An eCommerce website is the equivalent of a physical store, just online. Think of an appliance showroom where you go to browse through products of your choice to make a purchase.
Many times in a physical store model, you have a center that you go visit to have a first-hand feel of the item you intend to purchase. Then salespeople come to you to try and convince you why you should buy their products.
An eCommerce landing page can be described as an online experience center with the copy, images, and CTA acting as the salespeople. They all have one goal in common – to get you to buy. ECommerce landing pages are digital storefronts. This is what grabs your visitor's attention, keeps them on your website, and starts their shopping experience
No matter what type of online store you run, eCommerce landing pages are a big deal. eCommerce landing page optimization can mean more for your success than how much traffic you drive to your store. The reason for this is not far-fetched, without high-converting eCommerce landing pages, you won't get the most value out of those clicks or traffic. Luckily for you, there are tons of pre-built Shopify landing pages you can use quickly if you don't have the time to build one from scratch.
Replo Reviews: What makes a great eCommerce landing page
- What an eCommerce landing page is
- Landing pages vs Product pages
- Why an eCommerce business needs landing pages
- Landing pages for top brands and what we can learn from them
What Is An Ecommerce Landing Page?
An eCommerce landing page is a standalone web page, created specifically for marketing purposes. It is usually the page a visitor lands on when they click on an advertising link whether on Google, promotion, or email campaign. eCommerce landing pages are built around a clear objective of getting visitors to take a specific action.
Let's use a hypothetical scenario to provide more context on landing pages.
A shopper is moving into a new apartment and is in the market for a new set of sofas. They searched on Google for "Best Home Sofas." In search engine results pages, they click on an ad with the title "The Perfect Sofas For Your Home."
When they land on the page, they see an eye-catching headline that matches the ad. They also see high-quality images of sofas. There's also a CTA offering a 25% discount if they purchased in 48 hours. The page also includes subheadings that emphasize the suitcase’s durability, a money-back guarantee, and testimonials from existing customers.
The landing page offers exactly what the shopper was looking for, and the added social proof builds trust and convinces visitors that these suitcases are top quality. They also can’t pass up the 25% discount offer, so they click the CTA button to shop directly from the page. This results in a conversion for the business, and the shopper has been turned into a potential buyer. This is the essence of eCommerce landing pages, to convert visitors into paying customers.
Why You Need Landing Pages For Your Ecommerce Website
Many eCommerce website owners erroneously believe that they do not need a landing page. In their opinion, a product page offers the same value. After all, there's a call to action, the name of the product, the product description, and other benefits.
The truth is, landing pages are a key part of any sales funnel, eCommerce inclusive. They are the link between when a customer first sees your ad to when they go to your online store to buy.
Here are 4 reasons why you need a landing page for your eCommerce website.
Increase Higher ROI For Paid Traffic
You could master PPC campaigns with optimum click-through rates, and dominate email marketing campaigns with mind-boggling open rates. But if your leads never convert, what's the point?
Those visitors who come from paid traffic have a certain set of expectations when they land on your eCommerce site. There’s already a set intention, and they want to click on something related to their search.
By having landing pages built for marketing campaigns, you can meet these expectations and as a result, drive higher ROI for paid traffic.
Good For Testing
Landing pages allow you to try new things and see what resonates best with your audience. A/B tests your landing pages to be sure what works and what doesn't. Measure and compare what CTA buttons get the most clicks, and what offers to get visitors to buy on the spot. Landing pages have flexible designs and can help you know even more about your audience and their buying behavior.
Landing Pages Can Target Specific Customer Segments
Having several landing pages can allow you to micro-target different segments of your audiences. This allows for a more focused offer on their particular pain point and helps you drive them closer to conversion even faster. The better you can connect with customers, the more likely they are to stay on your site and click your CTA.
Quick And Easy To Put Together
The thought of setting up several landing pages, each personalized to marketing campaigns and specific customers, might sound like an overwhelming amount of work.
But it doesn’t have to be. Using pre-built eCommerce landing pages, you can easily edit to add your personalized copy. This will save you a lot of time and effort. It will also save you money as these landing pages have been proven to convert.
And the payoff is worth it. That’s because the more landing pages you have the better. Hubspot found that having 10-15 landing pages can increase your leads by 55%.
Do eCommerce Sites Need Landing Pages?
Yes! The most successful brands use eCommerce landing pages to capture leads, drive traffic to a specific store page, and, of course, make sales.
