Ecommerce Marketing / How To Sell Online

Ecommerce Landing Pages: Secrets and Optimization Tips for 14,575% Growth

/ 11 min read

Get Advice from the Industry’s Landing Page Leader

Bounce Exchange is the 7th fastest growing business in the U.S. And landing pages are their secret weapon. Sign up for their webinar on May 2 to get the insider tips on how to sell more, more strategically.

After analyzing billions of impressions, with the people-based approach to landing page optimization, BounceX has found that brands see a 10-15% lift in conversion rate, on average.

Those findings have been critical to how BounceX has grown over the last few years – earning it the position #7 on the Inc. 5000 list of 2016.

Here is exactly how we thought through it, and how ecommerce brands can work to see similar success.


“Don’t judge a book by its cover”

A short piece of wisdom we have all heard and, most likely, are all guilty of doing anyway.

But don’t feel too bad, because, apparently, we can’t actually help it.

As humans, we are predominantly visual creatures, meaning that “wrappers in which things come not only powerfully affect what interests us but also how we react to the contents we find inside.”

We can’t help but judge books by their covers, food by its appearance, and, most importantly, brands by their landing pages.

Unfortunately, ecommerce landing pages represent a very neglected but increasingly crucial brand wrapper — a key initial impression and touchpoint for many new shoppers.

Landing pages are a neglected but increasingly crucial brand wrapper – a key initial impression and touchpoint for many new shoppers.

And even for those returning ones, ecommerce landing pages can play an important role in motivating traffic to continue engaging with your brand and ultimately convincing them to make a purchase.

Even more unfortunate is the fact that while brands today spend large portions of their marketing budget driving traffic to their digital storefronts, that paid traffic rarely reaches its full potential — as evidenced by subpar conversion rates. That untapped value is a consequence of disjointed onsite experiences coupled with the simple truth that consumers judge brands based on their preliminary experiences, abandoning them in response.

So, considering these two factors:

  1. The key role that initial landing page impression can play in the consumer journey
  2. The painful fact that, as long as that traffic isn’t purchasing, you are likely going to have to pay for them again and again until they do

Why not do everything you in your power to ensure that your landing page experiences are as seamless (and as revenue-driving) as possible?

This blog post will walk you through why landing pages are becoming increasingly important to positive and profitable ecommerce customer experiences in addition to explaining what you can do to optimize the value of yours –– right now.

14,575% Growth in 3 Years

Get the insider tricks of the landing page trade from Bounce Exchange, the landing page business that grew 14,757% in just 3 years.  Sign up for the webinar “The Anatomy of a Perfect Landing Page” on Tuesday May 2.

What is a Landing Page?

A landing page is a standalone webpage targeted to a specific cohort of your traffic, with the aim of providing a more relevant experience in order to achieve the ultimate objective of driving that cohort toward conversion.

According to Wikipedia, a landing page can be defined as a:

“single page that appears in response to clicking on a search result or online advertisement.”

The definition and application varies from organization to organization.

The real and long-term goal of landing pages, as I see it however, is one that Amazon’s CEO Jeff Bezos envisioned back in 1999:

“We have 6.2 million customers, we should have 6.2 million storefronts.”

In other words, because every customer is unique and requires different types of attention and engagement to be convinced to purchase, businesses should adapt accordingly by tailoring their stores to each of those individual customers.

Enter ecommerce landing pages.

While retailers can’t be expected to actually create unique websites for every user, they can create unique digital storefronts. Landing pages represent the tool through which brands can adapt to the user in question, creating relevant and positive-impression making experiences for each of the individuals engaging with your brand.

Think People-Based Marketing.

Sure, it is a marketing buzzword, but it is a buzzword for a reason. By taking a customer-first approach to your landing page optimization strategy, you will do more than create impactful landing pages that guide your traffic in the precise direction you want them to go. You will simultaneously unlock incremental value from each of those individuals, driving higher returns for your business as a result.

Put These Steps Into Action

Do you have questions about landing pages? Sign up for our webinar “The Anatomy of a Perfect Landing Page” co-hosted by BounceX and BigCommerce. It’s on Tuesday May 2, at 2PM EST. By the end of it you will be a People-Based, Landing Page pro with more revenue filling out your bottom line.

People-Based Landing Pages: You almost already have them

So, naturally, you want to board the landing page train as soon as possible. But the fact of the matter is that you already sort of have.

