A common tactic for increasing sales online is setting up ecommerce landing pages. Any smart online marketer uses landing pages as an integral part of their strategy. But what does an effective sales landing page look like? What elements should a landing page include and how can online shop owners increase their chances for conversion? Here we dive into 7 ecommerce landing page examples to help drive sales.
How Ecommerce Landing Pages Help Your Website
Beyond having an online shop with products listed in a catalog, landing pages provide more targeted messaging around a specific product, usually leveraging a special offer or zeroing in on a narrower audience. While a sales conversion is typically the ultimate goal, landing pages offer many benefits and can accomplish various business goals, including:
- Increase SEO
- Increase brand awareness
- Generate data and insights
When building out a landing page, it helps to follow a few best practices, tested and proven to increase success.
1. Include a bright and specific call-to-action.
The eyes of a landing page visitor should immediately be drawn to the call-to-action (CTA). The message should be clear and concise, telling the customer what to do. If the landing page is presenting a special offer, include that messaging and swap out broad terms like “Redeem” for more specific actions such as “Send my coupon code.”
SproutSocial, which offers social media planning tools, has a bright green CTA on this landing page, which offers a free trial. With the white background and simple page design, the button is clearly where the visitor is supposed to click and there are no other distracting links. The page visitor knows when they click on the button, they will begin the free trial process.
2. Incorporate clean and enticing imagery.
The market for meal box subscription kits is pretty saturated, so providers are doing all they can to stand out from their competitors. HelloFresh is a leader in the pack thanks to their smart and effective marketing tactics, like this landing page.
Here they show bright and appetizing photos of the food people will actually be receiving. Not only is the imagery mouth-watering, but it also shows the product in action. HelloFresh requires cooking and is not just a ready-made meal kit, and they illustrate that to the visitor.
3. Create urgency (or FOMO) in the headline.
Fear of Missing Out = FOMO. While the trending term might be relatively new, this marketing tactic is not. Using language that creates urgency (“Limited time only!”), or makes a consumer feel like they aren’t in on the action, taps into our innate human desire to belong. We’re social creatures after all.
On this landing page, the sock subscription box, Sock It to Me, employs this tactic with fun, silly messaging about making your neighbors jealous of your cool mail.
Need more proof that urgency drives conversions? Read how this online entrepreneur increased his sales by 332% by using this tactic.
4. Share testimonials or logos of well-known clients or published reviews.
A little clout goes a long way, especially online, where shoppers can be skeptical of a brand they have never interacted with or even heard of previously. This is when providing proof of customer happiness and critics’ approval will put a new browser’s mind at ease.
On the above landing page, The Farmer’s Dog includes logos to multiple trusted sources that have reviewed their products. Immediately, a customer feels that a brand that has been vetted by reputable publications is one they can trust, increasing the likelihood they will make a purchase.
5. Embed a video.
Oh, hey, this page looks familiar. With experience creating and testing landing pages on our own site, we know a little bit about this subject!
If a visitor wants to learn even more and keep scrolling after the initial sell “above the fold” of a landing page, videos are a great way to further engage them on the product being sold (or in this case, encouraging them to use for free!)
After all, recent studies have shown that Generation Z consumes up to 68 videos per day. What if you were just one of them?
This tactic is especially helpful if the product requires downloading or installing. Why not go ahead and show just how easy it is?!
6. Use bulleted content to describe benefits.
Did you know the average internet user has an attention span of 8 seconds? If you’ve grabbed them beyond those 8 seconds, you’re already on the right track. From that moment on, keep them engaged using quick, easy-to-digest bullet points to describe your product’s value.
Once again, Sprout Social illustrates how to incorporate clean, simple bullets touting the benefits of their social scheduling tools. Here they use common tasks taken on by a social media manager–speaking directly to the person who would most benefit from this tool.
7. Aim to have a 1:1 conversion ratio.
A 1:1 conversion ratio refers to there being only one conversion goal and one call-to-action for the visitor to click. This seems simple, but landing pages can often unintentionally incorporate multiple messages that distract the customer from taking the desired action.
T-Mobile keeps it short and sweet, excluding any extra offer details or other unnecessary information. On this page, the goal is to get the customer to click the button, and any other fine print can come later.
There is no such thing as window shopping online. Ecommerce shops don’t get the benefit of “foot” traffic. Driving consumers to websites to make a purchase requires thinking outside the box and employing various tactics that increase visibility across the entire web. Landing pages are one of many tools ecommerce shop owners should be implementing, testing, and optimizing to increase sales and convert visitors into customers.
If you are interested in learning more about ecommerce, check out these article from the AddThis Academy:
- Top 15 Ecommerce Best Practices
- The 10 Best WordPress Ecommerce Plugins
- 5 Tips We Can Learn from Successful Online Stores to Increase Ecommerce Conversion Rates