Top Rated Tips to Create Effective Ecommerce Landing Page
Ecommerce landing pages refer to pages that sell one or a few products. These are the pages where people ‘land’ after clicking on a targeted ad and are expected to buy and convert into customers.
However, with statistics that show that 96% of customers aren’t ready to buy the product when they arrive at your ecommerce landing page while 54% visitors are likely to abandon their shopping carts, it’s not easy to seal the deal.
The problem is made worse when marketers go wrong when creating effective and high-converting ecommerce landing pages. They often make mistakes that result in worthless PPC campaigns, wasted money and disappointing conversion rates.
So, how do you turn the odds in your favor and create a high-converting ecommerce landing page that drives up your subscriptions, signups and sales? Here are some mistakes you can avoid and some tips to keep in mind.
Biggest Mistake When Creating A High Converting Ecommerce Landing Page
One of the biggest mistakes or you can call, the cardinal sin, of creating an ecommerce landing page is to combine the goals of lead generation and sales on a single page. But is that really so? Shouldn’t your ecommerce landing page cater to both audiences: those who want to know more and those who are ready to buy?
This question often leaves people in a fix. And the short answer is NO. Let me explain in detail. When someone buys a product, he goes through a long process. They don’t just get to know of something and decide to buy right away. Instead they go through different processes and stages in the sales funnel which include awareness, consideration and decision.
When directing traffic from PPC ads, you will have an idea of what kind of people you are targeting. Is it a highly targeted ad intended for someone who would be in the consideration stage or is it a generic ad intended to raise awareness about the product? Based on these insights, you can use the targeted landing pages when directing traffic from PPC ads.
Here are some top tips for creating a high converting ecommerce landing page.
Use High Quality, Convincing Images
Good, high quality images that not only show the product up-close but also demonstrate its unique features and show its value make a difference of almost 50% to conversion rates. Use images that convince the prospective buyers and answer their question “what’s in it for me?” The more vibrant and detailed the picture, the better. You should also consider using zoom and spin feature on images as opposed to static images.
Make Sure The Headline Matches The Headline Of The Ad
The #1 rule in creating effective landing pages is to make sure the message of the page matches the ad from where it was linked. By keeping the headline similar to the ad, you can create strong continuity.
Keep The Attention Ratio at 1:1
The attention ratio is the number of things you CAN do on a page to the number of things you SHOULD do. For landing pages, keep the attention ratio of 1:1. That means that there should be no other clickable items on the page other than what you want your visitors to do. This means no navigation bar, no other external links and no multiple CTAs. Your page should only have one CTA and it should be repeated throughout the page. Though you can have multiple buttons but the ultimate conversion goal should be the same and they should all lead to the same page.
Use testimonials, reviews and social proof to build trust. If you can, add a trust seal or certificate to build credibility.
Make Sure The Copy Of The Page Establishes Credibility and Focuses On Benefits
The copy including the headline and subheadings should be on point and should focus on benefits of the product. It should make it clear why the visitor should buy it and what benefits they will get.
Creating high converting ecommerce landing pages isn’t very difficult. Stick to one goal per page and lead your audience through the buying funnel while avoiding any train wrecks in between.