How to create high-converting landing pages for your online store - what the gurus don’t tell you (1/5)

Using masterfully crafted landing pages can impact your eCommerce business in a way you have never seen before. It doesn't matter if you are a seasoned professional or just starting - having in your arsenal the knowledge on how to build the perfect landing page is valuable. That's why we prepared this guide, so we can equip you with the required knowledge, allowing you to pick the right type of landing page and then build it to match your store’s needs.

To understand why you need top-tier landing pages, first, let’s start by looking at the following scenario. You have watched a ton of videos, read multiple guides, follow a lot of eCommerce “gurus” and all of them are promising you the stars and the moon. 

According to them, E-commerce is so simple, you just have to follow their amazing system, start selling online by quickly putting up a templated landing page and you are good to go. 

Well… while this actually is a good first step, there is a lot more to be done before you can cheerfully start reaping the benefits of a successful eCommerce business. And as you might know, if you’ve been around, in CloudCart we’ve dedicated our efforts to helping our merchants create small and big winning eCommerce businesses. 

So, in this article, we will help you get acquainted with eCommerce landing pages, read until the end to learn: 

• What is a landing page
• What types of landing pages you can have in your store
• The difference between a Landing page and a Product page
• How to modify your landing page to match her purpose
• And of course - expert tips on how to build a must-click landing page

Why high-quality landing pages might be one of your best eCommerce store’s tools?

Let’s start with the answer to the big “why” and discuss the most impactful benefits of using landing pages in your eCommerce business.

One of the biggest challenges, imposing the need for clever solutions, such as landing pages, is that selling online is becoming harder with each passing day. We know that this might be coming as “shocking” news but the statistics are showing that with each passing day, customers are becoming more savvy shoppers, respectively they are also becoming pickier.

On top of that, thanks to a lot of the “online gurus”, more and more people are jumping on the eCommerce bandwagon. This is not necessarily a bad thing but the truth is that this oversaturation with sellers makes selling online more competitive. 

To step up your eCommerce game, you need to find ways to better persuade your audience to open their wallets. This is where the eCommerce landing pages find their way into your strategic plan (we hope you have one, if not - check this article). 

Think of eCommerce landing pages as digital storefronts. They grab the visitor’s attention, keep them on your site, and kick-start their shopping experience.

Put yourself in the shoes of a real-world shopper. 

The person is walking down the shopping street. They carelessly stroll down the street until something catches their attention. When that happens, they enter the store and if the store is well organized, provides a pleasant shopping experience and the salespeople are providing all of the required information - then we have a deal.

Let’s go back to the online environment, If your landing pages are clean, visually appealing, and clear about what they offer, then the visitors are way more likely to convert to buyers.

Here we should mention that, unlike product pages, eCommerce landing pages aren’t just about big logos and polished product photos - a highly-converting landing page should be giving shoppers all the information they need, offering clear instructions on what actions they should take, and overall, the page should be focused on facilitating a positive buyer’s experience that will make the visitors excitedly click on that “Buy Now” button. 

The most important aspect of a landing page is its message!

You should remember that the purpose of those pages is to optimize your shoppers’ experience and guide them further down their buyer’s journey, so they end up clicking that checkout button regularly.

The statistics show that the most effective landing pages are a catalyst for generating more leads, boosting conversion rates, and enhancing overall marketing efforts.

Now let’s take a look at more of the benefits a business can enjoy when they start leveraging these precious revenue generators called “landing pages”.

What are the benefits of landing pages for the eCommerce store?

To maximize conversions from your marketing efforts, leveraging an e-commerce landing page is essential. If you're seeking further justification for employing the efficient eCom landing pages, here are a few compelling reasons:

Maximizing ROI from Paid Traffic

Having efficiently converting paid traffic is your ultimate goal. Having effective PPC campaigns and online ads is half of the equation, conversions matter most for your eCommerce success.

