I read a blog post that accused landing pages with high conversion rates of possessing magical powers–capable of sending subconscious, hypnotic messages compelling visitors to take a desired action. So far as we know, no such magic exists. The simple truth behind high conversion rates on Ecommerce websites is less romantic. It’s smart landing page optimization that converts page views into customers.
For those new to Ecommerce landing page optimization, here are a few tips to get you started:
The key to effective landing pages and higher conversion rates is constant tinkering. Leave the set-it-and-forget-it mentality to Ronco’s rotisserie. For your website, plan to optimize a landing page once, then optimize it again… and again. Your target market will change, your products will change, your competition will change; your landing page must remain responsive to that change. This, of course, requires a bit of self-awareness.
A landing page is a first impression for the visitor. Visitors should feel as though the message from the directing source is continued at the landing page. There certainly shouldn’t be any conflict; if you advertise a 20% off coupon on a banner ad, your landing page must offer the same discount.
Where does the traffic to your landing page originate? Your PPC campaigns need unique, targeted landing pages that are relevant and surprising.
Customers want information before buying, especially with high-ticket items; take the time to provide it for them.
Camera+ uses a landing page that relies on product and feature descriptions reposts reviews from authoritative sources.
Follow this Unbounce interactive guide to targeted landing pages for PPC campaigns leading to higher conversions and lower cost-per-click.
Is there anything more agitating than someone who takes 20 minutes to ask you to do something that will only take 20 seconds of your time? Make sure your call to action is short, simple and effective. Then test it and improve it.
Some tips for compelling, effective copy:
Your customers listen to each other when they recommend products and companies on Facebook and Twitter. Social Commerce Today reports customers are twice as likely to buy when they see social media recommendations. You can use the same theory to support your landing page.
Add excerpts of testimonials and reviews to your landing page.
There’s no crystal ball that will tell you exactly who will be coming to your Ecommerce website and how you can convert them from a reader to a shopper and ultimately a customer. But a landing page with a simple layout, consistent design, a clear message with a desired action, can make it seem like magic… minus the strange incantations.
Ready to convert more visitors? Make more money? This holiday guide to optimizing your ecommerce pages is a steal, and guaranteed effective year-round!