Landing pages originated with the IT departments of Microsoft in late 2003 in response to poor online sales of Office.[4] The process was tedious and time-consuming. As a result, in 2009, several startups, including Unbounce, were formed to simplify and streamline the process. The rise of cloud computing and e-commerce around 2009 provided ideal conditions for these startups to flourish.[4] Since then the customer requirements changed, requesting integrations with other solutions such as email marketing, lead nurturing and customer relationship management systems. (Wikipedia)
Did you know that the average conversion rate of a landing page is only 9.7%? (growthmadketingpro.com)What makes a good landing page? And how can we use landing pages to our advantage to not only increase conversion rates but reduce bounce rates?
Over 75% of landing pages are homepages(klientboost.com), but I’m going to recommend that you start creating landing pages for certain products on your Shopify store.
Specifically, products that are designed to be introductory products. Products designed for new customers.
When done properly, a landing page should inform, educate, provide social proof, entertain and most importantly - be relatable.
Create Landing Pages for Segments
There should be no such thing as a catchall landing page. When you create landing pages, they should be designed with an audience in mind. This means that all elements of these pages will strongly correlate with the intended audiences’ desires and lifestyles.
For example, if you’re selling a protein powder that is vegan, gluten free and has 30g of protein, you should consider creating three unique landing pages that specifically focus on each different element. Consider how a page focusing strongly on the gluten free aspect will connect stronger with an audience struggling with celiac disease, while another page with a strong focus on the 30g of protein would connect more with an audience that is looking for a high amount of protein post-workout.
Use Social Proof
Social proof is one of the best ways to increase conversion rates on your landing page. But what’s the best way to provide social proof on your landing pages?
Reviews: 9 out of 10 customers trust reviews and landing pages (growthbar). Increasing the quantity of reviews on your landing pages is important, but more importantly, you want to use reviews tailored to the specific segment you’re designing. For example, a strong focus on customer reviews which discuss gluten-free benefits should be represented on the landing page which explicitly highlights the gluten-free element.
Other forms of social proof include:
- Video reviews
- As seen on
- Available at these retailers
- Posts from influencers/social media posts
Video/Photo Content
Conversion rates increase by 86% when video is used on a landing page (growthmarketingpro.com). Video content can come in many forms, including informational, review, lifestyle, history, etc.
Don’t have video content? Visuals matter too. Try and include as many visuals as possible for important pieces of written content. Content combined with images have an 80% greater chance of being read. (Growth marketing).
Additional Recommendations:
Address buyers' concerns directly on the page. Provide guarantees to reduce
doubt.
Stick to a single offer. Don’t complicate what you’re selling. Stick to one call to action.
Use strong copywriting. Use convincing and relatable language. The language should be tailored to your audience. Do your research.
A/B test multiple pages with single variable adjustments.
Landing pages are a great way to increase new customer acquisition on your Shopify. Always design with an audience in mind, use social proof, include strong visuals/copy and always try to A/B test.
Now go and grow.
J
Leave a comment
This site is protected by hCaptcha and the hCaptcha Privacy Policy and Terms of Service apply.