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Landing pages are of two types. One is Click-Through and the other, Lead Generation. Which of these can you use on your eCommerce store to drive conversion? Neither.

eCommerce is a completely different ball game. Normally, when designing landing pages, the goal is always to achieve a specific purpose and when this becomes ‘to sell products’, all established guidelines for Landing Pages change. In eCommerce, landing pages need to be specifically designed for specialized functionality. 80% of global traffic goes to the top 10% of landing pages and until now, there has been no established guidelines for eCommerce specific landing pages.

 

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Creating a landing page for eCommerce websites is a lot more complicated than creating typical landing pages, but it is equally advantageous. Companies saw a 55% greater increase in conversion when increasing the number of landing pages from 10 to 15.

Each page must have a structure and logic behind it. You will also need different landing pages for each type of campaign you run. So here’s the list of landing page types you should be using for your store:

  1. Home Page
  2. Purpose Driven Page
  3. Persona-Based Page
  4. Category Page

    High-Level Category
    Single Category
    Grouped Listing

  5. Brand page
  6. Event Specific Page
  7. Deal Page
  8. Single Product Landing Page

 

1. Home Page

The Home Page is your website’s storefront. Consequently, it should give a strong sense of your brand and make shoppers understand what your eCommerce site has to offer. A Home Page typically links to all parts of the website as well as contain suggestions based on the most popular or most searched for products. You might also want to show different page elements for the first time user vs repeat user.

Purposes and Advantages

  • Give a sense of your brand
  • Make visitors understand what your store offers

Complications

  • Tends to get overcrowded with links
  • Emphasizing on the wrong products could increase bounce rates

Traffic Allocation

  • Profile: New visitors; general traffic who do not fit into any profile
  • Source: Social, affiliate, search, blog, marketplace
  • Percentage Allocation: 40%

Example

This example shows the Home Page of Amazon with their featured product and the most popular categories below it.

Home Page

2. Purpose Driven Page

Purpose Driven promotion pages sort products based on the need they address. The products that come under Purpose Driven pages can’t be replaced with another from the same category.

Purpose and Advantages

  • The fundamental necessity for certain niche segments, for example, Bouquet delivery services should have a purpose based classification such as Anniversaries, Valentines, etc. No established sub-hierarchy exists under this type, although you may use one if there’s a need.

Complications

  • Often hard to categorize commoditized products in this manner
  • If done incorrectly, the categorization might be inconsistent

 

Traffic Allocation

  • Profile: Searchers, Price Hunters, First Timers
  • Source: Social, search, blog
  • Percentage Allocation: 25%

Example

A good example of a Purpose Driven Landing page would be ‘Hair Care.’ The products listed in it would be shampoos, conditioners, hair spray, and serum. All these products are used for the same purpose, but clearly cannot be used interchangeably. The below example shows a ‘Hunting and Fishing’ category with all types of products that are utilized for this particular purpose.

Purpose Based

3. Persona-Based Page

To set up a Persona-based page, you will first have to profile your visitors. Then you need to target a particular profile and run your campaigns around them. Landing these people on a Persona Based Page results in higher conversions because they find it relevant.

Purpose and Advantages

  • Can be used when catering to a sufficiently large persona group
  • Effective because targets are already halfway inside the conversion funnel (Because they need the products and are also capable of purchasing them immediately)

Complications

  • It takes a lot of time and effort to map personas
  • Will be ineffective for a reasonably small catalog
  • Will be counterproductive if catering to a small persona group

Traffic Allocation

  • Profile: Searchers, Browsers, First Timers
  • Source: Social, affiliate, search, email, blog
  • Percentage Allocation: 25%

Example

A great example could be a generic profile like ‘Office Going Male’ or something niche such as the example, ‘Elder mom.’

persona-based

 

4. Category Page

A website’s catalog is always sorted under different categories. These may be high-level categories when the catalog contains a vast variety of products. Although, while tending to a niche segment, the categories tend to be very narrow. Based on the type of merchandise, you might have to create landing pages for each category.

4.a High-Level Category

A high-level category page needs to be used when the store’s directory is too large or too vague. You can use High-level categories to narrow down options to cater to the needs of the visitor.

Purpose and Advantages

  • Use when product listing is too broad or too vague
  • Used for easier product discovery

Complications

  • There is a trade-off between product accessibility and faster selection. Over-categorization might be an issue.
  • To counter the above, a well placed in-page navigation is required

Traffic Allocation

  • Profile: Searchers, Browsers, Wanderers
  • Source: Social, affiliate, marketplace
  • Percentage Allocation: 30%

Example

In the example, you can find that the landing page is dedicated to ‘Furniture.’ If you scroll down, you would see that it is further divided based on either the type of furniture or the room it goes into.


High Level Category

4.b Single Category

When you cater to a niche segment, it is more practical to use a Single Category landing page that shows one particular category. By using a Single Category Page, you can display products under that category and display product attributes suggestions.

Purpose and Advantages

  • Use when catering to a niche market
  • A specialized subcategory can be used in this layout.

