When it comes to choosing or creating the perfect landing page, e-commerce websites face a bigger challenge than presentation websites or software websites. Their target is more complex: the visitor has to be guided in making a choice among multiple products and at the same time he must be prepared to take the hoped-for action: buying something.
Because few searches are about precise products and it wouldn’t be justified to create a landing page for a single product, most searches fall into category pages. These category pages have a few great missions:
- support the promise made in the initial ad, description, etc.
- keep the visitor engaged and interested with the offer
- make the visitor pursue the next important actions: choosing the products and adding them to the cart
There isn’t such a thing as a standard landing page for e-commerce websites, or a list of rules that can be applied undifferentiated. However, there are some elements that can inspire you in creating the landing pages that convert at the highest rate for your website.
1. Ensuring the continuity of the promise
From design to copywriting, the landing page has to be connected with the ad or the visitor’s initial search.
Repeat the keyword in the headline, name clearly the category, and describe the offer extensively.
La Modeuse, for example, emphasizes through design the page name and the unique selling proposition.
2. Making it easy for visitors to find the right product
It’s very important to keep a single theme for a landing page. If a visitor searches for “flat shoes” he must be lead to a page that only displays this type of shoes.
Moreover, if a category page corresponds to a more generic type of products, filters should be used. These are a great feature for visitors who need to narrow their search and find the perfect product.
Nordstrom uses this type of filters that let visitors easily search inside a category.
Emphasizing certain products that are on discount, are best seller or have the best reviews can be a great way to help users create hierarchies. A fast decision is always based on getting all the important information easily.
Missiko applies the rule of giving prominence to certain products very well.
3. Stating the commercial advantages of the e-commerce
Every e-commerce must have a value proposition. Products are important and are the primary thing that interests the customers, but persuasion lays as well in commercial advantages the e-shop offers. These can be, free shipping, special wrapping, discounts over a certain threshold of the order etc.
Here’s how Nextdaycoffee includes them clearly on their category / landing page.
4. Personalizing the landing page
Landing pages that convert are pages that speak about the products the user searches, and that also speak directly to the user. A good landing page will adapt important features to the visitor’s characteristics. Things like shipping costs and language can be displayed according to the country the visitor comes from. Products can be displayed according to the previous browsed products or the visitor’s preferences.
Nordstrom, for example, displays from the beginning information about shipping adapted to the visitor’s country.
It’s true that there isn’t such a thing as a perfect landing page or a universal secret for landing pages that convert. A landing page must be the subject of various A/B tests before finding the best combination of elements. However, respecting the mentioned tips can give you a good structure for the landing page.