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The Anatomy of a Perfect E-commerce Landing Page

Tue 21st Nov 2017
The Anatomy of a Perfect E-commerce Landing Page

Are your landing pages not converting how you would like? Let's start from the beginning. Here's the anatomy of a perfectly optimized e-commerce landing page.

Having effective landing pages for your website is a crucial part of inbound marketing. However, a landing page is useless if you're not making any conversions.

While it might seem like it should be easy to create a landing page, many B2B marketers struggle to create ones that convert. That's why, today, we're sharing with you the anatomy of a perfectly optimised e-commerce landing page.

Ready to learn more? Let's go!

What is an E-commerce Landing Page?
Before you start creating an e-commerce landing page, it's best to understand fully what one is and why you're creating one. That way, you avoid the usual mistakes most online businesses make.
A landing page is a standalone web page designed to target specific online traffic. The aim is to create a more relevant experience for your targeted user group with the ultimate goal of converting them into customers.

Many businesses create as many landing pages as they have specific target groups. So, one landing page may be targeting people from Canada and feature the Canadian flag, while another campaign may be targeting U.K. locals and would, therefore, use different wording and images. Before you create the perfect e-commerce landing page for a specific target group, you have to start with knowing who your audience is and how to market for them specifically.

Start with a Great Headline
People have an attention span that only lasts eight seconds.  If you're planning on getting and keeping your target market's attention with your e-commerce landing page, start with an attention-getting headline. Since people are five times more likely to read the headline than the actual copy, you really need to write something that captures their interest.

Make sure your headline is unique, ultra-specific and useful. It should also convey a sense of urgency. Otherwise, people will tend to leave with an intention of coming back, though few actually will.

Don't Forget to Add a Secondary Headline
A secondary headline is also known as a supporting headline. It provides additional information to support your primary headline and helps keep your target audience interested in staying on your e-commerce landing page.

Both headlines should keep the reader's attention and encourage them to learn more as they scroll down your page. Try addressing a specific point like, "50% off specific designer shirts!" rather than advertising a vague promotion.

Remind Them of Your Unique Selling Position
Next, it's important to convince your audience why they should continue staying on your page, and more importantly, why they should consider buying anything from your company. The purpose of your e-commerce landing page is to convert your targeted audience into paying customers. So, tell them why your business stands apart from all of the other e-commerce businesses they can find online.

It's imperative that before you design your landing page, you know what your business is about and most importantly, what your business stands for. Why should anyone buy from you?

Even if you sell many items, if you can't tell your business apart from the competition, no one else will, either. So figure out what sets your business apart from everyone else and make it known.

Eliminate Grammar or Spelling Mistakes
The whole point of an e-commerce landing page is to get people to like and trust your company enough to become a paying customer. 

That won't happen if your landing page is full of grammar and spelling mistakes. Would you want to buy from someone who doesn't know the difference between there, their, and they're? Would you feel safe giving your credit card information to a company who couldn't even be bothered to do a simple spell check before they launched their landing page?

Before you press the "Publish" key, do a grammar and spell check. Not only will it ensure your company looks professional, it will help instill a feeling of trust in your potential customers.

Make them Trust you
Speaking of trust, people buy from people. They don't buy from companies. More specifically, they buy from people they trust.

In fact, 70% of people cancel online transactions because they lack trust in the company.
Most people who find your landing page will be first-time visitors and it will only take them about 2.6 seconds to gauge whether or not they're willing to trust your site enough to keep reading. So how do you get a customer to trust you, especially when you're building an e-commerce landing page? There are many factors that go into building trust online. Linking to social media is one way to get people to trust you.

Having a professionally designedwebsite is another way, as is emphasizing a quick-loading website, having a mobile capacity, and ensuring domain authority in Google. Other ways are to display trust seals or guarantee seals, have customer reviews prominently displayed, and feature photos of the products you're selling. The color scheme must also be well-thought-out and the page itself must be well-organized.

Lastly, when it comes to purchasing products from you, the process must be easy. The more difficulty someone has trying to checkout, the more likely it will be that the items will remain in their shopping cart, never to be claimed.

Make sure your landing pages are clean, concise, easy to navigate, and simple to understand. Don't forget to do whatever you can to help assure your customers that their personal information will be safe and secure throughout the entire process. In this day and age where even huge companies like Equifax can be hacked into, many potential buyers are very wary of making any online purchases.

Don't Forget to Add a Call to Action
While a great headline may increase interest in your product or service, without a proper call to action, most people will read the information and then simply leave. You have to tell people what you want them to do. However, you can't just use any old wording and expect people to feel like they want to take action.
Take the case of Mozilla. When their call to action was, "Try Firefox 3" they saw very little action on their e-commerce landing page.

However, when they switched the call to action to read, "Download Now - Free" they all of a sudden found they were outperforming their old call to action by 3.6%. Not only that, but they also enjoyed a new confidence level of 99%.

Some ways to create a great call to action are to be succinct, clear, and concise. You should also use action verbs like, "Download," "Read More," or "Request a Consultation" to tell your audience exactly what you want them to do.

A call to action button that is easy to spot should always be included on your landing page, but don't use more than one as it could confuse your audience.

Add Links, but not too Many
Your e-commerce landing page should remain as simple as possible. You want to engage your customers and get them to take action but you want to do that with as few words and images as possible. If you use too much, people can become confused and irritated. You don't want your potential customers to end up on another site, altogether forgetting about yours.

Include Images and Videos
Videos and images are key elements to an effective e-commerce landing page. Great ideas for videos are customer’s reviews, user testimonials, and even motivational speeches. The average person will spend a whopping 88% more time on a site that features a video. Since 65% of us are visual learners, it makes sense that most of us will retain information longer when we see it alongside images or within a video.

However, don't go overboard. Avoid reaching the point where there are so many images and videos that a customer gets lost in your site and never ends up taking any action or becomes confused about what action they're supposed to take.

Mention the Benefits
Why should a person stay on your site? Why should they buy from you? Aside from your company being unique to all others, what benefits will a person gain from doing business with you? A great e-commerce landing page will mention the benefits of buying your products or services. Make it clear and concise so that a person quickly understands exactly what they're getting when they purchase something from you.

Keep Testing
Just because you've set up a great looking e-commerce landing page doesn't mean you're done. Even if you're starting to see improved stats and higher returns doesn't mean you're really finished, either. The internet is constantly changing and growing and every business should be constantly testing its site and landing pages to see where improvements and changes can be made.

Get Help
The average businessperson may not know how to set up a great landing page or a great website for themselves. They should be too busy running their business and outsourcing their online marketing to a trusted professional.

That's where we come in!

We provide website, e-commerce, digital marketing, and SEO solutions to businesses in the U.K. and beyond. Let’s connect, contact us now and let's connect.