Landing pages are designed with a single purpose in mind: to convert visitors into solid leads and buyers. Good design of your eCommerce landing page will lead to more conversions, more sales, and more profit.
In eCommerce, an overall conversion rate of 1% is considered average.
By investing the time and resources needed to optimize your current eCommerce landing page, you might be able to double or triple your revenue with the existing traffic you get to your website.
If you already have eCommerce landing pages designed, then the tips and tricks in this article will help you to optimize your store to drive more conversions that will turn into leads or direct sales.
- Craft catchy headlines
- Use stunning imagery
- Use lots of negative space
- Write concise copy
- A/B test everything
- Optimize for mobile
- High contrast call-to-action
- Reduce complexity
- Create urgency
- Highlight social proof
- Sum up
Craft catchy headlines
The headline is one of the first things visitors are going to see. Make sure it’s big, bold and easy to read. Take an example from Nike. Their campaign landing page has a simple yet powerful message you can’t miss. This approach may not work with lesser-known products, but being bold and breaking the rules will make your product stand out and get the attention of potential customers.
When working with a headline, ensure you are not using industry jargon, unless you clearly know that your target audience will understand it. Experiment using CoSchedule’s Headline Analyzer to find the perfect combination of emotional, power and urgency words to help you craft a headline that grabs attention.
To discover power words and tips on how to generate a strong headline, make sure you check SumoMe’s Power Words Cheatsheet and Buffer’s Ultimate Headline Formulas.
Use stunning imagery
Just look at that gorgeous image of floating iPads.
A compelling headline combined with stunning imagery taps into the emotional side of your customer in ways that will light a burning desire in them to take action. Powerful images can be worth many thousands of words.
Usability tests by Jakob Nielsen prove that people pay a lot of attention to pictures. When talking about people, photos of real people get lots of attention while overly-staged stock photos are mostly ignored.
Use lots of negative space
Negative space, often referred to as white space, is the space around and between the elements of a page or image. Using negative space helps build hierarchy, clean up the layout and draw attention to certain elements of the landing page.
Increase the spacing in your current landing pages and don’t be scared to leave space in your layout as it will dramatically improve the emphasis on the headline, product image or call-to-action button. Just take a look at the Oculus Rift landing page and how much negative space it has to emphasize the product and call-to-action button.
Write concise copy
Get the length of your product page copy just right. Don’t overwhelm your potential customers with unnecessary information. If needed, utilize icons to illustrate your copy and make it easier for people to quickly scan. An excellent example of concise copy with iconography can be seen on the Fitbit Surge landing page.
When writing your copy use:
- Short sentences
- Bullet points
- Benefits over features
Ensure consistency in your sales funnel
If your visitor heard about you on Twitter, Facebook or via email, keep that story and conversation going. People will feel connected and won’t question the process as they might if you talk about one thing in an email and then another thing on your landing page. This may cause confusion and cost you a customer.
A/B test everything
A/B testing is a test of comparing two versions (A and B) of a page to see which one performs better. You compare two versions by showing them to similar visitors at the same time. The one that performs better wins. It is crucial to engage A/B testing all the time to ensure ongoing optimization.
Many people struggle to come up with ideas about what to test. Below are some examples you can test to improve your conversion rate. It’s worth mentioning that you need enough data to determine which version performs better. Showing one or the other version to only 10 people won’t provide you the more solid stats as you’ll get from 1,000 visitors.
Consider testing the following elements:
Tools to boost your eCommerce landing page conversion rate
Optimize for mobile
According to the research conducted by Statista in 2018, 39% of all retail eCommerce is expected to be generated via mCommerce (mobile commerce). This should come as no surprise since we already know that the number of mobile Internet users surpassed desktop users in 2014 and continues growing every day.
In 2018, 39% of all retail eCommerce is expected to be generated via mCommerce.
The user experience on mobile is more important than on desktop. Short attention spans means today’s consumers won’t wait long for websites to load, and certainly won’t bother using those not optimized for mobile devices.
