Landing pages are an essential part of a product or service website. They are designed to show the products that may solve the users’ issues and to point customers in the right direction on the site.
Creating a useful and converting landing page may be very time- and money-consuming. Some small businesses and online shop owners avoid creating landing pages. Are they right?
How do you benefit from a landing page?
Landing pages are great for gathering targeted traffic and converting them into customers. Here are a few reasons why you should create landing pages for your e-commerce project:
- Landing pages are great for conversions. The homepage usually gets the most of the traffic, but it can be confusing for customers. Users can even leave without a purchase if they don’t find what they need at once. That’s why a landing page is much more user- and sales-friendly.
- The landing page drives exceptionally targeted traffic. Usually, a landing page is made for PPC campaigns. Thus, people intentionally click the link to the page expecting to find there what they need.
- You can drive traffic to your landing pages both ways: with organic searches and with PPC campaigns. They can also bring additional SEO value to your website.
- Use landing pages for data analysis. They can provide you with the data about the quality and quantity of the traffic you get, the demographics of the leads, their activity, etc.
Landing pages are still the best way of getting target traffic and convert visitors into motivated customers. But you should put some effort into it to win. Here are a few points to consider when creating a landing page for your store.
Make landing pages for specific products
Landing pages for specific categories or separate products attract highly-motivated leads. So you should offer them exactly what they’re looking for without distracting their attention.
You can create a landing page for a category of products. In this case, you may add a couple of products in this category and add links to each product page on your website.
Choose highly-targeted keywords
There are two major ways of driving traffic to the landing page: paid and free. You can set up PPC campaigns for each page and/or drive organic traffic to them. When you’re paying for the clicks, you don’t wish to waste your money for keywords that bring you leads that don’t convert. You don’t need any traffic; you need the right traffic! Thus, you need the right keywords – targeted for your landing page.
Opt for long-tail keywords that describe your page in the most precise manner. You don’t necessarily need branded keywords for your campaigns with targeted non-branded ones you have high chances to attract motivated leads who don’t know about your brand.
Piggyback your competitors and use their brands to intercept the customers while they’re looking for a solution. Thus, you may target keywords that include your competitor’s brand and the words ‘alternative to,’ ‘similar to,’ ‘comparison,’ ‘vs.’ etc. When searching for keyword ideas, you can check out the terms that include the words ‘better,’ ‘cheaper,’ ‘faster’, and others. They will help you to target people who are hesitating what product to choose and need to compare a few alternatives before buying the best solution.
Add clear CTAs
Call-to-action should tell visitors what you want them to do. You should make it neat, attractive, and obvious. There’s no crime in using traditional CTA patterns like “Buy Now,” “Sign Up,” “Watch the Video,” etc. People recognize such phrases better than custom CTAs and will more likely click on them.
Source: Sick Day Box
Decrease the number of distracting elements on your page to a minimum. That said, you should have no other call-to-action elements next to your main buttons. Add more whitespace around them to keep the visitors’ focus. Avoid having various CTAs across one page. You can have multiple buttons, but all of them should serve as the ultimate conversion goal.
Experiment with the page length
Long landing pages are reported to have 220% more conversions than those with only one CTA above the fold. It seems that longer landing pages can provide visitors with more reasons to convert. You should show the users all the benefits and solutions to the issues they get with your product:
Explicitly set the users’ pain points that can be solved with your product;
Show them how your product addresses those issues;
Name the most prominent and essential features of your product that help users benefit from it.
But don’t overload your page with too much data, charts, descriptions, and other insignificant stuff. Users don’t need a manual on how to use the product or service; they only need to find a solution. So, avoid navigation bars, too many links, or buttons.
Add high-quality visuals
Visuals are essential for landing page conversions. Modern users prefer to see the product than to read about it. So it’s better to place a batch of cool product photos than describing it. Try using the 360-degree spin photos that allow exploring the product from all aspects. In the case of DueMaternity.com, it helped to increase conversions by 27%.
Videos are another great point that helps users to check out the product details with no effort. Product videos are those tiny elements that help push users’ decision-making process and convert them into customers.
Do A/B testing often
What worked for others may not work for you. You can implement all the best practices on your landing page, but they still may prove ineffective for you. So, you have to check various elements and test what solutions bring you the biggest and the best traffic.
Test only one element at a time. This way you make sure what version is best at getting you more leads and conversions. E.g., if you see that changing the place of the CTA brings you a leap in conversions by 2%, you can be sure this variable is better for your landing page than the previous one.
Add social proof
People are still more likely to purchase a product that has proved valuable to others. Mintel.com report says that around 70% of customers rely on online reviews while making a purchase decision. It’s a perfect reason to add some testimonials to your landing page.
Those can be the endorsement from a famous figure or an expert in your field. However, reviews and testimonials from other customers and social media followers usually give the best results. Modern customers trust friends and relatives more than stars and experts, you know.
The Bottom Line
I guess you have no doubt whether you need a landing page for your products now. You don’t need to create a page for every product or offer. Start with a couple of pages for your best-selling goods. Test often and use both free and paid ways of driving traffic to it.
With time, when you learn the best practices for your case, you can add more landing pages.
The only limit here is the money you are ready to spend on PPC campaigns or social media ads. You can also put some effort into attracting organic traffic and building backlinks to them. Don’t be afraid of experiments, focus on the right audience, and you will get your conversions to boost!
Author Bio: Helen is a content marketer at Ahrefs. She explores new things every day to impress her readers with catchy stories. Apart from all that marketing stuff, Helen loves listening to rock music, reading, and traveling. A lot!
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