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Imagine yourself walking down a street filled with stores. You’re just window shopping until something catches your eye. It could be the sales sign hanging in the window. Maybe it was the nice jacket on the mannequin. Or the store had an inviting atmosphere that drew you in.
There’s something that made you want to shop at this store in particular.
Now, think about the physical store as an ecommerce website.
Where are you more likely to shop? Somewhere that is disorganized, cluttered and makes you feel overwhelmed? Or somewhere that is clean, visually appealing and clear about what they offer?
This is where landing pages come in.
Ecommerce landing pages are digital storefronts. This is what grabs the visitor’s attention, keeps them on your site and starts their shopping experience.
Created for the purpose of converting potential customers, ecommerce landing pages feature content that is clear and concise so the value proposition is easy to understand. The most effective landing pages can be a catalyst for generating more leads, boosting conversion rates and enhancing overall marketing efforts.
In this article we’ll cover what an ecommerce landing page is, best practices for your site and examples of high converting pages.
What is an ecommerce landing page?
An ecommerce landing page is a standalone web page, created specifically for marketing purposes. This is the page a visitor “lands” on when they click on a link, such as an advertisement on Google or promotion in an email campaign.
Ecommerce landing pages are centered around a clear objective of getting customers to complete a set goal. For ecommerce, this is primarily making a purchase.
The page is personalized to match the buyer’s intent and encourages customers with a straightforward call to action (CTA). Page content includes engaging headlines, high quality images, concise copy and social proof elements like customer testimonials and customer reviews.
Let’s use a hypothetical scenario to provide more context on the purpose and functionality of ecommerce landing pages.
A shopper might have an upcoming trip and would like to purchase new luggage, so they search on Google for “Best Luggage for Travel”. In the search results, they click on a link with the title “The Perfect Luggage for the Modern Traveler”.
When they land on the page, they see a headline that matches this ad and images of modern suitcases. There’s also a CTA button offering a promo code for a 30% discount. The page also includes subheadings that emphasize the suitcase’s durability, a money back guarantee, and testimonials from existing customers.
The page offers exactly what the shopper was looking for, and the added social proof builds trust and convinces visitors that these suitcases are top quality. They also can’t pass up the 30% discount offer, so they click the CTA button to shop directly from the page.
In this scenario, the shopper was able to find exactly what they were looking for in a matter of seconds. The page’s content fit the buyer persona, included important product features, added trust, and made it easy for the shopper to purchase. As a result, the site converted a visitor into a potential buyer.
And this is what landing pages are for: to convert visitors into customers.
Differences between ecommerce landing pages and product pages
Before getting to the ins and outs of ecommerce landing pages, it’s important to know how these pages differ from other pages on your site — and how the impact it can have on your conversion rate optimization (CRO) efforts.
Most times when visitors come to your site they will land on the homepage or a product page. This might be great for introducing visitors to your brand or providing product information. However, these pages don’t necessarily elicit action.
In fact, visitors who land on a product page are 72% more likely to bounce than those who land on a landing page.
Why?
Because landing pages are designed and optimized for conversion goals.
Product pages are more for informing, while landing pages are for converting. As a result, each page uses different elements to help support achieve their intent.
Here’s an overview of the differences between product pages and landing pages:
Landing Pages
Contains only 1 clear CTA
Removes additional pathways such as site navigation
Content is written around one goal, for targeted audiences
Includes product descriptions (again, written for specific audiences)
Optimized for marketing campaigns, not necessarily SEO
Product Pages
Contains a clear CTA, but can include multiple CTAs
Features additional pathways, such as site navigation and product categories
General content that is written for the masses
Includes product descriptions and product recommendations
Optimized for SEO to attract organic traffic
Let’s use the example from above to illustrate the difference between product pages and landing pages.
If the shopper’s search for “Best Luggage for Travel” takes them to a product page, they will see general product information for one suitcase and a button to buy. There’s also site navigation with links to categories like “Laptop Cases” and “Handbags”, and links to other recommended products.
In comparison, if the search takes them to a landing page, they will see a message about modern, durable suitcases and a single CTA button for a 30% discount off their purchase. There is no site navigation, and does not feature other products that the site offers.
Using this example, both have a CTA that encourages customers to make a purchase.
