If you’re running a paid media campaign and aren’t using a landing page, you could be missing out on revenue. Although traditional product pages can still drive sales, eCommerce landing pages can help increase conversion rates, improve customer experience and make a greater impact in your overall campaign success.
Why Use eCommerce Landing Pages?
eCommerce landing pages improve relevance. Whether you're running a promotion, offering special pricing or adding content that relates to a specific campaign, you can tailor your messages to a specific target audience. Among many benefits, landing pages also help separate website traffic and accurately track revenue. So what Makes a Successful eCommerce landing page?
1. Clear CTA
Clear calls to action are the most important parts of any website. When it comes to eCommerce, CTAs should provide a clear path to purchase. Make sure your Add to Cart button design stands out among other page elements.
That said, successful calls to action co-exist with your overall design. Your landing page should enhance the shopping experience and remove barriers to purchase. By including clear calls to action, you can make things easier for your customers and increase conversion rates.
2. Unique Value Proposition
Clearly define why your customers should purchase your product. After all, if they can’t understand your product’s value, they aren’t going to buy it.
Keep your explanations simple and reduce copy fatigue by incorporating visual aids. For example, include bullet points or simple animations to help your customer understand what you’re offering and how it can help.
3. Supporting Product Information
Once customers understand your initial product pitch, many will want to know the details. Supporting product information caters to the pragmatic buying persona - aka the person who researches before purchasing.
Your eCommerce landing page should make this step easy. Don’t be afraid to explain individual features or elements that make your product unique. If you’re worried about including too much copy, include an explainer videos or supporting imagery. Multimedia elements relay information without detracting from your aesthetic or adding too much copy.
Product promotions can improve conversion rates and drive revenue for your business. Get creative and offer exclusive benefits to landing page customers. These could include special bundle discounts or free products to drive customer action. The sky's the limit when it comes to incentives, so don’t be afraid to experiment with different offers to see what works.
5. Product Upsells
Say you own a ecommerce shoe store and you created a landing page for your new line of exclusive boots. Try adding socks, insoles and laces to your page to drive additional purchases. Product upsells improve the customer experience by providing added value. They also can increase average order value, which can have a significant impact on your bottom line.
6. Customer Reviews
Last but certainly not least, include product reviews on your landing page. You don’t need 100 and they all don’t need to be five stars, but the key here is to make sure you have some form of third-party credibility.
Customer reviews help improve consumer trust and can increase purchase intent. Third-party validation also helps customers explore potential concerns before they buy.
7. Contact Information
This might seem like a no-brainer, but make it easy for customers to contact you. Whether you're using live chat, email or phone, your users shouldn't need to look for a way to reach out if they want more information. To improve accessbility and customer trust, add a clear call out on your landing page to encourage interaction and engagement.
If you haven’t created an eCommerce landing page yet, we strongly encourage you to give it a try. If you’re looking for help setting up a campaign, we’re happy to give you a free quote and assessment. Just click the link below to get started!