If you’re running an eCommerce store, you might’ve tried advertising your products with paid search or email campaigns only to find the results weren’t quite what you expected.
Often, the reason this happens is down to a simple mistake: you’ve been sending your traffic to the wrong places.
Marketers often make the blunder of driving traffic to their eCommerce product pages when they should’ve been sending that traffic to a targeted landing page instead.
In this guide, we’re going to tell you more about landing pages for eCommerce, how to set them up, and how to use them as part of your marketing campaigns.
Landing pages vs product pages
First off, let’s talk about the difference between product pages and landing pages.
A product page is a page on your storefront that is designed to appeal to the majority of your audience, tell them all the information they need to know about your product, and direct them through the checkout process. These pages are messy, they include tons of information and navigation options and link to many other areas of your site.
Ecommerce landing pages, on the other hand, are stand-alone pages that are built with a single purpose in mind. They’re designed to get your users to take one specific action and only that action.
That action might be to sign up for your newsletter, to make a purchase, or something else.
“Everything on your landing page is centred around that singular goal. There’s no extraneous information and no links to any other areas of your site.”
Post-click landing pages also tend to perform much better product pages as they drive more conversions, more leads, and usually generate higher ROIs.
Why? Well, it’s all down to focus and personalization. Landing pages are highly-focused on visitor intent and personalized for each campaign. They’re designed to give your target audience exactly what they want to see, when they want to see it.
And that’s why every eCommerce store should be using them.
What to include in eCommerce landing pages
The elements that you should include in your landing page depends largely on what you’re trying to achieve.
For example, if the goal of your landing page is to drive newsletter signups, an lead generation form is going to be essential. If your landing page is designed to get your visitors to act on an offer and make a purchase, this won’t be needed.
Here are some of the different elements you might want to include in your eCommerce landing page:
- A Magnetic headline
- Concise, bite-size information
- CTA button
- Trust indicators
- Social proof
- Pricing information
- Offer redemption details
- Visual elements
- A lead form
By social proof, we’re talking about things like reviews and ratings. For visual elements, think product images and videos that showcase the main features. Your CTA button might be a ‘buy now’ button, a ‘sign up here’ button, a ‘shop the full range’ button, or something else entirely.
Landing page best practices & CRO tips
Now you know what to include, the question is how do you include it? What do effective eCommerce landing pages look like, and how do you design your landing page to maximize conversions?
To answer that question, here are a best practices you should try to follow.
Good landing pages are laser-focused. They have just one focus, one offer, and one buyer persona.
Remove site navigation
For the same reason as above, your landing page shouldn’t include navigation options. Remove your navbar so that the customer only has one choice: to click your CTA.
Include a lead generation form
Lead generation forms are somewhat rare in eCommerce landing pages, as most stores choose to use their landing pages to drive sales. However, in doing so, you’re missing out on an opportunity to add new customers to your mailing list and drive further sales down the line.
Try incorporating both into your landing page. Collect their email address first and then direct them through to your sales page or show them exclusive offers. That way, you’re driving both sales and sign-ups at the same time.
Make sure you have a strong CTA (or several)
Your CTA is probably the most important part of your landing page. Think carefully about the copy, color, placement, and shape of your CTA buttons. The goal is to make it as ‘clickable’ as possible. Use contrasting colors so that it stands out against the page.
Place important elements above the fold
The ‘fold’ is the section of the webpage that the user can see before without having to scroll. Studies show that users don’t like to scroll, so make sure that all of your most important elements are above the fold. By important elements, we’re talking about things like CTAs, forms, and important copy.
Include video elements
One of the biggest challenges eCommerce stores face in landing pages is giving their audiences all the information they need to make a purchase on one page.
Buyers typically want to see a lot of information before they’re ready to make a purchase, but landing pages, by nature, are short and concise. Including a video is a neat solution to this problem. All the info they need can be delivered in video form, thus condensing it into one small box.
Ultimately, there is no one-size-fits-all perfect eCommerce landing page. Every brand is different; the best way to figure out what works for you is to A/B test different designs. This means setting up two versions of your landing page with one element changes and measuring the results to see which converts better, then adopting that element
Stick to the above practices, and you might just see your conversions go through the roof. Good luck!