Boost Conversion Rates With These 5 eCommerce Landing Page Tips
We all learned the saying, “Don’t judge a book by its cover” in kindergarten, but let’s get real. As an eCommerce brand, you’re judged all the time by your customers—and one wrong move can cost you a ton of sales.
After all, customers don’t really know anything about your brand at this point. You can’t expect them to pull the trigger based on a product page.
Even if your product pages are designed to sell, they just can’t replace a good eCommerce landing page.
The right landing page makes a great impression on shoppers, motivating people to engage with your brand and, eventually, make a purchase.
Let’s dive into the nuts and bolts of what eCommerce landing pages actually are and 5 tips to help you build the most badass pages known to man.
What is an eCommerce landing page?
We throw around the phrase “landing page” like flapjacks these days.
How, exactly, is a landing page different from your home page? Or your product pages, for that matter?
There is a difference, guys.
Landing pages are specifically designed to persuade site visitors to act on your offer. Most importantly, each landing page is custom-tailored to a very specific audience, which (you guessed it) increases conversion rates even more.
“We have 6.2 million customers, so we should have 6.2 million storefronts.”
- Jeff Bezos, founder of Amazon
Landing pages are the storefronts of the 21st century. You obviously can’t whip up one landing page for every customer, but you should still target very specific audience with your landing pages.
The numbers don’t lie, either: brands with 40+ landing pages generate 120% more leads than companies using 5 landing pages or fewer.
Instead of directing eCommerce visitors to your product pages or (shudder) your homepage, it’s time to route them to a landing page designed for a very specific purpose: convincing them to love your brand.
5 actionable eCommerce landing page strategies
So, you know you need personalized landing pages that are separate from your homepage and product pages.
That’s a good start.
But eCommerce brands need a strategy behind every landing page. Don’t invest hours of your time into a page that won’t convert site visitors.
We partner you with experienced, vetted content creators who specialize in UGC. Get awesome product photos, reviews, and more to share on your landing pages (Oh, and everywhere else you live online, too).
How in the world does this work? Don’t you want customers checking out your site?
No, you don’t, actually.
You want one-on-one time with the customer on your landing page. If you give customers an infinite number of things to do on a page, they’re going to leave.
And, since you want customers to act on your landing page (instead of, say, reading your company blog), giving them freedom of choice is a bad thing.
Basically, removing the navigation ensures eCommerce shoppers focus just on your offer, and not on all the pretty, shiny buttons that aren’t making you money.
Axis eliminated the navigation on their landing page and they’re better for it. The eCommerce landing page still has plenty of detail so customers don’t feel the need to leave the page for more information. The only option is to leave or “Order now,” and the binary choice is better for shoppers.
Beachbody has the right idea. They place a “Get Started” CTA in multiple places on the page, never combining offers. It’s very clear what you should do next.
Done right, landing pages land you more business. A thoughtful, strategic eCommerce landing page is a critical part of your sales funnel that bridges the gap between advertising, content, and conversions.
Next time you’re building a landing page, make sure it hits these 5 best practices to boost conversion rates.
The downside is that it takes forever and a day to make content for your landing pages. Right?
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