Why Do You Need Landing Pages For eCommerce Sites? 

Anything that gives too many choices, is uncluttered or disorganized, and doesn’t help with “this or nothing” -- as far as eCommerce is concerned is a lost case. 

When presented with too many choices, it’s hard for people to make choices at all, especially online. 

It’s called the “Paradox of Choice” and you know that. 

TL;DR

  • Landing pages -- unlike regular pages -- help convert better. Use them generously for all campaigns. 
  • eCommerce conversions -- along with sign ups with tracking pixels happen on landing pages. Sales happen on eCommerce product pages. All of this is tracked. 
  • Landing pages/product pages connect with email marketing software -- allowing you to nurture subscribers or customers. 
  • Use advanced email workflows such as retargeting emails, personalized and segmented emails, and more  -- depending on the status of customers, follow up with email marketing to close sales. 

As such, if you manage to get traffic to your eCommerce store, you’d still lose a huge chunk of those people visiting since they have no concrete reason to stay there and “sign up” for something you’d want them to sign up for. 

To allow for a more concentrated, well-planned, and orchestrated workflow, you’d need landing pages as a part of your eCommerce marketing strategy and campaigns. 

Landing pages are focused, concentrated, and purpose-built web pages designed to invoke action on the part of prospective customers visiting your store. 

A typical eCommerce product page converts less than 50% half as good as if there were to convert on a custom landing page (for the product).

ECommerce Landing Pages: How Do They Work? What Do They Look Like? 

Landing pages are built with a singular purpose -- To make people click through to your store (with an intent to buy) or sign up a casual visitor to your store into a qualified lead (by giving away something like a coupon or an offer). 

On a landing page then, all that you’ll see are a few branding elements (like logos, brand colors, and proprietary images of products or images of people using the product) with a single call-to-action. 

The call to action would be something like “Buy now”, “sign up”, “Stay Notified”, or something similar. 

The rules: 

  1. One landing page per campaign. 
  2. One call-to-action per landing page 
  3. Test landing page offers, test design elements, test copy, and so on to help boost conversions. 

Take the example of HeyDey - a Los Angeles and New York based skincare company. With due credit to Unbounce, they launched a campaign to announce a new store opening at Silver Lake. This is how they built a specific landing page for that purpose alone. 

In the case a of a direct product-centric landing page (where the focus is on the product itself), here’s an example of a landing page by Ascent Footwear -- a click-through landing page where interested visitors “click through” using the button, onto the eCommerce store to make a purchase. 

Notice what happens on the landing page, and how it’s fundamentally different from a regular product page: 

  • The focus is squarely on the product itself -- with an expandable image to delve deeper into the technical aspects and features of the motion control shoe (lateral stability, forefoot flexibility, durability, and more).  
  • The offer is clear, front and center. 
  • The copy (or the text) is written in a more appealing way (designed to help nudge the visitor or a prospective customer) to take action. 
  • An explainer video is included. 
  • The single column-layout makes it easy to read up on actual information needed (and not lead to overwhelm). 

Here’s an another example of a landing page that does something different (compared to the two examples above): 

This landing page from MyObvi does a lot of things right: 

  • The image of a woman looking in the direction (directional cues) of the main headline (with an offer) -- you won’t miss that offer. 
  • Clicking on the green call-to-action button leads you to another section of the landing page presenting Obvi Super Collagen Protein Powder -- 30-day supply or 60-day supply. Giving you only two choices is also a smart thing to do. 
  • The page stays on brand -- colors, fonts, and more. 
  • Use of “social proof” by using the “recognized by” and some “name dropping” -- it’s fair in marketing. 
  • The “Get 20% Off Now” button repeats itself on various sections of the landing page, as you scroll. 
  • Sections containing explanations, graphs, and tabular comparisons are compelling. 
  • Great idea to use real testimonials (from previous customers) with their faces on.  
  • The page ends with an FAQ, which is a nice touch. 

Landing pages help visitors stay focused, take requisite action (that’s beneficial to your eCommerce brand -- such as to click through and buy or to sign up as a lead). 

Landing Pages + eCommerce Stores: How The Marriage Stays Intact 

Instead of leading visitors to an “almost always cluttered” eCommerce store (way too much to do there), making prospects visit a landing page is a much more organized, cleaner, and scientifically-proven way to boost eCommerce conversions. 

If the average conversion rate of a product page (and also poorly designed landing pages without the benefit of complete eCommerce workflows) is 2.5%, the aim is to work on your campaigns and landing pages to help inch forward and improve the landing page. 

