Website visitors partially make up their minds about whether or not they want to make a purchase as soon as they lay eyes on the landing page of an eCommerce store.
Landing pages can make or break your leads. This is why you need to design them effectively. Most website owners tend to add unnecessary elements on their landing pages.
We have put together a list of what needs to be eradicated to improve your conversion rate.
What to remove
Your ultimate goal is to keep the customer’s focus on the purchase. The simple rule of thumb is to get rid of everything that either detracts the customer or doesn’t sufficiently serve your goal.
Social media plugs
As much as you want your social media platforms to gain popularity, a landing page isn’t the right place to market them. Yes, social media will ultimately boost your business. But your aim with a landing page is to encourage a sale, nothing else.
You may very easily lead the visitor’s attention to the social media buttons. However, this will be a distraction from the product that you’re trying to sell.
Who doesn’t love a sale and discount? You might want the customers to be aware of all the fantastic deals you’re offering. But none of them are useful if they aren’t relevant to the product that the visitor is interested in.
If you want to communicate an on-going discount, only display the ones that are offered on the category of products that the client clicked on. The rest will, once again, sidetrack the visitor, and you’ll lose any chance of a conversion.
Visuals impact visitors more than words. Firstly, do not design a landing page that only has words written on it. That looks extremely boring, and no one will ever be attracted to a landing page like that.
Similarly, going overboard with graphics is useless. Here’s what to avoid:
- Unwanted videos
- Stock images
- Meaningless visuals
All these additions will slow down your visitors. This will devalue your brand as a whole.
This is the part where you should come up with an eye-catching font, writing style, size of the text, background color, etc. A dark background usually makes it harder to read the text. This keeps the visitors from getting entirely sold on your deal.
How to Improve Your Sales
You now know what not to add on a landing page. But what about things you should add to encourage an increase in sales? If you do things properly, your conversion rate can easily top 10%! The following techniques can be used to sell products on landing pages.
Place relevant products on the landing page
Of course, you cannot expect to run your business successfully without plugging in products here and there. That’s precisely what you have to do but very strategically. Relevant and related products can be advertised alongside the product that the visitors show interest in.
The most important aspect of a landing page is that it must be relevant to the advertisement that it is linked with.
Let’s say the visitors got to your landing page by clicking on an advertisement for men’s t-shirts. The landing page following this click must be selling men’s t-shirts. No women’s shirts, no button-downs, no trousers either. The main product should be a t-shirt for men. Yes, there can be a side column with suggested items that usually go well with the main product in question.
Focus on the product listing
Your landing page and product listing on the e-store both play a massive role in increasing your sales. Once a website visitor is successfully persuaded to make a purchase with the help of the landing page, generally, the next step is for them to go through some other products available in your e-store.
The psychology here is that the customers think that if they found something of their interest in this store, they’ll probably like a few other items too.
More importantly, a successful landing page doesn’t even need to have a product. Your aim is to encourage the next click, which could possibly lead to all the products in your e-store. This is where your entire product listing comes in.
Keep in mind that you don’t have to post all the products in your e-store at once. It’s useless to have thousands of products listed on your website. The visitor only needs what they’re looking for. Make the website easier to scan through.
Add tools that aid the visitor’s search process. Even if you only have ten items on sale but offer an effective browsing platform, you have a better chance at success.
Pay attention to the situational plugs
You should post the products as per the situation requirements. Seeing Halloween items on the landing page during the Easter season is useless in two ways. First of all, these are the products that most clients do not need at that time of the year.
Secondly, if you continually display these products throughout the year, they’ll lose their charm by the time the Halloween season arrives.
However, Halloween decorations will be the perfect plug on pretty much any landing page during the spooky season.
Make it regular
If there’s one motto to live by as an eCommerce store owner, it’s that consistency is the key. Instead of publishing hundreds of products at once and then leaving your store empty for the rest of the month, post 10 products per week.
Upgrade and update your landing pages every once in a while. Seasonal changes keep your e-store looking up to date.
Tackle Your Inventory like a Pro
It all starts with physical inventory management. How is that related, you may ask. Here’s the thing: as an eCommerce store owner, you cannot remember all the products you own off the top of your head. If you don’t know what you own, you can’t sell it. Keeping your inventory organized will help you maintain the stock. There’s a minimal chance or over-purchasing or running out of stock.
A good inventory system won’t only save you from embarrassing out-of-stock notifications when a customer wants to add a product to the cart. By consistently stocking products that your clientele is interested in, you reduce the chance of losing customers if you can’t provide them with their favorite items.
On top of that, with a system like this, you can categorize all your products. That way, you can advertise related products together on your landing page. Adding a personalized selection of other items they might enjoy just before they checkout can effectively boost your sales.
Use analytics from your e-store to figure out which products clients tend to buy together. Build on this information to further improve your business.
Inventory management systems may seem like an extended cost. However, as your stock gets managed properly, you save up on the inventory cost and cut profit losses resulting from customers not being able to find what they need.
All these tips are minor. Yet, their impact is huge. Unconsciously, visitors are affected by every single detail of your landing page.
At the back end, things like your inventory management can have an outcome on what the client sees on the landing page. Implement all the suggested strategies to boost your eCommerce store’s sale today!
Jen McKenzie is an up-and-coming author from NY. She writes on business, marketing, and HR subjects. When not at her desk, you can find her taking long strolls in the countryside or enjoying her free time brushing up on photo editing. You can reach Jennifer @jenmcknzie
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