“There is nothing wrong with your landing page.
Except, it could be a lot better.”
70% of eCommerce site visitors drop out within the first two actions. You can find many reasons for this, but all of these exist only within the landing page and it’s consecutive list page.
Your landing page may seem perfect on the outside, but that might not be the case. Landing pages for eCommerce websites are much more complex than typical landing pages. This is because of the following reasons:
- eCommerce sites have hundreds of pages compared to a typical website.
- The relevance varies drastically with each visitor.
- There is a need for fluidity in navigation.
Landing pages need to be specifically optimized for conversion. Targeted changes to your eCommerce landing page could instantly spike your sales up. The first of these changes you should work on is establishing a message match.
What should a successful Landing Page have?
When you run advertising campaigns, you will gain more traffic. But you need to direct this traffic towards relevant landing pages. You should then personalize the landing pages based on demographics and other data. This whole process is called message match. It improves your chances of a sale because the users see exactly what they want.
There are two components to it:
- On-page optimizations
- Message match establishment
- Merchandising: On the landing page, you need to display only the products associated with the campaign. Doing this ensures that the users aren’t distracted by irrelevant products.
- Intelligent Banner: Use dynamic banners to feature the best-selling products personalized for each user. These banners should change themselves based on the user’s preferences.
- In-Page Cross Promotions: Advertise for other products inside your landing page by linking to the landing pages of related products. For example, link to a ‘Belts and Wallets’ landing page inside a ‘Shoes’ page.
- Content Quality: The quality of content is crucial in building trust. Engage users with important, decision-driving information and high-quality images. When photographing products, show them the context of its use so the users can get a feel of the product.
- Intelligent Sorting: Employ an intelligent sorting mechanism to help you sort the inventory for each campaign. By doing this, you can drastically reduce the time to set up Landing pages.
- Dynamic Feature Suggestions: The navigational experience of the website needs to be fluid. The products should be logically positioned and easily accessible. Use product search tags that change dynamically according to the user’s search history. This way, it would be easier for shoppers to find products without even having to type in keywords.
Message match establishment:
To establish a message match, you need to set up individual landing pages for every single advertising campaign you run. Based on your campaigns, you can choose from a list of landing page types.
Common examples are:
- Single Collection Promotion
- Multiple Collection Promotion
- Enhanced Home Page
- Event-Specific Page
- Persona-Based Page
- Brand Page
For a more comprehensive how-to guide on choosing and setting up landing pages, take a look at our next post, the Classification of Landing pages.
When you run many advertising campaigns at once, you will have to create just as many static landing pages. Instead, what if you could set up a landing page in one go? A landing page that can provide personalized content for each of your users in real-time?
Artificial Intelligence based Smart Pages have the potential to provide this experience. Adopting AI will give you extra time to work on the more important things.
The next article in this series will feature expert advice on cross page promotions between different landing pages. If you are curious to learn more on landing pages, check back with us in a week!
This post is the first of a series titled,’Everything about eCommerce Landing pages’.