Ecommerce Landing Page Design: Tips on How to Get Started
Is your Ecommerce landing page design focused on convincing and converting potential customers? Find out in this post.
Image by storyset on Freepik
So you’re all in on developing your online business. You’ve got an outstanding product. Maybe you’ve invested in a BigCommerce order management system for efficient back-end operations. The whole nine yards. How do you capture more leads to make this your best-selling year yet?
If an ecommerce website is to a physical store as landing pages are to a storefront, what turns your digital window shoppers into customers that convert?
No online business can underestimate ecommerce landing page design and the power of web design for your startup.
The best pages share some general principles with the tactics that stop passersby in the streets and beckon them through the door. After all, dingy shop fronts like dark caves would be lucky to draw a look. Overcrowded content can create visual clutter that repels visitors. Clear and clean design attracts.
The Medium Helps the Message Land
Marshall McLuhan once famously said that the medium through which we choose to communicate is just as vital as the message itself. He was trying to make a more profound point. Still, it’s a neat way of thinking about design.
Landing pages, in particular, are a conversion medium that can raise the salience of your message. They’re where you can flex your creativity and choose the designs that resonate most with different buyer personas. And where you have the flexibility to overcome buyer resistance in whichever ways you think will work best.
These pages keep visitors on your site and are a catalyst for their shopping experience. You’ll generate those leads, increase conversion rates, and even assist your marketing efforts across the board.
In this article, we’ll break down the basics of Ecommerce landing page design and highlight some tips on how to get started with building high-converting pages.
Image Sourced from unbounce.com
What is an Ecommerce Landing Page?
A landing page is a standalone page on your site created to encourage customers to take a particular action. It’s where your visitor lands after clicking on a link from a specific source. Knowing a bit about who is ‘landing’ on these pages means you can center your design around one marketing goal and, therefore, make it count.
The goal in ecommerce is for customers to make purchases.
In simple terms, landing pages give the customer what they are looking for, making it easy to buy. Combined with consumer journey mapping, you can use landing pages to drive other actions in the customer journey. Consider including this waiver agreement template when sending customers to landing pages.
How do Landing Pages Differ?
What are the major differences between landing pages and other pages?
Landing pages can be purpose-built and personalized to fit the customer’s intent, encouraging buyers with a singular call to action.
Not only do landing pages serve as a dynamic platform to attract traffic and elicit action, but they also improve your rankings on search engines (via SEO).
Homepage or product pages are excellent for making a first impression or providing product information. Catering to a general audience, though, they can be heavy on details some shoppers might not need. Such distractions could impact your conversion rates and cause potential customers to bounce. Undoubtedly, design affects your ecommerce site.
In comparison, landing pages are entirely focused on marketing and selling products, whether those products are workflow builder platforms that help businesses enhance team collaboration or a killer pair of heels for that next party.
Why Do You Need Landing Pages?
Homepages or product pages can be a profusion of choice, bursting with distractions and opportunities to click away. The homepage receives the most traffic, so it figures that it must showcase the full array of options.
While other pages will display generic information to appeal to the masses, you can curate landing pages and couch your message in a personal language that helps you close deals. When you can speak about the benefits of your product, you increase the chances visitors will smash that sale button. Design landing pages to fit specific customer segments to drive more conversions and cut down on wasted ad spending.
Types of Ecommerce Landing Pages
Online store owners use different ecommerce landing page designs for different campaigns. And the content will reflect these unique goals.
Lead Generation Page
These top-of-the-funnel landing pages introduce your ecommerce store to new visitors. It will improve business efficiencies if you understand how the full process is carried out. The aim is to connect with and get information from visitors—hence their other name, ‘squeeze’ pages. The CTA should get visitors to fill out a simple, intuitive form. Sometimes you might offer incentives such as hefty discounts for newsletter sign-ups that build your email list.
Mid-Funnel Landing Page
These pages are for re-targeting customers interested in your brand that need additional persuasion. You want to include content that nudges those on the fence along the path to purchase. Use straightforward call-to-actions (CTAs) with a buy button that sends them to the checkout—a convenient website design.
