Guiding your visitors from their first click to a final purchase can be an intricate process. An effective ecommerce funnel typically includes several crucial steps in the following-order: advertisements, landing pages, checkout experiences, post-purchase upsells, and follow-up emails or SMS.
The secret to a seamless transition from browsing to buying for your business? High-impact advertisements and ecommerce landing pages. When executed well, these components can captivate your prospects and convert them into loyal customers. Few tools give you this level of control over your own business towards driving customers to purchase.
The Role of Ads and Ecommerce Landing Pages
Ads and ecommerce landing pages form the backbone of your marketing efforts. They serve as your hook and call-to-action at the top of the funnel, grabbing attention and prompting engagement.
This effective combination can lead to several benefits for your business: lowered customer acquisition costs (CPAs), increased conversion rates (CVR), higher revenue per session, and ultimately, increased profits.
In this essay, we will delve into the individual importance of advertisements and ecommerce landing pages, and how they work together to create a high-impact conversion funnel.
How Ads and Ecommerce Landing Pages Work Together
An ecommerce funnel includes various elements, but it all begins with advertisements and landing pages. To kickstart your funnel, the key is to tailor your ads and your landing pages to form a single, cohesive experience that guides your visitors. This means:
- Consistent Messaging: Ensure your landing page copy matches your ad copy in tone, voice, and style. This consistency reassures visitors that they are in the right place.
- Singular Product or Service Offering: Ideally, your ad should promote one offer only, and there is only one action (ie. conversion goal) that you would like your visitors to take. Simplifying the offer and CTA available creates a clear path for your landing page visitors. It also prevents distracting or confusing them with other offers.
- Audience Segmentation: Segment your prospects by common traits, needs, and psychographic aspects, and put the right content in front of the right segment to make your ads more personalized. In addition, you can then match these more relevant ads with the right landing pages for each segment to create a cohesive ad to landing page experience.
By optimizing your landing pages and advertisements to fit hand-in-hand, you can maximize the impact of your offer and boost conversions through a guided visitor experience leading from click to check-out.
What Are Ecommerce Landing Pages?
Landing pages are standalone web pages, distinct from your main website, that are designed for a specific marketing campaign.
They can be hosted directly on your Shopify store or hosted externally, using a subdomain, and serve as the gateway to your online store or website. The goal of these pages is to drive towards conversions; they align to a specific marketing campaign, offer, or in many cases, an advertisement.
They are different from a homepage or a product page. While landing pages might share components included in those two other page types, landing pages are supposed to lead customers towards one specific action, such as filling out a form or buying a product.
What Makes a Great Ecommerce Landing Page?
Landing pages are the linchpins of scaling successful online marketing campaigns. They offer targeted messages that are tailored to specific segments of your audience, significantly improving conversion rates over general home or product pages.
Remember, a great landing page is all about focus. You need a main offer, angle, product, bundle, or collection to feature on the page. The more you can do to make sure the content on the landing page matches the ad driving to the page, the higher the average order values, conversion rates, revenue per session, and profitability of a page.
Here are six core components that make a great landing page:
Social Proof
Customer testimonials, customer reviews, and ratings build trust for site visitors and increases their confidence in the success of a product or service to meet their needs. Many visitors use social proof as their first reference for purchasing decisions.
Beyond a great product/offer, this is the most important type of content you can have on a landing page. Social proof can be UGC videos, written reviews, or even just star ratings.
Comparisons
Comparisons highlight how your product or service stacks against alternatives or competitors.
This explains to people how your product either compares to the competition, or to different products that solve the same problem your product does.
Use Cases
A clear explanation of how the product works or fits into the customer’s life.
Telling them plainly what they get and how it works reduces the risk of someone not knowing if your product works for them. This boosts their confidence in the purchasing process and makes them more willing to click “buy.”
A great use case section improves conversion rates, while reducing the likelihood for returns or chargebacks.
A Strong Guarantee
Offering refunds or guarantees reduces purchase risks for customers, especially for higher priced items. This is another layer of risk reduction and a way to improve conversion rates.
Value Proposition
Your value proposition clearly outlines what the customer gets, both tangible and intangible. This can be part of the product description, or separate.
Many offers, especially bundle offers, don't always plainly show what the customer physically gets when they buy. Show and tell your customers what they are getting and WHY it is a unique value that's differentiated from what competitors can offer.
Call To Action (CTA)
The CTA is a distinct, compelling invitation to take the next step. Guide your site visitors to the actions you would like them to take, whether that is to sign up or to purchase. Incentivize people to take the next step in learning more or to buy with clear, punchy, and powerful language.
What are Advertisements?
