It’s almost halfway through the year already. If you haven’t started testing and setting up your site for the holidays, now is the perfect time to get started. Why now? Well, that’s because you need time to test to be ready for Halloween, which is right around the corner, and of course, Christmas. The best way to gear up your site for the holidays and attain long-term success is to create landing pages for ecommerce. Here is a recent example of a successful ecommerce landing page:
After creating over 100 different ecommerce websites, I have learned that each company is different. One company may get better conversions from sending traffic to the product-category pages, while another company may get better sales from product-detail pages. Too many people try and copy largely successful sites such as Amazon and Target, or need any optimization at all. There are hardly any companies that achieve high conversion rates by sending traffic to the homepage.
In the last few years, we’ve found that the best way to streamline sales and leads is to create product-specific landing pages for e-commerce sites. A great landing page strategy is the most effective way to maximize the ROI from your advertising campaigns. Here, I put together a few examples of landing pages for ecommerce websites, or anyone who makes money online. But first, let’s identify the problem we are trying to solve.
When customers search for your keyword terms and click on an ad, they become very impatient. What you want to do is to provide them with an easy to understand landing page that gives them results that are relevant to their query. You should also keep in mind that the message of your landing page should match the advertisement where they came from to create a seamless, consistent marketing campaign. There are several ways to do this – keep in mind that not every solution is applicable for different ecommerce sites. You need to test, so you can figure out which type of landing page is right for your audience, as well as the products and services that you offer.
After completing over 5,000 A/B tests with various ecommerce and landing pages, there are several things I have proven to be true:
- Visitors want to click and scroll. Therefore, increasing interaction will increase conversion, guide people to read the content on your landing page, and improve your overall quality score.
- Just because it works for your competitors doesn’t mean it will work for you.
- You ALWAYS need to test so you can continuously find ways to get more traffic and convert that traffic into customers. When you stop testing, you stop growing.
Here are a few different ways to create landing pages for ecommerce:
Long landing pages. These are my favorite type of landing pages right now, because it allows you to have product-specific, long landing pages that tell a story. Your audience will identify with what you’re doing, thus letting you offer more information.Long sales letter. This approach is similar to having product-specific long landing pages, but in this case, uses the direct marketing approach of the classic sales letter. This offers numerous benefits – you can incorporate long, descriptive copy about your products and services, which works in the absence of an actual, live salesman.
You can also leverage on the direct response nature of sales letters, which means that you can test subject lines and content on an ongoing basis to determine which version does the best job of converting readers to paying customers.
Product category pages. These pages show listings of all products that fit a certain category, with a link to the product page, where more details can be found. This is a crucial part of ecommerce stores, but not all of them are properly optimized. I highly recommend test sending traffic to your product category pages versus other areas of your site, to see if it makes any difference in conversion. With ecommerce sites people want to click on many different items, so directing your audience to these pages lets you know if it’s the right way for you to sell your items.Product detail pages. This is the page that offers more details about the products and where the links found on the category pages redirects to. Test sending traffic to specific product pages gives you insight on whether or not this is the right place for you to focus marketing and advertising efforts on. Facebook landing pages. Facebook is one of the most popular social media networking sites that has a lot of users, which is why it makes a lot of sense to use make it an integral part of your marketing and advertising strategy. Basically you use Facebook – either via paid ads, organic posts, or boosted posts – to send traffic to your landing page, which can either be your own Facebook page, or a page on your site.
Through Facebook Insight, you can also determine the reach and engagement rate of your ads, which helps you determine the correct formula involving posting time, content, and audience for your posts and which posts get your landing page the most visits and conversion.Video on product or category sections. Test adding video to product-specific pages gives your audience a choice between reading the copy on your site or watching the video. Special offer sales pages. Having special offer sales pages is a great way to set up landing pages for your marketing campaign. Having all your discounted items in just one place, which stays up only during the duration of the sale makes browsing and shopping easier for your customers. It also makes analytics and inventory tracking easier for you. Plus, it’s a great way to entice people to check out the special deals that are offered for only a limited period. Holiday specific category. This is similar to a special offer page in that all the items that you want to offer for a marked down price or with other similar deals are only in one place, but with a holiday-specific theme. This strategy can be employed year-round, whenever there are holidays, so your inventory gets maximum exposure – you get to choose, mix and match, and change the items under these pages depending on what’s appropriate or what will sell for a specific holiday.
Niche micro-sites for specific brands. As people arrive at your ecommerce site, they may get confused if they’re looking for a specific brand or product line. Creating microsites for every brand allows customers to have a more convenient browsing experience, while letting you tweak the content, design, and items to attract a specific audience.Niche micro-sites for product lines. Creating micro-sites for specific product lines, even if they come from various brands, streamlines the browsing and shopping experience. It saves your customers the hassle of having to browse through categories and brand pages one by one just to search for specific products they need. Microsites can be customized so you can tweak the look, feel, and inventory to attract a certain market.
Homepage. Yes, you can turn your homepage into a landing page. This can be tough, particularly with hosted ecommerce solutions like Shopify or BigCommerce, but there are several ways to go about it. I recommend you test it – if it works, you can make it your default home.
Here are a few other examples you can try:
- Classic squeeze pages. This page is very similar to the lead generation page, but it may be a page that’s offering something free of charge which can either be a free sample, white paper, or download. Having a classic squeeze page is a great way to test for Facebook ads and social media.
- Video examiner product-specific landing pages. You can test adding video to product-specific landing pages to help people figure out if they want to read the text on your site, or watch a video.
- Custom landing pages specifically for lead generation. Often, people coming off advertising campaigns are not necessarily ready to buy. What you can do is set up landing pages that have special offers, and then collect leads from it.
In conclusion, having landing pages is really an effective way to convert visitors of your site into paying customers. It’s like pointing them to the right direction, convincing them that what they are looking for can be found on your site. Landing pages are also a great platform to conduct tests, so you can come up with the best ways to generate traffic and improve your conversion rate.
Now is time to really set your ecommerce site for success this upcoming holiday season. This is so important that I have a book all about improving your ecommerce success.
Now is the time to really set your ecommerce site for success, especially for the upcoming holiday season. This is so important, I have written a book that discusses important tips, tricks, and insights you need to succeed in ecommerce.
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