Image Source: pexels As an e-commerce marketer who wants to create brand awareness, you've probably used paid search to promote a product or sent out emails to announce the seasonal promotion and have yet to get the desired results. Well, numerous factors can cause these efforts to fail, but one common mistake that many marketers make is sending their traffic to the product pages of their e-commerce storefront.
"How’s that a problem?" You may ask.
It's because your website often has tons of distractions, such as related products, various promotions, external links to follow, and other eye-catching redirections. People who click an ad expect to land on a page that showcases what you promised in the ad. If they find themselves on your homepage that's swamped by tons of products they weren't even looking for, expect them to leave.
Thus, a way to boost conversion for your ads and promotions is by creating an e-commerce landing page. It focuses on just one specific goal—a call to action—and is separate from your e-commerce store. This blog will help you design the perfect e-commerce landing page by learning the do's and don'ts. Let's get started!
Understanding Landing Pages
A landing page is a web page specifically designed for a marketing campaign. It's the page that a visitor "lands" on after clicking on an email link or an advertisement in various search engines and social media sites. Unlike your homepage, made for exploration, landing pages are made with a single purpose known as a "call to action" (CTA). This laser-like focus makes them the best option to increase the conversion rates of your campaigns.
Usually, your landing page may include the following components:
Headline
Sales Copy
Strong CTA
Eye-catching visuals
User testimonials
Social sharing or social buttons
Beyond these elements, you must know the best practices and things to avoid when creating your landing page design. Let's take a closer look at them.
Related: E-Commerce Front End
Do’s And Don'ts
Do align your landing page with your advertisement
The key concept here is all about message matching, which we touched on in the introduction. When a prospect clicks through one of your ads—may it be a paid search, paid social, or email campaign—you've already molded their expectations for what they'll see next. Therefore, it's only best to make sure the copy on your landing page reflects the one that got them to click. That way, you give them an easy path to get to where they need to go and achieve the goal of that ad.
Do not include irrelevant content and visuals
You want to ensure that people who get directed to your landing page don't get lost. Thus, you must avoid putting irrelevant and misleading information on your landing page. For instance, if your advertisement talks about getting 30% off on a certain item, focus on that and stop including other items from a different category. Furthermore, use photos that reflect what they saw in your ad and what they'll get in person. That way, you can build their trust and loyalty.
Do make your landing page simple and straightforward
It's very unlikely for people who visit your e-commerce landing page to read everything there is to say. Instead, they'll just skim or scan for the details they're interested in, such as your product's unique selling points, other users' testimonials, promised promotion, and the price.
Thus, it's crucial to streamline your content and be as straightforward as possible if you want a page that converts. Focus on the goal, which is the purpose of your ads. But do not also forget to incorporate SEO for your landing page to rank and optimize the loading time for smooth navigation.
Do not redirect your prospects with many leaks
Leaks in an e-commerce landing page are those elements that distract visitors from your primary goal. These are lengthy forms, irrelevant pop-ups, aggressive messages, large images that slow down page loads, and more clickable links. What you want to do is to avoid these unnecessary navigation and exit points to keep your prospects on the page. That way, you'll have better chances of increasing conversions.
Do optimize your landing page for desktop and mobile visitors
Always bear in mind that your visitors may use a desktop or mobile. Thus, it's important to ensure that you offer a smooth experience to those who use their phones to check out products. If you're not creating separate pages for smaller screens, you might as well ensure that your current page is responsive. People won't stick around if the page is difficult to navigate and loads improperly.
The Bottom Line
E-commerce landing pages are a crucial part of your marketing strategy. It offers an effective way to ensure that the traffic your ads make drives conversion. We hope that with our list of do's and don'ts, you get to design the perfect landing pages that will boost your sales, increase your ROI, and grow your company.
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