Complications

  • Should not sub-categorize a small list, instead can be a filter on the product.
  • If used inappropriately, it could lead to fragmentation of the product listing which results in a bad navigational experience for the visitor

Traffic Allocation

  • Profile: Searchers, Browsers, Wanderers, First Timers
  • Source: Social, affiliate, search, ads, blog, marketplace
  • Percentage Allocation: 20%

Example

If you have a store that specializes in quilling jewelry, you could profit from using a dedicated landing page for earrings alone. In this example, you can see a List Page dedicated to all ‘Handmade Handbags and Accessories.’

List Page


4.c Grouped Listing

This is contrary to other landing pages which contain elaborate in-page navigation. When your catalog is small (typically around 10-50 products), you benefit more from using a grouped list page instead of organizing elaborate catalogs.

Purpose and Advantages

  • Can be used when you have a small catalog (10-50 products)
  • Allows your shoppers to reach your products faster

Complications

  • The number of products and the detail added to each needs to be effective for this page to work to your advantage
  • If you land the wrong traffic in a list page, you will lose a potential sale

Traffic Allocation

  • Profile: Searchers, Browsers
  • Source: Social, search, email, marketplace.
  • Percentage Allocation: 5%

 

grouped listing


5. Brand Page

When you stock products from different major brands, some of your visitors might strongly prefer one over the other. By sorting products based on their manufacturers, you make finding preferred products easier for the end-user. In Brand pages, all variants of products that are made by a single brand are displayed.

Purpose and Advantages

  • Can be used if you stock a lot of products from major brands
  • Co-branding possibilities
  • Could be used if you stock only luxury products, in which case their brands will be increasingly relevant

Complications

  • It might seem irrelevant if used for unknown brands or brands with less differentiation.

Traffic Allocation

  • Profile: Searchers, Browsers, Wanderers
  • Source: Search, ads, marketplace
  • Percentage Allocation: 10%

Example

In this example, you can see a Brand Page for all products manufactured by Adidas. All products are listed regardless of their purpose, whether it’s used for running, gym-training or athleisure.

Brand Based

6. Event Specific Page

An Event Page is used to capitalize on events and festivals. Specifically, to advertise your campaigns during these seasons. This helps shoppers who do not know exactly what they are looking for but need to buy something for a particular event.

Purpose and Advantages

  • Can be used during holiday seasons and other global events such as ‘Valentine’s Day’
  • Have a constant page if you cater to individual events such as ‘Anniversaries’ or ‘Birthdays’

Complications

  • The traffic that comes to these pages are erratic, so it might be hard to decide if you need one or not
  • You will most likely have to create different landing pages every year for each event which will impact reusability

Traffic Allocation

  • Profile: Searchers, Wanderers, First Timers
  • Source: Social, search, ads, email.
  • Percentage Allocation: 10%

Example

This type of page can be set up for seasonal sales like ‘Christmas Shopping’ or ‘Black Friday Markdowns.’ In this example, you can see that this page is dedicated to the event ‘Mother’s day.’

Persona Based

7. Deal Page

Setting up a filtered Sales page would lead to more conversions because all discounted products will be available on the same page so that your users wouldn’t have to scour the whole website looking for the advertised offers.

Purpose and Advantages

  • Can be used during seasonal sales
  • Today’s deal page
  • Can be used while running markdown campaigns
  • Can be used if you constantly run markdowns on different products

Complications

  • Needs a dedicated landing page to cater to each markdown campaign
  • Make sure there are sufficient links to take traffic to other parts of the website
  • If you have a constant page to run markdowns, you have to balance between displaying too many products and letting it run dry

Traffic Allocation

  • Profile: Browsers, Wanderers, Price Hunters
  • Source: Social, search, ads, email, blog, marketplace
  • Percentage Allocation: 20%

Example

Here, you can see the ‘Warehouse Deals’ page from the Amazon website in which you can always find good deals on products.

Sales Page

8. Single Product Landing Page

Sometimes a product might need a separate landing page for various reasons. In these situations, a Single Product Landing page could be used. It should contain high-quality images, engaging content, clear CTA and a detailed description of the product.

Purpose and Advantages

  • Can be used when there is a higher demand for a particular product
  • Can be used when it has a relatively higher price point
  • Can be used when it is the flagship product of a manufacturer

Complications

  • It might be hard to judge which products need a separate landing page

Traffic Allocation

  • Profile: Organic traffic for the product; when there’s high surety of interest, e.g. when a person owns an older version of the same product
  • Source: Social, affiliate, search, ads
  • Percentage Allocation: 5%

Example

In this example, you can see Amazon’s product, ‘Alexa’ in a separate landing page of its own. As you can see, it is accompanied by stunning visualizations and great ad-copy.

Single product

Traffic Profiles are based on five types of shoppers,

  • Searchers: Visitors who know what they are looking for but need information.
  • Browsers: Visitors who are just looking through the site to find something they might like.
  • Buyers: Visitors who have high intention to buy.
  • Price Hunters: Visitors who are looking to find good deals on their desired products.
  • First Timers: Visitors who have just come across your website and are exploring.

 

Conclusion:

The boundaries between these landing page classifications are thin. Because of which some landing pages may tend to fall into more than one category. In such cases, use the guidelines of the predominant classification. You can glance through Choice.AI smart pages to create and launch personalized landing pages specialized for eCommerce in 2 minutes.

 

 

 

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