How to create high-converting landing pages for your online store - what the gurus don’t tell you (3/5)

Specialized Types of eCommerce Landing Pages

In the previous part, we got acquainted with landing pages, according to their purpose for the stage of the sales funnel. Now let's take a look at some of these specialized for the eCommerce purposes landing pages. Let's start with...

Dedicated "Sales" Landing Pages

The primary objective behind each of these pages is focused and singular, at least most of the time. It doesn’t matter if the traffic driven to the page comes from advertisements, emails, SERP results, or social media entries, these custom pages are strictly built to achieve one main goal - to "sell", or said otherwise - to motivate the visitor to make the most desired from the business action. 

Their design can also be adapted to the various stages of the customer journey throughout the entire funnel. 

You could develop a dedicated landing page to:

🛒 Highlight exclusive, time-limited offers or the introduction of new products.

🛒 Promote information to potential customers about subscription programs.

🛒 Channel traffic towards existing collections or product pages.

🛒 Foster the generation of leads by incentivizing sign-ups for email lists or events.

🛒 Intensify the excitement surrounding brand launches.

Remember, that sometimes the intention behind these pages is to "sell," but not in the literal sense. You can “sell” ideas, sign-ups, and so on. The most important thing is to keep in mind that those pages had one main goal when they were developed.

Product or Collections Pages with a Purpose

Although some individuals might not instantly categorize product or collection pages as landing pages, if they focus on the promotion of a particular product or collection, this can make them a unique case. For example, these pages could come into play when a visitor searches for "matching yoga sets" or clicks on an Instagram advertisement encouraging them to "explore the collection".

Pro tip:

Use our Product Collections functionality to create such groups of products.

Nevertheless, not every product page meets the criteria for being a landing page. If we want to consider a product or collection page as a “landing page” it must possess a layout that centers around a single conversion goal, such as prompting a specific action.

In the example with collections pages, the intention might revolve around guiding customers to click on product links to obtain further information.

Campaign Landing Pages, Designed to Amplify the Campaign's Effectiveness

Landing pages play a quintessential role in campaigns. They serve as specific points of contact for guests and serve as comprehensive data sources of campaign data, all while making a lasting first impression. To illustrate their usage better, a reasonable objective for a page, crafted for a specific campaign, is to ensure that customers can easily retrieve a discount code (used as an incentive in the campaign) and understand the redemption process. 

Another common use of these landing pages is that they often contain campaign details/information to educate the audience and facilitate quick action.

PPC Landing Pages Optimized for Conversions

Using landing pages built to match PPC campaigns is an outstanding strategic maneuver. These pages function as the central hub for ad destinations, eradicating distractions typically encountered on other website pages. Customized for the PPC campaigns landing pages have the potential to deliver remarkable conversion rates. Another key benefit of those dedicated pages is that they can and should meet the landing traffic with the same "message" or even design, as the ad the drove the traffic to them. This is a proven way to increase conversion rate.

Testimonial Pages - For Building Trust and Social Proof

Testimonial landing pages provide a suitable avenue to communicate genuine customer feedback and their experiences with the brand to prospective clients. These pages not only strengthen the content's credibility but also nurture trust among both new and potential customers.

Lead Generation Landing Page

A lead generation landing page is designed to gather visitor data in exchange for valuable content or offers (mostly free) like eBooks, whitepapers, webinars, gifts, or discounts. Their primary goal is to secure contact information from potential customers, enabling companies to nurture them through the sales journey, so they end up clicking the “Buy” button. 

Typically, these pages feature a form and a clear call-to-action (CTA). 

Click-Through Landing Page

Click-through landing pages tactically introduce visitors to your distinctive selling propositions (USPs) before directing them to another destination, such as a registration form or a product page.

Think of them as a tool used to “pre-heat” the audience, so they become more susceptible to the offers coming their way.

Attention: in eCommerce, often, the best solution is to take the customer through the most direct route to the payment page. These intermediate pages can be used in individual cases and for more complex products or services.

Classic Sales Landing Pages

The classic sales landing page is meticulously crafted with one goal - to convert visitors into purchasers. By highlighting the advantages of a product or service and addressing any doubts, objections, or uncertainties that the visitor might have, this type of landing page is purpose-built to persuade visitors to complete a purchase. 

Essential components of these pages can include a distinct and persuasive call-to-action ("Buy Before The End Of The Promotion" or "Sign Up Today"), captivating text, and impactful customer testimonials.

Also, although their goal is pretty obvious, don’t be fooled to think that crafting a high-converting sales page is an easy task to tackle. More tips on creating highly converting landing pages can be found in this article.

Thank You Page 

The "Thank you" page comes after visitors have successfully undertaken specific actions, such as submitting a form or making purchase. These pages have the potential to achieve additional marketing goals, such as to guide users toward supplementary information or prompt them to share the brand via social media.

Pro tip:

You can use a “Thank you page” as a strategic tool to increase the “buy-in” of your offers, and content, or to enhance the experience of the user with the brand. You can prepare them for what comes next and try to trigger curiosity, motivating them to expect your emails to land in their inbox.

Now, let's dissect a perfect example of an outstanding “Thank You Page” by the HUSTLE.

After they acquire new subscriber, he is redirected to this page.

From the creative example above, you can see in action how The Hustle are using their "thank you page" to achieve multiple goals, such as setting expectations, creating excitement, and giving additional instructions.

But they don't stop there, let's look at the part of the page below the fold.

If the part above the fold was setting expectations, this one is gently "selling" HubSpot content by prompting the newly acquired subscriber to continue his journey by consuming content created from HubSpot (which can happen after he subscribe to their email list).

As you can see, there are different types of landing pages but one certain type of page is missing. We never mentioned the other very important type - the product page.

This is for a reason. There are a lot of differences between a landing page and a product page, so let’s discuss them in the next part of the article.

Also, if you are in need of highly converting landing page for your CloudCart store, order it from here.