The Landing page is the most important page on your website. You have a few seconds to convince visitors that your product or service is right for them and that is why landing page optimization is so important.
In this article, we’ll discuss landing page optimization best practices & secrets along with real life landing page examples in a video.
What is a landing page?
A landing page is usually the first contact point for any potential customers. It gives people an impression and attraction of what a store sells, and invites them to visit and explore.
Here are some statistics on landing page to give you further insight into the role of landing page.
- According to MarketingSherpa’s 2011 Landing Page Optimization Benchmark Report, 56% of marketers consider optimizing form logic to have a very significant impact on website performance, and 46% of marketers consider optimizing form layout to have a very significant impact.
- According to eyeview, videos on landing pages can increase conversions by 86%.
- Acoording to landing page best practices hubspot, Companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
- They also added that Companies having 40 or more landing pages on their website will get more leads than others.
What is landing page optimization?
Landing page optimization is the process of making systematic changes to the website to improve conversions.
Optimizing the landing pages most often involves testing specific variations to see if users engage more effectively with the update than they do with the existing page. Actually, optimization follows the scientific method like make an observation, pose a hypothesis, test your hypothesis, and draw a conclusion.
Why is landing page optimization important to eCommerce business?
You can optimize landing page for a variety of reasons. If you have a lot to say about a particular product, then a landing page is great for compiling all your information. If those products don’t perform, you’re essentially leaving money on the table.
Moreover, landing pages optimization can lower customer acquisition costs, increase your return on investment, and even boost your rankings in Google Ad placements.
The main intent of landing page optimization, is to improve performance based on measurable metrics. And landing pages are uniquely qualified to drive growth — a study on landing page best practices 2018 found that landing pages can engage and convert at a much higher rate than any product detail pages.
What Are The Basics of A Good Landing Page?
Landing pages can increase visitors engagement and thereafter shoot your sales up. Here’s what are the basics of a good eCommerce landing page:
One of the major important things to keep in mind while designing a landing page is the accessibility.
The best landing pages have a clear and concise design focused on the brand’s strengths. Don’t confuse your customers with a cluttered design. Make sure every button, offer or link is easily accessible and put in a convenient place that’s easy to notice as soon as the page loads.
Your main aim is to persuade visitors to take an action based on your goal like sign up, download, buy, register, subscribe, etc. Figure out, what you want to achieve and design your CTA button accordingly.
Add a “Learn More” or “Watch Video” button, to direct potential customers to other pages on your website. Adding multiple CTAs on the landing page can be tricky, and if work correctly, is definitely will enhance your website performance and increase unbounce rate.
Make a strong impression
If you want to leave a lasting impression, your design should reflect the true essence of your brand.
You’ve only got a few seconds to talk visitors into action, so use them to communicate how your product can makes their life easier.
Creating a Landing Page for eCommerce
Now that we’ve covered the landing page basics, let’s go through creating one for an eCommerce website.
Start with a clear and simple design
The design of your landing page should be very clear and simple in design.
You don’t need a lot of product photos or banners, and it’s important to avoid over populate links and images.
Large fonts, clear images, and outstanding tagline grab the attention of visitors much faster than a lengthy explanation of what your product is.
Use the right color scheme
Color schemes are very important for designing landing page.
Use the right color to highlight the message you are trying to convey and must be suitable for the product you are selling.
Using a brighter color for the CTA can and will immediately grab attention.
Write powerful content
It’s not only the design that attracts to clicks. A strong message works equally well in increasing the conversions rates.
Landing pages don’t require lengthy descriptions. Make your point in brief, with clear headings and subheadings.
Adding a strong and persuasive taglines can help massively. In a few lines the content should tell visitors how the product can meet their requirements.
Optimize your page
Once you start coding, be careful not to add too many elements that can make your landing page heavy and slow.
Try to use compressed images, minimize CSS and HTML for faster uploading and use browser caching to ensure the landing page is quickly displayed on any device.
Make it SEO and user-friendly
When designing or coding, try to keep it SEO and user-friendly.
Make sure the CTA buttons, banners and content are all centered around the service or product and placed to the right position on your page.
If you make it easier for visitors to see a button or a link, it’ll be easier for them to click it.
Make it mobile-friendly
It is the era of smartphones and most of the people use smartphones. Considering them, it’s essential for your landing pages to be mobile-optimized.
Make sure while you are coding, that you build your Landing Page and websites to be easily accessible on phones, tablets or any other small screen. There are many mobile landing page templates are available which will be effective.
Pay attention to the traffic
Your work does not finish with creating the landing page. Once it’s live, keep a continuous check on the traffic that are coming on your way.
The goal of a landing page is not to generate traffic; it’s to generate quality traffic. You are going to attract users interested in your product or service.