Further, working with landing pages has more benefits that we give them credit for: 

  • You can use multiple landing pages, launched for several different campaigns and then segment email subscribers, leads, and even click-throughs into segments for email marketing, or as separate audiences for retargeting. 
  • Create as many landing pages -- for as many campaigns or even multiple landing pages per campaign -- by using drag-and-drop web-based landing page builders. These landing page builders work independently of your actual eCommerce store platform (php-based stores, WordPress stores, Shopify Stores, or even stores on BigCommerce). 
  • Independent of your eCommerce store, you can generate email signups (as leads), and immediately run email marketing sequences while simultaneously adding leads to your CRM and more. This is thanks to the versatility and the number of integrations that landing page builders provide. 

Which leads us to…

Landing Pages for eCommerce + Email Marketing: The Magic of Workflows 


The magic of eCommerce marketing -- and the resultant success you’ll eventually find -- is in the email marketing workflows (designed and managed on top of your regular broadcast emails and transactional emails). 


Email marketing workflows allow you to send timely, personalized, and relevant emails (with the right messaging) to leads and customers (in various stages of your customer flow). 

  • Build audiences consisting of visitors of landing pages and then product pages but did not take any action whatsoever. 
  • Build audiences of prospects who click through and/or signed up for a coupon, added item(s) to the shopping cart, but never actually purchased. 
  • Standalone email workflows to customers who already purchased once. 
  • Email campaigns to existing customers who purchased between order values of $50 to $150. 

You get the idea. 

With a mix of email campaigns, retargeting ad campaigns, and custom email campaigns to pre-built segments, you’ll now have a chance to fine-tune workflows and build up sales and revenue for your eCommerce store. 

If you need help with marketing strategy, using landing pages, or if you’d like to save enormous amounts of time while still manage to stay inspired with actual campaigns around the world (sorted by industries and campaign types), sign up with Panoramata and see how eCommerce campaigns give you a winning edge. 

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

>

Improve your eshop with growth strategies

Your products are awesome. What if we could sell more of them?

Get ready for takeoff & land on your dream e-shop

Growth Insights • More articles

The Perfect Email Journey to get back +25% of your lost checkouts

I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.

Read →

Your CRM action plan to take your ecommerce store to the next level [checklist included]

Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !But how about your CRM ? In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!

Read →

Facebook Ads Budget & Profitability Calculator

This calculator will let you know which budget you'll need on Facebook - and if your ads are profitable.‍

Read →

Emails Metrics A/B Test Significance Test

This email A/B test significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Read →

Programmatic SEO and eCommerce: What are some best practices? 

Search Engine Optimization (SEO) is key to getting your website found and for you to take advantage of the phenomenal use of search engines as the starting point for most users’ journey on the web -- to find answers, to look for information, to compare product A with product B, to look for solutions, to find local stores or merchants, and also to buy. 

Read →

Proven eCommerce Marketing Strategies To Try in 2023

As far as proven eCommerce marketing strategies go, while we use the word “try” in the title, what we really mean is that you “should”. By the end of 2022, global eCommerce will be worth a whopping $5.55 Trillion. By 2023, eCommerce is going to be worth $6.17 Trillion. If anything, eCommerce is only going to get bigger and is a viable opportunity for any eCommerce brand.

Read →

Big data for Ecommerce Small Businesses

One way to challenge big brands is to leverage data. Which data? Yours

Read →

What is a Good Conversion Rate On Shopify? [& Tips On How to Improve Conversions]

To help boost your Shopify store conversion rates, you’ll need a holistic approach.

Read →

Benchmark - Email strategies you can learn from these DTC Brands

What do customers want to see? Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter.

Read →

How to increase click rate on emails?

How to increase click rate on emails? This is a very tricky question because it always depends on a lot of stuff and by a lot we mean — A LOT. So, we suggest to actually follow this checklist that we have formulated to help you get a bigger picture of what should be done. 

Read →

Funnel Review / Colourpop

Colourpop is a great makeup and skincare brand. It is well-known for its cosmetics and well-appreciated by beauty addicts around the world. We were curious how they gained even more popularity, so we did what we love to do - review their funnel. Let’s see all their good practices and what they could improve on their website!

Read →

5 eCommerce Marketing Strategies You Could Implement (Right Now)

The global eCommerce industry is pegged at a whopping $4.89 trillion in 2021, according to Shopify. If you get it right, it’s a profitable and borderless industry that you could take advantage of. 

Read →

Funnel Review / Peloton

Peloton is a brand well-known for its exercise bikes, treadmills and fitness classes. Take a ride with us as we get a closer look at their funnel. Highlight vendor collections - The home page is the most important part of your site. It helps...

Read →

Growth Blog • D'autres articles

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
▲ hutte • que 2021 soit spécial • réalisé avec attention