Landing pages are a must-have feature for ecommerce businesses, as they can drive a significant amount of conversions and even sales—when properly used. Whether integrated with your paid search advertising or your email newsletter, follow these six ecommerce landing page best practices to skyrocket your conversion rate and marketing success.
6 Top Ecommerce Landing Page Best Practices
1. Brand It
Remember that in most cases visitors will get to your landing page by clicking on a link or an ad. Help them feel secure that they have landed on a page legitimately associated with your company by including your essential brand info, like your logo and contact information. It’s also a good idea to prominently display that your website is safe with any related security seals and certifications that let visitors know their information is protected.
2. Make It Appealing
You’ll want to be sure that your landing pages are designed to direct users to a concrete action, so your CTAs should be one of the most prominent features on your page. Use colors to make different elements stand out, and try and keep as much important information above the fold as possible.
3. Keep It Consistent with Advertising
Landing pages are great to integrate with your paid search advertising as they allow users to get right to the product you’ve advertised. Make sure your landing pages are always consistent with what is said in your ads, especially when it comes to discounts. Keep in mind that your PPC CTAs should link up to your landing pages; you don’t want to send someone who wants to make a purchase to your free eBook page, and vice versa.
4. …As Well As With Your Entire Marketing Campaign
The content on your landing page should help guide your viewers through the next stages of their buyer’s journey. Make sure you have clear CTAs that are visible and direct. You don’t want to leave any time for your customer to be confused about their next step—or for them to overthink a purchase—so the simpler you can make the process, the better. Align your landing pages on your marketing campaign’s goals, and make sure everything on your page funnels users to your intended action.
5. Ask for Email Addresses
Use a short form or prompt to have visitors to your page sign-up for your mailing list. If they’ve made it to your landing page, then they are likely a lead you want to encourage. This way, whether they make a purchase or not, you’ll have their contact details and a way to stay connected for potential future conversions.
6. Keep Testing
You’ll want to play around with different layouts for your landing pages to see what design and content have the greatest effect on your conversions. Try A/B testing different page designs so that you can compare their effectiveness and tailor your pages accordingly. Monitor visitor activity and see how much time is spent on each version, in addition to how many sales each version promotes.
We hope these ecommerce landing page best practices will help you optimize your next campaign to drive conversions.