Your landing page is the first thing users see when they visit your online store, whether they clicked a social media link, paid advertisement or organic search results on Google to get there. Knowing the first 10 seconds on a webpage tend to determine whether a user stays or bounces, the importance of optimizing the experience from the very start is crystal clear. If you can convince shoppers to stick around for longer than 30 seconds, you have a much higher chance of gaining a customer.
It’s important to consider different ecommerce landing pages and their functions so you can design each one for peak effectiveness, depending on its intended functionality. This is especially true for ecommerce site owners, as there are many thing you need to consider even before starting your site.
Here are a few key examples of what’s working best today.
This is the first landing page that comes to mind when we envision an online store; it’s the catchall for traffic with the broadest overall function. Your home page should contain simple, highly usable global navigation so visitors can continue their shopping journeys, moving increasingly toward the specific as they narrow down their goals. You’ll need a fixed navigation bar across the top at bare minimum, although many brands choose to add navigation options along the left-hand side of the page as well.
Since this landing page provides an overview of your brand, it should convey your unique selling proposition (USP) at a glance. Remember, you only have about 10 seconds to wow visitors. What sets your online store apart from the pack? As Entrepreneur points out, USPs generally relate to “product characteristics, price structure, placement strategy (location and distribution) or promotional strategy.”
You may choose to focus on your unparalleled customer service, luxury product lineup, next-day delivery, or philanthropic efforts. Whatever your USP, make sure your home page states it blatantly.
Category and Product Pages
Let’s say you make a post on social media singing the praises of your newest line of t-shirts. If an interested Facebook user clicks the link, they expect to be led to a page with more information and photographs featuring this lineup of shirts. To link back to your homepage—or any other page—would just create extra work for the visitor. This is why it’s important to create unique category and product pages to capture visitors seeking more specified information (often linked from an online ad, social media post or blog entry).
The best ecommerce site builder, like those offered by Shopify, allow you to create organized, appealing product and category oriented landing pages—complete with all the information and visuals a shopper needs to make an informed purchasing decision.
Email Sign Up Page
Email marketing is still going strong, although the nature of the beast has changed over time. Namely, you should only email people who indicate they actually want you to do so by signing up for your email blasts. To build your list, you want to bring interested parties to a distinct email opt-in landing page telling users what to expect if they subscribe. Include these features:
- The type of content enrollees can expect in their inbox
- The frequency of delivery
- Benefits of signing up (email-only coupons, a percentage off first purchase, etc.)
- Information they must provide to sign up
- A compelling CTA
Goal Completion Landing Page
A simple thank you goes a long way in ecommerce. In addition to reassuring customers their form submissions went through, it’s an opportunity for lead generation. You can use it to urge visitors to fill out a survey, share a post on social media in exchange for a reward, access additional free content, provide referrals, or head back to the home page. You can also gently upsell. You know the customer is interested in your store because they’ve already signed up for your email list or bought a product. This increases the likelihood of extending their engagement with your store.
Knowing the different ecommerce landing pages and their functions will help you structure your web store and optimize your overall user experience. It will also diminish your bounce rate because you’re connecting customers with the most relevant content for their expectations right away.