The ingredients of creating an effective ecommerce landing page

Right to the question – What makes an effective eCommerce Landing Page?

Answer – a whole lot of things. And no, that’s not a vague answer. Just being as specific as we can be.

Not all landing pages are made equal. While some focus on driving data capture, some others focus on direct customer conversion. But in spite of the difference in functionality, the success of a landing page almost always depends on the basic factors –

  • The Design
  • The Best Practices Followed
  • The AdRank

Design

One doesn’t need to go further down the lane to describe the importance of good design for a satisfying user experience. Almost every sensible marketer and web designer knows that cramped content with flashy colours is not going to get you anywhere with those conversions. All said, there are still certain points which needs to be beckoned with –

  • Ensure only the relevant content to the campaign is present on the page. The visitor should get exactly what they’re looking for
  • Compelling copy – the What, Why, When and How should be explained in as less sentences as possible
  • Use Bullet Points as much as possible. Helps in scanned reading
  • Create a visual path for the visitor to guide them to the conversion goal without confusion
  • All relevant detailed info, provide links to rather than stuffing the page like an oversized hamburger

The Best Practices

Though the list can go on like a Christmas Shopping List, we’ll share the most important ones you should keep in mind –

  • Make sure you do enough A/B Testing to find exactly what works for you
  • Make sure your creative designs are in line with your marketing campaign. If you Ad Copy states about Mercedes Benz S Class, do not guide the visitor to a landing page about Mercedes Benz AMG
  • Use existing testimonials to the best of your ability. Use, not abuse.
  • Use High Quality Product Images
  • Use the power of Live Chats to help out visitors with their queries
  • Leverage Visual hierarchy – we said it before and we’ll say it again-guide your visitors step-by-step through the elements of page in such a way that they don’t have to think about “Where Next?”. Again, A/B Test here to evaluate what order works best for you.

AdRank

As Google puts it, “Landing page experience is AdWords’ measure of how well your website gives people who click your ads exactly what they’re looking for–quickly and effortlessly”. This experience that the site offers is evaluated by Google as the AdRank, which further determines the CPC of your AdWords and the eventual placement in the ad auction.

And as Google itself provides a list with the steps to be followed to improve the landing page experience, we can’t help but notice the strong emphasis given to mobile-friendly design. This is in addition to the emphasis given to –

Faster loading time
Designing landing pages such that the page delivers specific content when the user wants a particular thing and displays generic content when they’d prefer to choose for options.
Promoting transparency of content

Yes, this is not an exhaustive list, but we’re sure it gives you a hint of the basics. Make sure you do your research well before starting off with this, or feel free to reach out to us, to know in detail about the methods to be followed to create an effective eCommerce landing page.

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