E-commerce landing pages are one of the most important aspects of online selling. After all, a great landing page can be the difference between a conversion and a bounce. So if you're looking to improve your online sales, it's important to optimize your landing pages for maximum conversion potential.
If you’re unsure how to create an e-commerce landing page that converts, don’t worry – we’ve got you covered. In this article, we’ll provide you with tips to make sure your pages are optimized for conversion while reflecting on some of the best landing pages out there.
Creating an E-commerce Landing Page That Converts: Tips & Best Practices
When it comes to landing pages, there are a few key elements that you’ll want to focus on to boost conversions. Here's the bottom line on what makes a landing page effective.
1. Reduce Distractions and Clutter
The first step to creating an e-commerce landing page that converts is to reduce distractions. You want to make it as easy as possible for your potential customers to find what they’re looking for without any outside interference.
To do this, you’ll want to remove any links that don’t lead to the conversion goal, including navigation links, social media icons, and anything else that could take the visitor away from the page.
In addition to removing distractions, you’ll also want to keep your page clutter-free. Too much text or too many images can be overwhelming for a visitor and make it difficult to find what they’re looking for, which is your CTA.
Instead, make sure that every element on the page has a purpose and is easy to scan. This could include using bullet points for product details, concise headlines, visible CTAs, and high-quality, relevant images.
That way, even if a visitor only skims the page, they’ll be able to easily find what they need and be more likely to convert.
2. Make Your CTA Impossible to Miss
The second step to creating an e-commerce landing page that converts is to make your call-to-action (CTA) impossible to miss. After all, if a visitor can’t find your CTA, they won't convert.
Ideally, your visitors should be able to pinpoint your offer and how they can leverage it as soon as they land on the page. To do this, make sure your CTA is in a prominent location, such as the top of the page or in the middle of the page above the fold.
In addition to its location, your CTA should stand out from the rest of the page. This can be done by using a different color, font, or size than the rest of the page.
Or, if you want to get really creative, you could use an element like an arrow or a button to draw attention to the CTA. Just make sure that whatever method you use makes it impossible for visitors to miss.
To further emphasize the importance of your CTA, you may also:
- Use multiple CTA buttons throughout the page
- Add FOMO by creating a sense of urgency or exclusivity ("Catch this offer before it expires!" or "Only 5 left in stock!")
- Use active language that stands out ("Sign up now" instead of "Sign up")
Pro Tip: While it's sometimes acceptable to include multiple CTAs on an e-commerce page, landing pages should only have one CTA. When visitors have too many choices, they often get overwhelmed and bounce from the page without converting. Instead, focus on giving them one clear CTA button to advance them further into the sales funnel.
3. Use High-Quality, Relevant Images
The third step to creating an e-commerce landing page that converts is to use high-quality, relevant images. Nowadays, people are visual learners, meaning they’re more likely to remember something if they see it.
In fact, studies have shown that people are more likely to remember an image than they are to remember words (this is known as the picture superiority effect). So, when creating your e-commerce landing page, include images that help tell your story and illustrate your offer.
And to ensure that your images are relevant, be sure to use images that are specific to your target audience. For example, if you’re targeting parents, you may want to use pictures of children playing with your product.
But, if you’re targeting businesses, you may want to use images of your product in an office setting. The key is to use images that resonate with your target audience and help them see how your product can meet their needs.
In all cases, make sure that your images are high quality. That means they should be clear, well-lit, and free of any distracting elements. Low-quality images (blurry, pixelated, or dark) will only serve to detract from your offer, so be sure to use only the best of the best.
Tip: Remember that we're in the era of mobile-first, especially for e-commerce transactions. So, when selecting images for your e-commerce landing page, choose images that are responsive and will look good on all devices, from desktop computers to smartphones. Your visitors shouldn't need to scroll or zoom in to see the images on your page.
4. Bring in Social Proof
The final step to creating an e-commerce landing page that converts is to bring in social proof. Social proof is the idea that people are more likely to do something if they see that other people are doing it.
For example, if you see a popular restaurant with a long line out the door, you’re more likely to assume it’s a good restaurant and decide to eat there.
The same principle applies to e-commerce landing pages. If you can show visitors that other people have bought your product and been happy with it, they’re more likely to buy it as well.
There are a few different ways you can use social proof on your e-commerce landing page, including:
- Credibility banners (e.g., "As seen in The New York Times")
- Recorded customer testimonials (video)
- Visual customer testimonials (photos)
- Customer reviews and ratings
- Demonstrations of customers using your product
- Endorsements through celebrities or influencers
Each type of social proof can be effective in its own right. But, to really maximize your conversions, you should aim to use as many different types of social proof as possible to establish credibility and trust with your target audience.
Examples of Top E-Commerce Landing Pages
Now that we’ve gone over some tips for creating an effective e-commerce landing page, let’s take a look at some examples of pages that are doing it right.
- Gillette
Gillette’s e-commerce landing page design for their subscription starter kits does a great job of ticking all the boxes we discussed above.
Right from the minimalistic design to the high-quality images of their specific products in use, Gillette’s landing page is designed to appeal to its target audience and convert visitors into customers.
And in addition to using great visuals, Gillette also uses a number of trust indicators (e.g., their free starter kit, low shipping cost, free shipping on refills, and ability to cancel anytime) to help build trust with visitors and convince them to buy their product.
Other elements that help this page convert are:
- Minimal clutter (the page has plenty of white space
- A clear and concise headline (“Try Gillette for Free. Just Pay Shipping.")
- Clear offer statement beneath the headline
- Multiple CTA buttons are distributed throughout the page
- Emphasis on buzzwords like “free” that convey a sense of urgency
- Skullcandy
Another example of an e-commerce landing page that’s doing it right is Skullcandy. Their landing page for their Mood Boost headphones does a great job of highlighting what's in it for the customer and using visuals to support their offer.
Instead of focusing on the technical specs, Skullcandy’s landing page focuses on how the product will make the customer feel. In this case, it's a feeling of having a carefree attitude and supporting mental health. And they use high-quality images and videos throughout the page to bring this feeling to life.
Here's what else makes this page effective:
- A clear and concise headline that tells the visitor what they’ll get from the product
- High-quality images and videos that support the offer
- Multiple CTA buttons to increase the chances of conversion
- A strong sense of urgency was created by their use of phrases like “limited-edition bundle"
Ready to Optimize Your E-Commerce Landing Page?
By following these tips, you can create high-converting e-commerce landing pages that stand out and get noticed by your target audience.
Just remember to keep your potential customers in mind – focus on what they want and need, and make it easy for them to find what they’re looking for.
In doing so, you’ll be well on your way to increasing your conversion rates and generating more sales for your business.
