Ecommerce landing pages are often the first experience of your brand for visitors. And if that experience is positive, it can turn them into returning, vocal customers, thus providing you with the best possible return on your investment. Unfortunately, eCommerce landing pages represent a very neglected but increasingly crucial brand wrapper — a key initial impression and touchpoint for many new shoppers.
Tips for a High-Converting Ecommerce Landing Pages
The purpose of a landing page is simply to get people to act on a single offer. In other words, the landing page of your online business must be effective if you want visitors to hang around. In this article, we would like to introduce some tips on transforming your eCommerce landing page into a money-making and customer-driven machine.
1. Personalize your eCommerce landing page as much as possible
When you create your landing page, you need to target a specific audience that would be interested in your product. Since these leads are likely to purchase your product, creating personalized ads will capture their attention and get them to convert. What’s more, you should consider the language of your landing page. Personalize your eCommerce landing page’s content by adding emotional attributes in order to speak to the target group of audience. By creating landing pages that are targeted to your specific buyer personas, you could increase your conversion rates significantly.
2. Include specific core value description
When you create your ecommerce landing page, you should introduce your visitors with a detailed yet simple core value. This is the main motivation of getting them to keep reading your page. So, don’t focus on your product or your company: focus on how visitors will personally benefit from that purchase because your audience wants to know the value they can get. To give it in another way, telling people immediately how they will benefit from purchasing gives them a much greater incentive to convert. With simple, clear language, your landing page should convey to the visitor exactly what they stand to gain.
3. Provide only one offer per an eCommerce landing page
Have you ever been presented with a long list of fantastical cocktails at a bar? It’s difficult to pick just one, so you end up opting for your standard whiskey, coke or beer. Similarly, if you present too many offers to your customers, the indecisive innate personality of your customers may mean that they don’t choose any of your offers. It makes it harder for them to come to a purchase decision. So, the best option is to give them one single purchasing offer on your eCommerce landing page. This will help your customers focus on the offer, which will eventually boost the conversion rates.
4. Focus on conversions
Though your homepage or product pages might be optimized for SEO, this is not necessary for your eCommerce landing page. Instead, It should be optimized for conversion rates. Conversion rate optimization (CRO) is now becoming increasingly important in the world of eCommerce. In fact, over 60% of ecommerce companies have a specific individual or team dedicated to CRO. Therefore, you should build your landing page with CRO in mind as its purpose is to make sales, not to perform well in the SERPs. For example, you can use multiple buttons to really drive the message home, which will boost sales eventually.
5. Optimize your landing page design
There’s a whole set of optimizing your landing page design. Firstly, you should take out any clutter, such as the navigation bar. Clutter only gives visitors an excuse to leave your page. And, as mentioned earlier, distractions are an obstacle to make a purchase. Furthermore, you should use high-quality, non-stock images. They show the authenticity of your brand and appeal to the desires of customers. Your visitors usually bounce within 8 seconds, so you want them to see your value proposition straight away. To conclude, design your landing page to speak to the specific group of people you are trying to target, and your selling rates will thank you.
6. Make sure your eCommerce landing page is responsive
In recent years, the usage of mobile devices for browsing the Internet is increasing rapidly. Mobile is the next big thing, and it is widely observed that customers are making purchases from mobile devices. This is true even for B2B: one recent study found that 80% of B2B buyers use mobile at work, and 60% said they used a mobile device during a recent purchase. So, making your landing page mobile-friendly isn’t optional anymore. If you want a high-converting page, you need to make it available for mobile. By making your eCommerce landing page responsive to any kind of devices, your traffic will increase as a result.
7. Utilize social proof
Social proof of your eCommerce landing page
The best landing pages for eCommerce always contain some form of social proof. The reason being, it’s so effective in helping visitors come to a purchase decision. To be more detail, 78% of consumers trust online reviews as much as recommendations from friends and family. Also, ratings are considered to be more trustable, as 80% of customers believe in star-rating metrics. Social proof can also take the form of endorsement from celebrities/influencers, for instance, along with testimonials and review scores. In short, you should add social proof such as your best reviews or customer count to speed up the decision-making process.
