In her recent presentation to the New York Small Business Development Center, our CEO Niki identified essential items in any small business’s “First Aid Kit.” (You can watch the full presentation by clicking here). E-commerce was one of the five tools she recommended to businesses who find themselves in survival mode. While the name is simple, e-commerce is more than selling products online. Strategy, data, and user-friendly design are necessary to transform clicks to conversions on a landing page.
In this blog, we’ll discuss how you can improve your e-commerce with a strong landing page. We’ll start with a definition: what makes a landing page different from any other web page? Then, we’ll address why these pages improve conversions. (For general information about e-commerce, click here to check out our services page). Finally, we’ll present the most important features to include on an e-commerce landing page: a strong headline, a call-to-action, and brand legitimacy.
First Step: What’s a Landing Page, Anyway?
When a person clicks on a digital ad, that ad will direct them to a special web page designed to sell the service or product advertised, called a landing page. Unlike product or services pages, landing pages minimize content and internal site navigation. Their primary goal is to create conversions. Conversions can include any number of actions, such as subscribing to email blasts, taking a survey, buying a product, or event registration.
Improve your Return on Investment
Research shows that landing pages increase conversions and reduce the amount you spend per customer, or your cost-per-acquisition. In fact, landing pages improve conversion rates by 2.35% across industries. One reason for their success is that they are hyper-targeted, both in their audience and their call-to-actions.
When visitors access your general website, they are often browsing for information. While your site navigation should provide a clear path through your site, they are still able to “wander” from your products or services page, through your contact forms and staff bios. In contrast, a landing page brings them directly from ad to the product or service advertised. Instead of a path, this page serves as a portal to their goal, making completing the conversion easier and faster. The simpler the task, the more likely customers are to complete it. The fact that landing page visitors have already shown interest in the conversion (by clicking on the advertisement) further increases the probability of engagement.
Enhancing Your Page Performance
So far, we’ve covered the “what” and the “why.” Now, let’s move on to the “how”: how can you improve your landing page? There are several ways to optimize the page to keep customers engaged. A concise headline, a clear call to action, and brand legitimacy are three essential features shown to improve e-commerce.
Because 80% of visitors only read the headline, a landing page’s success depends heavily on an effective headline. Headlines should be brief, but distinctive to your brand. Further, the headline must clearly align with the content of its corresponding ad. Consistent language linking the ad to the landing page maintains customers’ interest and confirms that your company offers the product or service they seek.
After the headline, a landing page needs a clear call-to-action. The language used for a call-to-action is important and must reflect the expected conversion. Most calls-to-action use action verbs, such as “buy,” “enter,” “click,” or “register.” Additionally, the call-to-action must be supported by strong design elements that guide the visitor through the conversion process. From text size and color choices, to graphics and page layout, design affects if and how visitors engage with the page.
Finally, landing pages must reflect your existing brand to demonstrate brand legitimacy. It may seem difficult to convey your brand with such minimal content, but in fact there are several visual methods to convey your brand. Certainly, your landing page should showcase the company’s logo. Alongside the logo, however, this page can use similar color palettes, typography, site structure, and language to match your general website and advertising practices. These subtle clues tie your landing page into your existing brand identity. Branding the landing page affirms company authenticity and provides visual context for future engagements.
In need of a landing page, or unsure if your existing page meets industry standards? Call us today and set up a consultation. Niki Jones Agency is an expert in digital solutions, including e-commerce.