Landing pages are an essential part of any e-commerce website. They are the digital storefronts that grab the visitor’s attention, keep them on your site, and start their shopping experience. The most effective landing pages can generate more leads, boost conversion rates, and enhance overall marketing efforts.
An effective landing page has one clear message and one obvious call to action. Your landing page strategy should malign the overall customer journey, specifically with lead generation, engagement, and retention. You should adjust the landing page content.
In this blog, we will discuss the role of landing pages in e-commerce, best practices for creating high-converting landing pages, and case studies showcasing successful landing pages from brands and explain what makes them work.
The Role of Landing Pages in E-commerce
E-commerce landing pages are digital storefronts that are a clear objective of getting customers to complete a set goal, primarily marking a purchase. Landing pages are standalone web pages, created specifically for marketing purposes.
Landing pages are created for the purpose of converting potential customers. They content that is clear and concise easy to understand. Every page you create will be unique to specific ad campaigns, customer segments, and sales funnels. E-commerce landing pages are a catalyst for generating more leads, boasting conversion rates, and enhancing overall marketing efforts.
By building a unique landing page for each of your paid ads or ad groups, you can dramatically improve the chance that any given visitor converts.
Best Practices for Creating High-Converting Landing Pages
✅ 1. Ensure your messaging matches your ads
One major reason you should be using landing pages in the first place is to ensure you’re sending people to a page that matches their expectations. Make sure that you signal that visitors have made a “good click” by matching your landing page copy (and design) to the ads you’re running in search or social.
✅ 2. Keep the action above the fold
The term “above the fold” refers to the upper half of the front page of a newspaper. These days, though, it more often describes what’s visible on a screen before scrolling down. Either way, it’s valuable real estate, and you’ll want to make the most of it.
The content above the fold is the header, text, imagery, or video that’s visible before users have to scroll. Ideally, it should convey what an organization does and its associated benefits. Above-the-fold content is crucial in capturing visitors’ attention. It should be simple, clear, and concise, and should encourage visitors to scroll down and explore the rest of the page.
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✅ 3. Use directional cues to direct the eye
When designing a landing page, it’s rare that the page is so short that nothing appears below the fold. Therefore, including visual indicators that draw the eye downward is a good idea. These cues can include literal pointers, like arrows, as well as other shapes, images, animations, or even copy that keep visitors happily scrolling and reading.
Similar directional cues should be used to help prospects find your call to action (CTA). Use bold, contrasting colors and an easily recognizable shape, so that the CTA pops out from the rest. You can even use arrows, animations, or even pictures of pointing people to draw further attention to it.
And if your landing page includes a form, make sure to keep it simple with form fields arranged in a logical order. If you have relatively long forms for any reason, it helps to use multi-step forms split into several pages and sections.
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✅ 4. Show your product/service in action
Showing your product or service in a real-life context helps visitors imagine themselves as your customer. It’s also an effective shorthand for explaining how your product or service works. Whether you use still photographs, step-by-step animations, or demo videos, visuals can help you to capture and keep their attention. Your hero image section is a great place to do this.
When using visuals on your landing page, it’s important to use high-quality images that are relevant to your product or service. Use images that showcase your product or service in action, and that help visitors understand how it works. You can also use images to create an emotional connection with your visitors, such as by showing happy customers using your product or service.
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✅ 5. Keep it fast
According to various studies, website performance and page load time have a significant impact on conversion rates. According to Unbounce’s Page Speed Report for Marketers, 70% of consumers admit that loading time influences their desire to buy. If your pages are taking more than 3 seconds to load on a mobile device, you’re going to lose a lot of potential customers.
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✅ 6. Social Proof
Sharing information that shows your audience you know what you’re doing, also includes social proof. Social proof is anything that helps your audience see that others are happy with your product or service. It may include testimonials, reviews, and social mentions. Whenever possible, make your social proof even more effective by including pictures of the person who made the comment.
Case Study:
Burrow. Landing Page
Burrow’s landing page uses stylish imagery to feature a new product launch. The contemporary tone of the landing page matches the store’s products, which will inevitably resonate with their target audiences.
What works:
- Image does an excellent job showing off the specific product
- Font and color choices are modern and aligned with branding
- CTA button is clear and visible, using the image’s white space perfectly
- Social proof at the bottom of the page shows which products are most popular
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Want to ensure your landing page is optimized for maximum impact?
Creating high-converting landing pages is for any website. By following best practices and looking at successful case studies, you can create landing pages that convert visitors into customers. Remember to keep your messaging clear and concise, use high-quality visuals, and make your call to action prominent and clear. With these tips, can your landing pages for maximum impact.
Creating high-converting landing pages requires a clear understanding of your audience, pain points, and messaging. By following best practices and engaging in testing, you can create landing pages that use bold, contrasting colors and an easily recognizable shape, so that the CTA pops out from the rust. You can even use arrows, animations, or even pictures of pointing people to draw further attention to it. Remember to keep your messaging clear and concise, use high-quality visuals, and make your call to action prominent and clear.
Get the landing page within minutes when customers are a broken experience related to purchasing, items, registering, or logging in, so you can fix your revenue impacted.
