Custom landing pages to quickly optimize the customer experience: ecommerce hack #09

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LANDING PAGES IN E-COMMERCE: INCREASING THE CONVERSION RATE THROUGH TARGETED PAGES

Landing pages play a central role in e-commerce that you should not miss out on. They support your marketing as targeted entry pages designed to motivate current and future customers to take a specific action, be it a purchase, signing up for a newsletter or downloading a file.

This guide highlights the most important aspects of landing pages in e-commerce and gives you tips on how to create and use them effectively to increase your conversion rate online.

What are landing pages anyway - overview and definition

Key features of landing pages:

  • Goal-specific: It is focused on a specific goal or offer and optimized to encourage a specific action from designated customers.
  • Minimalistic: The design is often reduced to minimize distractions and focus on the call-to-action (CTA).
  • Short-term and campaign-related: Pages are often used temporarily for special marketing campaigns or promotions.
  • Measurability: They are equipped with tools that enable precise measurement of the conversion rate.

Landing pages (sometimes also “landing pages”) and product pages are both important elements in e-commerce, but serve different purposes and therefore also have some significant differences. To begin with, it can be said that landing pages and product pages are two important tools in e-commerce that fulfill different functions. A landing page focuses on conversion, while a product page provides information. The choice of the right tool depends on the specific goals and requirements of the online store:

1. objective: The primary objective of a landing page is the conversion of the visitor, i.e. the execution of a specific action online, such as the purchase of a product, the registration for a newsletter or the download of a file. While landing pages are often used to capture traffic from specific marketing campaigns and can have multiple goals such as lead generation, information transfer or direct sales, product detail pages (PDPs) mainly focus on the presentation of individual products. They offer detailed information about the products, show images, specify options and variants, and are intended to convince the potential customer to make a purchase. In contrast to the more versatile roles of a landing page, a product page focuses on the immediate sales step. As far as Google is concerned, a landing page puts you in a position to have a chance of SEO positions for campaign-specific content even if it differs from your main page in terms of content and approach. 

2. content: A landing page contains less text than a product page and focuses on the essential information that is relevant for the conversion. It often uses strong headlines, concise descriptions, compelling calls to action and call-to-action buttons (CTAs). SEO can be emphasized by landing pages because Google can be given differently accentuated content to evaluate.
3. structure:
A landing page usually follows a simple and clear structure so as not to distract the visitor and lead them quickly to conversion. It often uses a one-page structure with clear sections and visual elements that draw the eye to the CTA.

4. navigation: A landing page usually has few or no navigation options to keep the visitor on the page and not distract them from the conversion. The aim is to lead the visitor to the desired action as quickly as possible.
5. examples:
A landing page can be used for an advertising campaign, for example, to promote a new product online or to offer a discount. It can also be used for lead generation to capture the contact details of potential customers.


What are the goals of landing pages in e-commerce?

Landing pages in e-commerce are designed to achieve very specific goals by motivating visitors to take a specific action. Here are some of the main goals that are pursued through the use of such a page:

GENERATION OF LEADS:

A landing page is ideal for generating qualified leads. By motivating website visitors to enter their contact details, online stores can collect valuable information about potential customers and use this later for targeted marketing measures.

MARKET LAUNCH OF NEW PRODUCTS: 

When launching new products, special landing pages can be used to generate interest and attention. They offer detailed information about the product and its benefits and can also enable pre-orders or registrations for product demos.

SUPPORT FOR SPECIFIC MARKETING CAMPAIGNS:

Each landing page enables a direct link to specific advertising campaigns from individual marketing channels. For time-limited marketing campaigns or seasonal promotions, a landing page is ideal for communicating the message clearly and without distraction. They can be designed specifically for the needs of a campaign and enable direct measurement of the campaign's success.


Segmentation of the target market:

Different segments of the market can be targeted on the website through differently designed landing pages. This makes it possible to tailor the content and offers to the specific needs and preferences of these target groups.

TEST AND OPTIMIZE:

Using A/B testing and other analytical tools, users can create different versions of a landing page to test to see which elements deliver the best conversion rates. this helps to continuously improve and adapt marketing page by page.

Tips here include focusing on a clear call-to-action and optimizing all elements to support that action, landing pages maximize the chances of visitors taking the desired action. They are a powerful tool in digital marketing that focuses on precise and measurable goals.


Types of landing pages in e-commerce:

Product spotlight pages: these pages focus on highlighting a specific product or product line. They provide detailed information and images to emphasize the benefits and features of the product and specifically promote the sale of that one product. This type of page can also be used as part of a blog, for example.
Offer or promotion pages:
this type of landing page is often used for time-limited offers, sales or special promotions. They aim to increase urgency and encourage users to act immediately so as not to miss out on an offer.

Lead generation sites: these sites are designed to collect contact details from prospective customers. They usually offer an incentive such as a free e-book, a discount code or access to exclusive content in exchange for the email address or other contact information.
Event registration pages:
For special events, such as webinars, workshops or product demonstrations, special pages are set up aimed at registering attendees. these pages contain all relevant information about the event and a simple registration form.

“Coming Soon” or launch pages: these are used to create interest and anticipation for an upcoming product or website. Often an opportunity to pre-register or subscribe to updates is offered to build an early adopter base. Again, this lends itself to consideration in a blog.
Thank you pages:
After a user completes a specific action (such as a purchase or sign-up), they are often redirected to a “thank you page”. these pages are important to positively round out the user experience and can be used to offer further relevant promotions or information.

Upsell or cross-sell pages: After a customer has made a purchase, special pages can be used to offer additional products or services that complement or extend the original purchase.


