Landing pages are different than most eCommerce destinations as they should focus on a single offer, using all the on-page elements to drive a conversion.
When an eCommerce landing page provides a variety of offers, it comes off as scattered, confusing and can result inthe paradox of choice, an argument which states that when consumers are presented to a variety of options, they are more likely not to make any decision.
Therefore, ensure that an eCommerce landing page serves a singular purpose to maximize conversions.
Eliminate Navigation Elements
Part of keeping eCommerce landing pages focused means providing only a single pathway forward. Therefore, retailers should eliminate all navigational elements (aside from CTAs) from these destinations so that visitors stay confined to the offer on the page.
Optimize Above the Fold
The real estate above the fold is arguably the most crucial section of a landing page. In fact,eye-tracking research shows that users spend 80 percent of their time analyzing information above the fold.
Therefore, retailers will want to include as much content here as possible without cluttering the area.
Use a Bulleted List to Highlight Benefits
When looking at a potential purchase, people want to know what they are getting out of the deal. In today’s fast-paced society, businesses better deliver that information quickly if they want consumers to consider their products.
If merchants are going to take the time to generate an irresistible CTA, they should get the most out of its deployment.
Assuming that the landing page is long enough for consumers to scroll through its contents, it is essential to ensure that a CTA is always accessible so that visitors can take the next step. This means that these should be placed above the fold as well as throughout the landing page.
Contrast CTA Buttons
The CTA is the key to earning a conversion. Therefore, it should stand out from the rest of the page.
Not only will contrasting colors help to highlight CTA buttons, but it will also aid mobile visitors to move on to the next step more efficiently.
“[An] analysis of more than 5,000 site visits over a two-week period showed that the bounce rate. . . on landing pages with sloppy spelling and grammar was 85 percent more than those that were correctly written and spell-checked.”
In a world where spellcheck andGrammarly exist, there is no excuse for such silly mistakes.
Tackle Every Conceivable Objection
Consumers want the best bang for the buck. Therefore, they will be looking for holes in a brand’s value proposition.
For this reason, retailers should address potential objections in their copy, helping to convince visitors to convert.
Some common challenges include:
Is the item trustworthy?
What if the customer doesn’t like the product?
How much does the item cost?
What is the shipping time frame?
What forms of payment are accepted?
All these questions can be addressed easily by listing payment option logos, shipping info, pricing, return policies and similar elements.
By highlighting reviews from real customers, sellers can build the confidence necessary to get new shoppers to convert.
Moreover, retailers should also include various security icons to show that their site cares about protecting their user’s personal information. Backing this idea is aGlobalSign study which revealed that nine out of 10 consumers are more likely to trust a site that showcases security badges.
More trust equals more conversions.
Don’t Clutter Landing Pages
If there is one thing that inspires bounces on landing pages, it’s a design that looks likea website from 1999.
By de-cluttering an eCommerce landing page and utilizing a streamlined design, consumers will be able to analyze a brand’s offer and click the CTA more quickly, thereby reducing friction.
While there are a lot of tips and tactics for how to optimize eCommerce landing page functionality and layout, there is far less talk about how to optimize a page to motivate consumers.
Ultimately, all visitors are attempting to achieve a specific outcome. Therefore, they don’t really care about the brand or the product; they care about fulfilling a want or need.
Understanding this point, merchants should utilize emotionally charged language and the word “you” to place the attention on the consumer instead of the brand.
When the emphasis is on the visitor and their desires, they are more likely to convert.
Aim for Personalized Messaging
Similar to optimizing for motivation, personalizing landing pages as much as possible is key to earning conversions.
However, since eCommerce landing pages don’t necessarily cater to an individual but a crowd, it is wise to employ language and elements that will appeal to a specific audience.
For instance, if retailers are selling orthopedic shoes, tossing around modern slang like “yeet” isn’t going to score any conversions. Given this understanding, sellers should craft landing pages to appeal to a specific identity: The one that most closely matches their target audience.
