If you really want to have a successful ecommerce store, you should be better than your competitors at some points. One of them is landing page. The importance of the landing pages is still not well understood by most of the ecommerce store managers.
In this article, we will be your guide to understand its importance. Let’s start with the definition of a landing page:
A landing page is the page which a visitor arrives, when clicked to a link from a referral site. In other words, a landing page is a web page that a visitor lands on. Sometimes this web page is designed for a single focused objective and can be standalone web page distinct from the main website.
Landing pages have no global navigation to tie it to your main website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal. You can change the purchasing decision of a visitor by your landing page. If the landing page is well designed, you can convert the visitor to a customer.
The first importance of having a good landing page is critical for conversion rate; the second importance is critical for increasing the online advertising quality score and decreasing the advertising costs.
There are two basic types of landing page: Click Through and Lead Generation (also known as Lead Gen or Lead Capture pages).
Click through landing pages
As the name implies, click through landing pages are used for persuading the visitor to click through to another page. In ecommerce market, they can be used to describe a product or an offer in sufficient detail to make a purchasing decision. Directing at the inbound advertising traffic to the shopping cart or registration page is very common. But this leads to poor conversations if the advertisements don’t provide sufficient and persuading information.
This is where the click through page comes in. As a result, the destination page from a click through page is typically the shopping cart or registration page. Using the click through landing page, makes the site manager having much higher chance of conversion.
Above, you can see an example of click through action for forwarding a visitor to a landing page which is being used in Shopio’s official website. Informing the visitor that he/she can use the service full functionally for 14 days will make him/her to make a decision to try Shopio’s all in one ecommerce solutions.
As you can see in the example, the referrer makes the visitor clicking to a button / link to forward him/her to the landing page. Finally, if the visitor on the landing page likes the offer and persuaded, becomes a customer.
Lead generation landing page
Lead generation pages are used to capture user data. The user data can be name, surname, email address, phone number etc. The sole purpose of the page is to collect information of the visitor. That will allow you to connect with the prospect and make him to persuade to be your customer. As such, a lead capture page will contain a form along with a description of what the visitor will get in return for submitting the personal data.
As we have mentioned above, you should give the customer a benefit to fill the form and send his/her personal data. Here are some examples of what you can offer to the customer as a benefit:
- Ebook or whitepaper
- Webinar registration
- Discount coupon/voucher
- Free trial
- Contest entry
- Consultation for professional services
- A physical gift (via direct mail)
- Notification of a future product launch
The length of the form and the level of personal data requested, has a direct impact on conversion. Asking the minimum amount of information (mostly personal information) will make you to market your prospects effectively. For example, if you will contact with your prospects via email don’t ask their phone numbers.
As you can see in the example above, you can add a form to gather information from the visitor. In a proper time, you can contact with the visitor and then try to convince him/her to be your customer.
Landing page and conversion rate
We have shared some techniques for you to learn how to increase your conversion rate before. One of the main issues which affects the conversion rate is landing page.
For example, you have shared a content on social media which is about new season shoes. The referral about this content also should be related to “shoes” too. So, the readers of the content can be aware of the new season shoes. But still they don’t know where they can buy these shoes from. At this point, the landing page steps in. If your landing page is the home page of your web site, most probably your visitor will miss the concept and leave your site without purchasing. If you want your visitors to purchase your new season shoes, you should give the right link of the new season shoes product page to the referral. If you make this properly, you can increase the traffic of your ecommerce site and your conversion rate.
Landing page and quality score
Quality score on the online ads is another important issue for having a successful ecommerce site. We also mentioned about the importance of the landing page and how it affects the quality score on online ads before. If you want to have more detailed information, we recommend you to read this article before continuing.
Briefly, we can say that the relation between your landing page and your ad’s content affects your quality score. If your quality score increases, your ads take place at the top of the search results. The click rate of the ads seen at the top are always the higher ones.
Higher quality score will help your ads to take place at the top with a low cost. You can have more traffic with a low advertising budget. As we mentioned above, an optimal landing page will affect the conversion rate in a positive way and the conversion rate to sale will also increase. You should make the referral to the most related page. If you can manage good contents and proper linking to the landing page, with the help of Shopio you will have a perfect sale performance!
The technical advantages of Shopio will help you to focus on sales instead of working on tips and tricks to have better search engine performances. You can view Shopio’s all in one ecommerce solutions and try it for 14 days for free…