However, the product page is more general. It acts as an introduction to the site and offers paths for visitors to explore. There are multiple CTAs, in the case that some customers might not be ready to buy on the spot but want to see more and compare their options.
Meanwhile, the landing page has only one message and one CTA. The message is directly tied to the search terms, so the customer’s intent is met when they land on the page. The offer is also directly related to this message, and there is a clear path to achieve the conversion goal without distraction. Despite the differences, both product pages and landing pages are necessary for your site. They simply serve different purposes when it comes to your overall marketing efforts. Below we’ll discuss the importance of landing pages and why you need them for your ecommerce site.
Why you need landing pages for your ecommerce site
Ecommerce landing pages are a key part of the sales funnel. It is the link between when a customer first sees your ad campaigns, to when they go to your online store and close the deal with a purchase.
Beyond that, effective landing pages can be beneficial to other aspects of your overall marketing efforts.
Here’s 4 reasons why you need landing pages for your ecommerce site:
Drive higher ROI for paid traffic.
Your ecommerce site could have the best online advertising. You could master PPC campaigns with sky high click-through rates, and dominate email marketing with strong open rates.
But if your leads never convert, what’s the point?
Those visitors who come from paid traffic have a certain set of expectations when they land on your ecommerce site. There’s already a set intention, and they want to click on something related to their search.
By having landing pages built to marketing campaigns, you can meet these expectations and as a result drive higher ROI for paid traffic.
If someone searches and clicks on an ad for “Winter Jacket” then is taken to a homepage featuring other clothing products, they will likely bounce. This paid ad didn’t direct them to what they were looking for, and they didn’t want to take the time searching a site. If the ad takes them to a page featuring this season’s winter jackets and a CTA to buy, there’s a better chance they will stay on your site and possibly make a purchase.
In other words, you won’t be wasting ad spend.
Great for testing.
Since landing pages are designed for specific marketing initiatives, this is a great opportunity to try new things and see what’s the best way to reach audiences.
A/B test your landing pages to see what works and what doesn’t work. Compare what CTA buttons get the most clicks, what special offers get visitors to buy on the spot, and even what color text appeals more.
Not only does this help determine what landing pages are converting best, the insights from a/b testing can be applied in your other marketing efforts.
For example, if a landing page for a specific campaign has a high bounce rate, it may not be a PPC campaign worth pursuing. Or if a landing page with Image A tested better than a landing page with Image B, then Image A is likely a better asset to use in social media promotions.
Can target specific customer segments.
By having several personalized landing pages, you can better target specific customers.
Design your landing pages to fit specific customer segments. What aesthetic appeals most? What value propositions do they need? What CTA triggers a response?
Everything from the headline, images, even the CTA button text should fit the buyer persona. For example, a landing page for an email campaign targeting Gen Z should be optimized for mobile since that is the preferred device for that segment.
The better you can connect with customers, the more likely they are to stay on your site and click your CTA.
Quick and easy to put together.
The thought of setting up several landing pages, each personalized to marketing campaigns and specific customers, might sound like an overwhelming amount of work.
But it doesn’t have to be. Using a landing page builder, you can easily customize different elements of your page. You can also use premade themed templates that take the hassle out of designing pages from scratch.
And the payoff is worth it. That’s because the more landing pages you have the better. In fact, Hubspot found that having 10-15 landing pages can increase your leads by 55%.
4 types of ecommerce landing pages + strategy
Not only should landing pages be personalized to fit the visitor’s interests, it should also fit where they are in the sales funnel. Landing pages for first-time visitors who are simply exploring will be dramatically different from those who have already been on your site and began shopping.
This means using different landing pages for different marketing campaigns including awareness, remarketing, upsell and re-engagement campaigns.
Each of these types of ecommerce landing pages will be centered around a unique objective, ranging from boosting brand awareness to encouraging customers to make another purchase. As a result, the content will vary — especially the CTA.
Here’s a breakdown of the 4 types of ecommerce landing pages:
Top of funnel landing page
Top of the funnel landing pages will be for introducing your ecommerce site to new visitors.
This page will be used for lookalike campaigns, with audiences similar to your existing customers. These are visitors who may not know about your brand yet, but it’s likely that they will be interested in your products.
