It’s time for another learning lesson from our “Payza E-Commerce School,” a series of articles covering the e-commerce tips and tricks we’ve learned by serving thousands of online merchants. In this week’s class, we’ll help you design and create landing pages for your online business.
But first: what is a landing page? Well, landing pages are specialized, optimized, standalone web pages designed for a specific objective, usually known as the “call to action.” This means that landing pages are distinct from the main website of your online business. The actions that a visitor takes on a landing page is what determines your business’ conversion rate.
In most cases, visitors can only access a landing page by clicking on one of your business’ ads. If you need help crafting the right advertising for your landing page, check out our previous articles of the “Payza E-Commerce School” series: Marketing Tips for Online Businesses and Which Type of Online Marketing is Right for You?, to learn about different types of online marketing that you can use.
You use landing pages to present specific products or to get customers to make a purchase. When customers click on your ad, they are brought to the landing page that presents the specific product or service that was seen in the original ad. These pages are optimized for the specific ad to help you maximize your conversion rate by displaying a customized message for your customers.
There are two basic types of landing pages: Click Through and Lead Generation.
Click Through Landing Pages
These landing pages have the “goal of persuading the visitor to click through to another page.” If an ad doesn’t provide enough information for a customer to make a purchasing decision, the landing page can help by describing the “product or offer in sufficient detail.” From there, the landing page can lead to a shopping cart checkout or a member registration page.
Lead Generation Landing Pages
Also called ‘lead gen’ landing pages, these are used to “capture user data, such as a name and email address.” The purpose of these landing pages is to collect information on potential customers to connect with them later. These pages normally contain a form along with a description of what the person will get for submitting their personal information. In B2B settings (business-to-business), companies will tempt users to leave their contact information by offering valuable resources in exchange.
These are some of the resources that can be distributed through lead gen landing pages, provided by Unbounce:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
In B2C situations (business-to-consumer), there are other items that might convince a customer to fill out the form:
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
It is important to make sure that the form is not too long and that it doesn’t ask for too much personal information. Unbounce advises to “ask for the absolute minimum amount of information that will enable you to market to your prospects effectively.”
Tips for Building a Landing Page
According to Unbounce, it is important to use landing pages because “they help increase your conversion rates” by focusing on a single objective that matches the ads they’re connected to. This is why it’s critical to match the message of your ad with your landing page, the landing page should “reflect the messaging presented on the upstream ad.” The best landing pages are connected to a single specific product or service that your business offers, so this should be clearly reflected in the landing page message. While it may be tempting to advertise all the products or services your company offers, this could end up confusing your customer and hurting your conversion rates.
Have a clear objective in mind when you start working on your landing page. It’s important to know what you want to achieve with the page. Tailor the landing page for your target visitors, based on their “pain points, wants, and needs.” Also, make sure that your landing page is mobile-friendly.
When your landing page is ready, make sure to direct traffic from your ads to the dedicated landing page, and not to your homepage.
The Core Elements of a Landing Page
- Your Unique Selling Proposition (USP), broken up into four main parts:
- The main headline, that should grab the visitor’s attention and make them want to stay on the page.
- A supporting headline, that should back up the main headline and offer more insight.
- A reinforcing statement, to provide further proof of your claim.
- A closing argument, to tie everything together.
- Images/video showing context of use:
- Make sure they are relevant to your offer and that they help explain what your product or service does for the customer.
- Make sure they look great, because using unprofessional images or video will leave a bad impression on your customers.
- The benefits of your offering:
- A bullet list summary of benefits.
- Specific benefits and features in greater detail.
- Social proof (I’ll have what she’s having):
- Testimonials from satisfied customers.
- Embedded social media testimonials that can be verified by visitors.
- A single conversion goal:
- Your Call-To-Action (CTA). This is the action you want your visitors to take so that you get a conversion. Ensure that the CTA is clear and well-designed.
Bonus Rules of Thumb for a Landing Page
Upbounce presents these additional tips to apply to your landing pages:
- Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
- Use directional cues to direct attention to your call to action (CTA), such as arrows or photos/videos of people looking or pointing at your button.
- Congruence: every element of your page should be aligned conceptually with the topic and goal of the page.
- Show your product/service being used in context.
- Use video. It’s been shown to improve conversion by up to 80%.
- Edit to remove unnecessary content. Be succinct.
- Show social proof via indicators of your social status.
- Test new ideas using A/B testing. Let your customers decide which message works best for them.
- Provide a guarantee to reduce/remove risk.
- Include partner co-branding to increase trust by association.
- Simplify your copy using bullets.
- If you are selling a book, or giving away an eBook via lead gen, provide a preview to increase trust and show that you are proud of your product.
- Segment by traffic source: send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best).
- Segment by user type: don’t send offers about men’s health products to the ladies on your email list.
- Show your phone number so people know you are real and can interact with you on a personal level.
When creating your landing pages, make sure you keep what we’ve listed in mind for them to perform successfully and in turn generate positive sales results for your online business.
Stay tuned for more “Payza E-Commerce School” articles where we’ll share the e-commerce tips and tricks we’ve learned by serving thousands of online merchants. For all the latest news from Payza, be sure to subscribe to our blog and follow us on Facebook and Twitter.