A well-designed landing page is crucial for the success of any eCommerce business. Your web page plays a significant role in shaping a prospective customer's initial perception of your brand and ultimately inspires their decision to make a purchase. In this article, we will explore 9 actionable tactics for creating a high-converting landing page that will enable you to achieve your business objectives and drive digital sales. We will also provide examples to illustrate these tips in action.
There are many website builders available, such as Wix, Wordpress, SquareSpace, Shopify, and Hubspot, that make it easy to create visually appealing standalone web pages. However, before you begin designing your landing page, it is crucial to clearly define your goals. Are you aiming to collect email addresses, drive sales, or encourage sign-ups? By having a specific goal in mind, you can customize your web page accordingly and ensure that every element serves that purpose.
A company that exemplifies the importance of defining your goals when designing a landing page is Airbnb Airbnb has distinct landing pages tailored to the needs and interests of different user segments, such as hosts and visitors.
A landing page tailored for potential hosts emphasizes the benefits of becoming a host, such as earning extra income and meeting new people. Whereas a landing page for travellers showcases popular destinations, featured homes, and prompts visitors to search for listings.
Another great example of this rideshare services like Uber and Lyft. A landing page with the goal encouraging individuals to join as drivers, highlights the benefits of becoming a driver, such as flexible hours and earning potential. Whereas a passenger focused landing page focuses on the convenience and reliability of Uber for getting from one place to another.
The hero fold is the first thing that visitors see when they land on the page, and it sets the tone for their entire experience. An attractive and well-designed hero fold can create a positive first impression and make visitors more likely to engage with the rest of the page.
To increase conversions you need to alleviate any reservations people may have that would deter them from making a purchase. Sharing your contact information establishes your business’ credibility and allows potential customers to seek clarification before committing to a purchase.
Your headline plays a crucial role in determining whether a visitor will stay and engage with your content or leave. A well-crafted headline can communicate the key value proposition the product being offered, and create a sense of urgency or curiosity that compels visitors to read on and take action.
Interesting subheadings can make a landing page more engaging and effective. Subheadings break up the content into manageable chunks that are easy to scan, making it easier for visitors to find the information they are looking for. Subheadings that include targeted keywords can also improve the SEO of the landing page.
Clear messaging reduces confusion and builds trust with the visitor, increasing the likelihood of them making a purchase. Remember the transformation principle, no one wants your product or service. They want the result it promises. Focus on these results and talk about benefits over features.
Add visual elements throughout your text to break it up and make it more engaging and attractive. Visual elements keep viewers on the page longer and reduce your bounce rate. Remember to optimize your landing page for mobile so the images display nicely on desktop and mobile devices.
Your landing page should have relevant design elements that help your brand stand out with little to no distractions. A balanced structure includes an easily navigable page, readable font, no clutter, concise messaging and an action button.
A well-designed CTA should be clear, concise, and visually appealing, with a strong sense of urgency and a compelling reason for the visitor to take action. It should be prominently located on the page and use action oriented language that conveys a sense of urgency, such as "Buy Now" or "Limited Time Offer."
Prospective customers want proof that your product is worth their money. Including social proof on your landing page in the form of customer reviews, testimonials and product ratings will motivate customers to purchase, increasing conversions. Additionally, highlighting exceptional customer service an further instill confidence in your brand and encourage customers to make a purchase. With developments in AI services like Intercom, Zendesk and Gorgias make it easier than ever to provide great customer service 24/7.
When it comes to measuring the success of your landing page, there are several key metrics you should track to determine its effectiveness. By analyzing these metrics, you can identify areas for improvement and optimize your page to achieve better results. Here are some essential measures to consider:
1. Conversion Rate: This metric tells you the percentage of visitors who take the desired action on your landing page, such as making a purchase, signing up for a newsletter, or completing a form. A higher conversion rate indicates a more successful landing page.
2. Bounce Rate: The bounce rate measures the percentage of visitors who leave your landing page without taking any action or navigating to other pages on your website. A high bounce rate may indicate that your page isn't engaging enough or doesn't meet visitors' expectations.
3. Average Time on Page: This metric shows how much time visitors spend on your landing page. If people are spending a significant amount of time, it suggests they find your content valuable and engaging.
4. Click-Through Rate (CTR): If your landing page includes any clickable elements, such as buttons or links, the CTR measures the percentage of visitors who click on them. A higher CTR indicates a more compelling and persuasive call-to-action.
5. Return on Investment (ROI): To evaluate the financial success of your landing page, you need to calculate the ROI. This involves comparing the amount you spent on advertising or promoting the page to the revenue or value generated from conversions. A positive ROI indicates a profitable landing page, while a negative ROI suggests that changes need to be made.
Remember to focus on the needs and desires of your target audience when designing your landing page. By incorporating these nine elements into your landing page design you can increase your chances of converting visitors into customers.
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