It is a good marketing tactic to create ecommerce landing pages as part of your online store, to attract customers searching for specific types of goods. This reflects the fact that the customer will usually begin their search for a product on Google, rather than going to your website directly. Many of your customers may not even have heard of your business before they started typing. Ecommerce landing pages are your chance to make a good first impression and land yourself some more business.
This is what you should include on a great ecommerce landing page:
Ecommerce landing pages are sales tools, so include a strong, unambiguous call to action. ‘Buy now’ and ‘Order Today’ are clear indications of what you want your visitors to do and encourage a sense of urgency. Make your CTA button central to your landing page and in contrasting colours so it stands out. Learn more about CTAs with this article - Four Tips for Developing Effective Call to Action Buttons.
Your landing page should be full of attractive images, assertive use of colour and pictures that showcase your product. Keep every image relevant to the product you’re trying to sell. To keep your message simple, only showcase one product or category for each landing page. This will help customers make a clear choice and increase your hit rate.
Written content on ecommerce landing pages needs to be short and sweet. You have two or three sentences to convey the benefits of your product, plus a catchy title. Focus on the value proposition: what are the key benefits of your product and what issues does it address?
“Save hundreds each year on your electricity bills”
“Never peel a potato again”
“Easy to install”
If you want to include detailed content or technical specs, host this elsewhere and just include a link from your landing page.
Include the current, actual price that the customer will pay, to encourage an immediate purchase decision. Make this as clear as day: the visitor should not have to hunt around for it. If you are selling B2C and have to charge VAT, make sure the price is inclusive of VAT. Inaccurate or absent price information is a big contributor to bounce rates on ecommerce landing pages.
The presence of customer reviews helps to build trust in your brand and confers legitimacy to your product. Includes snippets of one or two reviews and links to where the visitor can read more reviews.
If you have commissioned any product studies or have case studies from large customers, feature key information from these on your landing page. Persuasive statistics can give you authority and help persuade a visitor to purchase, so long as they are accurate and believable. Ensure all figures you include have their source cited.
Include prominent links to your Facebook and Twitter accounts so that visitors can share your landing page on their social channels. If you're struggling with your social media read this article - How To Evaluate Your Businesses Social Media In 3 Easy Steps!
In the cutthroat world of ecommerce, a clear marketing strategy is needed to give you a competitive advantage. At JDR we work with online businesses to help strengthen your brand and increase your share of your market. To chat with one of our team about a bespoke approach that suits your business, please call us at our Derby office or send us a message, and someone will get back to you ASAP.