Improving the conversion rate is often the struggle for all e-Commerce merchants. To let your product stand out and create a clear call to action that makes it easy for people to buy from you can be difficult, but with the help of landing page, if done properly, there’s a great chance that you can start driving conversions and generate quality leads with it.
What is a landing page?
A landing page is a standalone web page or destination page that is created specifically for a marketing or advertising campaign. Visitors can arrive on the landing page through advertisement, EDM, and more. Each landing page has its objective, such as to make a sale or capture a lead.
How can e-Commerce merchants use a landing page to improve sales?
Running an online shop can be intimidating, especially when it’s not generating sales. To turn that around, merchants would usually deliver online ads or develop SEO strategies to increase brand exposure. But when visitors arrive on the branded website from the ads, they often get distracted by all the scattered information, buttons, and links, which leads to poor conversion rate and high bounce rate.
However, with a dedicated landing page, visitors can navigate the page more easily, and landing pages are designed to deliver your product value and help your audience to focus more easily on the most important messages of the product or service you intend to promote.
5 steps of using landing pages in running your e-Commerce business:
1.Find your target audience
Your target audience can be someone who is suffering from a particular problem that only your service could ease; interested in a particular product or lifestyle such as vegetarian.
A successful landing page works hard on creating powerful content and stories to enhance the brand image and value to customers. Know your target audience allows you to better deliver your message to a group of people who might be interested in your products or services; can resonate your brand.
2. Set your objective
In general, most online merchant’s objective is to improve sales. However, landing page can also be a great source of generating leads and having visitors leave their information for future remarketing. Once you have a clear objective, you can start building your landing page based on that goal.
3. Use storytelling in a landing page
A great landing page is composed with so many thoughtful elements, it consists of visuals and concise copy that together creates a powerful punch. Here are some examples of some landing pages we think you could learn from.
- Visuals that fits with your brand image
Use strong images or a great design to catch people’s attention immediately, and showcase your main service or product that is relevant to the headline.
Source: https://casper.com/
- Use data and customers’ testimonials to improve brand credibility
For visitors who weren’t familiar with your brand, the landing page should be able to reassure the user that other people enjoy them and like the product. With data, customer reviews, sales records, media reviews, and more, can add credibility to the offer.
- Point out and address your customer’s pain point
Discover the common pain points and the solutions you can provide with your products and services. By mentioning what’s at stake along with what they will gain; provide solutions you gave and provide a solution.
- Emphasize the product features
A product’s design, features, advantages, and effectiveness are also important elements of the landing page. Besides addressing the visitors’ pain-points, list out 3-4 features of the product, so your visitors can grasp the advantages of your product instantly.
Source: https://bellroy.com/explore/slim-your-wallet
4. Create appealing call-to-action
Create compelling call-to-action that makes visitors want to click is critical, show your visitors an offer they can’t refuse. Wrap all your offer into one single button, and the copy should be direct so people know what they’ll get once they click on it.
3. Utilize your data, and perform A/B testing to optimize landing page
Just like every web pages and websites, a landing page needs to be improved and optimized constantly, to maximize its effect. Use analytic tools to find out the conversion rate, bounce rate, a heat map and more of your A/B testing sites, and test out what are the most likable/dislike elements of your landing page. Only with A/B testing can you find out what combination is most popular among your visitors, and drive more conversions.
Conclusion
For small businesses to large, a landing page can act like a lead magnet gold mine if used correctly, it works towards creating your brand image, trust, and helps you to stand apart from your competition.
Marketing Associate at SHOPLINE. A digital marketing nerd and a podcast fan. You can find her out in the woods once in a while but most of the times she’s glued to her laptop screen indoors.