Ecommerce Landing Pages: All You Need to Know in 2019
Table of Contents
- What’s a Landing Page?
- Do ecommerce Websites Need Landing Pages?
- What Are The Basics of A Good ecommerce Landing Page?
- Creating a Landing Page for ecommerce
- Tools to Create a High-Converting Ecommerce Landing Pages
- Best Practices for ecommerce Landing Pages
The ecommerce boom made it essential for many businesses – from famous brands to home-based gigs – to create ecommerce websites to boost sales.
And while a website can be a great tool for sales, something that attracts customers and allows them to discover the products and discount deals offered on the site, is the landing page.
Designing a landing page for ecommerce should not be taken lightly. It’s one of the most important parts of an ecommerce website and is gonna make or break the impression of your brand.
If you’re building a landing page for your ecommerce business, then read on – we’ve compiled a detailed guide to help you.
We’re gonna discuss important design tips and the essential components of a landing page that truly works.
What’s a Landing Page?
Contrary to what their names suggest, landing pages aren’t pages you land on when you hit a web address.
An LP is a standalone page with the sole purpose of driving traffic and convincing the visitors to take actions. It’s especially helpful if you wanna advertise products or services, but can’t invest in a website.
With a landing page, you can show the customers the items or services they might be interested in, and potentially drive them to a purchase.
Do ecommerce Websites Need Landing Pages?
Short answer – yes, they sure do.
Many people wonder why they should put a landing page on their site instead of creating stellar product pages and driving traffic through SEO to those product pages.
However, research has proven landing pages attract more visitors than product pages alone.
Not only do landing pages generate more leads, but also deliver a high ROI and drive more conversions.
An ecommerce website can have more than one of those. According to research, websites with a greater number of LPs generate leads like crazy. That’s because, with different people visiting your website, you’ve gotta tailor your message to fit individual needs.
Bottom line, it’s highly advisable to spread across several LPs that represent your brand and products in the best possible way from all angles.
What Are The Basics of A Good ecommerce Landing Page?
Landing pages can increase engagement and, in return, shoot your sales up. Here’s what a successful ecommerce landing page does:
One of the most important things to keep in mind while designing a landing page is the accessibility.
The best landing pages have a clear, concise design focused on the brand’s strengths. You don’t wanna confuse your customers with a cluttered design. Make sure every button, offer or link is easily accessible and put in a prominent place that’s easy to notice as soon as the page loads.
Your main goal is to persuade visitors to take an action based on your goal: sign up, download, buy, register, subscribe, etc. Figure out what you wanna achieve and design your CTA button accordingly.
By adding a “Learn More” or “Watch Video” button, you can direct potential customers to other pages on your website. Adding multiple CTAs on the landing page can be tricky, but if done right, is definitely gonna enhance how well your website performs.
Make a strong impression
Your landing page should be so persuasive that it would be hard to say NO.
If you wanna leave a lasting impression, your design should reflect the true essence of your brand.
You’ve only got a few seconds to talk visitors into action, so use them to communicate how your product makes life easier.
Creating a Landing Page for ecommerce
Now that we’ve covered the landing page basics, let’s walk you through creating one for an ecommerce website.
Start with a clear and simple design
The design of your landing page should be clutter-free.
You don’t need a lot of product photos or banners, and it’s important to resist the urge to overpopulate with links or images.
Make your point with a few resources.
Large fonts, clear images, and a stellar tagline grab the attention of visitors much faster than a lengthy explanation of what your product is. Keep it simple and to the point.
Use the right color scheme
Color schemes are important.
Yours should work to highlight the message you are trying to convey and must be suitable for the product you are selling.
Using a sharper color for the CTA can and will immediately grab attention.
Write powerful content
It’s not only the design that attracts clicks. A strong message works equally well in increasing your conversions.
Landing pages don’t need lengthy descriptions. Make your point in brief, clear headings and subheadings.
Adding strong and persuasive taglines can help massively. In a few lines the content should tell visitors how the product can solve their pain points.
Go check similar landing pages, and get inspired!
Optimize your page
Once you start coding, be careful not to add too many elements that are gonna make your landing page heavy and slow.
While landing pages are not necessarily search engine optimized, because that’s the job of product pages, they still need to be optimized to attract traffic.
Advice: Use compressed images, minimize CSS and HTML for faster uploading and use browser caching to ensure the landing page is quickly displayed on any device.
