The 7 Key Components of an Effective Ecommerce Landing Page
When a potential customer sees your ad, clicks your call to action, and is directed to your landing page, what do they see? Are they led to a thoughtfully designed single webpage that includes all of the information they need to make an informed decision about your company and product? It should!
If people are needing to click around to multiple pages to gather information about your products, there is room to improve your ecommerce landing pages.
In this article, we are going to discuss the importance of landing pages and the 7 key components of an effective ecommerce landing page. Let’s dive in.
What is a Landing Page?
A landing page is a standalone website page that has been designed with a single goal in mind: to convert visitors into customers. Landing pages are usually specific for each individual product, service, or offer and should always include persuasive copy that urges customers to purchase.
A strong landing page can be a gold mine for conversions and lead generation.
People reach your landing page in a variety of ways, but most commonly through digital advertising. When people click on one of your ads and are redirected to your landing page, you only have about 30-60 seconds to make a lasting impression. Website visitors will quickly leave if they don’t see anything that entices or excites them.
Quick load times and mobile optimization are great ways to enhance customer experience, reduce bounce rates and improve first impressions in those first critical seconds of visiting your site.
The Importance of Landing Pages
What makes landing pages so important? These carefully curated website pages are a powerful tool to quickly increase conversion rates and build trust with customers.
In fact, statistics show that effective landing pages can:
- Deliver up to 49% more leads
- Increase conversion rates by over 30%
- Build trust with potential customers and increase customer lifetime value (LTV)
They can convey your company values, and offer benefits or features of the products and services that you offer. Plus, this single web page can answer common questions that potential customers might have about your business. Basically, this simple website needs to communicate what your product is and why this visitor absolutely cannot live without it.
7 Key Landing Page Components
1. A Catchy Headline
Your landing page headline should be clear and concise. Think of it as a newspaper headline – you need to capture your audience’s attention quickly, with just a handful of words that match your brand’s voice.
If you have a fun, playful brand, ensure your headline reflects that. If your brand is more professional, go for a more serious tone in your headlines.
2. Optimized SEO
Landing page titles, copy, and product descriptions should be optimized to rank higher on search engine results pages. Include a custom URL and product-specific keywords throughout your landing page. These keywords should be terms or phrases that people are likely to type into an online search engine while seeking this type of product or similar ones.
SEO optimization will help increase your exposure and build brand awareness with potential customers. These potential customers are those who are already actively searching for products similar to yours that may have not heard of your brand yet. This saves you a lot of time (and money) during the sales process.
3. Compelling, Persuasive Copy
Your landing page copy should be brief and unique to your business. Here, you have one chance to show off your product’s best features, why it would benefit the customer to buy from you (or, that they might not find what they are looking for anywhere else), as well as demonstrate your company values. Skillfully craft your landing page copy to check all of the boxes just mentioned.
4. UGC and Social Proof
Adding customer reviews, testimonials, or photos of happy customers is a great way to boost your landing page’s credibility. You can also include social media posts that you are tagged in, providing a new, fun way for people to visualize your products. Seeing how real people use and enjoy your products subconsciously establishes a level of trust. The more a customer trusts your company, the more likely they are to move forward with that first purchase.
5. Engaging Graphics
The human brain processes visuals before text, so you must have eye-catching visuals on your landing pages. This will likely be the first thing noticed on your landing page and we all know the importance of a powerful first impression.
These pages are skillfully designed to provide customers the opportunity to visualize what they will be purchasing before clicking “buy.” Include high-quality photos or illustrations of your product, demos, and videos for visitors to envision and experience your product in action.
Remember that you’re trying to sell something – every graphic on your landing page should have this goal in mind! Not sure where to get started with designing the graphics for your landing page? We are here to help. No Limit Creatives is a graphic design agency that offers unlimited graphic design packages to fulfill all of your business’s design needs. We can create and perfect all assets for your website, landing pages, packaging, marketing, and more.
6. Clear Call to Action (CTA)
Your landing page should include a clear call to action. Meaning that this page shouldn’t be cluttered with too many links – it’s just one, clear CTA: “Buy.” The CTA buttons should be noticeable in size, a color that contrasts with the background but is still cohesive with your branding, and should have clear, readable text on them.
7. Limited Exit Points
It’s extremely important to limit the number of exit points on your landing pages. Having too many opportunities to leave the page creates an invitation for customers to wander away and likely lose the sale. Have your clear CTA that only has one or two paths, so there is no confusion about where people are going next. As always, include links to your Privacy Policy and Terms of Service on all website and landing pages.
A Landslide of Conversions
Landing pages are an excellent way to increase conversion rates and build trust with potential customers. Landing pages can be created for all sorts of purposes – from promoting a specific product, service, or event, to generating leads by asking for customer information.
Your landing pages should reflect your company values, encompass cohesive branding styles, and offer product benefits rather than just features. You should also include key points of your landing page in the description (such as Keywords) to be sure that search engines understand what you’re talking about.
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