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?”
Landing page optimization is a process. Your marketing team boosts results 5% here, 12% there, and gains a little each time. Before you know it, the conversion rate is twice as high as when you started. Boom!
When you’ve worked the same page for a while, though, that steady pace can turn into a jungle death march. The quicksand grabs your boots. The HiPPOs get restless. Your results linger in single digits. Half your tests show a decline. You feel stuck.
At that point, forget the quicksand. It’s time to burn down the jungle! Start over with a completely different page.
Think big. Go crazy. Never Quit Testing!! Try something completely different. You just might learn something.
Optimize the other way
The goal of your new page should be to learn something about the audience. One way to do this is with a completely opposite approach. Here’s what we mean:
Images – is your page image heavy? Chances are that some of those images aren’t carrying their weight or supporting the offer. Try cutting most of them – or all of them. Focus on the page’s copy and layout and give your designer a rest.
Layout – Have you set a horizontal eye path, getting people to look from left to right? Then try vertical. Start by grabbing attention at the top of the page and guiding it down to the call-to-action. Another idea is to cut almost everything from the page. Place all the information in the center and give visitors nothing to look at except the most vital info. Continue reading “When to Throw Out a Page in Landing Page Optimization Testing”