Posted on May 17, 2017 | Written by Sarah Lofgren
ECommerce stores use landing pages as a focused method of converting visitors. Landing pages need to be able to accomplish several things at once, including establishing trust and convincing visitors they will find what they’re looking for. Because there’s a big difference between the effectiveness of a good landing page and a bad landing page, it’s worth dedicating some time and thought into verifying your own landing page serves you well.
But, first we should point out that there are two types of landing pages:
- Click-Through: A click-through landing page gives visitors information on a single service, product or offer, with the goal of getting them to buy or sign up. Click-through landing pages allow business owners to shine a spotlight on one aspect of their business, thus boosting sales for that item.
- Lead-Generation: Lead-generation pages are built to capture leads, meaning data on users. This data could include names, emails and related information that allows marketers to specifically target those visitors. To attain this user data, lead-generation pages typically offer something of value in return, such as a gift or free download.
Regardless of the type of landing page you’re building, the same principles apply to both.
Think About Load Speed
Because you don’t want to lose customers who are on a mission, load speed needs to be a priority for your landing page. Research has shown again and again that bounce rates rise the longer it takes pages to load. We’ve got a few tips for speeding up your website here HERE.
The Value of Trust
Because visitors who are landing on your page might have varying levels of experience with your company and brand, it’s important to present that page as trustworthy. There are lots of different ways to demonstrate your brand is authoritative and safe without creating too much clutter on the page.
- Consistency: Make sure you’re demonstrating consistency in your branding through both the design of your landing page (which should be harmonious with your website) and the message you’re promoting. If a landing page feels too off brand or unpredictable, it’s going to cause warning bells to go off in the minds of your visitors.
- Honesty: Landing pages shouldn’t be tricky. Ultimately, that approach will hurt your brand. Instead, your landing page should be an honest reflection of your business and values, demonstrating how you can help customers. Sneaky pages that try to trick visitors send a message that your offer isn’t strong enough on its own merits to win conversions.
- Ease of Use: Making customers jump through a bunch of hoops to find what they want might work in a physical storefront with minimal competition, but online, when there are a million other options only a click away, you must keep things simple for your potential customers before you lose them. Look for ways you can streamline your landing page.
- Popups: No, no, no! Don’t do it! You don’t want your visitors to be immediately annoyed upon landing on your page. There’s a right time to capture their information and it isn’t before they’ve had a chance to be properly introduced to your products or ideas.
- Contact Information: Including an address and phone number on your landing page makes your business tangible and trustworthy. If you have the resources, a live chat option can also provide value to visitors.
- Badges and Trust Seals: Use them if you have them.
- Endorsements or Reviews: It’s easy to tell people how amazing your business is, but, if the message comes from a happy customer, it carries far more weight. Spotlighting your satisfied customers shows the true value of your offer and lends credibility to your brand. If you’re incorporating a video into your landing page, real testimonials from happy customers are a great asset to include.
Stay Focused and Share Your Message
Remember that, for many people, your landing page will be the first impression they get of your business.
There’s a temptation to cram walls of text and piles of product photos onto your page, but instead you should decide which information is most important and keep the focus on that. Otherwise your customers could get frustrated and overwhelmed. The goal is for them to look at your page and immediately understand what it’s about and what they’ll get by continuing onward.
Don’t let the page get too long, either. A customer shouldn’t have to do lots of scrolling to get the most important data. If too much scrolling is required, you also run the risk of losing them.
- Navigation: There should be a clear path leading shoppers to the fulfillment of your shared goal. Multiple paths and messages will only ensure they get lost. Don’t include a navigation bar or other links to your main site (as much as you might want to).If you’re running multiple ad campaigns, use separate landing pages to match each campaign instead of creating one page to rule them all. This means all your call-to-action buttons should lead to the same destination. Multiple buttons are okay, but it’s important that they share the same end goal. Use action-oriented text and contrasting colors to entice visitors to response to your CTAs.
- Headlines: Great headlines are both welcoming and clear. Be direct about what you are offering so the value is front and center. Some companies have found success using a portion of a strong customer testimonial as a headline. Including hard facts can also gain conversions. For example: Processing speeds 3 times higher than our closest competitor.
- Content: Many people skim copy when they’re reading webpages, so bullet points can make data easier to digest. Include keywords within the text, but use them in a way that is natural and organic, instead of word soup written for a bot instead of a human.
- Forms: Too many fields scare off customers, so put some thought into which fields are absolutely necessary and come up with a few solutions for the most efficient way of presenting them.
- Pictures: Because walls of text are always dangerous online, if you can say it better with an image, consider doing so. Landing page images should tell the emotional story of your product and brand, so make sure they’re high quality and impactful. Include alt tags so search engines understand the images.
- Video: Likewise, videos can be a great way to engage visitors and tell your story, but all the points above apply to the content in your video. Also, don’t lean too heavily on your video to do all the work for you. Ask yourself, “If the visitor doesn’t watch the video, will they still understand my landing page?”
Perform Frequent Tests
It’s worth keeping an eye on your page’s performance and testing to see whether tweaks to headlines and layouts can earn you stronger results.