Improve Your Ecommerce Marketing with Effective Landing Pages
One of the most versatile tools every ecommerce business has at its disposal is landing pages. These web pages can improve almost every aspect of your ecommerce marketing efforts. From ad campaigns to organic SEO projects the use cases are virtually limitless.
What is a Landing Page?
A landing page is a web page designed to communicate a business, product, or service. A common use case for landing pages is in an advertising campaign to collect leads. The home page of a business’s website can often be described as a landing page.
Landing pages are utilized in every business sector around the world to achieve higher conversion rates and target more effectively.
Landing Pages for Ecommerce Marketing
Landing pages can be a powerful tool in ecommerce marketing if used correctly and accompanied with the right content. Here are some of the ways ecommerce companies are utilizing landing pages.
Product Launches Landing pages are used in product launches by ecommerce businesses to collect leads and measure interest in the product being launched. In fact, some ecommerce companies publish landing pages to measure interest in a product that they haven’t even started building yet.
Before building the DoorDash product, the founders published a simple landing page describing the product to see if anyone else was interested in their idea. The DoorDash landing page ended up being a massive success which convinced the founders to build the product.
Segmenting Ecommerce businesses can use landing pages to focus on one type of customer or product at a time. This level of focus cannot be done on a normal website and can be very effective in winning more customers of any given niche.
Optimizing Ad Campaigns Rather than send leads generated by an advertising campaign to the website home page, ecommerce companies can create landing pages specifically designed for that ad campaign. This level of customization for ad campaigns will yield better results because instead of sending leads to a general page like the home page you are sending them to a hyper focused page catered to what the campaign is actually advertising.
Benefits of Landing Pages for Ecommerce Marketing
Ability to Test Landing pages are considerably easier and faster to build than an entire website making it an ideal tool for a wide variety of testing. Landing pages can test interest in new product ideas, test the level of interest a new niche has in an existing product, and even A/B test the landing page itself.
Targeting A landing page allows you to target one audience for one product at a time. This hyper focused level of targeting allows ecommerce companies to remove unnecessary content on a page and communicate to an audience with a web page that is optimized just for them.
SEO Landing pages are a web page on a website which means they can rank in search results. Due to this, landing pages can be used to improve your businesses SEO. Landing pages allow ecommerce marketers to build a web page for a specific keyword that they want to rank for. Overtime, these web pages built to rank for individual keywords have the potential to bring in a large amount of visitors every month.
Optimized for Converting Effectively built landing pages are conversion machines. They can convert leads at a much higher rate than if the leads were brought to a home page. Landing pages are concise and blunt and can almost be described as a virtual elevator pitch.
Ecommerce marketers achieve better results from their efforts when efficient landing pages are incorporated into their campaigns.
The Contents of an Effective Landing Page
The most effective landing pages are visually appealing, concise, and well organized. The easier it is for a visitor to understand, the more likely they are going to convert. Making a landing page visually appealing or at least professional looking establishes a greater sense of trust in the visitor.
Value Proposition In this context, a value proposition is a brief statement describing your product or service and the value that it provides to the particular audience being targeted.
This section of the page is the hook which is where the visitor determines if they are going to spend any additional time on your site evaluating your offering.
Supporting Visuals It is important to accompany the value proposition with a graphic or video further explaining product details or the value the product provides. Visuals can efficiently communicate important information about your product and set a tone for the page.
Call to Action (CTA) The call to action section of the page is the part where you ask the visitor for something to capture them as a lead or customer. A CTA can be a newsletter sign up, a form submission, a trial sign up, or an outright purchase of your offering.
The CTA should be easily visible and one of the most eye catching items on the page. For example, if the CTA is in the form of a button on a landing page you could make the button a bright red to stand out from the rest of the page.
Landing pages are one of the most diverse tools any business on the internet has at their disposal. Landing pages have helped kickstart some of the most innovative companies in the world. On a smaller scale, landing pages improve many different types of marketing campaigns.
In ecommerce marketing, landing pages are used in projects like product launches, ad campaigns, and for newsletter sign ups. Landing pages help ecommerce companies improve SEO, focus their targeting, and increase conversion rates.
An effective landing page has a value proposition followed by supporting visuals and then most importantly, a call to action.