There are different advantages of eCommerce landing pages but we will cover how businesses can optimize them. Companies must see how they can leverage this advantage for marketing purposes. They need to create and optimize eCommerce landing pages for their online store. To do this they need to implement best practices to make landing pages effective. Management must have clear objectives to achieve this and eCommerce landing pages should focus on this. The content on the page should match this with clear and concise headlines including a compelling call to action. Featuring relevant, high-quality images and using bullet points to quickly convey valuable information are also vital.
Call-to-action
The objective of an eCommerce landing page is to turn online visitors to customers. This requires a strong call-to-action. It could be “Enter an email address” or “Signup for newsletter” etc. Effective eCommerce landing pages have a clear call to action. It engages visitors immediately and the customer journey begins as they land on the page. This prevents visitors from bouncing off the eCommerce site. The call to action should be displayed, easily accessible, and targeted to specific online customers. The best landing pages use active and descriptive language in the copy, such as “Sign up for Free” or “Access Your Discount Now”. Include a sense of urgency or scarcity to encourage visitors to act immediately.
Social proof content
Social proof content is a benefit for eCommerce landing pages as it uses the actions and experiences of others to influence potential customers. It can be the deciding factor for existing customers looking to make a purchase. This type of content includes reviews, testimonials, referrals, awards or media coverage. Today it also includes influencer, celebrity endorsements and user-generated content. It can be used in headlines, call to action copy, or support content further down the landing page. It could be a headline like “Our 5-Star Rated Product” with a call to action to purchase the product.
Optimize Mobile
As mobile becomes more popular eCommerce landing pages must provide the same user experience to every visitor, on all devices. However, on mobile, there is a smaller amount of space for marketing promotion and call to action. Designing layouts and images must fit on devices without customers scrolling or zooming. Additionally, headlines must be short so that they appear clearly and without breaks as to not take up much space. Moreover businesses must test how content sizes impact page load time and speed. Many large images slow down loading times, which leads to visitors leaving the site.
Manager must consider how calls to action appear as it should be among the first thing visitors see on the page. It must be simple and user friendly on mobile devices. Importantly, managers must also consider how long it takes for customers to follow a call to action. When a visitor needs to complete multiple steps with numerous page redirects, they will likely abandon the page.
In conclusion, despite all the advice there is no perfect science to creating an eCommerce landing page as what works for one may not work for another. Companies might find more success having multiple calls to action paths rather than one. This could lead to more conversions of online visitors to customers. Images that work for desktop users might be less impactful on mobile. These things must all be tested over and over again. Managers must be aware of key metrics like bounce rates, visitor engagement, and conversions between different versions of ecommerce landing pages. When this information is gathered they can optimize accordingly.