Build an Effective E-Commerce Landing Page – With Your Industry in Mind
We explore general best practices for creating these webpages, with a special section for recommendations by industry.
Landing pages can be an effective way to entice customers to convert on specific products, so let’s take a look at everything that makes them great. Let’s start with the most important question.
WHAT IS A LANDING PAGE?
A landing page is a standalone webpage that targets a specific cohort of your website’s traffic. This allows you to focus your message on an offering that will actually convert. These pages are more audience-centric than your standard product webpage, and will provide a more relevant experience for potential customers.
Product pages and landing pages sometimes get confused, so here is a quick comparison:
Landing Pages: Single page used to drive targeted traffic, with no links that navigate away and more audience-specific copy. They are intended to drive a specific purchase, and are considered end-of-funnel within the sales cycle.
Product pages: These pages can include recommendations and other links to navigate away, language that would appeal to a broad audience, and are intended to allow for browsing of multiple products. Product pages are considered middle funnel.
WHY USE A LANDING PAGE?
Landing pages are particularly effective when attempting to drive conversions on a specific product, and are an essential part of any customer-first marketing strategy. According to a report by HubSpot, brands that have 40 or more landing pages generate 120% more leads than the brands that had less than 5. This makes a lot of sense to us – research supports that consumer decision making processes are more about emotions than logic when it comes to personalized landing pages. A perfectly targeted landing page can feel like a gift to the right consumer.
GENERAL BEST PRACTICES
Once you decide to employ landing pages in your campaign strategy, there are a few factors you should keep in mind.
Employ Efficient Visual Hierarchy: The fastest way to scare off buyers is by having a complicated and confusing landing page. The first place you should optimize is your checkout process. One research study found that 28% of US online shoppers abandoned their order at some point because of an overly complicated checkout process.
Another way you can clean up your visual hierarchy is by pulling a user’s focus to your CTAs. These links are one of the most important features of any landing page, so make sure they stand out with bold colors and considerate placement. If you have to include more than one CTA, make sure they all direct to the same place – usually a checkout process.
Add a specific product description: A landing page is intended to focus in on a specific product, so don’t overwhelm your customers with a diverse selection of offerings. Instead, try to highlight the best info on your product. Otherwise, your audience may encounter a problem like ‘analysis paralysis’ and become too overwhelmed by choices and pathways to actually complete the purchase process (defeating the entire purpose of a landing page).
Clarify Shipping Info: Confusing or unclear shipping info is one of the largest drivers of landing page bounces. If a user clicks a CTA to convert, but then encounters unexpected costs while in the checkout process, they are much more likely to jump ship.
Consider Live Chat: Unsurprisingly, live chat and chat bots have been on the rise on landing pages for e-commerce brands. Users expect to be able to have any questions clarified quickly, and these are one of the most efficient tools at your disposal. Some chat bots even have features that allow them to personalize responses based on the specific user.
Prominently Display Contact Info: Along the same lines as the chat bots, make sure your user has an easy route to communicating directly with your company. Shoppers today want to see contact information on a landing page – whether they intend to use it or not. This is an indicator that you have customer service in mind as a brand, and can go a long way to building trust with potential (and repeat) customers.
INDUSTRY SPECIFIC RECOMMENDATIONS
Beauty: Conversational Copy
One trend that has become more common for beauty brand landing pages is the use of a more conversational tone within the copy. As the beauty industry continues to diversify, brands that develop a unique voice within the market are more likely to stand out and attract consumers. Depending on your brand’s values, a more user-friendly writing style may just be the element that encourages potential customers to convert.
Fashion and Apparel: Build Trust with and Consumer Reviews
Reviews are a great way to convey the legitimacy of your product and brand on any landing page. They allow consumers to see that others have also bought your products, and can help alleviate any concerns they may have before purchasing. And don’t delete negative reviews! Not only is that just bad form, but people actually trust reviews more when there is a mix of the both bad and good because it makes them seem more realistic. According to Revoo, customers convert 85% more often when they interact with bad reviews. After all, no one is going to love everything, and your customers know that.
Furniture: Offer a Discount
The purchasing of new furniture can be a long process, and a prospective consumer might end up dragging their feet on making a decision as they do their research. Providing a sense of urgency with temporary discounts in front of the eyes of the right consumer may just be the push they need to convert.
Sports and Athletics: Tailor Messaging to Your Audience
With sports and athletic gear, it is especially important to target the right user. There is a wide variety of activities and products that a consumer might be interested in, and the last thing you want is to waste time and money building a landing page for ski gear only to target someone who hates the snow! Luckily for you, using our own audience data we looked into some unique audiences that would be especially effective for an athletics and sporting goods brand to target.
Technology: User Product Videos
Tech products aren’t all about looks (though a sleek design can definitely help), so including a product video can help provide consumers with confidence regarding your offering. It can also help explain the function of tech products, as shoppers may be confused by unique products for which they have no basis for comparison. Consumers are already looking for videos when purchasing products – 44 percent of online shoppers now view a video when searching for a product. Cut out the middle man by putting a video on your own landing page, which will decrease the chance that future buyers will end up in another brand’s checkout process. Including a video on your landing page has been proven to increase time spent browsing by site visitors. Consider putting it above the fold for the most dramatic impact and effectiveness.
With these recommendations in mind, you should be well on your way to getting some landing pages set up for your audiences. But if you aren’t sure where to start when it comes to design, and maybe don’t have your own developer on call to get these pages set up, there are plenty of landing page building tools and partners at your disposal these days. Some of the most popular include Hubspot, Instapage, Unbounce, and leadpages.