8. Use a clear call-to-action (CTA)
Your call to action (CTA) is an important part of your ecommerce landing page because it tells your audience how to proceed next. When it comes to your landing page, stick to one CTA. This helps them focus on one goal rather than getting muddled by multiple CTAs. For example, you would use a CTA like “learn more.” because this is perfect for your audience is they are just starting to become familiar with your products. When your audience is closer to conversion, use “buy now” as your CTA. If you have to include multiple or secondary CTAs, such as separate buttons for men and women, then keep them to an absolute minimum.
9. Give customers the option to live-chat
Sometimes, a visitor may have an important question that will relate to their decision on whether or not they will buy your product. If that information isn’t available on your landing page, your customers may get confused. That’s why giving visitors the ability to live chat with your company is quite essential. This allows them to find quick answers to their questions without leaving the landing page. A live chat service on your eCommerce landing page is even more important for big-ticket items or B2B sales, since these customers may need some extra convincing before handing over a lot of cash.
Examples of ecommerce landing pages that converts
With all the different factors, there’s no exact science for what makes the best ecommerce landing page. So, as we’ve said throughout this post, it’s best to always try and test to see what will convert landing page users. If you’re needing some examples to start, we’re here to help. We’ve collected and reviewed great examples of high converting ecommerce landing pages.
Sock Fancy
This Sock Fancy landing page design strikes the right balance between being visually appealing and straightforward. The offer, value proposition, and CTA are instantly clear, and beautifully displayed with high-quality imagery.
What they’ve done right:
- Multiple calls to action that pop out against the background increase the likelihood of the prospect purchasing
- Headline displays a promise and a benefit
- The copy used is energetic and “you” orientated
- Testimonials in the form of trust badges and social proof through Instagram. This makes them instantly more credible in the prospect’s mind and increases trust
Burrow
Burrow’s landing page uses stylish imagery to feature a new product launch. The contemporary tone of the landing page matches the store’s products, which will inevitably resonate with their target audiences.
What they’ve done right:
- Image does an excellent job showing off the specific product
- Font and color choices are modern and aligned with branding
- CTA button is clear and visible, using the image’s white space perfectly
- Social proof at the bottom of the page shows which products are most popular
Nuun
Bursting with emojis, animated header, and tropical fruits, this appealing promotional page gets Nuun visitors excited about their loyalty program.
What they’ve done right:
- Attention-grabbing visuals at the top that look cool and get the main message across (i.e., that “More Nuun = More Points = More Rewards”).
- Engaging, positive copy that matches the message and the brand. (“Fun stuff starts right now!”)
- One conversion goal. There are multiple action-focused CTAs, but the CTA buttons all lead to the same place.
Montluc
What they’ve done right:
- Short descriptive paragraphs below the products inform the reader
- The copy utilized exudes confidence in their brand and standards
- Guarantees along with the 4 tile layout promise exclusivity and the highest quality
- Large hero imagery grab attention’s users and attract potential customers
Winc
Winc, a winery that provides an online membership experience, has designed a couple of successful landing ecommerce pages.
What they’ve done right:
- With the help of short, yet interesting, headlines, a clear call-to-action button and high-quality image products of their different wines, they manage to design landing pages that pop.
- As their products are visually pleasing and self-explanatory, they can afford to rely more on visuals than text.
- Though, one key bit of text that would have improved the landing page is an actual source for the claim “#1 Personalized Wine Subscription”. Without this information, this social proof lacks credibility.
Active Doodie
This ecommerce page is focused on Active Doodie’s all-natural beard grooming products, including a gift set.
What they’ve done right:
- Gruff-sounding copy without any fluff—which is super on-brand and complements Active Doodie’s promise of all-natural “no crap” beard care.
- Simple four-quadrant layout makes it easy to view all the products at once without much scrolling.
- Product photos act as CTA buttons, provide users the option to clickthrough to the product page for the gift set or the individual products it includes.
Conclusion
In a nutshell, creating an effective eCommerce landing page is crucial yet difficult to the life cycle of your website. With the tips in the post, it would be much easier to design high-quality landing pages that convert visitors at a rate well above the industry average.
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