3 best practices for building an e-commerce landing page to a convert more sales
Updated: Jan 25
Imagine you walking down the road in a street full of shops. You are just doing window shopping and suddenly you come across something that attracts you, maybe a great offer hanging on the door or a product that interests you or the ambience which pulls you towards that shop.
Now replace that physical shop with your e-commerce website.
Where would you like to shop? A site that is disorganized, cluttered and makes you feel confused or a site that is clean, visually appealing and has a clear offer for you.
That's when the landing page comes into the picture.
A landing page is that offer that is hanging at the doors of different e-commerce stores that attract visitors keeps them on your site and persuade them to start a purchase.
E-commerce landing pages are built with the purpose to attract potential customers. It contains a clear and concise value it is going to provide to its consumers that is easy to understand. Effective landing pages are like the catalyst which helps to boost conversion resulting in improving the sales to 2x - 5x times.
In this article, we will cover what is an e-commerce landing page and its best practices
What is an E-commerce Landing Page?
An e-commerce landing page is a standalone page in the website which is built specifically for marketing purpose where the visitors land in when they click on a link present in email campaigns or advertisements in Google or Facebook.
E-commerce landing pages are built around a particular set of goals that a consumer needs to complete. For e-commerce, this is primarily making a purchase.
The page is designed to the buyer's intent and encourages customers with a direct Call-To-Action(CTA). The page content includes an attractive headline, sales copy, high-quality image and social proofs like customers testimonials and reviews.
Let's take a hypothetical situation to understand better the functionality of an E-commerce landing page.
Imagine you have a trip ahead and you are looking for a new suitcase. You search on Google "Best suitcase for travelling", in the search result you click on an ad with a title "The perfect suitcase for travelling".
When you land on the page, You see a headline that matches the ad with high-quality suitcase images, a small paragraph showing different features of the suitcase along with color options and a sales copy giving you an offer like "30% off on the first purchase" with a clear Call-To-Action "Buy Now".
The page offers exactly what you are looking for, added social proofs will build trust within you on the product. You can't even pass the 30% off offer and go ahead and buy the suitcase.
And this is what the landing page is for: converting visitors into customers.
Why Landing Page is required for an E-commerce site?
An E-commerce landing page is the most important part of a sales funnel. It the link between when a customer first knows about your product to when that customer buys your product.
There are 4 reasons why you need e-commerce landing pages.
1. Higher ROI on paid traffic
With an effective landing page, you can convert more visitors into your customer. Your advertisement will have a high Click-Through-Rate (CTR) and an email campaign with a high open rate.
2. Great for Testing
Since landing pages are built for a particular purpose. You can do an A/B test by building different landing pages which works better and which doesn't work well. Which type of CTA buttons get more clicks and what type of offer attracts more customers and which color text appeals more.
3. Can target specific customers
By having several landing pages you can better target specific customer segments. Design your landing according to a particular customer segment. What appeals to them the most? which offers get more attraction? Which CTA button gets more clicks.
4. Easy to put together
The thought of setting up several landing pages can be overwhelming. But it doesn't have to be, you can use a landing page builder to customize different elements of your page. You can also use pre themed templates to avoid the hassle of building a complete landing page. In fact, HubSpot found that having 10-15 landing pages increases your lead by 55%.
Best Practices for Your Landing Pages
Every page you create will be specific to a particular customer segment or ad campaign. There are still some practices you should follow for building a high converting landing page.
1. Limit the Clutter
A great landing page is straightforward and easy to follow. This means limiting the clutter on your page.
You don’t want to lose a conversion because the visitor was overwhelmed by too much text, or getting lost trying to find the “Buy Now” button.
Some tips for limiting the clutter include:
Concise, to-the-point headlines
Visible and clear CTA (more below)
Removing site navigation links
Relevant, high-quality images
Bullet points for product details
Keep in mind that it takes just seconds for a visitor to decide to stay on your site or bounce. This means it’s unlikely that they’ll sit and read everything on the page, especially if there’s a lot of text.
It’s more likely that they will skim the page and see if it fits what they were looking for. That means every page element matters and should have a clear purpose for why it is being included.
Avoid the fluff, don’t add content just because — keep to the value proposition.
2. Include a Clear CTA Button
Visitors should know as soon as they land on your page what your offer is and how they can take advantage of it.
To accomplish this include a visible, clear CTA.
Unlike other pages on your site, landing pages should only have one CTA. Giving visitors only one choice makes their decision much easier, opposed to having to analyze and choose among several options. This advances visitors into the sales funnel more quickly and without distractions — making it ideal for conversions.
The CTA should be displayed prominently, be easily accessible, and targeted to specific customers. This can be done by:
Placing your CTA at the top of the page, above the digital fold
Including multiple buttons for a single CTA throughout the page
Using active voice for button text (i.e. Sign up for Free)
Create a sense of urgency or exclusivity (i.e. Claim Your Offer Now)
Like we mentioned before, landing pages are great for testing. This is especially true for your CTA. Even the slightest changes can make a difference. Regularly test different CTA elements such as button text, button placement, button color, etc.
3. Use High Quality Images
With the limited time and space, you have on landing pages to convince visitors, images matter. After all, a picture is worth a thousand words, right?
Use high-quality images that fit with the landing page objective. For instance, if the page is focused on mid-funnel campaigns for specific items, it would be useful to use product images.
Be sure that images are optimized for all devices. Especially mobile, which is becoming increasingly popular for e-commerce transactions. Images should fit nicely on the phone without needing to zoom out or scroll down.
Not only do images add a visual appeal, but it also plays a vital role in building trust in credibility. Some ways you can leverage social proof through images include:
Testimonials that include the customer’s photo
User-generated content of customers using products
Media recognition and trust seals (i.e. As featured in….)
Endorsements with pictures of the celebrity or influencer
Only use images that will enhance your landing page. Low-quality images that are pixelated, have poor lighting, or don’t fit with the content are better left off.
Using the best practices and examples given in this article, you can start creating ecommerce landing pages to fit your marketing campaigns and target audiences. Understanding your customers is key, and personalization goes a long way in persuading customers to not only stay on your site, but actually convert.
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