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?”
What is the eCommerce conversion rate for your site?
Maybe you know the answer. Maybe you think your ecommerce site’s conversion rate is good enough. Or, just maybe, the term conversion rate makes you want to duck and run because you don’t really know what it means or how to make it better.
Before we get into ecommerce industry stats for conversion rates, let’s define the term:
People who convert on your website have taken an action. They’ve purchased something (your #1 goal!), signed up for your email newsletter, created an account, downloaded something or contacted you through your website’s contact form. You find your conversion rate by dividing the total number of conversions by the number of site visitors.
Over the years many have contemplated the counter-intuitive ability of “ugly” sites to win huge market share – think eBay.com, Amazon.com, DrudgeReport.com, PlentyofFish.com, CraigsList.org, MySpace.com, or usability expert Jakob Nielsen’s Useit.com.
User-interface guru Jackob Nielsen’s concludes that “Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half. A conventional layout is thus more likely [to improve website conversion rate].”
On the FutureNow blog, Brendan Regan suggests developing an infographic to let you lay Nielsen’s findings over your own website.
We’ve taken this one step further and created a tool that you can download today to do your own tests,