Too often we hear founders and marketing executives responsible for e-commerce growth complain that their advertising is not performing as expected.
Surprisingly, about 44% of B2C businesses direct their ad clicks to a homepage instead of a targeted landing page.
But if you’re building a branded DTC e-commerce channel, this is most likely where your ad campaign budget is getting wasted, assuming your pricing and shipping offers are compelling enough.
In this article, we will explore the key elements you need to create a conversion-optimised e-commerce landing page that captivates your audience and boosts your sales.
Why You Need E-commerce Landing Pages
A landing page is a standalone web page that serves as the entry point for visitors to your online store.
Unlike a traditional store page, a landing page is designed with a specific goal in mind, which is usually to encourage visitors to take a specific action, such as making a purchase, signing up for a newsletter, or downloading content.
A well-designed landing page can significantly improve your conversion rates and drive more sales.
What is a Conversion-Optimised E-commerce Landing Page?
A conversion-optimised e-commerce landing page is a landing page that is strategically designed and optimized to maximize conversions. It focuses on guiding visitors towards a specific action, such as completing a purchase or filling out a form.
These landing pages are tailored to the needs and preferences of the target audience and are designed to remove any potential barriers that may hinder conversions.
Why is a Landing Page So Important?
Focus on Conversions: Landing pages are specifically designed to convert visitors into customers, and they can be highly effective. According to a study by WordStream, the average conversion rate for landing pages across industries is 2.35%, but the top 25% are converting at 5.31% or higher. The very top landing pages convert at a whopping 11.45% or above. A higher conversion rate means a lower cost of customer acquisition and higher margins.
Better User Experience: Imagine walking into a store where everything you’re interested in is conveniently placed right at the entrance. That’s what a landing page does. It eliminates distractions by focusing on a single product, offer, or piece of content, making it easier for the visitor to understand what’s being offered and how to take the next step. This clarity and simplicity not only make the shopping experience more enjoyable but also increase the likelihood of a purchase, creating a win-win situation for both the customer and the business.
Message Personalisation: Ever click on an ad that promises one benefit, only to discover that this benefit is nowhere to be found on the website? Or perhaps the benefit you were looking for is stuck half-way down the page? Your product will likely appeal to different audiences for different reasons. Hopefully, your ad campaigns are already structured to take this into account. Your landing page can help you personalise your product’s benefits depending on which audience is being targeted by your ads.
Faster Ad Campaign Deployment: As a business owner or a marketing executive, you most likely need to work with web development or a technical team member to implement changes. This can turn into a bottleneck if you want to test 3 different versions of a seasonal promotion for different audiences. By separation landing page creation through easy-to-use tools like Leadpages, Instapage or Unbounce you can launch campaigns faster by taking a DIY or less-techie approach to create landing pages.
Key Elements of a Landing Page
To create a highly effective conversion-optimised e-commerce landing page, you need to incorporate the following key elements:
Clear and Compelling Headline
The headline is the first thing visitors see when they land on your page, and it should grab their attention immediately. It should be concise, clear, and communicate the value proposition of your product or offer. Being distinct is better than being highly differentiated. Few businesses can carve out a completely unique value proposition. So, focus on a distinct value proposition instead of trying to be the most unique. But your landing page isn’t just going to feature one headline. Each section will have it’s own headline and copy to go with it.
To create persuasive headlines and copy, you can use these copywriting frameworks as a guide.
- AIDA Framework:
- Attention: Grab the reader’s attention with a compelling headline or opening statement.
- Interest: Build interest by highlighting the problem or pain point your product or service solves.
- Desire: Create desire by showcasing the benefits and unique selling points of your offering.
- Action: Encourage the reader to take action through a clear and persuasive call-to-action (CTA).
- PAS Framework:
- Problem: Identify and empathize with the reader’s problem or pain point.
- Agitate: Agitate the problem and amplify its impact to make the reader eager for a solution.
- Solution: Introduce your product or service as the solution to the problem.
- Action: Present a strong call-to-action to prompt the reader to take the desired action.
- FAB Framework:
- Features: Highlight the key features and functionalities of your product or service.
- Advantages: Explain how these features benefit the reader and solve their problems.
- Benefits: Emphasize the direct benefits the reader will experience by using your product or service.
