With the aim of creating more conversions, higher sales, and generating larger profits, the landing page serves as the most important aspect of an e-commerce website.
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The landing page of an e-commerce website is the best opportunity to make a good first impression in front of a prospective customer. Defined as the single page which appears in response to clicking on a search result or an online advertisement, the landing page is of special concern for successful e-commerce businesses. They understand the fact that converting a prospective customer to an actual one is difficult and requires special effort.
What is a landing page?
In common language, any web page on which a visitor arrives or ‘lands’ is called a landing page. But in terms of marketing and advertisement, a landing page is a web page which is created with the single objective of conversion. Some e-commerce businesses often create landing pages which are completely detached from their original website so that visitors do not get distracted. There are two major types of landing pages:
- Lead generation landing pages: These are created with the aim to get some type of customer information like email address.
- Click-through landing pages: These pages act as a funnel between the marketing ad and its final decision.
In recent times, there has been a massive surge in the number of e-commerce websites. This has led to more diversified options for potential customers and hence conversion rates for the e-commerce websites, in general, has been going down. To counter the same, e-commerce businesses have to adopt techniques to increase conversions. This is exactly what landing pages are used for. Landing pages serve as the destination for hot leads. They are responsible for giving the visitors an information that they immediately need i.e., about the product or service they desire.
How to design the ideal landing page for e-commerce websites?
While creating the ideal landing page for e-commerce websites, the goal should be to create one which drives signups, subscriptions and sales. There are some key elements which should be kept in mind while doing so.
- Purpose of the specific landing page
Knowing the goal and purpose of every landing page is very important. Different offers and products are advised to have their own landing page for better visitor interaction. Highlights of the products and deal which is being offered should be very clearly shown on every landing page.
- Consistency should be maintained
Mixing and presenting all the information on one landing page might seem more economical way but this also results in confusion. When an ad is introduced to a visitor and they click on it, they expect to get specific information related to the ad and no other random information. There should be a consistency about the product or service which is intended to be marketed to the visitor.
- Focus on Visual appeal
This aspect is often ignored but is really important. Humans mainly rely on the visual appeal to make a buying decision. Using high-quality images of the product and creating an intuitive design can drastically improve chances of conversion on a particular landing page. Also, things like of testimonials, reviews, etc. should be placed in proper positions where they can be easily viewed by the visitors. The aim of this visual appeal is to gather the attention of the visitor.
- Efficient Sales Funnel
Different stages of the sales funnel should be decided and approached carefully for efficient results. Most of the times, separate and targeted landing pages are needed for different stages of the sales funnel. The content and matter of the landing page are largely dependent on the stage of sales funnel and type of the targeted customer. A carefully planned path has more chances for better visitor conversion.
- Crafty headlines and creative content
It goes without saying that catchy headlines and creative content can drastically impact the interest of the visitor which might lead to positive results in conversion. In addition to that, proper spacing and font can do wonders for the overall results.
There are other factors such as mobile optimization, proper testing, etc. which should also be taken care of for optimum results from these landing pages. Landing pages are a very important tool for modern marketing and if used properly, they can be very beneficial for the company.
If you think you might need help in designing and creating landing pages for your business, we are here to help. We have experts in BluEnt who have years of experience and are known for creating great business-centric solutions. Get in touch today!
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