With the help of your analytical tools, figure out if your page is a magnet for the right market. A clever trick to increase your chances of success is to offer regular promotions and discounts.
Best Practices for eCommerce Landing Pages
So far, we’ve seen the basic requirements and steps to create a proper landing page for eCommerce or any single product. Coming-up next to see how this page can actually boost the traffic on your website.
Focus on Conversions
While designing a landing page, your primary goal should be to increase conversions rates, and design plays a vital role here.
Make sure your CTAs are placed on the right place.
Banners and content should be clear and focused on diverting traffic to the link you want.
Include a clear CTA
If you are offering a free shipment on a service or selling a product, there should be a large “Free Shipping” or “Buy Now” hotspot placed strategically on your landing page.
Forget navigation bars or menus
Since landing pages mostly serve as advertisements, the page should not include a navigation bar and menus.
Don’t offer any other click-through opportunities options to your visitors. Keep clutter to the absolute minimum and focus on making users to click your primary CTA.
Bet on attractive visual content
If you want to grab the attention of your visitors immediately, invest in good quality product images, videos, and banners.
Adding a large and brightly colored text also be helpful. Keep your headings and subheadings concise and place them in an easily visible place.
Visitors want to be sure that your company is legit, so never forget to add the contact information or a short company profile.
That’s can allow potential customers to contact you and increase the chances of sales.
Posting customer testimonials, certifications, and awards is another smart move that creates a much stronger impression of your product.
Keep visitors engaged
Once your landing page is live, you’ve to work hard to keep your potential clients from going anywhere else.
Engage your target market on social media and try to find out what they’re interested in. eCommerce websites normally use behavioral marketing to offer incentives and prevent visitors from going to the competition.
Examples of Some Great Landing Pages
Here are some great examples of landing pages.
The above screenshot is the KitKat landing page. It is as simple as it gets. With an attractive color scheme, this landing page works to highlight the primary CTA titled as “Break Free”. The navigation also focuses on the products and general information and there is no unnecessary link to distract the visitors.
Another great example in the above picture. This landing page is for a gym contains a clear picture as the background. You immediately recognize that it’s about a gym. The brightly colored CTA, with strong headlines, and the clearly visible Sign Up option in the navigation bar, all make it a perfect landing page.
Another perfect example of simplistic design, this website’s landing page’s got a soothing feel to natural foods. It’s attractive and fresh looks attracts you to click on the Get Started button to find out more about their interesting offer.
Landing Page Optimization Tools
We’ll go through the short list of landing page optimization tools.
1.Unbounce – The landing page builder
Unbounce is the biggest name when it comes to building custom landing pages without writing any code. It’s a great tool for building multiple landing pages in a time with cost-effective manner. It is also popular for mobile landing page builder.
Unbounce plays very nicely with other marketing tools – including WordPress, Google Analytics and just about most of the major email marketing tools which are available today. This kind of integration is important because it allows you to get third-party insights on your landing page performance and automate as much of the email marketing as possible.
2. Leadformly – Lead capture forms that convert
Leadformly provides you with a library of web forms that are designed to convert from the moment you embed them into your site. It also provides analytics and customization so you can make improvements time to time.
3. Crazy Egg – See what works, what doesn’t
Crazy Egg is another popular tool. It combines heatmapping reports for clicks, mouse movements and scrolling to show you what users are visiting on your landing pages.
A good landing page should have a highly focused message and conversion goal, which means user actions will be very clear. This makes heatmaps a great tool to see how effectively your landing pages convey their message and steer users to your CTAs, forms and other important elements.
4. Pingdom – See how fast/slow your landing pages are
Pingdom is a free optimization tool that tests the loading time of any URL you type into the search bar. This is especially useful if you’re using tools like WordPress or Unbouce to build your landing pages. You want to know their templates are fast enough right out of the box and be sure your customization aren’t slowing them down.
5. Google Analytics – The most powerful analytics tool
Though Google Analytics isn’t perfect but it’s still the most powerful tool for optimization.
To get the best from Google Analytics you’ll probably need a developer to set up things like events tracking and custom metrics which is a worthy investment. With detailed insights into where your visitors are coming from and what they do on your site, you’re not only in a position to optimize your landing pages but also your advertising strategy and other parts of your site for better performance.
Landing Page Optimization Best Practices – Video
Webinar with Crazy Egg published a video on landing page optimization best practices.
From this video what you’ll learn:
- Landing page design best practices
- How to get people to click in your emails and ads
- Ways to track behavior once those clickers become website visitors
- Tips for landing page optimization based on visitor observations
Landing pages for eCommerce are designed to increase conversions rates and boost sales. Elements like beautiful and clear photos, prominent CTA’s, clever headings, and great content can help you to achieve this goal. There are obviously some requirements to keep in mind when building your next landing page such as keeping it visual, simple and accessible.
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