Best practices and tips for an effective landing page:

Clear objective: Definition of the specific conversion goal (e.g. purchase, newsletter registration), taking SMART criteria into account
Focus on relevance:
Align the landing page with the expectations of the respective target user, if necessary also in differentiation from the main target group of the website
Strong headline and CTA:
formulate concise headlines and convincing calls to action

Convincing content: Highlighting the product benefits and advantages for the customer
Visual optimization:
Use of high-quality images and graphics
Optimization for conversions:
Reducing distractions and simplifying the conversion process
A/B testing and optimization:
Ongoing analysis and improvement of landing page performance


Integration of landing pages into the e-commerce strategy:

Linking with marketing campaigns: Using a landing page as a target page for Google Ads, generally facing Google with a view to SEO aspects, social media marketing etc.
Creation of landing pages for different target groups:
Adapting content and offers to the needs of different customer segments. If necessary, consideration of the landing pages in the blog.
Integration into the email marketing workflow:
Sending targeted emails with links to the relevant page.
Evaluation of the conversion success:
Measurement of the conversion rate and adaptation of the landing page based on the data


Tools and ressources for the creation of landing pages:

Landingpage-Builder: 

There are various leading landing page builders for professional use. Some can be connected directly to your Shopify, WooCommerce or other store systems. A good cross-section of stand-alone applications and applications integrated into marketing automation solutions can be found here:

1. HubSpot: HubSpot Marketing Hub is a classic example of a comprehensive marketing suite that includes a landing page builder as well as tools for CRM, email marketing, social media marketing and marketing automation. HubSpot is particularly suitable for you if you want to consolidate all your marketing activities and manage them on one platform.

2. Unbounce: With Unbounce, it all boils down to conversion optimization. The builder offers numerous functions for A/B testing, personalization and conversion tracking, with which you can continuously improve the effectiveness of a landing page.

3. InstapageInstapage is another powerful landing page builder, also with a focus on conversion optimization. The builder offers a variety of templates and design elements specifically designed to create high-converting landing pages for your website. The focus here is on professional design.

4. Leadpages: Leadpages is a user-friendly landing page builder that is particularly well suited to the goal of lead generation. The builder offers numerous templates and forms for creating all relevant pages that motivate visitors to sign up for newsletters, webinars or downloads. As the name suggests, this product is particularly interesting for you if your main goal is to generate leads.

5. Landingi: Landingi is another popular landing page builder that offers a good balance between ease of use and functionality. The builder offers a variety of templates, design elements and integration options that you can use to create your pages. Landingi is suitable for businesses of different sizes and industries.

Choosing the right landing page builder depends on your individual needs and requirements. the providers mentioned above are among the leading providers in e-commerce and offer a wide range of functions and options. Before choosing a builder, check out the features, pricing and customer reviews to find the best solution for your needs.


E-COMMERCE PLATFORMS: INTEGRATED LANDING PAGE FUNCTIONS IN MANY STORE SYSTEMS

Many popular e-commerce platforms already offer integrated landing page functionality that allows you to create and manage pages without additional tools. This can be a practical and cost-effective option if you only need simple landing pages and are looking for an entry-level to SME store solution. You'll find what you're looking for with Shopify, WooCommerce, BigCommerce and, in the more professional area, Magento/Adobe Commerce. Good to know: The success of most of the solutions mentioned here depends on the plugins used, so landing page feature support does not necessarily come from the platform itself.


VORLAGEN UND BEST PRACTICES: LANDINGPAGE-INSPIRATION PER DESIGN-MUSTER

Regardless of which solution you choose, it's worth taking a look at the landing page galleries of various service providers to get some inspiration. Some urgent tips and recommendations


Hygiene factors and watchouts- How to set up clean landing pages

In addition to the many details already mentioned, there are a few framework recommendations and general tips, even if some of them are not landing page-specific, which should nevertheless not be missing from your checklist:

  • Mobile-first design: More than half of web traffic has been coming from smartphones for several years now. It is therefore more important than ever to develop your landing page in such a way that it also functions optimally on mobile devices and offers a smooth user experience.
  • Speed and performance optimization: Users have a short attention span online. Therefore, your pages need to load quickly to reduce bounce rates, increase engagement and ultimately increase conversions.
  • A/B testing and data-based design: Already discussed above: A/B testing allows you to test different versions of a landing page to find the most effective one. this reduces uncertainty in design and optimizes results.
  • Integration of social proof: Customer reviews, testimonials and other forms of social proof create trust and credibility, which has a positive effect on the conversion rate.


Other noteworthy trends:

Interactive and appealing elements: Quizzes, surveys and interactive elements increase user loyalty and the time spent on the landing page.
Personalization and dynamic content:
Tailored offers and content based on user data increase the relevance of the landing page.
AI-supported personalization:
the analysis of customer data with the help of AI enables an even higher level of personalization.
Storytelling and narrative design:
an appealing story builds trust and makes your brand more memorable.
Note:
Not every trend needs to be implemented immediately. Focus on the most important elements for your target group, add successively and based on numbers. the decisions are in your hands. landing page


Conclusion: maximizing Success through Targeted landing pages- also or especially in e-commerce

In summary, appropriately optimized pages can be recognized as powerful tools in digital marketing that, when used correctly, can significantly contribute to increasing conversion rates online. by clearly defining goals, adapting to specific customer segments and continuously using optimization tools such as A/B testing, they offer a flexible solution for maximizing marketing success. As technologies and customer preferences evolve, landing page design strategies are also becoming more innovative. It is therefore crucial for e-commerce companies to keep their finger on the pulse and continuously monitor and integrate developments in this area to ensure their competitiveness.