Picking the perfect landing can be hit and miss without a little testing and experience. Consider the bird in this photo – he certainly has looked around and tested a few spots. With full knowledge, he can then pick the perfect landing site to find a mouthful of food below.
Your eCommerce landing pages are no different. With some different designs and a lot of testing, you, too, can find the sweet spot for landing page optimization netting you more customers on a daily basis.
In this article, we’re going to talk about how to test different designs for better eCommerce landing page optimization. We’ll also look at some case studies and see what’s worked for others.
ECommerce Landing Pages are Important
You should almost never send campaign traffic to your website’s homepage. Why not?
As an eCommerce site you most likely employ many tactics to increase your traffic. With more than $3 billion spent on paid search alone, you might think that increasing traffic to your site is the best way to increase revenue.
It’s just one way.
Many eCommerce sites overlook the landing page. They spend so much time focusing on driving traffic, social media and page rank, that they forget the landing page. That’s got to change. The landing page is one of the most important ways to increase your revenue.
According to econsultancy, for every $92 spent acquiring customers, sites only spend $1 converting them. Let’s examine this lopsided stat. This study says that sites spend nearly $100 getting people to their site, but then they only spend $1 to keep them there. The odds they’ll stay? We’d say not too well.
Let’s clarify the landing page. A landing page doesn’t mean only your home page. A “landing page” is any page on your site that visitors can “land” on. Thus stems the importance of optimizing every “landing page” on your site.
We’re going to talk about seven landing page optimization mistakes eCommerce companies make and through this discussion, help spread the word about the importance of landing page optimization.
Mistake #1: The Mismatched Headline
Suppose you are selling men’s fishing boots, and you’ve created a Google Ad. Your ad headline says, “Looking for Men’s Shearling Fishing Boots?”
People visit your website to find information search results have led them to believe your pages contain. Serving them content riddled with sales language, lacking in-depth information, or is boring to read will cause searchers to leave your site. Sentences stuffed with search engine optimization keywords won’t address user concerns either — and may trigger a Google algorithm penalty. Continue reading “8 Things that are Making Your Bounce Rates Sky-Rocket”
Maxly has launched a cool free tool that accurately and quickly checks any website for breakages, browser incompatibility, and many more factors that commonly cause poor user experience and failed conversions. This great free website check tool will analyze your website and provide feedback to help you fix any breaks that may be costing you money.
Need an example? What if your payment funnel is broken? How long would it take before you knew this, and could get it fixed? How many dollars would be lost if your ability to take payment on the most popular version of Chrome was compromised for an hour or two? The most used Chrome version accounts for 18 percent of all internet traffic, so that means your profit for those few hours decreased by at least as much. No design team is perfect, so this tool does the difficult work for you, identifying possible problems that the team has missed, automatically.
Is this just another synthetic test?
That’s a great question, but c’mon, you know us better than that. Would we waste your time talking about just another synthetic website test? Of course not! This website check tool is intuitive, using what we like to call “bloodhound analytics” to sniff out the root of your failed conversions. Synthetic tests only check your site for predetermined, preprogrammed factors. But let’s be honest, if we knew which sectors were breaking well enough to program a synthetic test to examination their function, we wouldn’t need the test right? With this free website check tool, you’ll get a website report that grades each main class of your website against the industry standard. Know exactly how you stack up against your competition and how you can better your company to gain an edge on the competition. Continue reading “Maxly Launches New “Is My Site Broken?” Tool”
Through email campaigns, pay-per-click, and more, you’re driving people to your website every day. However, it’s likely the majority of your traffic is coming straight to your homepage. This seems like the ideal place to send people, but in reality, it’s one of the worst options. Make sure you’re sending people somewhere useful.
Microsite or Landing Page
Are you targeting a specific subsection of your audience? If so, make sure to send them to a microsite or landing page. These pages can be created specifically for the audience you target. This is most effective when used for pay-per-click campaigns. When a customer clicks on the link, it takes them to a site specifically related to what they searched for. They will feel more connected to your company and your product this way, rather than if they were simply taken to the home page. Continue reading “4 Places to Drive Traffic Other Than Your Home Page”