If you get frustrated by the performance of your ecommerce website, the chances are high you haven't optimized your landing pages yet.
Surprisingly, some simple optimization techniques are often ignored and most resources spent on advertising and content get wasted.
Let's see how you can adjust your website today using 7 simple steps to get more customers for the same marketing cost.
1. Create a strong message match
Each time you launch an ad campaign (PPC, email, Facebook ads, etc.), make sure that the page is the logical continuation of the ad. To make the message match effect stronger:
- Consider repeating the headline from the ad at the top of the landing page copy
- Remember that visual match is important, so use similar color and images
- Focus on a single message, don't try to stuff your ad/page with too many ideas – it can be confusing.
Take a look at the Amazon kindle landing page:
This page is really focused – the headline's close to what I read in the e-mail from Amazon, the images are similar and the price coincides – the message match is strong enough and I'm eager to order.
2. Add details to make your USPs more persuasive
Make unique selling propositions more detailed – they will sound more compelling to users, for instance instead of "Free shipping" write "Free shipping worldwide," or instead of "Easy returns" write "Easy 48h returns." To understand which details can have more impact, think about your target audience and their needs.
Also, try to be different in your niche to attract user's attention.
Everlane, online apparel shop, tells an interesting story behind its brand and teaches users to explore more product information to get quality goods. The "Radical transparency" motto is the USP of this online shop.
3. Add relevant and precise product information
Now revise your site's product information section – is there anything missing? Think about adding more useful data sections, as well as high-quality images and product videos. If you have enough data, think about enhancing the layout of the page to make easier to scan.
Ikea should be a trend-setter for all furniture retailers – they tell you everything about the product – size, key features, used materials, care instructions (even the package size!) and the data doesn't look cluttered thanks to the smart layout.
4. Experiment with urgent offers and free trial
Make some of your offers urgent – this might stimulate users to convert faster not to miss a good offer. Also, you can point out that the product is soon to be sold out and there are just a couple of items left. Finally, do not forget about "money back guarantee" and "free trial" – these tricks help users think their purchases are secure and they don't risk anything.
For stronger impact you can even combine limited time and scarcity like Amazon did.
5. Make people believe you – use social proof signals
Human beings are prone to be following one another's example, so if you can boast a large Facebook community or thousands of subscribed users, mention it on a page. The ways to use social proof signals include:
- Adding true and decent testimonials
- Publishing reviews
- Adding rating systems
- Showing the number of your subscribers and social media fans
Look at the way Unbounce has posted a testimonial – it’s short, but it tells about the achievement and is also accompanied with a video.
6. Spice up pages with compelling benefits
Consider the "Benefits" section as additional USPs. Make them relevant and detailed. Focus on what's really important for your target audience and explain it in simple language.
Look at how Monetate describes the pros of the ebook:
Think what your visitors can earn or win by using your products and solution. Don't list too many benefits – they should be really powerful and clear, so even 3-5 would be enough.
7. Change calls-to-action
Calls-to-action are often those final elements that trigger action. Make them actionable - tell users what you want them to do, right now – download, sign up, add to your cart, etc.
Add a value proposition – instead of "download" write "get your free copy," or instead of "sign up" write "Join 300k happy users." You can experiment with colors, shapes, size, font, etc. Finally test the CTA buttons, as there's no ultimate design that works for any site.
According to ContentVerve, this change of the CTA button helped to double CTR at the real-estate website:
And this redesign (the change in the shape and in the color of a CTA button) helped to increase sales by 35.81%!
Go over your ecommerce landing pages and scrutinize all above-mentioned elements. See if you can rewrite headlines, add better images, change page layout or calls-to-action. There’s always a chance to improve something. Make use of your observations and create a list of changes. Just don't forget to keep an eye on the analytics stats when you run the tests.
Do you have more questions about enhancing ecommerce landing pages? Then post a comment below telling what you are struggling with and I'll do my best to answer in the comments or with a whole new post.