Written by: Jon Klonsky, Principal and Founder of Something Digital - 5 minute read
One of the best ways to optimize your ecommerce store’s conversion funnel is to create content-specific landing pages that deliver clear messages and persuade your target audience to purchase. Sharpen the design elements, the content, and the call to action (CTA) to take advantage of this focused opportunity to engage a willing customer and compel them to purchase. Read on to learn strategies for creating effective landing pages that maximize conversions.
Satisfy Your Customers’ Query
Many times, a customer has limited tolerance for distraction when they’ve initiated a keyword search, clicked through an ad that promises something specific, and get to an ecommerce landing page. To ensure that your audience stays on your page, follow these guidelines:
1. Similar language. To deliver an easy to follow landing page, couple the page’s language with the ad’s content. Companies achieve higher conversion rates when the page delivers what the ad suggests. Also, try sending traffic to product-specific pages on your e-commerce site instead of general category pages.
2. Similar landing page messaging and design. The page’s content must reflect the clear goal you have for your audience, which should end with your CTA.
3. Similar interaction. Visitors often click and scroll before buying. Put the “know-like-trust” factor to the test by encouraging interaction. If your ad is interactive, chances are your landing page will guide your audience to read the rest of the content on your landing page.
This experience should not be hit or miss. Regularly test your audience to identify which landing page type engages them. As your brand evolves, you’ll know which campaigns and associated landing pages convert the best.
Create Compelling and Innovative Content
Before creating a landing page, decide on a clear goal. What is the marketing purpose of the landing page and how will it be used? Will it appear as a Facebook landing page within a paid advertising campaign? Will you be promoting a specific product? If you aren’t sure, start a test by sending traffic to specific product pages and track their browsing to gain insight into traffic, your customers’ buying behaviors, and their preferences.
Start the landing page with an attractive headline that informs users what the page will deliver. Make sure page content addresses the benefits of your product, but also be sure to address ecommerce concerns such as safe and secure shopping, trusting your business, or getting the best possible price
There are several ways to structure landing pages, and the type will frame the content. Here are some examples:
- Long landing pages. Although they require additional copy, they offer the opportunity to tell a story that
appeals to a buyer.
- Product detail pages. They contain specific information about targeted products that you believe this
particular audience wants to purchase.
- Facebook landing pages. Facebook’s paid ads, organic posts, or boosted posts can send lots of traffic to
your landing page, which can either be your Facebook page, or a page on your site.
Producing exceptional content attracts and converts prospects into loyal, repeat customers. The key is to focus your page on a targeted audience and deliver content strategically. Always measure the return on investment (ROI), so you know which campaigns and pages are worth repeating or emulating.
Create a Sense of Urgency with Strong Calls to Action
Landing pages also create a sense of urgency, which should be accentuated by visuals and design elements. The kind of CTA you use depends on the landing page’s purpose and the type of product you promote.
Here are some ways to create urgency:
- Position the CTA in prominent places (e.g., terminal areas) on the upper portions of your page.
- Encourage conversion by delivering the CTA in the form of a button with actionable copy, such as “Buy
Now,” “Learn More,” and “Add to Cart”
- Offset the button in eye-catching colors, like red or blue, which doesn’t distract users from other design
- Avoid competing CTAs on the same page. As a rule, either make one that is clear to your online customer,
or, if more than one exists, be sure to visually distinguish them.
Your customers want to easily find the content you are delivering. If they encounter a crowded landing page, they can be distracted from a decision, and you can lose a purchase.
To avoid this issue, remember the following:
- Create a balance between text and visual elements. Offset chunks of information with bullet points,
compelling headlines, and numbered lists.
- Use visuals such as tables, graphs, and videos that simplify the customer experience.
- Consolidate information and organize content so customers can scan quickly. Use headings for
organization, minimize space between your tool bar and the rest of your site, disable pop-ups, and resist
the need to collect information. Remember, your landing page is about quick conversions—not information
- Deliver an error-free experience. Check your site regularly for erroneous content, links, cluttered and
crowded webpages and broken links.
If you follow our guidance, you can create more compelling landing pages and gain a conversion lift each time you deploy them. Remember, a successfully-designed landing page delivers a clear message and persuades your target audience to purchase. Use these pages often and in different contexts. Once you find a few types that work effectively, repeat them. You’ll be happy you did.
If you have any questions please reach out to us. We’d love to hear from you.