Advertisements are messages crafted to promote products, services, ideas, or events to a target audience. The primary purpose of advertisements is to attract attention, generate interest, and encourage a desired action. In other words, the goal of ads is to directly drive interest and awareness, rather than conversions.
Unlike landing pages, they are not part of your website and sit higher up in the conversion funnel; they tend to guide traffic to landing pages.
What Makes a Great Advertisement?
Advertisements are vital for driving traffic to all types of landing pages, be your homepage, product page, or lead generation page. They offer targeted messaging that educates consumers, communicates your brand’s image, and motivates the audience to engage with the brand. They usually create some sense of urgency to encourage visitor engagement.
Remember, effective ads are the starting point of your conversion funnel; they set the stage for a seamless transition to your landing pages. Without them, your funnels and ecommerce landing pages would not get the love and traffic they deserve.
Here are five core components that make a great landing page:
Eye-Catching Visuals
High-quality images, videos, and graphics are crucial for grabbing attention. Vibrant colors, striking images, and engaging visuals make the ad stand out among the crowd of other advertisements.
Why It Matters: Visual information tends to get processed faster. In a page of both text and images, eye-catching visuals create an immediate impact, making the ad more memorable and effective in drawing viewers in.
Clear and Concise Text
The text in an advertisement should be clear, concise, and easy to read. Too much clutter in text can not only disinterest the reader, but also lead to poor visual design.
Let your words have space to breathe; keep it quick and punchy! Use headlines, subheadings, and bullet points in your ad to break up the text and highlight key points.
Why It Matters: Clear and concise text ensures that the message is quickly understood. It helps to keep the audience’s attention and makes the ad more digestible.
Strong Call to Action (CTA)
A compelling CTA is a crucial component of any advertisement. It instructs the visitor on what to do next. Phrases like “Buy Now,” “Sign Up,” or “Learn More” should be prominently displayed and easy to find.
Why It Matters: A strong CTA guides the audience towards the desired action, increasing the likelihood of conversion. This provides a clear next step for the viewer and drives them to action.
Consistent Branding
The advertisement should reflect the brand’s identity through key elements such as logos, colors, fonts, and overall style. Consistency helps reinforce brand recognition.
Why It Matters: Consistent branding builds differentiation. In the competitive ecommerce space, maintaining a unique presence that contributes to a cohesive brand story helps your company stand out among others.
Emotional Appeal
Include elements that evoke emotions to make the ad more engaging. This can include imagery, colors, or personalized written content that is highly relevant to the target audience and elicits feelings such as happiness, excitement, or urgency.
Why It Matters: Emotions drive decisions. Ads that connect emotionally with the audience and resonate with them are more likely to be remembered and acted upon.
Kickstarting Your Ecommerce Funnel: Creating a Cohesive Experience
The key to a successful ecommerce funnel lies in tailoring your ads and landing pages to form a cohesive experience. By ensuring consistent messaging, focusing on singular offerings, and segmenting your audience, you can create a powerful marketing strategy that guides visitors from their first click to a final purchase.
With both tools, you can better engage your audience, boosting your conversion rates and increasing profitability for the long term.
5 Ad and Ecommerce Landing Page Templates Inspired by Top Brands
Now that you know how to build top advertisements and landing pages, let's take a look at how major brands put both elements together to kickstart their funnels!
Today we are looking at a few favorite ad and ecommerce landing page template combinations taken from our Ad Funnels 1.0 (Summer Edition) template collection inspired by leading brands. For each brand example, we'll provide a quick introduction and a breakdown of what we liked most about their ad and landing page combination.
Remember, the key is to tailor your ads and your landing pages to form a single, cohesive experience that guides your online store visitors to purchase.
Let's get started…
Warby Parker
About the brand:
Warby Parker is a revolutionary eyewear company known for its stylish, affordable glasses and sunglasses. Founded with a mission to provide high-quality eyewear at a fraction of traditional prices, Warby Parker offers both online shopping and physical stores for a seamless customer experience. Their innovative Home Try-On program allows customers to try five frames for free, making it easy to find the perfect fit from the comfort of home.
What we love about the ad:
Quick, clean text that effectively communicates how they are presenting more new styles and frames for the summer season. The visual design is also simple, yet effectively communicates the vibrance of the warmer months, while remaining focused on their core product.
What we love about the landing page:
A neat and uncluttered design that presents detailed product information. Their strong CTA allows visitors to "Select lenses and buy" or "Try at home for free," the latter of which highlights their stand-out value proposition of trying five lenses at home before purchase.