Creating urgency to increases conversions is an effective tactic for eCommerce retailers, which is precisely why sites like Amazon, Zappos and other mega online stores show low inventory indicators or potential arrival dates if ordered by a certain time.
Merchants can utilize this strategy by including a countdown timer on their eCommerce landing page or by drawing attention to a time-sensitive discount.
Extend a Discount
Discounts are a great way to hike eCommerce landing page conversions. However, retailers do not have to offer the slashed price to everyone.
By offering some sort of discount to new customers, those who order within a specific time period or those who meet a similar condition, retailers can likely elevate their number of CTA clicks.
Point Out Additional Perks
A discount doesn’t need to be the only potential perk retailers highlight.
Sellers can aid their conversion rates by offering other advantages such as a lifetime warranty, a bonus item, free shipping or the like. In fact, several years ago,Stitch Labs announcedthat “findings . . . indicate a potential 10 percent increase in revenue when companies provide free shipping to customers.”
Emphasizing any potential bonuses can serve to increase sales generated from an eCommerce landing page.
Optimize for Mobile
Increasingly, mobile users account for more substantial portions of online traffic. This means that a significant number of visitors will view a landing page from a mobile device.
Given this reality, sellers should ensure mobile responsiveness and includemobile landing page features that will deliver a positive small screen experience.
Part of the reason why video is so important (outside of its massive popularity) is thatvideo marketing statistics show that 64 percent of consumers are more likely to purchase after watching a product video.
For this reason, retailers should integrate product videos that go over the finer points of an item to help prospective buyers better understand and digest the details of a product in the most streamlined way possible.
Include a Live Chat Option
Even with product explainer videos present and detailed copy outlining all the features and benefits that consumers can receive from an item, some folks will inevitably have questions that are not addressed on the page.
In this event, sellers should provide visitors with easy access to a company representative that can help address their query or concern.
When it comes to increasing conversions, live chat is a powerful channel. Not only is live chat one of the most favored contact methods among consumers, butlive chat statistics show that this contact method can increase conversions by up to 40 percent.
That said, not all shoppers are comfortable with live chat, and some will prefer alternative means of contact.
While this information is practically ancient in internet terms, most people likely still consider this when determining if a site is credible.
Think about it. If you see a brand’s phone number listed at the top of the page, are you more likely to trust them?
For this reason, retailers should prominently display on eCommerce landing pages the company’s contact information and social links. This not only increases trust, but it allows consumers to reach out to a brand quickly and conveniently.
Provide Pricing Information
In a discussion about eCommerce landing pages, it should go without saying that listing the price is essential.
Obscuring an item’s price will not help to increase conversions.
Spell Out Shipping Time Frames
Like pricing, customers want to know when they will receive an item if they order it and how much shipping will cost.
Clearly communicate any shipping prices upfront and expected delivery dates to enhance conversion rates.
Ensure Congruence Between Landing Pages and Adverts
PPC ads are a significant driver of traffic for eCommerce landing pages.
Therefore, it is vital that when a visitor clicks on an advert, they are greeted with a landing page that immediately lets them know they are in the right place. This can be achieved by ensuring that the look, feel, messaging and offer all match.
If consumers get any hint that they may have been misled, many will bounce immediately.
Given the various factors that go into optimizing eCommerce landing page lengths, the only way for retailers to obtain the most prosperous outcomes is to test different length pages and see what works best for their brand.
Split Test eCommerce Landing Page Components
As with most marketing efforts, A/B testing is a vital component to success.
With eCommerce landing pages, there are tons of elements to split test to find the most resonant ingredients that will produce conversions.
For instance, some of the many parts of landing pages that can be tested include:
Number of CTAs
By examining these kinds of components individually, retailers can assemble a strong eCommerce landing page that was built to convert.
There are a lot of different strategies for optimizing an eCommerce landing page, many of which are listed here. The tactics listed above can help online retailers to build the most effective landing page for their purposes.
However, no matter which combination of these ideas that you choose to utilize, be sure to consistently split test landing pages to obtain the best outcomes possible.
Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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