Ecommerce Landing Page Best Practices and Examples

April 26, 2022

Melissa Lagomarsino

An ecommerce landing page is just like a brick-and-mortar window display. An intriguing window display that tells a story and displays your products effectively can drive foot traffic inside where the floor staff can close the sale. 

Like a storefront, an optimized ecommerce landing page that displays the value proposition has the potential to convert website window shoppers into engaged customers. 

In both the digital and physical space, shop owners have just a few seconds to attract and engage shoppers. So, what’s the secret to a successful ecommerce landing page that converts?

This post will cover:

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What is an ecommerce landing page?

An ecommerce landing page is an independent webpage explicitly designed to convert traffic into sales. This is the page your visitors land on after clicking a link in an email or ad campaign. 

A landing page has a specific marketing purpose and a highly targeted audience. An effective ecommerce landing page can include the following components:

  • Headline
  • Copy
  • Keywords
  • Lead capture or lead conversion form
  • User testimonials
  • Social sharing or social buttons
  • Strong call-to-action
  • Imagery

A high-converting landing page engages visitors, creates an emotional connection, and guides them to the end of the funnel—buying your product or service.

Why is an ecommerce landing page important?

Ecommerce landing pages are an effective lead conversion tool and play a vital role in your sales funnel. They lead customers to a specific product, service, or offer and encourage them to take action. 

The more landing pages you have on your site, the more opportunities for conversions. For example, companies that increase their number of landing pages from 10 to 15 see a 55% increase in leads

The new leads index number skyrockets when a company has over 40 landing pages on its site.

After all the work you’ve done to build your brand and website, an ecommerce landing page is a way to translate that into sales. So let’s dive into why it’s crucial to have landing pages on your site.           

Deliver higher ROI

When shoppers click on your ad, they expect to land somewhere related to your marketing campaign. Therefore, dropping your shopper on a generic homepage will likely cause them to bounce from your site.

For example, if you’re marketing a holiday gift guide, you’ll want to drive your paid ads to your gift guide landing page to create a seamless journey. Funneling your visitors to a landing page gives them direct access to what enticed them to click on the ad in the first place, yielding a higher ROI for paid traffic. 

And after your shoppers find the perfect gift, you can offer Bolt’s speedy one-click checkout to remove friction between inspiration and conversion.  

Easy to build and maintain

While building and launching multiple landing pages may seem like a chore, it’s simpler than you think. Landing pages are less about flashiness and more about getting your shopper precisely what they want. And many platforms offer customizable templates that make it simple and easy for you to customize your landing page. 

More landing pages mean more variety, conversion and targeting opportunities, and marketing collateral. And they’re great for improving your SEO efforts. Think about it—the more landing pages you have, the more pages are indexed.   

More opportunities for targeting

Having a variety of landing pages can help you identify different segments within your audience. And with that information, you can better appeal to your shoppers’ needs with more targeted and relevant offers. 

Build up a stock of 40 or more landing pages and create more segment-specific content because it’s highly relevant content to different parts of your audience. 

Great for A/B testing

Ecommerce landing page A/B testing is a crucial conversion optimization method used for comparing two different versions of the same web page. In addition, testing is an excellent opportunity to try other headlines, copy, imagery, and placement of the lead-capture form.

Run A/B regularly tests to see which designs, layouts, and forms of content work best. This will help you continuously improve. When running A/B tests, alter only one variable at a time, so you can identify what impacts the performance of the new campaign.

Because landing pages are designed for a specific marketing purpose, testing will help you discover insights about your target market. And you can use your findings in other marketing initiatives. 

What are some best practices for your ecommerce landing pages?   

So now you know that landing pages improve your SEO efforts, build your clientele, grow your brand, capture sales, and drive traffic. Now let’s cover best practices to ensure your landing pages convert your visitors into shoppers.

Take the following steps to optimize your landing pages:

  • Craft a captivating headline
  • Write compelling copy
  • Make your call to action prominent and clear
  • Use lively imagery
  • Place the lead-capture form above the fold

Craft a captivating headline

The headline is the first thing your visitors will read, so make it benefit-focused. What’s in it for them? A clear and concise headline that communicates the value of your product or service will perform better.

