Landers exist solely for one thing: to convert your target audience.
Whether you want more newsletter signups, demo bookings, or product purchases… the landing page is an essential tool for e-commerce business owners achieve their goals.
But you can’t just create a lander and hope for the best – you must optimize your lander for conversions.
So in this blog post, we’ll discuss:
- why you need a good landing page
- the best practices (and not-so-good ones) for an effective landing page
- how to create high-converting landers with Checkout Champ
Why Do You Need a Good Landing Page?
First, let’s define what a landing page is.
The landing page is where your prospects “land” when they click one of your ads or email links or search for a keyword related to your e-commerce business.
Unlike websites, landers focus on a single call to action (CTA).
If your prospects find exactly what they’re looking for, they’ll often complete whatever action you ask them to take.
Otherwise, they’ll leave right away… and likely end up converting on a competitors’ landing page.
A good landing page can spell the difference between a potential customer being converted into a paying one to increase your revenue and profits… or bouncing off your page and wasting the money you spent to acquire traffic.
Well-designed landers also enhance user experience. This makes prospects more likely to stay longer on your page and take your desired action.
Landers optimized with relevant keywords may even give your site an SEO boost by ranking on the SERPs, making it more likely for users to find and visit your page.
Lastly, a professional-looking landing page helps your e-commerce brand’s credibility.
This makes visitors more inclined to trust your business and buy from you.
But What Makes a Landing Page “Good”?
A good landing page should be simple, clear, fast, and easy to use so people can quickly find what they’re looking for. It should also have a compelling CTA to drive conversions.
There are multiple on-page and off-page factors to an effective landing page. Let’s go through them one by one:
Fast Loading Time
Every second matters when it comes to page load speed. Just take a look at these numbers:
- Pages with load times from 0 to 2 seconds experience the highest e-commerce conversion rates.
- A 3-second loading time increases bounce rate probability by up to 32%. Add two more seconds, and it goes up to 90%!
- Landing page conversion rate drops by 7% for every 1-second delay in your page loading time.
Fortunately, you can speed up your lander with a few quick tweaks.
Start by compressing your images, eliminating unnecessary plugins, and reducing page redirects.
Using a high-performance landing page / funnel platform can give you a strong performance advantage.
An excellent landing page must be accessible and responsive to all devices.
It’s bound to go up as mobile commerce continues to gain ground.
The simple advice here – test and make sure your pages look good on iPhone, Android, iPad, PC and Macbook too!
Clear Call to Action
Landing pages convert because they focus on a single call to action.
The CTA is what you want your landing page visitors to do. You can ask them to buy now, book a demo, or subscribe to your newsletter.
Making your CTA clear and compelling makes it easier for prospects to take your desired action.
How would customers know they completed your desired action? Send them to an action confirmation page, also known as a thank you page.
Aside from letting them know their action was successful, it also gives them additional information or instructions.
Unfortunately, many thank you pages are underutilized and contain just that — a thank you message.
But you can boost your conversions by simply adding the following to your confirmation page:
- Asking them to follow you on your social media pages
- Showing product recommendations relevant to what they just bought
- Using video messages to build trust and connection
- Giving them discount vouchers for their next purchase
Want to push prospects further down your sales funnel? Send them a follow-up email using the details they gave you on your landing page.
You can also retarget them through Facebook or Google ads if they fail to complete your desired action.
What Hurts Landing Page Conversion?
Consider improving your landing page optimization if you experience the following:
Slow Load Time
Slow-loading pages are one of the biggest reasons people leave a website.
Figure out which items are causing slowdowns and fix them. Elements like videos, photos, animations, and excessive code are often the culprits.
You can test your landing page speed using tools like Google PageSpeed Insights, GTmetrix, and Pingdom.
Too Many CTAs
A confused mind never buys… and one of the surefire ways to confuse your customers is to have multiple CTAs in one lander.
Too many CTAs distract visitors, leading to page abandonment.
Try to have just 1 CTA with a YES/NO choice wherever possible.
Too Much Information
Just like having multiple CTAs, a lot of information can also overwhelm and distract your visitors.
Keep everything clear and straightforward. Consider writing in a news format where the critical information comes first, followed by brief bullets and your CTA.
No Follow Up
Did you know it takes an average of eight touchpoints before a customer converts?
Without a follow-up system, you’re letting go of prospects that could purchase from you in the future.
It’s also a missed opportunity to create lasting relationships that could lead to future referrals.
A/B Testing Your Landing Pages
To ensure your landers convert well, you need to A/B test them.
Also known as split testing, A/B testing compares two landing page versions to see which performs better.
It typically involves minor changes to a single page element, like the CTA button color, landing page headlines, and social proof placement.
Doing so helps you:
- Identify which elements persuade customers to take your desired action so you can make more informed optimization decisions
- Continually refine your landing pages and make them convert more
- Increase your ROI from traffic and ad expenses
Creating and Testing Landing Pages with Checkout Champ
You’ll find tons of landing page builders, but Checkout Champ is one of the best bolt-on solutions for your e-commerce store.
Known for its blazing fast loading speed of less than one second, Checkout Champ ensures your landers won’t bog down no matter how many you create.
In fact, you can have as many landing pages as you want. No need to worry about them going down because Checkout Champ has an average uptime of 99.99%.
Checkout Champ also features a built-in custom sales funnel builder that’s easy to use even if you’re no IT expert. This makes it easier for you to move your prospect down the customer journey lane, leading to more sales, higher profits, and loyal customers.
And since landing pages are designed to increase conversions, Checkout Champ has advanced split testing and data-capturing capabilities to help you surpass the average conversion rate and your own conversion rate benchmarks.
- Split-test your checkout and upsell pages and track your AOV and LTV by page variation.
- Test 4 variations simultaneously with the A/B/C/D test to optimize your store much faster.
- Incorporate split testing options for all your landing pages in just one click.
- Capture every keystroke to get tons of data from your ideal audience, which you can use to improve and personalize your landing pages.
Do all these with an all-in-one integrated platform that eliminates the need for third-party software.
Book a demo with Checkout Champ now to improve your landing page performance and design so you can start boosting conversions.