Bottom-funnel pages are for upselling campaigns. Customers are just about sold on your product but stopped short of hitting buy. These pages push additional or related products. But only once you’ve closed the deal first. Shopping cart abandonment discounts such as free shipping come into play here.
Coming Soon Page
These pages create buzz well before your brand launch. Capture visitor information and start marketing immediately to gauge interest in your unique selling proposition. Get ahead of your launch to warm up people to your brand.
Must-Try Ecommerce Landing Page Design Tips
Landing pages allow you to expound on the reasons a customer should purchase your product. You can promote offers, capture leads, or drive interest in a new product. And it turns out that the more landing pages, the merrier. So it’s cool that these essential links in the sales funnel are quick and easy to build with internet marketing software.
Remember that you need to tailor each page to different goals, customer segments, and stages of the sales funnel. For example, if you are thinking about writing a commercial proposal, start by understanding your target customer. With that said, there are some tried-and-true elements of all really successful landing pages:
Wow Visitors Above the Fold
The goal is to keep people reading. Whatever visitors see on loading your landing page is called ‘’above the fold.’’ What you locate here will probably dictate whether they will bother scrolling down your page. Pack as much excitement into that upper quadrant of your landing page as you can muster from all these elements. Include offers that leave nothing up to interpretation.
Clean, Uncluttered Design
It’s true that a good landing page must be free of clutter. Otherwise, you risk overwhelming visitors with excess content. Keep in mind that people scan your content ruthlessly. So be just as ruthless with fluff. Tie every element together to communicate one message that evokes visceral feelings if you can. Incorporate thoughtful details and make pristine page design choices that reflect your product and brand.
Remove any needless temptations to navigate away in the header or footer. Simplicity helps convey benefits and lets the value proposition take center stage. Just like basic lease agreement terms and information, a landing page must be clear and easy to read.
Test Your Design
Imagine you’re trying to figure out how to improve eBay sales. A/B testing will play a key role in building intelligence around your landing page relevance. It goes without saying that you should embrace iterative design.
You have limited time to make an impression. So use professional and preferably large images to grab attention and add visual appeal. Text and bullet points have diminishing returns for ever more visual creatures. Something content writers know only too well!
Images and multimedia are also great for overcoming purchase objections and creating transparency and trust. They illustrate critical product details that shoppers sometimes skip over in your content. It’s worth emphasizing that the quality of your photos can make or break a sale. So discard any low-quality or pixelated photos liable to turn shoppers away. It’s absolutely imperative to optimize images for mobile.
Back-up Your Claims With Social Proof
Customer reviews are a powerful marketing tool. Outside of reassuring visuals, you can leverage social proof in other ways to earn shoppers’ trust. Include testimonials and handy user-generated content of products in action. Show off where your brand has been recognized and featured. These help you tell your brand story, too. Trust seals and a social proof nod to your brand credibility and let visitors know that you’re the real deal.
It’s the first text your visitors will eyeball. Think of it as your mission statement-cum-formal introduction, in a few words. Pique their interest.
Clear, concise, and bringing the visitor into the conversation—craft a headline to convey what sets you apart.
Spell Out Benefits
Which is to say, weave in your unique selling proposition (USP). Outside of spelling out your USP, touch on all the significant benefits and features of your offering. Lead visitors to readable and easy-to-understand supporting copy (see below), explaining exactly why people should buy your product.
Image sourced from unbounce.com
Call to Action
You’ve done the hard work. You’ve got visitors to your site. You’ve forked out for one of the best inventory management solutions to handle their order when they place it. All you need now is to persuade your site visitor to take that last step to become a customer.
As soon as visitors land on your page, they should know how to take advantage. Tell them to take action with a clear CTA. High-converting ecommerce landing page design should have a singular CTA to avoid analysis paralysis. Use the active voice and denote a sense of urgency with a time-limited offer.
Begin Converting With the Best Ecommerce Landing Page Design
With a professional ecommerce landing page design, you can surface up the value propositions from within your entire site. And tie all the elements of your design together to deliver one message that accords with a targeted audience.
Follow these tips and, to coin a phrase, hopefully all the world’s on your landing page.