The key to writing a great headline is to focus on The Four U’s:

  1. Be useful to the reader
  2. Provide the reader with a sense of urgency
  3. Convey the idea that the main benefit is somehow unique
  4. Do all of the above in an ultra-specific way

Let’s review SoloStove’s landing page headline using the Four U’s. By highlighting the product, the headline is useful. Likewise, the subhead is benefit-focused—their product emits less smoke and makes backyard gatherings more fun.

Solo Stove’s landing page headline makes their product feel unique. The headline creates a sense of urgency—it feels as though you’ll be missing out if you don’t get one. Lastly, the language is ultra-specific. It is concise and specific to the product.      

Write compelling copy

Your headline should grab your visitor’s attention, and your copy should guide them to act. When writing your copy, consider persuasive words such as you, because, and new that evoke emotion. 

It’s also essential to make your copy conversational. Your visitors are aware of your brand and what you offer if they’re on your landing page. So keep them engaged with friendly language that pushes them in the right direction.

Do your research before you craft your copy. What is an important purchase criterion for consumers? For example, nearly two-thirds of Americans prefer eco-friendly brands. This landing page for Polywood highlights that their products are sustainable.

Make your call to action prominent and clear

Craft a clear call to action (CTA)—a short phrase that guides visitors through the funnel to a specific action. Every landing page needs a CTA.

Without a CTA, your visitors have nowhere to go. So, after you’ve defined your conversion goal (e.g., increasing sales, gathering more leads, gaining subscribers, etc.), craft your CTA with conversion in mind.

When crafting your CTA, avoid heavy marketing language like “Act now!” Instead, try a more personalized approach, like “Start planning,” like in this example from LEGO’s Star Wars Day landing page.

Use lively imagery

Visuals set the tone for your landing page. Shoot for high-quality imagery that matches the objective of your landing page. Ask yourself: What images reinforce my message?

Images are a great way to build trust and credibility with your target audience. In Glossier’s case, they leveraged social proof with Olivia Rodrigo, singer and influencer, on their landing page.

Imagery is an excellent variable for A/B testing. For example, if you’re catching your visitor mid-funnel, you can test out two images—one of the product and one of an influencer using the product—to see which performs better.

Place the lead-capture form above the fold 

Above the fold refers to the content visitors see when they hit the page. Burying the form down the page could severely hurt your conversions. Don’t make your shoppers hunt for what they’re supposed to do. And consider designing the form to move down the page as the visitor scrolls.

While we’re on the topic—only ask for what you need on the form. The average checkout page contains nearly 23.48 form elements. As a result, one in six shoppers gives up because the process is too long and complicated.

Continuously simplify the process to shorten the time it takes to complete an order. Reduce order form fields and optimize for best practices. Make the process as easy and fast as possible for shoppers, like this Sunbasket landing page below.

Where appropriate, add a timer to invoke excitement and create a sense of urgency. Timers are also great for creating value—when you give your shoppers time to think and prepare, they’re more likely to convert. Use a timer to drive ecommerce sales during:

  • New product drops
  • Big events or celebrations
  • Highly anticipated sales like Black Friday or Friends & Family
  • Promo codes for sitewide sales

Final tips for ecommerce landing pages

By following the best practices covered above, you can optimize your landing page and start seeing results. As you build your landing page, keep in mind that it needs to be simple and easy to navigate. Remember, you have just a few seconds to engage your visitors.

Optimizing your landing page provides your customers with a positive experience on your ecommerce site. Good products and a user-friendly website just won’t cut it anymore. You need both one-click checkout and an optimized landing page to convert today’s experienced shoppers.

With Bolt streamlining your checkout and improving your conversion rate, you’re free to focus on other impactful things for your ecommerce shop, like building landing pages that convert.

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Start treating millions of shoppers like returning customers and make their checkout easier than ever.

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