Before we dive into the how-to of landing pages, let’s discuss the answer to the never-ending question, “What is an eCommerce landing page, and why is it important?” In the vast sea of online commerce, an eCommerce landing page is your beacon—a virtual storefront designed with precision to captivate visitors and convert them into customers. It’s not just another webpage; it’s the handshake between your potential customer and your brand.
The importance of a well-crafted landing page cannot be overstated. It serves as the gateway to your products or services, making that critical first impression. Consider it the difference between a window shopper and a delighted buyer who can’t wait to explore what you offer. The truth is that it’s not just about aesthetics; it’s about functionality, relevance, and a strategic blend of design and content. As an eCommerce agency, we’ve delved into the nuances of creating landing pages that not only look good but also convert visitors into loyal customers.
What is a Good Conversion Rate for Landing Pages?
Ah, the million-dollar question: what is a good conversion rate for eCommerce landing pages? While industry benchmarks can provide a starting point, the real answer lies in understanding your goals, audience, and product offerings.
Shopify merchants should aim for a conversion rate that balances ambition and realism. It’s not a one-size-fits-all scenario; what might be stellar for one industry could be lacklustre for another. At Blend, we believe in the power of tailored strategies—finding the sweet spot that optimises conversions for your unique business.
Landing Page Conversion Metrics to Measure
As much as many people don’t like maths, numbers tell a story. In eCommerce, metrics are your compass, and you need to track the right metrics to navigate high-converting landing pages. Here are some key conversion metrics to consider when auditing your landing pages:
Conversion Rate
Naturally, the conversion rate is one you’ll want to focus on. This is the percentage of visitors who take the desired action. Each landing page should have one goal. These can be making a purchase, signing up, or downloading something. Your conversion rate will be based on the number of visitors who take that action out of the total number of visitors.
Bounce Rate
No matter what the goal of your landing page is, you ultimately would like visitors to at least stick around and interact. Your bounce rate is the percentage of visitors who navigate away from the page without interacting.
Average Time on Page
The longer, the better—or so they say—that’s why measuring how much time visitors spend on your landing page is essential. A longer duration often indicates better engagement.
Click-Through Rate (CTR)
While measuring the average time on the page is excellent, it doesn’t mean much without the CTR. Your click-through rate is the percentage of users who click on a specific element on your landing page, like your CTAs or links. This means active engagement.
These metrics provide a panoramic view of your landing page’s performance, guiding you to areas that need improvement and celebrating the elements that resonate with your audience. That being said, while these four metrics are important, they’re not the only ones; they're simply the main ones. Don’t limit yourself with tunnel vision to these metrics alone.
What Elements Should be Included for a High-Converting Landing Page?
Now, we’re getting to the juicy details. Creating a high-converting landing page design is an art that combines science, psychology, and a touch of creativity. There are clear key components in both design and copy that should grace your landing page to ensure that it doesn’t simply attract visitors but converts them, allowing you to turn them into long-term customers.
Compelling Headline
Many people focus on design aspects of their landing pages but fail to understand how important copy is in landing page components. To highlight the importance, we’d have to have a deep dive into the psychology behind conversions. Still, for now, we’ll just tell you that a compelling headline on your landing page will grab attention if you use concise and impactful language that communicates your value proposition.
Clear Call-to-Action (CTA)
A CTA is there to guide your customers on what to do next. If it’s vague (both in size, colour, and copy) or there are too many, it can cause significant friction in the conversion funnel. Strategise a clear CTA for your landing page to guide customers on what to do next—whether buying, signing up, or exploring further.
Engaging Visuals
They say a picture is worth a thousand words. Using the right, high-quality images and/or videos that resonate with your brand and product will increase brand awareness and the likelihood of conversion. Just keep in mind your site speed.
Concise and Relevant Copy
It doesn’t help to spew information at customers, especially on the landing page part of their journey. Crafting persuasive (again, this is a psychological discussion for another day) and concise copy highlighting the benefits and solutions your product offers visitors, you’re likely to tap into their purchasing mind—increasing their conversion.
Trust Indicators
Your landing page will likely be the primary traffic source for brand-new customers who haven’t purchased from your store in the past. If this is true, you must put in a little elbow grease to increase brand trust. Using sections that contain testimonials, reviews, and trust badges will assure visitors of your credibility. Even better? Use Videowise to implement UGC (User-Generated Content) into your landing pages.
Mobile Optimisation
Ah, the often overlooked factor of any website, landing page or not. In case you didn’t know, the majority of your landing page visitors will arrive via smartphone. If you don’t optimise your landing page to provide mobile users with a seamless responsive experience, you will lose out on a large amount of conversion. In fact, many designers will create their initial design based on mobile before translating that design into desktop.
A/B Testing
No matter what you’re doing on-site, it’s not a drop-and-go formula for conversion rate optimisation. Everything needs continuous refining—always. By using A/B testing to understand what resonates the best with your audience, you can make impactful yet often small changes to boost your conversion rate.
Creating High-Converting Landing Pages with Blend
Creating a high-converting eCommerce landing page is an ongoing journey, not a destination. It requires a blend of creativity, data-driven insights, and a keen understanding of your audience. As you look into your landing page, remember that the key is to attract visitors and convert them into satisfied customers that you can keep around for the long haul.
By using the principles of Customer Value Optimisation, you’ll be able to elevate your online presence, captivate your audience, and turn clicks into conversions. Luckily, at Blend, we have the experts you need. If you’d like a helping hand to build high-converting landing pages, get in touch with us at Blend.
Published: December 01 2023
