“Do you have what I want? Why should I get it from you?” If eCommerce landing pages could speak, this is exactly what the pages would convey!
This line by Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions says almost everything there is to say about eCommerce landing pages.
What are eCommerce landing pages?
In layman terms, eCommerce landing pages are web pages where a (potential) customer “lands” in response to their click on an online advertisement, marketing promotion or Google Ad Word.
According to Instapage
The page directs the customer to the exact sales path with a dedicated Call To Action (CTA). The page is usually linked to social media sites or search engine marketing campaigns.
This helps in increasing the reach and effectiveness of the advertisements. The focus of a landing page is to build a lead generating site by converting idle visitors into leads thereby driving more sales.
While obtaining a lead, eCommerce landing pages usually enquire for a phone number or email address of the visitor at the very least.
More detailed information may be required based on the requirement of the business.
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At the point of sale, the landing page should include a CTA which directs the customer to a shopping cart or a checkout area.
As mentioned by Tim Ash in his book, “Conversion rates for e-commerce sites can be measured by looking for the percentage completion rate of visitors who start and finish the checkout process. Average conversion rates for most e-commerce websites are typically low—usually around 1–2 percent—due to the high commitment level needed from the visitor. Highly optimized sites can reach the 15–25 percent conversion rate range”.
eCommerce Landing Page Optimization
Landing Page Optimization (LPO) fulfills the business goal of improving the conversion rate by helping in translating visitors of your webpage to leads and/or customers.
An eCommerce landing page is called into action when a potential customer clicks on an advertisement.
The webpage then opens up content that is an extension of the advertisement. LPO makes the webpage more appealing to the target audience.
The three major types of LPO are:
- Associative content targeting – Also known as Passive targeting, the page contents are modified to information based on the visitors’ previous search history or other generic parameters.
- Predictive content targeting – Contrary to the above, this is Active targeting and page contents are modified based on the visitors prior purchase behavior or personal demographic information.
- Consumer-directed targeting – Also known as Social targeting, the page content is modified based on the public data available on the visitor through ratings, reviews, and tagging.
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The Difference Between eCommerce Landing Pages & Product Pages
Now you might be wondering an eCommerce landing page seems very similar to a product page. Out of the many differences, the main difference between the two is how these pages are placed in the sales funnel.
The product page is considered to be mid-funnel where the customer is still choosing between products. This page includes product prices and general product information.
On the contrary, eCommerce landing pages are closest in the sales funnel, also known as a low funnel where the customer is in the final stage of making the purchase.
The other striking differences between product pages and landing pages are:
- Site navigation – eCommerce landing pages include a dedicated CTA and are devoid of any backward navigation. Product pages, on the other hand, allow navigation to other pages.
- Clear Call To Action (CTA) – Both the pages have a CTA. But eCommerce landing pages have only one CTA that prompts the customer to complete the sale.
- Additional CTA’s – Product pages can have as many CTA’s as applicable. eCommerce landing pages are however restricted to just one CTA.
- Additional content – The product page has additional content and is targeted at a larger audience, in general. eCommerce landing pages, however, target the specific customer and hence the additional content is specific.
- Optimized for SEO – Product pages are heavily optimized with SEO to attract traffic. Landing pages are generally unindexed.
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Examples of eCommerce Landing Pages
Lyft has a clear cut vision for the purpose of its Landing Page – they really focus on the driver’s motivation for earning. On the Landing Page, Lyft has the customary ‘Apply Now’ form.
The form asks for certain personal information from the driver. In addition to this, Lyft also has a special feature where the potential driver can put in the State and the number of hours they are willing to drive.
That instantly calculates the potential dollar amount that the driver would be able to make.
These two separate CTA’s take care of the needs of both the kinds of customers – the ones who are ready to register and move ahead and the ones who would still need some time to contemplate and make a decision.
Khan Academy is another classic example as it makes use of its Homepage itself as the landing page. They have divided the page into four categories: Learners, Teachers, Districts and Parents.
You can click on the appropriate option and the dedicated CTA takes you straight to a page with all the relevant information.
The Taster’s Club landing page calls for two CTA’s – one which will take the potential customer to user testimonials and the other ‘Join Now’ button which will enable the customer to pick his choice of Whiskey.
You can also choose your membership or gifting options and can easily navigate to the checkout page to complete the purchase. Complete ease of use!
To wrap up, yes, it is true that every page of the website should be targeted to customer conversion.
And eCommerce landing pages help you understand customer behavior and convert those visitors into leads or customers.
Be sure to build a landing page that is unique to your business needs and meets all your requirements.
Keep testing and keep updating your eCommerce landing pages to keep in pace with the most recent requirements and to keep the glitches in check. Surely, the should ask just one question – “Do you have what I want?”