Landing pages are the first point of contact for any leads that visit your eCommerce. Brands leverage them to enhance their visitors’ interest and convince them to purchase. Therefore, a landing page should create a lasting impression and meet one purpose: generate sales.
Unfortunately, many eCommerce owners underestimate the necessity of having a landing page. They forget that this super-tool not only attracts new customers but also urges returning ones to become loyal advertisers. The question is how you can optimize your landing page to make it fulfill its destiny. Below we will share the most up-to-date strategies for every eCommerce business to follow in 2022.
1. Focus on one action
Before optimizing your landing page, you need to identify your audience and the eCommerce marketing tactics you will use to win them over. After all, this is what landing pages are built for. Next, design your landing page, considering what you want your visitors to do. For example, will it act or download a piece of content?
After deciding, navigate them to follow your landing page goal through actionable and straightforward steps. Their path must be accessible, without unnecessary elements and time-consuming processes that tire them out. Avoid redirecting them from one web page to another and display the desired action.
If, for instance, you want to direct users to start using your service or checking your products, make it stand out. Having a landing page with a single conversion action is always more effective. Too many options get visitors frustrated and ultimately distract them from buying.
2. Powerful CTAs
Your website traffic offers essential metrics, but these don’t necessarily generate revenue. Instead, your landing page will lead to more website traffic. For example, your visitors click on your CTA, improving your conversion rates.
CTA placement is the first thing you need to optimize for getting your customers to the desired destination page. But don’t limit yourself to just rearranging its position. There are certain factors to take into consideration:
- Be conscious of your landing page’s goal to completely correlate your CTA to it.
- Your CTA button should be easy to detect, with a clear function stated on your landing page. Any further explanation required could be annoying and time-consuming.
- Catchy content and phrases like click here or sign up / register now tend to hit the target, creating a feeling of urgency.
- Stop obsessing about button colors – contrast has proven to matter more. Certain colors won’t make your CTA noticeable; standing out will. Invest in a contrasting color scheme and donSo invest the landing page background color confuse users.
- Avoid using various CTAs for the same action because multiple messages frustrate prospects and distract them from performing the action the CTA suggests.
- Placing your call to action above the fold (the part of the screen visible without scrolling down) is necessary. Above the fold, information grabs attention, compelling visitors to read everything within this section.
3. Optimized templates
Creating optimized landing pages seems intimidating, especially when you are new to the eCommerce game and have no idea how to do it. If you’re thinking about hiring a specialist, however, there is no need to go that far if professional. There are many tools for building a landing page to help you bring your design to perfection.
Through their usage, you will be able to craft engaging landing pages fully customized to appeal to your target audience. Benefit from the professionally built templates available for you to import and follow the best optimization practices: use drag and drop editors, perform A/B tests, track metrics, and measure conversions in the blink of an eye.
The more landing page templates you have in your arsenal, the more likely it will drive conversions. In addition to that, your templates will be doing the heavy lifting, saving your marketing team time to spend on other marketing channels.
4. Mobile optimization
In the past few years, the usage of mobile devices has drastically increased, and it is only getting bigger. It’s a fact that mobile device users’ needs, however, differ from the ones desktop users have.
Therefore, your landing pages must be optimized for every device your visitors can access.
A landing page designed only for desktop users is one of the most common eCommerce marketing mistakes. Landing pages poorly optimized for mobile are almost useless when not viewed on desktops. This results in your eCommerce losing valuable leads since they aren’t receiving the user experience they deserve.
Here are some ideas on how to optimize your landing page for mobile:
- Decrease loading time – Prospects are driven away from websites that take too long to load. Use your reports to find your slow-loading pages and optimize them accordingly.
- Simplify the layout – A mobile form with unnecessary elements, many fields of the dropdown type, or too many irrelevant fields overwhelms users, making it hard for them to fill in the truly important data.
- Responsive design – There are several screen sizes for different mobile devices. A responsive design automatically shifts landing page elements depending on the device it’s being viewed on.
- Adjust your CTA – Optimizing for mobile devices also affects your CTA. Make it visible and big enough so that people can see and click on it, even on a small screen. You could also create a scrolling CTA for users to have immediate access to, no matter if they scroll down or not.
5. Perform A/B testing
We can’t discuss optimization without proper A/B testing. This kind of testing provides you with the advantage of not having to pause your marketing activities – on the contrary, you can monitor which elements in your landing page perform better in real-time.
Make sure you put different parameters to the test: content, layout, forms, colors, CTAs. Note that each parameter shows different levels of return. For example, there is no use in focusing on content if the layout seems to drive your visitors away. After performing the experiments required, you will know which aspects make a difference, directly impacting your consumer engagement.
What is more, this feature is life-changing if your business deals with different audiences and markets. Remember that practices that work for a certain target audience can be ineffective for other groups. A/B testing will give you all the necessary customer feedback regarding how they prefer your landing page to be displayed. By collecting relevant data and generating various landing pages, you will deliver what each group needs.
6. Offers before features
All users who reach your landing page are looking for a solution to a problem, and this solution should be displayed clearly in front of them; this is what will capture their attention. So, try to focus on your product or service’s benefits rather than enumerating features.
Your offers or discounts must be highlighted for your customers to detect them the minute they visit your website. The better way to emphasize benefits is to track your prospects’ specific pain points and use this knowledge to create the most appealing offer based on their needs.
Use attractive and bold headlines to deliver a concrete value proposition. The offer should be so tempting that they can’t help but click on it immediately. However, your CTA must still stand out from your offer to make things clearer.
7. Use social proof
Social proof is the ultimate weapon for eCommerce. People care for what others think, which also applies to product or services reviews. When consumers aren’t sure what choice to make, other options usually motivate them to copy their actions.
Visible social proof like user reviews, testimonial videos, case studies, user statistics, real-time sales pop-ups enrich your landing page and make your audience more comfortable trusting your brand. Just ensure these elements stand out and are correctly displayed – satisfied customers’ opinions will persuade your leads to press your CTA.
Are you still hesitating to add social proof to your landing page? First, let us point out that 97% of consumers have. But, first, let that they always check reviews before purchasing. Offering numerous testimonials results in trust-building, enhances website traffic, and, ultimately, your revenue.
8. Create engaging forms
Now is the time if you haven’t included a form inside your landing page. It will give your brand the chance to communicate your business proposition to more leads. Forms need to be optimized and tested to check what is working better based on your audience response and increase conversions through their feedback.
First things first, make sure your forms are user-friendly and straightforward. Your visitors must be aware of the data they will be asked to fill in, and going through this process shouldn’t get them frustrated. An attractive design is of utmost importance, too. You can add dynamic elements and visuals to catch their eye but don’t overload your form. A dysfunctional form with too many elements might get you the exact opposite result.
Craft your forms having the less intimidating layout in mind. People are more likely to engage with a firm if they don’t feel urged to give away too many personal details at once. So instead of a long-form, opt for breaking it into smaller sections and first ask for the most trivial data. This step-by-step process will generate your leads’ trust. Then, adding their personal contact information should feel nothing but natural.
A landing page is what customers see before they commit to purchasing; for this, landing pages are the go-to destination for all eCommerce businesses. Therefore, their content needs to be persuasive and compelling while providing enough information for users to make the desired decision.
Significant resources are spent directing traffic to landing pages to generate more sales. So, it would help if you didn’t underestimate them in your eCommerce marketing efforts; website traffic can get you so far as getting prospects, but optimized and carefully designed landing pages will eventually do miracles for your overall business success.
Maria Fintanidou works as a Copywriter for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. In addition, she loves exploring new cultures and ways of thinking through traveling, reading, and language learning.