E-commerce brands rely on the power of the Internet to reach their target audience, promote their offerings, and meet their lead generation, conversion, and sales targets. And in this digital space, landing pages play a crucial role.
A visually appealing landing page functions as a digital storefront. It can grab a user’s attention and encourage them to stay and shop on the web store. Ultimately, effective landing pages with a clear value proposition can help generate 55% more leads, increase conversions, and boost profits.
But to attract, retain, and convert users, it’s important to create compelling, high-converting landing pages with optimized elements. This article explores five such factors.
A Compelling Title
The landing page title is one of the first things a visitor sees. Since it’s a crucial driver of first impressions, the title should be attractive, engaging, and unique enough to attract and retain the visitor’s attention. One way to create interesting titles is to use action words that inspire the reader to click on the call to action (CTA) link or button. Copywriting words like “free” or “new” and main keywords from the page can also encourage the reader to act. Plus, they can boost the landing page’s SEO ranking and drive in more organic traffic.
The title should be concise and to the point. It should pique the reader’s curiosity with a mysterious “hook” or a humorous teaser. Further, it should be relevant to the overall copy on the landing page. Font choice and spacing are also important elements of a compelling title for e-commerce landing pages. The font should be legible and attention-grabbing. Moreover, there should be plenty of white space to make the title stand out and catch the reader’s eye.
Unlike product landing pages which contain general content to inform and educate users, e-commerce landing pages are designed and optimized for conversions. And copy plays a pivotal role in increasing conversions.
The copy should be relevant to the reader. It should clearly answer their question, “what’s in it for me?” without being too salesy. Ideally, it should state the primary benefits of the product or service in simple words. It should also incorporate the keywords people use when searching for that product on search engines. Deliberately incorporated keywords make it easier for potential customers to find what they need, and it increases the chances for the visitors to click on the buy now button.
In addition, the copy should avoid excessive text blocks or complex sentences and include more columns and bullet points. It should also be visible on mobile devices and designed for viewing by differently-abled users as well as scannable by a search bot.
Images and/or Video
High-quality images and videos can help reiterate the key message of the copy and hold a reader’s attention. They can also build trust and boost the brand’s credibility. However, pixelated or poorly-lit images or videos that don’t load properly can have the exact opposite effect. That’s why it’s important to use only high-quality images and videos that enhance the landing page. For best results, all graphical elements should fit with the page’s overall objective and narrative. They should also match the brand’s identity and personality.
Consider adding other graphical elements that establish “social proof” to the landing page and convince users of the brand’s sincerity and customer focus. These include customer testimonials with photos, media recognition seals, logos of association memberships, influencer endorsements with influencer photos, and user-generated videos.
Call to Action Text and Link
A conversion-optimized e-commerce landing page would be incomplete without a clear and explicit CTA. Unlike product detail pages that may have more than one CTA, an effective landing page would have only one. This CTA should create a sense of urgency while avoiding an overly aggressive tone. It should also and clearly tell the visitor what they need to do and how.
The CTA should also benefit the brand. For example, a Buy Now button can move more users to the checkout and purchase pages, thus increasing sales, while Download this eBook gives the brand a chance to engage with users and create relationships that transcend one-off transactions.
For maximum impact, the CTA should be clearly visible with concise text. The visitor should not have to scroll too much or navigate around the page to find it. Further, the button or link should stand out by means of its size, contrasting colors, and surrounding white space.
A landing page with the brand’s contact information is more likely to be considered a credible resource by visitors. It shows them that the brand aims to provide more value with its products or services and reinforce this value by giving them a way to contact the brand.
In addition to contact information, effective, conversion-optimized landing pages may also include a link to the brand’s website and links to its social media pages. These published avenues boost the brand’s trust quotient and enable interested visitors to research the brand and engage with its content and offerings. Social media buttons also encourage browsers to spread the brand’s message, thus attracting more leads and buyers to the e-commerce store.
In a noisy e-commerce market, brands need to cut through the noise to attract buyers so that they can open their hearts, minds, and wallets. Landing pages are a powerful means to do all this and more. Well-designed and user-focused landing pages can be a powerful catalyst for lead generation, conversion, and profit-building. To ace your brand’s landing pages, do invest time and effort in the five elements explored in this article.
As a well-known e-commerce brand aggregator, Ergode knows a thing or two about designing conversion-optimized landing pages for e-commerce brands. Contact us if you want to talk about creating a landing page for your brand.