Is your landing page effective in converting site visitors into potential buyers or even solid leads? If not, then you may want to revise your marketing strategy for your e-commerce site to maximise profit, sales and revenue.
The Internet is filled with information on how Google AdWords campaigns are performing and where you can dig deep on how to also optimise your campaigns. Thus, many site owners tend to miss an essential detail when it comes to e-commerce sites because they solely focus on Clicks, CPCs, Impressions, Quality Scores, and CPAs.
Yes, these data are only half of your campaign. The answer to the earlier posted question why your landing page is not converting visitors into buyers or leads is that not much attention has been poured into building a solid landing page!
E-commerce Landing Page is NOT a Home Page
Let’s get this cleared out first―your website’s Home Page different from your e-commerce landing page, and vice versa. Furthermore, your landing page is also different from your site’s products pages.
An e-commerce landing page has been specifically designed with only one single purpose―converting visitors into leads, profit, revenue, or sales (however you call it) by highlighting a particular product and selling it to visitors. Hene, a well-designed landing page will lead to higher conversions, higher profit, and higher sales.
The Importance of Selecting Your Website’s Appropriate Landing Pages
Usually, e-commerce websites owners send traffic to the landing page using Google AdWords or ads on Facebook. However, many website owners struggle with creating a landing page that converts. The reason behind this is that they think building a landing page for each new product takes too long before its release on an e-commerce site or that they don’t grasp the importance and advantages of landing pages.
It should be pointed out that in e-commerce, an average conversion rate is approximately 1%. However, ample resources and time should be invested in building an optimised e-commerce landing page to double or triple your site’s existing traffic, thus increasing revenue.
Also, people naturally assume that landing pages are the same, and they people tend to follow simply a set of best practices. When signing up for landing page tools such as LeadPages or Unbounce, the created landing pages look much the same. By only following the default template of landing page tools, you and your e-commerce site are missing out on a lot of gains.
Another point to be clarified is this―a landing page is not one-size-fits-all, in e-commerce.
There are 3 common types of landing pages with specific advantages, which you have the option of choosing:
Type 1: The Product Landing Page
The product landing page is the most typical example of an e-commerce landing page. By clicking on a particular product on the product ad, you are redirected to another page where product detail, customer review, or price is displayed. Also, the “Add To Shopping Cart” can be viewed here.
Key Advantage: Quick shopping cart access is the primary reason why you direct people to a product landing page. For example, when your visitor is searching for trail shoes, then you need only point them to your highest-rated ad for trail shoes. You’ll likely get a conversion.
Type 2: The Search Landing Page
The most underutilised landing page is the search page. This particular page is where your products are grouped in a list and usually doesn’t call for any specific configuration. In fact, web design for the search page should have its default sorting mechanism to push your e-commerce site’s favorite product to the top of the list.
Using search landing pages is handy when you yet do not have a predefined category page for a particular product type, although you have varying SKUs you are selling under the same caption.
Key Advantage: Customising you search page without coding is its main advantage. The commonly used URLs for search landing pages is like this “?search=trail+shoes” or “?s=trail+shoes”
You get to automatically configure Google AdWords by using these to quickly point to whatever is the most closely aligned product your site is advertising.
Type 3: The Category Landing Page
It is fairly common that there are products in your e-commerce site that are routinely viewed or browsed by visitors together. Thus, it is only ideal that a category landing page is created for these specific products. But it makes sense to observe first which terms or products visitors commonly use or look for. Then, use the data as input when categorising your most popular products.
Key Advantage: The main benefit of category landing page over search landing pages is that it can be configured to reflect the products sold.
Sort or Filter Function When Landing Pages Test
Not properly planning and organising the site’s products in their respective category pages is among the biggest AdWords errors that e-commerce advertisers make. Usually, by using the default function, you are not taking advantage of most landing page’s sorting function.
As stated earlier, a landing page is not one-size-fits-all. You need to test and figure out which items should be shown first. There are instances that you would want to showcase the most expensive items first followed by the cheaper ones or the popular items first followed by newest items. Each manner of sorting should be tested, and you’ll eventually come up with one that rakes in higher revenue.
You can always try “Most Popular” option for sorting since it features automatically what products or items most site visitors browse or buy. This could be your baseline for future tests. Then, after establishing your baseline, you can go right ahead and experiment with other custom sorting ways, taking into account newest items, current sale or seasonal promotion.
Making the right landing page for your e-commerce site doesn’t happen overnight. You need to improve and optimise your landing page continually―note every change made to the landing page, continue adjusting variables, and analyse conversion and bounce rates. Check out which gives the highest return on investment (ROI).
You also need to consider product images, headlines, colours for “Add to Cart” and “Buy Now” buttons. Keep a handy spreadsheet with you to keep track with your experiments, updates and progress.
Watch Your E-commerce Site’s Conversion and Bounce Rates Improve, Fast
You now have the essential picture of why landing pages are a necessity for conversions and bounce rates and sales. It’s now time to put this information to good use, by optimising your site’s success.
Step 1: Find your website’s weakest performing landing page.
Step 2: Identify relevant keywords your campaign needs to focus on.
Step 3: Make sure that your headline and landing page headline matches your campaign’s focus.
Now, you have to convince your buyers. Don’t forget your compelling call to action!
Marc Mazure is head of a team of highly skilled online marketers, web designers and developers at MLA web design London. Executing the highest standards in design, development & e-commerce solutions that are tailored to consumers’ needs. With years of experience in online marketing & web design, Marc offers a multitude of services with the very highest standards and principles.