You’re here because you’re dissatisfied with your eCommerce landing pages.
You may have tons of leaks in your landing pages. The solution? Optimize your pages. Plug leaks in your funnel. Once you do, you get more conversions. But how do you figure out what to optimize?
Don’t be stressed yet. Here are 5 ways to optimize your landing pages.
#1. Create landing page copy targeted at buyer segments
Write copy that’s geared towards the traffic source.
Here’s why this is so important. Your visitors may be arriving from different places. Some see your social media ads and click through. Others find your business from Google ads and still, others find your business from organic search.
Customize your post-click landing pages depending on how people discover your site. And depending on the copy they were exposed to before.
A. When people land from organic listings
So let’s say some people land from search engines. The keywords you use on the page should match what’s found on the search engine page results. You can even go so far as to optimize thumbnails.
Ensure that the page’s headline matches the Google search headline. Repeat keywords evenly throughout the copy. In addition, insert these keywords into the URL slug. Based on the target audience, some marketers even use emojis in their copy.
In this manner, you also get to optimize your landing page for SEO. People visiting a landing page aren’t always ready to purchase. And a generic landing page kills the desire in those who are willing to.
It stops people from getting to the place where you want them to be. So being specific with your copy is the first step.
B. When people land from ads
Let’s say people are visiting your page from a Google ad. Target the page to that particular segment. The landing page should converse with them, share their pain points and troubles.
To optimize these landing pages personalize them by matching its copy to the ad.
Personalization gets you sales. If the offer isn’t targeted to the end visitor you may end up losing them. A generic page kills all the effort you put in. Look at the landing page from Zoho.
Can you guess the ad?
It’s hyper-targeted to a specific segment. People who are looking for the best CRM.
“Match your landing pages to specific user intent searches. You can do this by duplicating multiple landing pages and tailoring them to unique audiences. Small personalizations go a long way in increasing conversions. For example, if you’re a POS system that targets bars, breweries, wineries, and restaurants, make a landing page custom for each persona and then build out unique ads for each.” – 2ndKitchen
Having an eCommerce landing page target a particular segment of your audience results in better conversions.
With a generic page, you’re leaving a lot of conversions on the table.
Correctly create landing pages with copy that reflect the interests of the unique segments you’re targeting. You will see the difference.
#2. Have a specific goal
Your site visitors should see just one action item. Ideally, you want to direct visitors to a single offer. This raises the odds of getting conversions from them.
eCommerce landing pages that sport more than a single offer get nearly 300% lower number of leads than landing pages that sport only a single offer.
Here’s an example to learn from. This one is from The Farmer’s Dog.
Here’s why this landing page is spot on. The value proposition they start with, “Dogs Should Eat Food, Not Burnt Brown Balls” isn’t just a blanket statement. It’s flanked by enough proof around it to prove itself. The copy below explains how they’re different from the scores of comparable options. You see social proof from reputable brands.
Scrolling below you will see that they quote actual people behind the statements they make.
The content describes how to claim the offer. The icons are easy to follow and the CTA button quickly grabs attention. It stands out in contrast to the rest of the page.
To sum things, the landing page starts with a featured image that conveys what the offer is about. The image feels authentic. It’s apt and builds a lot of clarity around the offer.
The landing page wastes no time in throwing social proof around. It’s hard to go wrong with the single action it demands of visitors.
When you fail to optimize a page for conversions, the target visitor escapes without converting. A non-optimized landing page gives a lot of ways for the person to click and escape. By optimizing your pages you reduce the number of escape routes.
Grab your visitor’s attention by not throwing them the kitchen sink and everything else at them in one go. Keep the focus super targeted with one single offer.
#3. Remove site navigation
Yuppiechef has a great example to learn from. They removed the navigation bar from a registration page and increased conversions from 3% to 6%. Yeah, that’s nearly double the conversions than before.
Optimizing product pages can make all the difference between a landing page that converts and one that doesn’t
An eCommerce landing page doesn’t really need a navigation bar. It’s a form of distraction you can do without. On a landing page, strive to maintain a perfect attention ratio of 1:1.
What’s the fuss about attention ratio?
- Attention ratio is what you get when you divide the number of clickable elements on a landing page with the number of elements where you want to drive clicks to.
- A skewed ratio means you get fewer clicks to your calls-to-action.
You don’t want that to happen. It’s supposed to be 1:1.
You can ensure this doesn’t happen by reducing the number of clickable elements on the page. Ideally, they shouldn’t be more than one. This one link is your CTA.
With the site navigation gone, you effectively leave one good choice for visitors.
This makes visitors either do nothing or click on the CTA. As distractions reduce, the clicks to the CTA go up. And that’s what you want.
#4. Make the search bar prominent
One of the most used features of an optimized eCommerce landing page is the search bar. Not optimizing the search bar is also one of my biggest pet peeves. Despite its frequent use, marketers never really pay any attention to search bars. I don’t know how many of you ever pay attention to it. But it’s a pretty significant factor. An effective navigation menu is dotted with a prominent search bar that’s easy to use for your users.
30 percent of customers rely on site searches to discover products. Definitely not a number you can laugh at. It’s an essential component of someone’s retail experience online. Run a Google Analytics audit to find the most common queries people search for on your website.
Plus do these things.
- Place the site search bar in a prominent place on your website.
- Make it easy to notice.
- Make it big enough.
- Add a magnifying glass symbol next to it.
You may not think of this as anything but we as humans have a long history with symbols. Art and symbols used to be a large part of how we made sense of the world. They still are. They’re the most recognizable objects for us.
Symbols are your best friend. A magnifying glass icon just beside the search bar tells your visitors what the bar is for. You might feel that it’s foolish of me to emphasize this. But such symbols are universally recognized. With the symbol, it’s easy for someone to associate the bar with a search.
Also, test the size of the button to find out the most optimized version.
Don’t crowd it around other elements. By crowding the search bar with other components of the site you make its discovery difficult.
In addition, you might want to make search easy without making users have to search. How?
By cobbling together data on top sellers, and top categories you’re making it easy for them to figure out what to look for.
Categories and such lists make it easy for the person to understand what the site is about.
Finally, use the auto-complete feature to aid search. With this feature, customers can make their searches without the hassle of typing. This helps them avoid typos when they’re not sure of the spelling.
Printerland integrated a search bar with an autocomplete feature and it helped them increase their sales.
#5. Follow best practices on menu names
It’s better not to experiment too much with navigation making it difficult for customers to find things on your site.
Stick with the norm. This also helps boost trust.
When considering the navigation on your eCommerce landing page consider how you are going to name the menu items. Keep the wording simple and familiar. I agree that there may be some leeway in being creative with menu names. But that shouldn’t come at the cost of sounding cryptic. Too much creativity is a risk. It can alienate site visitors.
Never forget the user and how they might interpret what you say. You might have gone over the menu names a thousand different times which makes it easy for you to make the association. Don’t imagine that your users are going to feel and think the same way. Even familiar words in everyday language may seem quite out of place when taken out of their context. If something on your menu is labeled marketplace your users may be left wondering as to what it means and entails. Especially so if all others name it “Shop”.
Link names and labels shouldn’t take more than a minute to figure out. Otherwise, it’s a huge compromise on user experience as well.
These are 5 tips you can use to improve conversions on your eCommerce landing page. Keep things simple and distraction-free. The goal is to make people take action on the most important action items.
Guest author: George is a SaaS marketer and blogger. He runs seekdefo.com where he discusses Conversion Rate Optimization and Marketing. You can hire him here.