As this is your first impression, this page could include content like:
Your brand story and why you exist
Solutions your products offer
Social proof to establish credibility
At this stage, visitors are likely not ready to buy so the CTA should focus on making a connection and lead generation. For example, offering a 10% discount on their first purchase when they sign up for your newsletter. Now they have an incentive to come back and you’ll have their email address to reach them again without having to use ad spend.
Mid-funnel landing page.
Mid-funnel landing pages are for those customers who have shown interest in your site but have not yet converted.
This page will be for retargeting campaigns. These visitors will be familiar with your brand, maybe even have a few items picked out, but still need extra convincing.
Content on this page should be focused on giving that little nudge that converts those on the fence. This can include:
Content around specific products (i.e. a headline like “If you can’t stop thinking about it, buy it”)
Social proof to show who else has bought the product and positive reviews
Sense of urgency or limited time offers (i.e. “Almost Gone”)
This type of landing page will have a CTA that drives a purchase. For example, having a button with the text “Buy Now”. This makes the path to purchase convenient and quick, encouraging them to checkout right away.
Bottom-funnel landing page.
Bottom-funnel landing pages are designed for the customers who have been on your site, added everything they want to a shopping cart but stopped short of hitting buy.
This page is for upselling campaigns, as customers are already in a buying mindset and there is an opportunity to offer them additional products.
Upselling content should tell customers not only to buy, but to buy more. This includes:
Bundle offers (i.e. “Complete your order with….”)
Content around related products (i.e. “Frequently Bought Together” items)
A discount related to cart abandonment, such as free shipping
This page’s CTA focuses on closing the deal first. Then, if possible, see if you can push additional products with a higher average order value. For example, a CTA saying “Make Your Order Complete” with content specifically promoting bundles related to the customer’s abandoned cart.
Note: It’s best to test the upsell first, then move into offering discounts.
Already purchased landing page.
Already purchased landing pages aim to keep your existing customers happy and coming back to your site.
This page is used for re-engagement and retention campaigns for increasing customer lifetime loyalty (LTV) and repeat purchases (retention).
Since the content for this page is targeting existing customers, you don’t need to go into detail about who you are and what you offer. Instead, focus on content that ensures your customers stay customers. This can include:
Customer loyalty incentives (i.e. Earn points on every purchase)
Sneak previews to new products
Early access to sales or exclusive deals
Category pages related to previous purchases
Opportunities for customer referrals (i.e. Invite your friends and get rewarded)
Unlike other stages of the sales funnel, the CTA focuses on the customer experience. It’s less about getting customers to make a purchase right away, and more about building a strong, lasting relationship. Make customers feel valued and special. For example, giving existing customers access to a sale before it is available to the general public with the CTA saying “Start Shopping Early”.
Best practices for your landing pages
Every page you create will be unique to specific ad campaigns, customer segments and sales funnels. But there are some best practices that have been proven effective for ecommerce landing pages across the board.
Here are the must-try best practices:
Limit the clutter.
A great landing page is straightforward and easy to follow. This means limiting the clutter on your page.
You don’t want to lose a conversion because the visitor was overwhelmed by too much text, or getting lost trying to find the “Buy Now” button.
Some tips for limiting the clutter include:
Concise, to-the-point headlines
Visible and clear CTA (more below)
Removing site navigation links
Relevant, high-quality images
Bullet points for product details
Keep in mind that it takes just seconds for a visitor to decide to stay on your site or bounce. This means it’s unlikely that they’ll sit and read everything on the page, especially if there’s a lot of text.
It’s more likely that they will skim the page and see if it fits what they were looking for. That means every page element matters, and should have a clear purpose for why it is being included.
Avoid the fluff, don’t add content just because — keep to the value proposition.
Include a visible, clear CTA.
Visitors should know as soon as they land on your page what your offer is and how they can take advantage of it.
To accomplish this include a visible, clear CTA.
Unlike other pages on your site, landing pages should only have one CTA. Giving visitors only one choice makes their decision much easier, opposed to having to analyze and choose among several options. This advances visitors into the sales funnel more quickly and without distractions — making it ideal for conversions.
