After being gone a few weeks and having a bit of a tech detox (very much needed), I thought a good intro back is to discuss something I surprisingly hear little about in e-com: landing pages, which I like to think of as unsung heroes.
I recently spoke with a store owner who had a beautifully designed website, fantastic products, but couldn’t figure out why their sales weren’t taking off. When we dug deeper, the issue became clear: no dedicated landing pages for any of their campaigns.
If you’re running an e-commerce site and you’re not leveraging landing pages, you’re likely leaving money on the table. In this issue of Behind the Screens, let’s explore why landing pages are so crucial to your store’s success, and how they can supercharge your conversion rates.
Why Landing Pages Matter
Most e-commerce site owners make the mistake of sending all their traffic to the homepage. While your homepage is important, it’s not designed to handle specific campaigns or focus on a single product. It’s a broad, general introduction to your brand.
Landing pages, on the other hand, are focused. They target a specific offer, product, or promotion, and guide visitors toward one clear action — making a purchase, signing up for a newsletter, or downloading an e-book. This singular focus means fewer distractions for the user and higher conversion rates for you.
Here’s why landing pages are worth your time:
- Laser-focused messaging: Tailor the message to match your ad or campaign.
- Better tracking: Easily see which campaigns drive conversions.
- Improved SEO: Boost your site’s visibility with optimized landing pages for long-tail keywords.
Stop Sending Traffic to Your Homepage
A common mistake I learned is businesses running ad campaigns but linking them straight to their homepage. What happens? Visitors click through and immediately feel overwhelmed by options.
No specific call-to-action, no clear message, and ultimately, they leave without purchasing.
With a dedicated landing page, you’re setting expectations from the moment someone clicks. You control the narrative, design, and message – all to guide the customer to take the action you want. Whether it’s purchasing a product or signing up for a free trial, landing pages allow you to tailor the entire experience.
Let’s Look at Some Stats:
- Companies with 10-15 landing pages increase their conversions by 55%.
- Businesses with 40+ landing pages get 12x more leads compared to those with just a few.
- The average conversion rate for landing pages is 9.7%, compared to about 2-3% for homepages.
The numbers don’t lie. The more targeted landing pages you create, the better your conversion rates.
How to Build High-Converting Landing Pages
So, how do you actually create a landing page that converts? It’s simpler than you think. Here’s a quick checklist to ensure your landing pages hit the mark.
1. Clear and Compelling Headline
Your headline is the first thing a visitor sees. Make it direct, benefit-driven, and tied to the campaign that sent them to the page. For example, “Boost Your Skincare Routine with Our Vitamin C Serum” is much more effective than a vague headline like “Check Out Our Products.”
2. Strong Call to Action (CTA)
Your CTA needs to stand out. Whether it’s “Buy Now,” “Sign Up,” or “Get 20% Off,” it should be bold and direct. Avoid multiple CTAs on a single page, which can confuse the visitor and lower conversions.
3. Visual Hierarchy
A landing page should be simple, visually appealing, and designed to guide the visitor’s eye toward the CTA. Use white space, bold fonts, and clear imagery to direct attention.
4. Social Proof
Customer reviews, testimonials, and trust badges play a massive role in convincing visitors to take action. Include testimonials or product reviews on your landing page to build trust and reduce purchase hesitation.
5. A/B Testing
Your first landing page might not be perfect – and that’s okay. Testing is key. Run A/B tests to figure out what resonates best with your audience. Test headlines, CTAs, button colors, and even imagery to optimize for the best results.
Case in Point: How One Brand Skyrocketed Sales with Landing Pages
Let’s take a quick look at BlueWave, a brand that made a simple yet powerful tweak to their e-commerce strategy by introducing landing pages.
Before, all their paid traffic landed on either their homepage or product pages. After analyzing their lackluster results, they decided to build dedicated landing pages for their top-selling surfboard models, seasonal wetsuit collections, beginner surf packages, and newsletter signups.
The results? They saw a 176% increase in conversion rates after three months. By aligning each landing page with specific ad copy and targeting specific buyer personas, they created a seamless, focused experience for customers.
The takeaway is simple: if you want results, you need to direct traffic to a landing page tailored to your audience.
Start Building Your Landing Pages Today
If you’re not using landing pages on your e-commerce site, now’s the time to start. Whether you’re promoting a seasonal sale, launching a new product, or building your email list, a well-constructed landing page can make all the difference.
The key is to stay focused. Make sure every element on your page pushes the visitor toward a single goal, and don’t be afraid to test until you find what works best.
That’s all for this week’s Behind the Screens. Now it’s time to map out your next landing page and watch your conversions soar.
Stay tuned for more insights next week!