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You know that situation at Christmas, when you hope to get exactly what was on your wishlist but in the end, you open the gift and, surprise, it's not at all what you expected. Ouch.
This is what happens if you don't use landing pages on your e-commerce website. Potential buyers will think they've found an attractive discount ad. But once they’ve clicked on it, they will get lost in the maze of your website and will never find what they came for… Therefore, they will leave your website before completing their buying journey.
So you may wonder why is it essential to set up landing pages to boost your conversion?
Well… through this article you will have an overview of what they might look like but also tips to help you build them directly!
Let’s start at the beginning. What is a landing page? Never heard of it?
Well, it's pretty simple.
There are various types of landing pages you can create on your website.
In this article, we will focus on the “sales landing page” also known as “pre-cart landing page” which is at the end of the customer's purchase funnel.
Suppose you’ve already read our article on Google ads’ landing pages. In that case, you know how important they are to optimize your conversion rates and, in the long run, your profit margin on your digital marketing strategy. But so are landing pages! They are e-commerce post-click pages that help bridge the gap between the e-commerce ad and a product or a purchase page.
Its role is to ensure no disconnection between the ad click and the final conversion. You see the logic, right?
The pre-cart landing pages (or sales landing pages) are mostly used for online shopping, online store, and e-commerce websites. Why? Well, because they secure sales.
They help move your prospects from your ad to your website, and above all, they make sure to deliver the right promise of your ad and maintain the momentum of their initial click. Without them, the prospect's purchasing experience can be less optimal.
Let’s be honest, if your prospects don't quickly get what they want, they usually leave your website after 3 seconds without doing any action. This directly impacts your UX and your transformation rate. Nowadays, consumers are increasingly demanding regarding the quality of the messages you deliver. Indeed, let’s imagine that after clicking on an ad, you just land on a page that shows a different discount than the one you’ve seen before. You get frustrated, right? Because you don’t want to pay for a product more expensive than you thought. So, you prefer to leave the website and continue your research on another platform. And we don't want this to happen on your own website!
After all that we said, you are still not convinced of their added value?
Ok, let's give you more information,
Here are some benefits that a landing page can bring to your web marketing strategy :
Now, you take the plunge?
Now that we know the benefits of a landing page, let's focus on what they look like.
The ad: The landing page:
As we can see in the example above, the ad and the landing page are shaped in a specific way. The ad includes an attractive call to action (CTA), with a clear message ", learn more" to encourage the prospect to click on the button. In this way, the consumer can land on the landing page to find the product they were interested in without being distracted by thousands of pieces of information that do not interest him or her.
As in every big decision, you need to make a list of do’s and don'ts, here are ours :
A good landing page should:
Here you can see an excellent landing page and its ad, which gather all the recommendations above:
If a good landing page can skyrocket your conversions, a landing page with too many offers and choices will have the exact opposite effect. It will lower your chances of getting customers and work negatively for the reputation of your business online. Here’s an example of what you shouldn’t add to your landing page:
Landing pages are an essential tool for your e-commerce business that your marketing and sales teams should start considering. Having good landing pages will help you :
So what are you waiting for? If you don't know how to create a compelling landing, at Better&Stronger, we can provide you with a thorough performance audit of your website to improve the user experience and facilitate the progress of your prospects in their buying process.
By Perrine Gonvin
03 Mar, 2022