Every page on your website that a customer lands on is, in effect, a landing page.

  • Your homepage
  • Your category pages
  • Your product pages

These all represent a place where an individual can enter your website. They just are not people-based landing pages — not yet, anyway.

In the past, consumer journeys online have been completely linear. Every time a user wanted to engage with your brand, they had to begin with the homepage, navigate to a category page, and then to a product page, building their conversion momentum as they moved deeper into the website.

As a result, nearly every consumer journey began with an introduction (or a reintroduction) to the brand itself. Just read any post or guide about homepage optimization.  It will tell you that “the homepage serves as the first impression for a new visitor and generally it will be the page that receives the most traffic.”

But this is just not always true any more.

If you take a quick look into your website analytics, you will likely notice that a few product pages rank near the top or even above the homepage.

This stems from the fact that consumer journeys today have changed dramatically. They are no longer linear. Instead, they have become increasingly fragmented and will only continue to become more so as more channels and new points of brand engagement become available.

headline

Image source

4 Steps to Implementing a People-Based Landing Page Strategy

Today, shoppers can arrive at your ecommerce site through a plethora of unique channels after engaging through any number of different messages or searching for any given term or product.

  • They might click through a Facebook ad for shoes, landing on your website in the shoes category
  • Or, they might click through a marketing email that takes them directly to a specific product page

They can also land on any page type at any given moment during any point in their conversion journey.

  • That Facebook user may have been targeted with a Lookalike ad, landing on that site for the very first time
  • Whereas that email user could have received a product recommendation email after making a first purchase

In other words, two very different types of shoppers — a new prospect and a returning customer — can have the exact same brand experience.

Not ideal.

Consequently, the brand impression and value illustrated on the homepage is often lost to these shoppers entering the website from Product Listing Ads, AdWords, cart abandonment ads, category sale emails, social media links, etc.

They are simply dropped off on any page of the website, left to either convert or not convert.

So while you do have ecommerce landing pages — they are not yet optimized for a revenue-driving and People-Based strategy. But we promise to get you on board the people-based landing page train.

Just follow the below four steps.

Step 1: Create undeniable value on every page

In a world where every consumer has an infinite number of options for nearly any given product at their fingertips — where Forbes whispers of the death of loyalty — ensuring that your visitors understand why they should buy from your brand is crucial.

Unfortunately, that undeniable value that sets your brand apart from the rest is very rarely clear outside of the homepage or the About Us page.

Just look at this standard product landing page template that almost every ecommerce retailer uses.

Note: This is not a BigCommerce site. You can view all of BigCommerce’s optimized themes, templates and landing pages here. Industry leaders like Theme Forest have also designed optimized themes for BigCommerce customers

The problem here isn’t actually with the template, but with what most ecommerce retailers do (or don’t do) with that template.

Think about the new visitor engaging with a Facebook Lookalike product ad for sandals.

  1. She clicks through the ad and lands directly on a product page that probably looks similar to the templated one above.
  2. She sees the sandals, they’re cute, but she could probably get similar ones on Amazon for a cheaper price.
  3. And finally, she clicks back and continues browsing Facebook.

What wasn’t clear to this new user when she landed on the product page was all the details that would have likely motivated her to engage further:

  • an expiring promotion on sandals or free shipping, returns, and exchanges
  • or the fact that for every pair purchased, another pair is donated to a woman in need

In other words, since the home page is no longer the sole landing page, it is up to you to ensure every page on your website resonates with value.

And why shouldn’t it?

Most retailers have specific value propositions — whether price, return policy, brand story, or social responsibility. Those elements are a part of your business for a reason, why not share them with your consumers, especially if they will drive value for your business in return.

Here are a few examples of product pages that include valuable information typically on Homepage or About Us pages –– from the headline right through the detials — and how these retailers weave in those storylines.

Examples of the best ecommerce landing pages

Handpicked Wines‘ Product Page

social proof


My Magic Mud Product Page

social proof


Atlanta Light Bulbs’ Product Page

This one is a bit more traditional, but still follows similar rules of visibility to show consumers the value in buying with them.


Step 2: Make it easy

We’ll be hosting an in-depth webinar about “The Anatomy of a Perfect Landing Page” next Tuesday May 2nd at 2PM EST, but for the sake of this post, what it really boils down to is the 3-Second Rule, or the theory that you have roughly 3 seconds the capture a visitor’s attention.

