:
- Putting your call to action above the digital fold at the top of the page
- putting several buttons on the page for a single call to action
- When creating button wording, use active voice (e.g., Sign up for Free).
- Instill a feeling of exclusivity or urgency (Claim Your Offer Now, for example).
Landing pages are excellent for testing, as we have already discussed. This particularly applies to your call to action. Modest adjustments can have a significant impact. Test various CTA components on a regular basis, including button text, button positioning, button color, etc.
3. Use high-quality images
Because you only have so much room and time on landing pages to convince visitors, images are crucial. Ultimately, one can argue that an image speaks a thousand words.
Make use of top-notch photos that complement the landing page’s goal. Product photos could be helpful, for example, if the website is centered around mid-funnel ads for particular products.
Ensure that all devices can view the photographs properly. in particular, mobile, which is becoming more and more common for online purchases. No need to scroll down or zoom out while viewing images on a phone.
Images not only enhance visual attractiveness, but they are essential for establishing legitimacy and confidence. Here are some examples of how to use photographs to leverage social proof:
- testimonials with a picture of the client
- user-generated material featuring clients utilizing the goods
- Seals of trust and media recognition (e.g., As featured in…)
- endorsements featuring images of the influencer or celebrity
Utilize photos just if they will improve your landing page. It is preferable to omit low-quality photos that are pixelated, have bad lighting, or don’t match the subject.
Examples of High Converting Ecommerce Landing Pages
There’s no precise science to determine what creates the finest e-commerce landing page because there are so many variables. It is therefore advisable to always try and test to determine what would convert landing page visitors, as we have stated throughout this essay.
We can provide you with motivation if you need it to get started. Eight instances of highly effective e-commerce landing pages have been compiled and examined by us. Let’s examine this.
The simplicity and visual attractiveness of this Larq landing page design are perfectly balanced. With excellent images, the offer, value proposition, and call to action are presented in a simple and elegant manner.
- Simple layout with a succinct heading
- excellent pictures showcasing the item
- Declares the “Eradicate >99.99& of germs” value statement.
- The CTA button is bright, obvious, and pertinent to the deal.
Burrow’s home page highlights the arrival of a new product with chic images. The landing page’s modern tone complements the store’s offerings, which will undoubtedly appeal to their target markets.
- Image does a fantastic job showcasing the particular product.
- Modern font and color selections complement branding
- The CTA button is obvious and makes excellent use of the white space in the image.
- The most popular products are displayed at the bottom of the page with social evidence.
This Skullcandy landing page presents a fresh angle on the product for which they are already well-known. The brand’s goal of promoting mental wellness is highlighted in the content rather than the technical details of the headphones.
- A value offer with an emphasis on the client
- a pertinent and timely message regarding mental health
- contrasting background, font, and picture tones
- includes the chance to combine
Gillette highlights their goods with a simple, minimalistic style. The brand is able to communicate its offer in a few words, and consumers can perceive value propositions like free shipping and cancellation.
- a compelling headline and an unambiguous call to action
- Buzzword-heavy content with a focus on benefits, such as “Free”
- Icons highlight and provide context for the text that goes with it.
- superior product photos
5. Solo Stove
Product details and a price reduction are displayed at the top of Solo Stove’s landing page to entice users to take advantage of the special deal. The page also uses firsthand quotes from satisfied consumers as social evidence.
One Stove appears
When you sign up with an email, a pop-up seeking a discount coupon also appears.
- strong endorsements and comments from current clients
- CTA that makes use of terms like “exclusive” and “send my code” to capitalize on scarcity
This Spinning landing page uses a backdrop video to demonstrate their product in use. 95% of viewers genuinely take in the messages in the videos they watch, according to studies, thus using video to draw users to your landing page may be quite successful.
- A quick rundown on spinning cycles at home is provided by the background video.
- The CTA button is eye-catching and vibrant.
- Customers who require a home gym can relate to the headline “Ride at Home.Start creating your ecommerce landing pages
Ecommerce landing pages are your best hope for reaching customers more effectively and meeting their demands when it comes to buying, especially with consumers having more options and digital advertising expenses on the rise.
You may begin building e-commerce landing pages that are tailored to your marketing campaigns and target audiences by using the best practices and examples provided in this article. Knowing your clients is essential, and personalisation helps convince visitors to stay on your website long enough to become customers.
E-commerce companies may create landing pages that effectively attract visitors and encourage conversions by following these steps. Maintaining high conversion rates requires constant landing page optimization, and being adaptable to shifting market conditions.
Appic Softwares is a company you should consider if you’re searching for an e-commerce development company that can assist you with creating a mobile app. Our skilled development team is here to assist you with any and all of your needs.
Why then are you being hesitant?