Make it user-friendly
When designing or coding, try to keep accessibility in mind.
Make sure the CTA buttons, banners and content are all centered around the service or product and placed concisely on your page.
If you make it easier for visitors to see a button or a link, they’re gonna be more likely to click it.
Make it mobile-friendly
Now that most people use smartphones, it’s essential for your landing pages to be mobile-optimized.
Make sure while you are coding, that you build your LP and websites to be easily viewable on phones, tablets or any other small screen.
Pay attention to the traffic
Your work does not end with creating the landing page. Once it’s live, keep a continuous check on the traffic that comes your way.
The goal of a landing page is not to generate leads; it’s to generate quality leads. You wanna attract users interested in your product or service.
With the help of your analytics tools, figure out if your page is a magnet for the right target market. A clever trick to increase your chances of success is to offer promotions and discounts.
Tools to Create a High-Converting Ecommerce Landing Pages
Don’t worry if you’re not a skilled coder. You can either hire a professional developer or do it yourself. There are many websites and applications to help you create beautiful and fully functional landing pages for your products or websites.
Here are some tools to get you going in no time:
- Instapage: If you wanna build a responsive landing page quickly, use Instapage. It’s got built-in tools to connect with popular social media platforms and you’re gonna see how easy it is to optimize your page for mobile.
- Thrive Architect: It’s drag&drop, intuitive and popular.
- Shopify: even if it’s more famous for building ecommerce websites, Shopify is also a great platform to create standalone landing pages.
Best Practices for ecommerce Landing Pages
So far, we’ve seen the basic requirements and steps to create a proper landing page for ecommerce or a standalone product. Coming-up next is discovering how this page can actually boost the traffic on your website.
Focus on Conversions
When creating a landing page, your primary goal should be to increase conversions, and design plays a big role here.
Make sure your CTAs are placed in prominent spots.
Banners and content should be clear and focused solely on diverting traffic to the link you want.
Include a clear CTA
Make it easy for your visitors to take action!
If you are offering a free trial on a service or selling a product, there should be a large “Free Trial” or “Buy Now” hotspot placed strategically on your landing page.
Since landing pages mostly serve as advertisements, the page should not include a navigation bar.
Don’t offer any other click-through opportunities to your visitors. Keep clutter to the absolute minimum and focus on making users click your primary CTA.
Bet on attractive visual content
If you wanna grab the attention of your visitors immediately, invest in good quality product images, videos, and/or banners.
Adding a large and brightly colored text also helps. Keep your headings and subheadings concise and place them in an easily visible spot.
Visitors wanna be sure that your company is legit, so never skip the contact information or adding a short company profile.
That’s gonna allow potential customers to contact you and increase the chances of sales.
Throwing in customer testimonials, certifications, and awards is another smart move that creates a much stronger impression of your product.
Keep visitors engaged
Once your landing page is live, you’ve gotta work hard to keep your potential clients from going anywhere else.
Engage your target market on social media and find out what they’re interested in. Ecommerce websites commonly use behavioral marketing to offer incentives and prevent visitors from going to the competition.
Examples of Some Great Ecommerce Landing Pages
Here are some great examples of landing pages that successfully manage to fulfill their purpose.
This KitKat landing page is as simple as it gets. With an attractive color scheme, this landing page works to highlight the primary CTA titled “Break Free”. The navigation also focuses on the products and general information and does not distract the visitors with unnecessary links.
Another great example here: this landing page for a gym contains a clear picture as the background. You immediately recognize it’s about a gym. The brightly colored CTA, strong headlines, and the clearly visible Sign Up option in the navigation bar, all make it an effective landing page.
Apothecary’s landing page entirely focuses on a single product line. The page contains a brief description, a clear picture, and a “Shop Now” button that takes you to the product page. Notice the About Us and Talk to Us links on the top – they’re gonna allow visitors to find contact information and make queries.
A perfect example of simplistic design, this natural foods landing page’s got a soothing feel to it. It’s attractive, fresh and propels you to click on the Get Started button to find out more about their interesting offer.
Landing pages for ecommerce are designed to increase conversions and boost sales. Elements like beautiful and clear photos, prominent CTA’s, clever headings, and great content help you achieve this goal. There are certain requirements to keep in mind when building your next landing page such as keeping it visual, simple and accessible. This guide offers a great 101 walkthrough on the WHYs and HOWs of a high-converting landing page.
Hope you enjoyed!
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