If your product page provides a close-up look at the item being sold, your landing page is more like your storefront.
When someone clicks on a message that resonates with them and ends up on your site, they want to see that same message reflected on the landing page.
Landing Pages vs. Product Pages
What’s the difference between eCommerce landing pages and Shopify product pages?
While there are some overlaps between the two, as described above, a landing page is built specifically to drive a specific action—to get visitors to add a product to their cart or to get visitors to subscribe for future nurture email marketing.
Landing pages aren’t always designed to sell (that’s where product landing pages come in).
They just need to accomplish their campaign goal.
That might be driving customers to a product page (and on into checkout) or capturing their email in exchange for your newsletter, a discount, product launch updates, giveaways, etc.
eCommerce product pages, on the other hand, are purpose-built to describe and sell a product.
They might include more detailed information about things like product specs, pricing, shipping, and reviews—all the logistics that need to be communicated at the moment of purchase.
Traditional product pages aren’t always the best place to send traffic from a specific campaign. The messaging might not match the campaign, which means it won’t speak to that specific audience.
Landing Pages
- They are designed to drive one action
- They can use multiple CTAs that all go to the same place
- Will often remove site navigation to funnel visitors to the CTA
- Target a specific audience and campaign goal
- Uses messaging hyper-focused on the campaign goal
- Not made for SEO purposes
Product Pages
- Are designed to sell one product but also suggest others
- Will use multiple CTAs that go to various site pages
- Always include site navigation for easy shopping around
- Target the brand’s general audience
- Use general messaging that describes the product and brand
- SEO-optimized to capture lots of traffic
eCommerce Landing Page Examples
Below are a few examples of relevant eCommerce landing pages to refer to, including:
DoorDash
Doordash is the landing page of a food delivery company. Let us look at what we can learn from this landing page and what they can improve.
What We Can Learn From This Landing Page
- Visitors can see the offering on the page as soon as the land
- The headline is straightforward and bold. You cannot miss it.
- The offering on the landing page is effectively represented by relevant images.
- They employed minimal content which increased the readability.
What Could This Landing Page Improve On?
- The CTA is not straightforward. You can see an arrow that probably aims to enter your email address after typing it in. There's also a small sign in CTA. This may leave visitors confused.
Shopify
Shopify’s free trial landing page is on a mission to get you to sign up. Shopify is a huge site with robust offerings, but they still utilize the landing page. This only serves as a signal that you need one too. You can also get pre-built Shopify landing pages on Replo, if you’re looking for additional customization options.
What We Can Learn From This Landing Page
- Only one CTA which eliminates distractions
- The CTA appeared twice, at the top and bottom of the page. The double CTA is an effective strategy. It’s clear and simple at the very top of the page for visitors who are ready to go.
- Title is eye-catchy and clearly communicates benefits
- The copy builds trust by stating the amount of businesses that use the solution . There's a reason that much businesses use it
What This Landing Page Can Improve On
- The top of the page seems to contain too much text. A reduction in the text are the top would make it more readable.
Netflix
A vital tool to convert visitors into subscribers is Netflix's landing page. We have seen many versions of it over the years as successful companies like Netflix know that you need to constantly experiment to hack the conversion rate. But let's see what they did right and what they can improve on.
What We Can Learn From This Landing Page
- Clear communication of benefits
- Very short copy, clearly communicating utility and security. The ability to cancel anytime takes away a lot of risks a customer might be considering.
- The call to action is clear.
What Could This Page Improve on?
- One obvious thing missing on this landing page is a sense of urgency. Visitors are not encouraged to take action right away.
Uber
Let's consider how uber uses its landing page to dominate the market. We will consider two landing pages, one for drivers and the other for riders.
Landing Page To Get Drivers To Sign Up
What We Can Learn From It
- The form on this landing page has only a few fields. This makes it easy to complete and aids conversion. Instead of using one super-long form, the fields were broken down and you can see how the CTA reads "Next." The brevity of the part of the forms visitors can see encourages them to fill.
- The headline contains the benefits drivers get to enjoy. Getting paid weekly and on their own schedule is an almost irresistible offer.
- The copy is concise and clear, emphasizing a flexible schedule, a high pay rate, and a simple signup process.
What Could This Page Improve On?
- A cheesy stock photo is a big focal point on this page. Research has shown that those don’t perform very well compared to real people in real situations. Now, it’s certainly possible that this is a photo of a real Uber driver taken by a professional photographer, but… does it look like it? That cheesy smile says “no” to us.
