If you have an e-commerce site to develop your commercial activity, it's advisable to create a landing page to improve your sales.Β
In fact, the landing page is an excellent conversion lever that shouldn't be ignored.Β
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This can be done by validating a shopping cart, downloading a file or submitting contact information via a form.
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In e-commerce, the goal is shopping cart placement, conversion and purchase.
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To achieve concrete results, you need to optimize your landing page according to professional recommendations.Β
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This is a crucial step in maximizing the results of acquisition marketing campaigns.Β
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It should be noted that landing page optimization is essential to complete traffic acquisition in order to generate sales through your showcase or e-commerce site.
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We've put together a list of 10 valuable tips for setting up an optimal landing page.
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What's a landing page?
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Landing pages are designed to help potential customers convert.Β
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It's important to understand thatthis is not a home page.Β
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The aim of the landing page is toencourage the visitor to perform a specific, well-definedaction. The action varies according to the marketing strategy and the objective to be achieved.Β
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Here are the different types of landing pages you can create:
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- The e-commerce landing page: encourages visitors to purchase the service or products presented, with prices.
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- A landing page for lead generation: suitable for offering trials or subscriptions, or access to special resources, private sales or promotional offers. To take advantage of these offers, visitors must complete a form and enter their contact details.
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- A landing page to establish an informal relationship: by collecting contact information from the web user, you can send them informative emails about your products and services to encourage them to buy.
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- A landing page to apply for membership: the web user registers to access a service
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The type of landing page to be created depends on the company's objectives: it must be adapted to the conversion strategies to be implemented.
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Creating a landing page isn't something you can improvise.Β
The first step is to understand the marketing target by analyzing how it works and how it thinks.Β
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To be sure of creating an optimal landing page, follow these recommendations:
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- Use a catchy title and subtitles that grab the attention of potential customers
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- As part of an e-commerce landing page, be sure to highlight all product content and attributes: quality visuals, detailed description, transparency and traceability.
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- Check the landing page's trust indicators or KPIs: customer reviews, statistics, security badges, rewards, transparency on privacy policy and terms of sale, etc. They'll improve your interface and reinforce web users' trust.
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- Highlight the benefits and added value of your sales offer
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- The call-to-action or "call to action" is an essential part of achieving your landing page objectives. It must be concise and colorful to catch the user's eye.
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If you want to optimize your e-commerce landing page, follow the experts' advice.Β
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Whether you have a Shopify, Wordpress, Prestashop or Woocommerce site, you can create a more successful landing page by following these recommendations.
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Once you've determined your objective, you need to focus the visitor's attention on this single point.Β
In other words, put a single message in a single offer dedicated to a well-defined target.Β
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For example, if your landing page is created to collect personal data, offer a document that answers the questions of your target audience in return for the information they enter in the collection form.
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If you want an e-commerce landing page to sell one or more products, highlight your proposition by presenting it as a solution to the problem your potential customers may be facing.
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Put together a solid sales pitch before making a Call to Action.
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As a general rule, the landing page is totally independent of the WordPress, Shopify or Woocommerce e-commerce site, and serves only one specific purpose.Β
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Whatever the case, it's always important to maintain the brand's identity, so that customers can always recognize the brand.
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π See also: E-commerce: Which product flow manager should you choose?
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TheUX or user experience is an essential element in guaranteeing the performance of your e-commerce business.Β
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The process is identical for your landing page.Β
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Put yourself in the visitor's shoes to identify any improvements that need to be made to optimize the e-commerce landing page and customer journey.Β
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Be responsive when it comes to answering your potential customers' questions.
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Many Internet users consult offers on their mobile devices and tablets.Β
That's why it's a good idea to pay particular attention to the responsiveness of your e-commerce landing page.
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What's more, the most popular search engines like Google favor sites that are compatible with mobile devices when displaying search results, also known as SERPs.
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π See also: How to accelerate your e-commerce with Product Listing Ads?
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Visuals such as photos or videos increase the conversion rate of a landing page by up to 80%, according to Unbounce.Β
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The landing page must reflect the visual appeal of the e-commerce site. While this may seem obvious, some merchants may overlook points that are essential to the design of their landing page.Β
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The colors used should be harmonized, write concise, impactful headlines and simplify navigation on the landing page by favoring a minimalist design. Don't forget to include photos or a video.
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Maximize the visibility of your landing pages by using Facebook Ads from Meta Business, for example.Β
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This method is effective for targeting users of mobile devices.Β
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If you already havea mailing list, you can inform your contacts directly so that they can access your landing pages.
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π Read also: Advantage+ Shopping campaigns on Facebook: how they work, benefits and limitations
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The landing page must convince the visitor to take action to achieve the pre-defined objective.
For example, if the conversion page is to encourage the customer to buy your products, you need to present your products as a solution to their problems.Β
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Reading the landing page should help them understand all the benefits they can derive from this action, and the value of your offer.
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It's best to start with 3 key arguments.Β
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Then follow up with attractive headlines. Set out the essential ideas with a focus on interesting content.Β
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Feel free to use bulleted or numbered lists to make them easier to read.
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Remember, the visitor is visiting your landing page because your Google Ads, Instagram Ads, Facebook Ads or other lever has caught their attention.
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We know they're interested in your offer. Now we need to turn that interest into a conviction to commit.Β
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For best results, use reassurance elements such as customer reviews, known customers, press coverage of your brand and any other information that might reassure the surfer.
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π See also: 12 simple tips to improve your Google Shopping ranking
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When visitors arrive at your landing page, they should have only two options: to enter the sales tunnel, or to give up.
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For this reason, links should not be inserted into the content presented.Β
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If you must, keep the number of links to a minimum and make them as inconspicuous as possible.
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The landing page should contain only the essentials: logo, contact details, baseline.Β
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Even for the footer, propose a lighter version. Don't include any outbound links that might slow down the intent to buy.
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If your call-to-action is a registration form, there are a few tips to follow to ensure conversion.
To make it easier for visitors to convert, create an effective form to obtain their contact information.Β
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Insert the form above the waterline.Β
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Write concise, easy-to-understand content to get lots of leads, prospects, registrations or new customers.Β
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On the other hand, if you're looking for a more qualified landing page form, opt for longer content.
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So you need to define the most suitable model, taking into account the profile of the potential buyer you're interested in.Β
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The drop-down menu with radio buttons not only facilitates data processing, but also helps visitors to complete the form more quickly.
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When you create an e-commerce landing page, you can optimize it by performing A/B testing before and after publication.Β
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Testing the page will help you improve it and increase its performance. Focus on the most important elements, such as headlines, call-to-actions and page design features.
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The heat map is another analysis method worth considering, as it will reveal information about the behavior of visitors to your landing page.Β
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For example, if you've placed several CTAs (Call to Action) on the page, you'll know which one is the most effective.
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On an e-commerce site, the average bounce rate on product pages is very high. It's between 70% and 80%.
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In concrete terms, more than three quarters of an e-commerce site's media budget does not result in a purchase conversion.
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Depending on the size of your product catalog, your target audience and the expected experience, it's important to set up specific landing pages for your media campaigns.
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With our DataΓ―ads technology, you can set up alternative landing pages to your product page or product collection.Β
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The goal?Β
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Improve conversion on the product page for media campaigns by adding navigation context, shopping experience facilitation, AI-powered product recommendations to your original page.
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Many brands have already adopted our technology to boost the results of their media campaigns on Google Shopping or social networks like facebook or instagram.
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As you've probably guessed by now, creating and optimizing an e-commerce landing page takes time and expertise.
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Improving conversion offers e-merchants the opportunity tosignificantly boost their revenues.
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