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May 2019

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7 tips to eCommerce landing pages that convert

Recently my mother, my brother, and my 20 month old niece stayed at my house.  Along with my husband and my 3 year old, that made for quite a lot of people in a 2 bedroom apartment.  It was crammed, it was busy, it was noisy and it was a lot of fun. There always seemed to be so much activity that getting out of the house to go somewhere would take hours. So even though I really wanted to show my brother around the neighbourhood, take him to the beach and other fun things, we didn’t really accomplish very much or go out at all.

The next day, after everyone had gone back to their respective homes or vacations, my son looked at me and said “Mummy, why is it so quiet?”  and we grabbed our things and went to the beach.

And it got me thinking about the differences between websites and landing pages.

See websites are all the noise, they are all the things you want to sell, they are all the personality of your business, they are all the information that someone could need to make a purchasing decision. They can be fun, and full of choices, and they are great.  But sometimes, we need to focus our customers attention to get them to do what we want them to do. That’s where landing pages come in.

A landing page is a simple page that is directed and channels your customer towards one unique outcome.  Whether this is to download a free e-book or a coupon voucher, enter a competition, promote just one particular product or any other myriad of things. And they do this most effectively without a whole bunch of distraction.

Here are 10 tips and tricks to make sure they are the best they can be.

1. Reduce the clutter

Sometimes people think that the more information and visuals they put on a page the better.  But sometimes, less is actually more. Enticing your customers to actually want your offer is something that will only be lost if you cram everything you can onto one page.

Get rid of unnecessary text, unnecessary images and information.  Make sure your offer is front and centre.

Having all your banner headers and menu items on your landing page just invites people to click off and go somewhere else exploring.  And the truth is they are unlikely to find their way back.

Too much choice just forces your customer into a lot of decision making moments which has the effect of killing the intended action.  Make the decisions for your customer simple. One page should equal one choice and one action, which is ONE decision.

Sign-up landing page for driving with Uber – clean and simple.

2. Keep the messaging between your ads and landing page consistent

Whether you like it or not, the words that you use on your ads and landing page, make a huge difference.  If you are speaking your customers language, they will find the offer more compelling.

Similarly, you need to keep the messaging and content between any ads (paid or unpaid) consistent. This includes the words you use as well as the images.  Otherwise your customers may be forgiven for thinking they have clicked through to the wrong page and bounce right off.

LeadPages facebook advertisement
LeadPages Landing page

3. A/B test your landing pages

I ran an ad on Facebook recently that cost me $50 before I turned it off because it had received no conversions. I ran pretty much the same ad only a month before and had received 10 conversions for the same money.  I had only changed one thing but apparently this was enough! In fact, all I changed was from a single image, to a professional video. I went back to the single image and the conversions started again. Phew!

So if you are not sure on where to place your call to action or what wording will convert better?  There is a simple way to find out – A/B test it!

In the words of Bill Nye, “One test is worth a thousand expert opinions.”  (And a million times more valuable than guesswork.) If you have someone in the office just saying ‘let’s give it a stab’, suggest that testing it might help you better achieve your targets.

4. Design mobile first…that’s where you get your traffic from

When in the thick of a project, it is easy to get obsessed with what something looks like on your computer, on your preferred web browser.  Remember that screens come in all different shapes and sizes and just because it looks good for you doesn’t mean it looks good for someone else, say on a mobile.  

In fact, more than eight in ten APAC consumers research online, mostly on smartphones.

It’s more than likely these days that when you send out your campaign, that people are going to check it, on their way to work, at lunch time or on their way home or lying in bed.  So that means, they are most likely going to be looking at it on their portable device such as a mobile phone or tablet.

Having a responsive design and design mobile first is a MUST.

5. Call to action

If you don’t spell out to someone what you want them to do, then how will they know to do it? Make sure that your call to action is easy to find and clear.  This can be achieved by making it large enough and in a contrasting colour to the other elements on the page so it stands out.

Providing a logical sequence to your copy will also make it easier for your customers to click on the relevant call to action.

It can also be an idea to tailor the words on your CTA button to your campaign.  Unless you are asking users to “Submit to your will” try using words that more effectively match your offering. And also make sure they know what will happen when they click it.

It’s clear which button is the CTA button here – it stands out.

6. Clear headlines

Having a clear headline with who you are and the benefit you are providing is a real skill, but one worth mastering!

It can also sound hard to keep it under a couple of paragraphs!  But it is possible to get a clear pithy headline when you are clear about what you are offering and the ultimate benefit your customers are receiving.

7. Content

Ensure your written content is written in easily digestible chunks.  Bullet points can do the trick nicely here or clearly separated info that has neat headings.

Make sure the image means something too. Mountain ranges have nothing to do with computers for example, so why would you use them as the background?

Testimonials or reviews are a great way to sell your product or entice people into your offer.  If these aren’t relevant to what you are promoting then maybe think of some other way to get social proof into your landing page.

Of course, there are so many other things that go into creating a great landing page, but you follow these rules then you will definitely be ahead of the rest.  Want more great advice from The Playhouse Group, you can contact us at hello@theplayhousegroup.com