Otherwise, they’re gonezo.

So, with this in mind, it is crucial to ensure that on every landing page, a consumer can answer the following questions within 3 seconds:

  1. Who you are and what do you do
  2. Why you are of value or of interest to them
  3. What they should do next

Let’s look back at that templated product page we saw earlier.

social media

Note: This is not a BigCommerce site. You can view all of BigCommerce’s optimized themes, templates and landing pages here. Industry leaders like Theme Forest have also designed optimized themes for BigCommerce customers

Now, step back, close your eyes, and open them for 3-seconds.

Can you answer the above three questions?  I can’t — and not just because this is a templated page.

Per Step 1, we are already working on ensuring who you are and your value is reflected across every page.

But what about what they should do next?

In the above image, that next step is lost in plethora of page distractions. Even the add to cart button is barely visible at the bottom of the page. This type of convoluted landing page design is not conducive to seamlessly making a purchase.

My eyes even have to move down the page to see the discounted price, and the discount itself is tiny!  Additionally, while the product image is large and clear, I don’t really understand the associated labels. If it’s “HOT” because of the price, shouldn’t that great discount be reflected prominently?

When it comes to making the purchase decision, consumers are flooded with hesitations:

  • Do I really need it?
  • Is it too expensive?
  • Could I find it cheaper?
  • Is it worth the investment?
  • Why should I trust them? (queue social proof)

It is up to the landing page to alleviate those hesitations.

On product pages, this means ensuring clear product images along with prominent CTAs and easily understood value propositions.

On category pages, this means making sure your product images are clear as shoppers scroll through in addition to ensuring customers understand the product offerings.

In this example, while scrolling through the category page, a few things are immediately clear:

  • Value: Free Sample & Free Shipping and Returns
  • Product: Large, clear product images
  • Product Options: the “more shades” tags give interested users another reason to click
  • Next Step: persistent “Add to Bag CTA”

The brand took the idea of motivating the user to take action to the next step. By creating the “Add to Bag” CTA button, they have simplified the checkout process, giving users the ability to easily add items to their cart.

Ultimately, every ecommerce landing page (and really every page of your website) should be created with the goal of getting your user to take the next-most productive step.

Once a user has made it to a category or product page, they have essentially told you what they are interested in. It’s up to you and your pages to ensure they are.

Step 3: Identify the right traffic

Now that you’ve optimized the general landing page experience across your website, it’s time to take it one step further — the people-based way.

Of course, it is neither feasible nor wise to try to create people-based landing page experiences for every individual arriving at your website.

Instead, you should focus on the highest-value cohorts of your traffic. These are not only the ones you have invested your budget toward, but they are also the individuals you know you can motivate to take productive action with your business.

But, how do you identify the right traffic?

Start by diving into your website analytics, specifically looking into your top traffic sources, not only from a traffic volume perspective but also from a revenue perspective. These sources typically include Email, Paid Search, Organic Search, and Direct, to name a few.

ecommerce landing pages

Once you have pinpointed those top traffic sources, dig even deeper and look at the specific campaigns responsible.

  • Do those jumps in traffic arise from specific marketing emails or promotions?
  • Are they a result of cart abandonment ads on Facebook?
  • Are there specific search terms you have ads for that are just killing it for you?

By sifting through all of these details, you’ll be able to get a clear understanding of which specific cohorts of traffic are the most valuable to your business.

If you are using an analytics solution like BigCommerce’s Insights, you can easily see reports that take this a step further. Here is a taste.

Marketing Insights Reports

In this section, you can dive into customer lifetime value by channel on day 1, 90 and 180. This will help you understand which channels (AdWords, Email, Facebook, etc.) drive the highest lifelong loyalty and repeat purchase rates.

What is this helpful for? Understanding where to put your ad dollars to drive consumers back to your product landing pages for purchase.

conversion rate

Here are the three reports you get.

Here is what the 90 day report looks like, and how you can download the data to further investigate.

Product Insights Reports

Here, you can dive into which products (and subsequently product landing pages) are performing the best, and which need a little work. This data is pulled based on individual product conversion rate data. So, if its a rockstar product, it is likely a rockstar landing page.

Further, you can use this data with the Marketing Insights data to understand which products to market for the highest return on ad spend.