Make sure your eCommerce landing page mobile version is simplified. Increase the size of fonts and call-to-action buttons so people can quickly read and tap on the screen. Forget all the fancy sliders and other effects as it only makes your website heavier and can lead to lost business.
You can’t afford to ignore mobile traffic as Google says that “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
Test your landing page on various devices and use Google’s Insights Tool to discover how you can enhance your store’s mobile experience.
High contrast call-to-action
Call-to-action (CTA) is one of the most important elements of your landing page. Whether you’re trying to capture an email address in order to market to the lead with your email sequence or you want to try making a direct sale, your CTA button is the single most important thing your visitor must see and click on.
Make it prominent in size, color and high contrast. It needs to pop. In the example below, you can see how Made.com is using a live countdown timer to encourage visitors to click on a bright yellow CTA button.
Avoid generic language such as “click here.” Use power words in your CTA button copy. Choose “my” instead of “your.” CTA is also useful for creating urgency, so add words like “now” or “don’t miss.”
It’s a good practice to repeat your CTA button. Include it above the fold area, then after each and every section that adds credibility. Put it after product description, features, reviews, and testimonials areas and in the footer as the last opportunity to capture the visitor.
It’s easy to add more content and make things more complex. The more important and more difficult task is to take things away and leave only the essentials. Try using fewer form fields instead of asking for more information than you really need. People naturally resist big time investments and seek instant gratification. Long and complicated forms don’t inspire potential customers to spend time and fill out all the generic data you think you need.
“Simplicity is the ultimate sophistication.” – Leonardo da Vinci
Ask for only the absolute minimum from your visitor and you’ll see increased conversions. Instead of asking for the first time visitor to tell you their name, surname, address and email, try to ask only their name and email. That way you don’t scare them with too large a time investment, which can lose you potential customers because of their laziness.
Of course, it’s impossible to please everyone, and this is especially true in online business. Keep your focus narrow and provide the best thing in the world to a small audience. Your landing page should be appealing to your audience and provide what is essential, leaving all the other elements for other landing pages.
People are impatient, so speed up your landing page by using Pingdom Website Speed Test to analyze your website’s loading time and even get reports when your site is down so you can take action.
Fear of missing out (FOMO) is one of the primary drivers of consumer behavior today. It helps explain why otherwise sane people will queue up and live on the street for days just to be among the first to buy the latest electronic gadget.
Creating urgency on your website can help you increase conversions. Combine social proof and real data from your store to leverage the FOMO of your customers into taking immediate action.
A new tool called Fomo will help you to do exactly what I described above. It will pull data from your store and show latest transactions, reviews and other actions in real time to increase trust and inspire action.
People are social animals. They need to feel safe making one or the other decision. If your customers discover something new, they instantly seek for verification from someone familiar, such as a friend, thought leader, or respected company.
That’s why it’s crucial to incorporate third-party company logos to raise the level of confidence by being associated with well-known and trustworthy brands.
Below are persuasive social proof elements you can use:
- Customer reviews
- Product recommendations
- Guarantee seals
- Third-party security certifications
Awards are hard to get and won’t apply to every product or store, but make sure to use them whenever you can as people like to be winners and buy only the best products. A perfect example can be seen below on the Beats Studio Wireless headphones product page where an award badge is taking up lots of space and is easily noticeable due to vivid gold color.
If you have no awards to show off, consider implementing brands such as Visa, MasterCard, and Shopify for payments, and if you have been featured in any media outlets, list the logos of the companies and add a simple “As seen in” copy to create a sense of being trustworthy because of these affiliations.
The key takeaway from this article is that you need to get specific with what you want your visitors to see, do and buy. Effective eCommerce landing page must have stunning imagery, bold headline, concise copy and a prominent call-to-action button.
The tips and tricks mentioned above will help you optimize your store and drive more sales.
I’d like to hear about your own experiences in optimizing eCommerce landing pages for conversions, so please share!