The CTA should be displayed prominently, be easily accessible, and targeted to specific customers. This can be done by:
Placing your CTA at the top of the page, above the digital fold
Including multiple buttons for a single CTA throughout the page
Using active voice for button text (i.e. Sign up for Free)
Create a sense of urgency or exclusivity (i.e. Claim Your Offer Now)
Like we mentioned before, landing pages are great for testing. This is especially true for your CTA. Even the slightest changes can make a difference. Regularly test different CTA elements such as button text, button placement, button color, etc.
Use high-quality images.
With the limited time and space you have on landing pages to convince visitors, images matter. After all, a picture is worth a thousand words right?
Use high-quality images that fit with the landing page objective. For instance, if the page is focused around mid-funnel campaigns for specific items, it would be useful to use product images.
Be sure that images are optimized for all devices. Especially mobile, which is becoming increasingly popular for ecommerce transactions. Images should fit nicely on the phone without needing to zoom out or scroll down.
Not only do images add a visual appeal, it also plays a vital role in building trust in credibility. Some ways you can leverage social proof through images includes:
Testimonials that include the customer’s photo
User-generated content of customers using products
Media recognition and trust seals (i.e. As featured in….)
Endorsements with pictures of the celebrity or influencer
Only use images that will enhance your landing page. Low quality images that are pixelated, have poor lighting, or don’t fit with the content are better left off.
8 examples of high converting ecommerce landing pages
With all the different elements, there’s no exact science for what makes the best ecommerce landing page. So, as we’ve said throughout this article, it’s best to always try and test to see what will convert landing page visitors.
If you’re needing some inspiration to start, we’re here to help. We’ve gathered and reviewed 8 examples of high converting ecommerce landing pages. Let’s take a look.
Larq.
This Larq landing page design strikes the right balance between being visually appealing and straightforward. The offer, value proposition, and CTA are instantly clear, and beautifully displayed with high-quality imagery.
What works:
Clean design with a concise headline
High-quality images featuring the product
States value proposition of “Eradicate >99.99& of germs”
CTA button is clear, bright and related to the offer
Burrow.
Burrow’s landing page uses stylish imagery to feature a new product launch. The contemporary tone of the landing page matches the store’s products, which will inevitably resonate with their target audiences.
What works:
Image does an excellent job showing off the specific product
Font and color choices are modern and aligned with branding
CTA button is clear and visible, using the image’s white space perfectly
Social proof at the bottom of the page shows which products are most popular
Skullcandy.
This landing page for Skullcandy takes the product they are already widely known for and offers a new perspective. Instead of focusing on the technical specifications for the headphones, the content focuses on the brand’s mission of boosting mental health.
What works:
Value proposition that is customer-focused
Timely and relevant message about mental health
Contrasting tones between font, background and images
Includes the opportunity to bundle
Gillette.
Gillette uses a clean and minimalist design to highlight their product. Using few words, the brand is able to convey the offer, and audiences can see the value propositions such as free shipping and cancellation.
What works:
Strong headline and clear CTA without any distractions
Benefit-centric content using buzzwords like “Free”
Icons draw attention and illustrate the accompanying text
High quality product images
Solo Stove.
Solo Stove’s landing page starts by featuring product descriptions, including a price drop to tempt visitors into taking advantage of the discounted offer. The page also leverages social proof with direct quotes from existing customers.
Additionally, there’s a pop-up for a discount code when you sign up with an email. However, the discount is not stated.
What works:
Powerful testimonials and reviews from existing customers
CTA that leverages scarcity using words like “exclusive” and “send my code”
Spinning.
This landing page for Spinning shows their product in action using a background video. Video can be a highly effective way to capture the attention of audiences on your landing page, with studies showing that 95% of viewers actually absorb the messages of the videos they watch.
What works:
Background video gives a brief overview of spinning bikes at home
The CTA button is colorful and attention-grabbing
The headline “Ride at Home” is relevant to customers needing a home gym
The Final Word
Between customer’s having more options and the rising costs of digital advertising, ecommerce landing pages are your way to better reach your customers and satisfy their shopping needs.
Using the best practices and examples given in this article, you can start creating ecommerce landing pages to fit your marketing campaigns and target audiences. Understanding your customers is key, and personalization goes a long way in persuading customers to not only stay on your site, but actually convert.