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.
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).
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.
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:
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:
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).
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:
Which leads us to…
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).
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.
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