How are your ecommerce landing pages performing these days? If you’re getting a lot of leaks, it’s probably because your pages are not fully optimized. When you take the time to make these tweaks to your landing pages, you’ll get more conversions. So, which parts of your landing pages should you be optimizing? Below are five steps to follow.
- Create landing page copy that targets specific buyers.
It’s important that your landing page copy is written to the relevant traffic source. Here’s why. People are probably coming to your ecommerce landing pages from different places like social media ads, Google ads or organic search. When you customize the content based on how people discover your site, it feels more relatable and genuine. This will help people convert.
Let’s look at a couple examples.
- Visitors from organic listings. For those who find you through organic search, you’ll want to include keywords that match what’s found on the search engine result pages. The page’s headline should also match the Google search headline.
- People from ads. People who visit your landing pages after seeing one of your ads should be greeted with a highly targeted message that recognizes their pain points and troubles. Once you address them, you can offer your solution.
Bottom line: Avoid generic ecommerce landing pages. Optimize your pages based on where your traffic is coming from for more personalized, relevant messages.
- Establish a single goal.
Sometimes, marketers aren’t clear on the goal they hope to accomplish through their landing pages. Make sure that you have one specific goal for each landing page like being added to the subscriber list, signing up for a free trial or making a purchase.
To do this, direct visitors to a single offer. This increases the chances that they will convert. If you have more than one offer, or if your offer isn’t clear, visitors are more likely to get confused and leave your page. Also, make sure your offer is clear and direct. Use bright, bold colors for call to action buttons and actionable copy that drives conversions.
- Remove site navigation.
To support a high-converting ecommerce site, take away site navigation. After all, an ecommerce landing page doesn’t really need a navigation bar. While many people will ignore the bar, some won’t and it can cause them to get distracted from the main objective.
Additionally, removing site navigation supports the concept of “less is more.” When there are too many elements on a landing page, it’s harder for your visitors to focus. Their attention is split between multiple things instead of being focused on one. Having one place to click ensures any actions your visitors take are the ones you want.
- Include a search feature.
Now, one thing you can (and should) have on your landing pages is a search function. This feature is far underutilized when it can be a determining factor in whether people convert or not. A huge number of consumers rely on search bars to discover products. You can use Google Analytics to discover what types of products your own visitors are looking for.
By including a search function on your landing pages, people will be more likely to convert when they know you have the products and services they want. A few tips for using a search feature include:
- Place the search bar in a prominent place
- Make the search tool easy to notice
- Symbols are your friend – use the magnifying tool
- Test the button size
- Don’t overcrowd the search tool
- Include high-quality product images.
When it comes to ecommerce landing pages, product images are a must. Your customers expect great shots of your products as part of their shopping experience. Using poor quality images or stock photos can sour their interaction with your brand and push them to shop elsewhere.
For the best product images, we recommend hiring a professional product photographer. Your product photos are one of the main drivers of online sales, so you want perfection. A professional photographer will know how to capture your products in the best light. Plus, a single session will supply you with enough photos to have on hand for other marketing campaigns.
When hiring a product photographer, be sure to ask the following questions:
- What equipment do you use?
- How many photos will we get?
- Where can I see your portfolio?
- What is your photographic style?
- What does your fee include?
- How long will it take to get the photos?
- What are my rights to the images?
- Do you have a backup plan?
In Summary
Make sure that you are always testing your ecommerce landing pages. It’s the single most effective way to discover what works for your audience. For example, you may learn that green buttons generate more clicks than red buttons, or that certain images increase form fills. Once you learn which features and tactics are most effective for your audience, you can create highly optimized landing pages that promote conversions.
If you’re not generating the results you had hoped to get from your ecommerce landing pages, contact the experts at WSI Net Advantage today. We’ll be happy to evaluate your current pages and provide insight on what you can do to improve them.