Moreover, you can use these insights to see which products are bought together most often. This is a good indicator of what additional products to include on landing pages for upsell opportunities.

Customer Insights Reports

With these reports, you can dive into various customer cohorts including:

  • Best customers
  • Customers at risk
  • Low AOV customers
  • Customer lifetime value (30, 90, and 180 days)
  • Customer lifetime value by product (day 1, 90 and 180)
  • Best products for repeat purchase (By month)

This data is helpful for understanding customer behavior on your site, which products drive loyalty and creating landing pages that best attract high AOV and full-price customers.

Most useful, however, is to use this data for retargeting on Facebook to earn more “Best customers” using already known characteristics of that cohort.

Here are the full reports you have access to:

Step 4: Behavioral Marketing

Now that you have optimized landing pages and you know who to target, it’s time to bring your landing pages to life, so they can adapt to the specific person in question.

When any visitor lands on your website, you should be able to detect a couple of things with the proper tagging and a behavioral marketing partner like BounceX:

  1. If it’s her first time onsite
  2. If she came through an ad and what type
  3. Which ad specifically and the content of that ad

Since you’ve already identified your most valuable traffic-driving campaigns, you can target the individuals who come through those experiences with behavioral marketing tactics.

So now, when that new user clicks through your Facebook Lookalike ad and lands on your sandals product page for the first time, two things will occur simultaneously:

  1. She’ll likely remain onsite longer because your unique value propositions are clear
  2. She’ll understand that the sandals are on sale for a limited time only

Both of these are a result of your on page optimizations. With behavioral marketing, you can add a third element to the optimization process.

Here’s the scenario:

Knowing this shopper is a new prospect who has never purchased from you before, you know she’s going to need slightly more convincing before she agrees to purchase from you and likely won’t make the purchase in her first visit.  

So, as she’s clicking through the product images and demonstrating clear interest, you respond to her behavior by offering her ‘Free Shipping’ when she enters her email address.

Now, you’ve not only captured her information in case she abandons but you’ve also given her another reason to buy from you today. It’s people-based marketing, people.

Final Word

Every page on your website is effectively a landing page. And what is a landing page but your chance to make conversion-driving impressions on your valuable visitors?

So, to put it simply, make sure every page on your website does just that – instills real interest in each of the consumers arriving at your website (and interest they won’t find on any other ecommerce website). Between refined landing page optimization and some of the best practices listed above, you can vastly improve the value instilled in your visitors.

From there, get the most value from your landing pages experiences with behavioral marketing and guide your shoppers closer to conversion with every step.

Put These Steps Into Action

Do you have questions about ecommerce landing pages? Sign up for our webinar “The Anatomy of a Perfect Landing Page” co-hosted by BounceX and BigCommerce. It’s on Tuesday May 2, at 2PM EST. By the end of it you will be a People-Based, Landing Page pro with a higher conversion rate — more revenue filling out your bottom line.

Want more insights like this?

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  • Vishant Gupta

    Very informative post!! I have used few prospecting and Lead generation tools like AeroLeads, rainClutch , Rapportive and it’s really helped me a lot to increase my business reach!

  • Vishant Gupta

    Nice !
    Growth also Depends on lead Generation so focus on lead generation is must and on lead generation tool. I have used few similar lead generation tool like AeroLeads, RainClutch, and Rapportive these helped me a lot in my business development campaign.

  • Hi Mili Mehta, You really doing hard work for writing this article. lots of information you shared with us. I did not know about optimizing a landing page before. I have got helpful information. Thank you so much.

  • Thanks for the information, I’ve found some secrets of optimizing a landing page, even I’m not an eCommerce user. I’m just thinking about a dedicated landing page for my service.

  • Hey! Thanks for the feedback here. I’m sorry you feel that way. There isn’t much in here that requires anyone giving BigCommerce or any other company their money, though. If you have product pages, you have landing pages. And if you don’t want to use BigCommerce Insights, you can use our out-of-the-box analytics (or GA, both of which are free) to optimize your product pages.

    That said, if you want any help putting any of this to use, just let me know. Thanks!

  • I’m disappointed to see the extent to which BigCommerce always seems to be writing for profits. I say this in comparison to articles written by Shopify, which are very clearly, and more visibly written with the intent and purpose of actually helping its merchants succeed. Everything I see or do on BigCommerce has “give us your money” written all over it. Otherwise, great article.

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