Paid visitors arrive with specific expectations. They seek relevant content. By using tailored landing pages in your marketing campaigns, you meet their expectations and boost your paid traffic ROI. Let’s look at an example.

If an ad for a "Summer Dress" leads to a page with various clothing items, bounce rates rise. On the contrary, a focused page displaying this season's dresses with a clear Call to Action keeps visitors engaged, increasing the likelihood of a purchase.

Using proper landing pages also optimizes ad spend, while increasing conversions, pretty good outcome, if you ask us.

Testing Becomes Easier

Landing Pages are your playground for experimentation. Tailored to specific campaigns, they provide an opportunity to uncover the most effective strategies for audience engagement.

Run A/B tests to discover winning variations or to identify the top-performing CTA buttons, irresistible offers, and design elements that resonate.

While on the topic, a good idea is to optimize not just your landing pages, but also gather A/B insights for your other marketing efforts.

Precision in Customer Targeting

Harness the power of personalized landing pages to laser-focus on distinct customer segments. Start by crafting landing pages tailored to individual customer segments. And continue by matching their aesthetic preferences, defining value propositions, and triggering responses with precisely curated CTAs.

From headlines to images, every detail should resonate with the buyer persona. This way your store will catalyze customer engagement and increase CTA clicks.

Quick and easy to assemble 

The idea of crafting numerous landing pages, tailored to various campaigns and customer segments might appear daunting. But it's simpler than it seems.

Leverage a landing page builder to swiftly customize diverse elements. Pre-designed templates further simplify the process, eliminating the need to start from scratch. More landing pages translate to enhanced outcomes. HubSpot's research revealed that on average a business can experience a 55% lead increase if they create between 10-15 landing pages.

Enhance User Experience

Few things are more frustrating than clicking an ad for a specific promotion, only to land on a page entirely unrelated. Landing pages, however, ensure a smoother journey. They align with corresponding ads or emails, maintaining consistent messaging for a particular offer. This seamless experience bridges the gap between the initial click and the final checkout.

Landing pages can offer more In-depth insights

The wealth of data accessible through the usage of landing pages can offer a profound understanding of user behavior. By closely monitoring conversion rates, bounce patterns, and the journey users undertake, you can unearth actionable insights that have the potential to refine your strategies and significantly enhance the overall store performance. 

Use this data wealth as a reference for optimizing elements and fine-tuning your messaging, which will result in more effective and engaging campaigns.

Masterful Lead Generation

Unlock the full potential of lead generation with the help of landing pages. Employ an ingenious approach such as offering compelling incentives such as exclusive deals or downloadable resources. These offerings entice and motivate visitors to share their valuable contact information willingly. 

As your lead pool expands, you fortify your marketing reach and nurture relationships with future customers, driving long-term engagement and loyalty.

Agile Response to Trends

Adaptability is a hallmark of successful marketing, and landing pages are your agile allies. When market trends shift or seasonal opportunities arise, landing pages enable you to swiftly transform your promotional landscape. 

Whether it's capitalizing on the buzz around a new product or adjusting your strategy to align with changing consumer preferences, you can seamlessly update landing pages to reflect the latest trends and position your brand at the forefront of the dynamic markets.

Precision in Segmentation

Tailoring your offerings to diverse customer segments becomes effortless with landing pages. Crafted to resonate with specific demographics, languages, or geographical locations, these pages deliver personalized experiences that can match the preferences of individual audiences. 

By addressing their unique needs, you not only establish a deeper connection but also amplify the likelihood of conversions. This targeted approach reinforces customer satisfaction, loyalty, and the overall effectiveness of your marketing endeavors.

The main benefits are clear and they could also vary to each specific case. When speaking of variables, now it’s time to reveal what types of landing pages you can use, according to their type and purpose.

In the second part of this article, where will dive deeper into the types of landing pages for eCommerce. Meanwhile, if you need a highly converting landing page, please visit this link to learn how our team can create high-quality landing page for your store.