How to create high-converting landing pages for your online store - what the gurus don’t tell you (2/5)

Types of landing pages according to the Sales Funnel

Before we jump right into the tips and tricks that will help you create amazing landing pages, we have one more important area to clarify.

‍What types of landing pages are out there? 

When crafting a landing page, you always should align the intent of the landing page with the stages of the funnel for which the page is created. 

‍Understanding the connection between the buyer’s journey phase and the purpose of the page lays the foundation for an effective landing page creation strategy. Of course, your product marketing strategy is the main element that should act as your guide, directing the content, tone, and style of your landing pages.

Let’s see what type of pages you can create for your store.

Landing Pages According to the Stage of the Funnel

When shaping your eCommerce landing page's design, it's essential to demonstrate the specific intent behind it. Remember that tailoring landing pages to match visitors' interests is just one part of the equation; aligning them with the visitor's stage in the sales funnel is equally vital. Landing pages designed for initial explorers, those just stepping through your virtual storefront, dramatically contrast with pages crafted for returning visitors who have ventured deeper into their shopping journey.

Awareness - Top of the Funnel (TOFU)

Landing pages positioned at the top of the funnel (TOFU) introduce your brand to your audience. They provide a glimpse into your identity and brand essence. Often, these pages include links to your social media platforms, where potential customers can engage further with your brand.

Top-of-funnel landing pages serve as the gateway to introduce new visitors to your eCommerce store.

‍Crafted as the initial touchpoint, these pages can:

- Feature your brand's origin story and purpose

- Showcase different product solutions 

- Demonstrate social proof to establish credibility

At this stage, purchasing intent is low, so your Call to Action (CTA) should prioritize connection and converting the visitors into leads. For instance, entice them to sign up for your newsletter and receive a 10% discount on their first purchase. This is a good way to capture your visitor’s email address for future communication, so you can facilitate a long-term relationship with the brand.

Consideration - Middle of the Funnel (MOFU)

Incorporating a landing page within the middle of the funnel (MOFU) is a good way to engage with leads that have already displayed interest in your brand. These landing pages commonly take the form of lead capture pages. 

Note: using additional landing pages for the middle of the funnel is an advanced technique. Consider A/B testing if your funnel benefits from these pages.

Here, visitors offer small pieces of information (like name and email) in exchange for valuable offerings that cater to their needs. Mid-funnel landing pages have the potential to activate the customers who've displayed interest in your site but haven't converted yet.

These pages are also fit for retargeting campaigns. Your audience at this phase should be already familiar with your brand—some may even have items in their virtual cart—but they can need that final push.

Content on these pages aims to offer that extra nudge, turning fence-sitters into buyers. The texts on these pages must be persuasively written, so we recommend that you review this copywriting guide.

Elements of the landing pages at this stage can encompass:

- Product-specific content

- Social proof featuring buyer testimonials and positive reviews.

- A sense of urgency, created through phrases like "Almost Gone" or limited-time offers.

These pages should feature a strategically designed Call to Action (CTA) aimed at boosting conversions. For example, a strategically positioned "Purchase Now" button that simplifies the buying process, can motivate the users to swiftly complete their orders.

Conversion - Bottom of the Funnel (BOFU)

Landing pages situated at the bottom of the funnel (BOFU) typically serve as persuasive sales pages. Their content aims to compel customers to make a purchase, often highlighting upsell opportunities after the initial purchase. Enticing strategies like offering discount coupons or bundled deals can improve customers’ engagement with your eCommerce store, resulting in more revenue in the long term.

Bottom-funnel landing pages cater to customers who've extensively engaged with your site, some of them might have even added items to their cart but have paused before the final purchase.

These pages are also tailored for upselling campaigns, and they capitalize on a ripe buying mood, presenting an opportunity to introduce supplementary products.

Upselling content (and pages) skillfully encourages customers not just to purchase, but to purchase more. 

At this stage, you can use:

- Tempting bundle offers  

- Spotlighting related products via "Frequently Bought Together" suggestions

- Enticing discounts linked to cart abandonment, such as free shipping

The focus of this page's Call to Action (CTA) is to secure the initial transaction. Afterward, if possible, consider the opportunity to increase the order's value by suggesting supplementary products. For example, captivate customers with a "Complete Your Order" CTA, accompanied by content specifically highlighting bundles related to items in their abandoned cart.

Pro tip: 

When optimizing end-of-funnel landing pages, start by testing upsell & cross-sell strategies, only then gradually introduce discount offers.

Loyalty phase - post-purchase pages

These landing pages are designed to boost customer satisfaction and encourage the return of those who have previously made a purchase.

They play a crucial role in re-engagement and retention campaigns, fostering a stronger sense of customer loyalty over time and encouraging repeat buying.

Given that these pages are tailored for existing customers, there's no need for an extensive brand introduction. Instead, the content should focus on maintaining customer loyalty and include:

- Offering loyalty incentives such as earning points for every purchase.

- Providing sneak peeks of upcoming products.

- Granting early access to sales or exclusive deals.

- Presenting relevant category pages based on their past purchases.

- Introducing referral opportunities with rewards for inviting friends.

Unlike the earlier stages of the sales funnel, the Call to Action (CTA) here places a higher emphasis on enhancing the customer experience and nurturing relationships, rather than solely promoting immediate purchases. It's about demonstrating gratitude and showing customers that they are valued. 

On top of the landing pages built for each phase of the sales funnel, it's important to note that in each phase you can also have a specialized type of landing page tailored to achieve a specific objective. 

Learn more about them in the next part of this article.

Also, if you need a professionally created landing page for your CloudCart store, check this link.