You likely have plenty of pages on your site to promote your different products. These product pages help to present your items for sale in a positive light to encourage purchases. However, when designing outstanding PPC campaigns, you need to have something more than product pages designed: you need excellent landing pages. The best landing pages will help you turn all your ad clicks into leads and then customers.
A well-designed eCommerce landing page will understand what the person wants to find when they click on the ad. These pages draw people in immediately. Customers feel confident that you have what they need, and they feel strongly motivated to make a purchase. Customers who land on a product page instead of a landing page are as much as 72% more likely to bounce. Effective landing pages feel tailor-made for the customer and create a superior experience.
Building an effective eCommerce landing page
With the right landing pages, you inspire people to make a purchase. They feel they found the product they sought when they started the query. To produce this type of landing page for ecommerce, however, you need to have a strategy that will help you think through all the different elements you will want to include.
Understand your audience
The critical cornerstone of this process lies in understanding your audience. You have to know their motivations when they started their search and what influences their purchasing decisions. Landing page ecommerce should be tailored for people responding to a particular ad, creating a more personalized buyer experience. You reflect this level of personalization in your language, your images, and how you create the entire page. The better you understand your audience, the easier it will be to make all these design decisions.
Avoid distractions
When people land on your page, they should feel as though a giant neon arrow points them towards the ‘buy’ button. You do not want to have them get caught up with other shopping projects or other distractions that will likely result in the loss of a purchase.
Design your eCommerce landing page to have a clear CTA. Let people know what action you think they should take. This eliminates other choices and encourages people to complete the conversion. The best ecommerce landing page examples tell customers precisely what to buy and why.
Do not clutter up the page, either. Keep your text and images streamlined so that everything directs people to make the purchase and helps customers avoid getting side-tracked. You know that different features become prioritized whether you are building your mobile site or email design. The same differentiation occurs for landing pages.
Use social proof or other assurances when possible
Before customers make a purchase, they have a strong desire to know that they are making the best possible choice. Social proof can help you further inspire people to purchase, and it can be a simple aspect to add to your page.
If customers have left you reviews about this specific product, quoting portions of these reviews can be a great addition to your page. Similarly, if you have gotten five stars on one of the various review sites circulating, you can quote that achievement on your landing page.
This portion of the landing page for eCommerce should inspire confidence in the hearts of your leads. When they read the testimonials or see the reviews, they know that your product has met the needs of many customers just like them.
Run tests to further optimize the eCommerce landing page
Landing pages are excellent candidates for A/B testing. With A/B testing, you change one small portion of the page as a test case. The two different versions of the page are then run and shown to different customers. As the two versions of the site run, you can start collecting data about which inspires more customers. While looking at ecommerce landing page examples helps you build your own, A/B testing gives concrete answers about what works for your customers.
To use your A/B testing effectively, you want to choose small site components at a time to check. For example, you might rewrite your call to action to see which people respond better. You might also experiment with details such as the arrangement or placement of photos or the color of the CTA button. The testing can then help you refine your page and see how people respond to changes in these different elements.
Building your eCommerce landing page
As you create effective PPC campaigns, having your landing pages prepared for these incoming leads will make all the difference. Building strong landing pages requires strategizing and careful thought.
To build an effective landing page, our eCommerce development team can point you in the right direction. Our team has helped countless brands build landing pages for their products when their current layouts came up short. See how you can improve your eCommerce landing pages with an expert partner.
You likely have plenty of pages on your site to promote your different products. These product pages help to present your items for sale in a positive light to encourage purchases. However, when designing outstanding PPC campaigns, you need to have something more than product pages designed: you need excellent landing pages. The best landing pages will help you turn all your ad clicks into leads and then customers.