- Action: Include a clear call-to-action to prompt the reader to take the next step.
- 4P Framework:
- Promise: Make a compelling promise or proposition that captures the reader’s attention.
- Picture: Paint a vivid picture of how the reader’s life or situation will be improved by your offering.
- Proof: Provide social proof, testimonials, case studies, or statistics to build credibility and trust.
- Push: Push the reader to take action by using a persuasive call-to-action and creating a sense of urgency.
Engaging Product Imagery
High-quality and visually appealing product images can significantly influence the perception and desirability of your products.
Use professional product photography and showcase your products from different angles to provide a comprehensive visual representation.
For consumable and wearable products, this is your best chance to showcase your products’ usage. People need a mental cue to understand how and when to use your product. Sell a healthy soft drink? Let’s see a social gathering of friends having fun. An odour-proof
Persuasive Call-to-Action (CTA)
Your call-to-action (CTA) is a critical element that encourages visitors to take the desired action.
Make sure your CTA stands out by using contrasting colours, compelling copy, and a sense of urgency.
For example, instead of using a generic “Buy Now” button, try using phrases like “Get Yours Today” or “Limited Time Offer.”
Streamlined Form or Checkout Process
Conversion-optimised pages are usually clear, clean, and easy to navigate. This reduces the cognitive load on shoppers, making the shopping experience more enjoyable and less stressful.
If your landing page includes a form or checkout process, ensure that it is streamlined and user-friendly. Minimise the number of fields and steps required to complete the action, and provide clear instructions and error messages to guide visitors through the process.
Trust Signals and Social Proof
Building trust with your audience is crucial for conversions. People shopping online want to be sure that you’re actually going to fulfil their order. Online shoppers’ are influenced, without any sensory inputs besides sight and maybe sound (if you’re using video), based on what others have to say about your product or brand. Nearly 91% of online shoppers read reviews before committing to a purchase online.
Include trust signals such as customer reviews, testimonials, security badges, and certifications to instil confidence in your products and brand. Social proof is a powerful psychological trigger that can influence visitors to take action.
Mobile Responsiveness and User-Friendly Design
With the increasing use of mobile devices for online shopping, it’s essential to optimize your landing page for mobile responsiveness. Ensure that your page loads quickly, displays correctly on various screen sizes, and provides a seamless user experience across devices.
Design and Layout Tips
The design and layout of your landing page play a crucial role in capturing and retaining the attention of your visitors. Consider the following tips:
Clean and Minimalist Design
A clean and minimalist design helps eliminate distractions and keeps the focus on the essential elements of your landing page. Use ample white space, clear typography, and a well-structured layout to create a visually pleasing and easy-to-navigate page.
Strategic Use of Colors and Visual Hierarchy
Colours evoke emotions and can influence visitors’ perceptions of your brand and products. Choose a colour scheme that aligns with your brand identity and use it strategically to guide visitors’ attention to key elements on your page. Create a visual hierarchy by using larger fonts, bold text, and contrasting colours to highlight important information.
Placement and Visibility of CTAs
The placement and visibility of your CTAs can have a significant impact on conversions. Position your CTAs in prominent locations, such as above the fold or at the end of product descriptions, where they are easily accessible and visible to visitors. Experiment with different placements and monitor the performance to optimize your CTAs.
Optimised Page Load Speed
Fast page load speed is crucial for user experience and SEO. Optimize your landing page by compressing images, minifying code, leveraging browser caching, and using a reliable hosting provider. A slow-loading page can lead to high bounce rates and negatively impact conversions.
Easy Navigation and Site Structure
Ensure that your landing page has a clear and intuitive navigation structure. Use breadcrumbs or a navigation menu to help visitors navigate your website easily. A well-structured page enhances user experience and encourages visitors to explore further.
Effective Use of Videos and Demonstrations
Videos and product demonstrations can engage and educate your visitors effectively. Use high-quality videos to showcase your products in action, demonstrate their features and benefits, and provide additional information that text alone may not convey.
Creating a conversion-optimised e-commerce landing page for your social media advertising campaign requires a strategic blend of creativity, data analysis, and an in-depth understanding of your audience. And while it can seem daunting, remember that the end result will be worth it.
Looking for design inspiration for conversion-optimised e-commerce landing pages? Have a look at these 27 brilliant designs on Unbounce.