Outdoor Voices
About the brand:
Outdoor Voices is an activewear brand that inspires people to get moving and have fun doing it. Their core product line includes versatile and stylish athleisure clothing designed for everyday activities and exercise. Known for their high-quality, comfortable fabrics and inclusive sizing, Outdoor Voices aims to make fitness enjoyable for everyone, promoting a philosophy of #DoingThings rather than striving for perfection.
What we love about the ad:
Outdoor Voices leans into bright, eye-catching visuals that portrays the core ideal of their brand—being outdoors, in nature, and enjoying yourself.
What we love about the landing page:
Their landing page takes the same approach as the ad, by featuring a model wearing their product in scenic nature as part of their product use case. The landing page features reviews to boost customer trust, and offers a "You Might Also Like" row of options to interest visitors in similar offers as part of their CTA.
S'well
About the brand:
S'well is a brand renowned for its stylish, eco-friendly water bottles designed to keep beverages cold for up to 36 hours or hot for up to 18 hours. Their core product is the S'well Bottle, made from high-quality, triple-layered stainless steel that combines functionality with a sleek, modern design. S'well aims to reduce single-use plastic consumption while offering a fashionable and durable hydration solution.
What we love about the ad:
Bright, fun colors help communicate the brand's personality, while their quick and concise headline of "One of a Kind" signals an emotional attachment to the product as something that is unique and irreplaceable. By extension, anyone who owns a S'well is also "one of a kind."
What we love about the landing page:
The landing page provides clear and detailed visuals of the product, use cases, and makes a very clear value proposition on purchasing an item that is eco-friendly and highly durable. Reviews and star ratings serve as social proof, while "Add to Cart" and "Customize" incentivize visitors to take action to make the unique product their own.
OUAI
About the brand:
Ouai is a modern haircare, body, and lifestyle brand founded by celebrity hairstylist Jen Atkin, known for its high-performance, easy-to-use products. Their core product is the Ouai Wave Spray, designed to create effortless, beachy waves with a light, non-sticky formula.
What we love about the ad:
Concise and punchy text serves as a strong CTA with "Build your own Bundle" and "Save 15%." Meanwhile, eye-catching visuals of a sunny beach-side environment resonate with Ouai's brand image and their iconic "Wave Spray" product. Finally, they directly demonstrate use cases with their "step-by-step" product sequence.
What we love about the landing page:
As in their ad, Ouai demonstrates the use case for their product bundle with a step-by-step approach that incentivizes visitors to build their own bundle. They provide a strong CTA with discounts and free products for purchasing a product bundle. The heading "Your Body, Your Ouai" highlights their core value proposition of nourishing customers' hair and skin.
allbirds
About the brand:
Allbirds is an innovative footwear brand celebrated for its eco-friendly and super comfortable shoes. Their core product, the Wool Runners, is crafted from sustainably sourced merino wool, providing a lightweight, breathable, and cozy fit. Allbirds focuses on combining sustainability with style, creating shoes that are as good for the planet as they are for your feet.
What we love about the ad:
This ad is simple, to the point, and uses colors and tones that communicate allbird's brand image. Their text relies on social evidence of "Fan-favorite Bestseller" as their core selling point and CTA. This leans into emotional appeal, as it encourages store visitors to also join in on the hype of this bestselling footwear item.
What we love about the landing page:
The landing page provides clear social proof with many reviews and a high star rating. They clearly present a range of options for shoe sizes and list out detailed product information for ease of viewer access. A "Tree Breezer Highlights" section showcases the product's value proposition, while "Select a Size" encourages visitors to take action.
Build Advertisements and Ecommerce Landing Pages With Replo
Having advertisements and ecommerce landing pages that work hand in hand is key to kickstarting your conversion funnels.
For more advertisement and landing page templates, access the Ad Funnels 1.0 (Summer Edition) template collection to supercharge your conversions. Leverage our collection of meticulously designed ad and landing page templates to streamline your workflow and enhance your creative output for funnel-building.
To get the most out of your advertisements and landing pages, use Replo.
We are the leading tool for launching ecommerce marketing funnels end-to-end: from building high-converting landing pages in the drag-and-drop editor, to leveraging 100+ expert designed templates, to iterating with A/B testing, to integrated analytics.
With Replo, you can supercharge your business and site conversions, without sacrificing ease of use or design flexibility.
Replo integrates directly with Shopify, pulls in your Shopify catalog data, and publishes directly to your Shopify theme, meaning that you can start building in minutes with a top landing page builder designed for Shopify.
While you can dive into building pages from scratch, we’d recommend leveraging our collection of hundreds of page templates inspired by top brands to start building your own website.
Best of all, Replo comes with a community of professional Experts for hire and 24/7 support to help you make the most out of Replo. For more resources on all topics related to marketing and ecommerce—from comparison shopping engines to dropshipping to A/B testing—check out our blog!
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