- The “Sign up to ride” button makes signing up easy for those looking to ride with Uber, but I stumbled across this page upon clicking a PPC ad after searching “make money car” in Google…so why would I care about riding right now? I want to learn how I can make money with my car. We understand what Uber was trying to do here, but on this post-click landing page, all that button does is give the prospect a way out.
Landing Page To Get Riders To Sign Up
This is a Google Ads post-click landing page aimed at a completely different audience. You will find this landing page after searching "ride Uber" on Google.
What We Can Learn From this Landing Page?
- This landing page has no navigation, hence no way to drive visitors out of the landing page.
- The copy conveys a clear benefit, and it's short, sweet, and to the point.
What Could This Landing Page Improve On?
- Badges that emphasize privacy would be a great trust booster on a post-click landing page that’s meant to capture credit card information.
- The CTA is nothing special. If it used personalized copy such as, “Create My Account” or “Become a Rider” would be better
What Do The Best Landing Pages Have In Common?
What are the components of a good landing page? The answer to this question will depend largely on what you intend to achieve with this landing page. However, there are a few best practices you should keep in mind. Here are some of the features best eCommerce landing pages have in common.
A Single Call To Action
A single call to action helps to keep visitors focused on the goal. Whether sales, clickthroughs, signups, or multiple calls to action will get your visitors confused. They may end up not taking any action at all.
Minimal Distractions
If you have too much happening on your landing page, you may lose your visitors on their way to converting. Minimize on-page distractions like navigational links, and multiple CTA to keep the focus on your core offer.
An Immediate Impact
Don't keep your visitors waiting before giving them incentives that keep them on your page. The best part of your landing page should be visible as soon as they land on your page.
Compelling Copy
Give your visitors something to be excited about. Communicate value in clear terms and in an interesting manner. What is your unique selling point?
Eye Catching Visuals
High-quality images, GIFs, and video content play a vital role in bringing your eCommerce landing page to life.
Social Proof
Social proof helps to build trust and confidence in your offer. Using reviews from real customers, with full names and photos will make your social proof more credible. You can also add clout to your landing page by adding names and logos of well-known brands.
How To Create A Converting eCommerce Landing Page?
Every page you create will be unique to specific ad campaigns, customer segments, and sales funnels. But, there are ways to increase the effectiveness of your eCommerce landing page.
Use Captivating Images
With the limited time and space, you have on landing pages to convince visitors, images matter.
Use high-quality images that match the landing page objective. For instance, if the page is focused on mid-funnel campaigns for specific items, it would be useful to use product images.
Be sure that images are optimized for all devices. Especially mobile, which is becoming increasingly popular for eCommerce transactions. Images should fit nicely on the phone without needing to zoom out or scroll down.
Only use images that will enhance your landing page. Low-quality images that are pixelated, have poor lighting, or don’t fit with the content are better left off.
Add Testimonials
Testimonials are a great way to build trust in your product or service. It is a good practice to add genuine and verifiable testimonials to your landing page.
Define Your CTA
You should be clear about what you want visitors to do once they land on your website and stick to it. An Undefined CTA will leave your visitors confused and will eventually not take any action.
Define The Intent Of Your Landing Page
You should define the intent of your landing page before anything else. Every other thing on your landing page will move in the direction of the intent. In this section, I'll be relating the intent of a landing page to the stage of the marketing/sales funnel.
Top Of The Funnel
Landing pages are the top of the funnel to tell your audience about your brand. They tell your audience who you are and what your brand represents. They are usually linked to social media pages where they continue to engage with your brand.
Middle Of The Funnel
It is equally important to have a landing page in the middle of the funnel. This will allow for engagement with leads that have already shown interest in your brand. These landing pages often take the form of lead capture pages that collect small bits of information from visitors in exchange for valuable offers that resonate with the customer's needs.
Bottom Of The Funnel
These are the most common landing pages you'll find out there. Landing pages at the bottom of the funnel are often sales pages containing persuasive copies aimed at convincing a customer to buy.
Bottom Line: The Landing Page Matters!
The top-performing landing pages in any industry often convert at a rate of double or triple the industry average. If you’re using PPC advertising to generate these leads and your landing page has an average conversion rate, you could be paying almost triple the money per lead as a competitor. And that obviously puts you at a huge strategic disadvantage.
You can close these gaps if you sell on Shopify by using pre-built Shopify landing pages that have been tested and proven to convert. This will not only save you money but also a lot of testing time.