E-commerce Marketing: What kind of landing page can improve conversion rate?

If you want to become a best-selling cross-border e-commerce seller, then from now on, you can pick up a small notebook to take notes. Today, we will focus on how to optimize landing pages and how to increase conversion rates.

When it comes to cross-border e-commerce, you must think of landing pages. What is a landing page? As the name suggests, users "land" on your page from somewhere else, usually by clicking on an ad or using a search engine. If the landing page is well optimized, it can become a major catalyst for improving conversion rates. As for why? Please see below.

Although 1/4 of online shoppers may click on a product landing page, most people do not intend to buy the product immediately on the landing page.

As shown in the figure below, it is obvious that other types of landing pages perform better in terms of average page views, conversion rates, and revenue than landing pages that link to product details.

An “other” type of landing page might be a landing page with a video, a subscription-based page, or any other page that encourages customers to purchase your product through interaction.

Although product detail pages are designed to attract the majority of your audience and consumers who are interested in your product, the ultimate goal of traffic generation is to lead them to purchase your product and become aware of your brand.

Product pages can also link to other locations on your website.

Landing pages are self-contained and have a singular goal: to persuade visitors to achieve a specific goal, whether that’s a purchase, a download, a form submission, or a phone call.

High-quality landing pages can generate more sales data, drive more conversions, and get a higher return rate.

Why is a high-quality landing page effective? Because a high-quality landing page is personalized, highly centered on the visitor experience, and can automatically convert visits.

In the United States, the average conversion rate for cross-border e-commerce landing pages is about 2.8%, and the average page views drop to 8.8. If you want to reach or exceed the average, you can refer to these data.

As you can see in the chart below, the statistics for “Other” type landing pages greatly exceed those for product detail pages.

Landing pages also help to increase the time people stay on your page. While product pages are important, cross-border e-commerce landing pages can take your business to new heights.

Let’s take a look at what makes a good landing page. Sellers can refer to the following characteristics based on their cross-border e-commerce business.

A good landing page is designed specifically for the buyer experience.

For example, a buyer has a problem that needs to be solved. Your landing page should provide a feasible solution with an attractive title, attractive color layout and eye-catching images.

Additionally, to be most effective, a landing page should have a single focus.

Take a look at the HelloFresh e-commerce landing page below. It’s designed to appeal to people who want to eat delicious and healthy meals quickly.

Notice that there is no other navigation on the page. This allows the viewer to focus on the food image and the large title that is both obvious and relevant to the audience.

In order to encourage visitors who click through to the page to purchase products and increase conversion rates, the landing page also offers discounts.

Finally, there is a very obvious call to action (CTA) button, making it easier for customers to click and buy.

Of course, if the visitor may not have the idea of ​​buying yet, they can continue to scroll down the page to see the brand’s other menu items, learn about its convenience, and the positive reviews after using it. There is another CTA button at the end.

To further entice visitors to make a purchase, the brand lets them know that the discount offer will expire soon, adding a sense of urgency.

First learn how others make good landing pages.

To make sure you’re taking the most effective advice, look at other landing pages in your industry and see what the main ones are doing and take notes.

Finally, a good landing page is generally like this:

Have you ever been to a restaurant with a menu as thick as a book? Such a menu will only make you hesitate when ordering, and the waiter will come up to take the order before you decide what to eat. In a restaurant, it is common for customers to hesitate and not know how to order. You can tell the waiter to order a few minutes later, but landing pages are different.

If you give visitors too many options on your landing page, they won’t know which one to choose and your bounce rate will increase. If you don’t engage your visitors, move them through the sales funnel, or meet their needs, your bounce rate will be high.

Instead, create your e-commerce landing page with a clear idea of ​​what kind of visitors you want to attract. Giving visitors only one choice will stop them from wondering and help increase conversion rates. If your landing page makes customers feel that your product or service can solve their problems, they will be more likely to click and buy.

1) Axis, a company that makes smart curtains, offers visitors to its landing page only one option that is conducive to conversion, so that they can place an order at any time. In order to further attract and guide visitors, the landing page also sets a call to action (CTA) button. However, clicking the second CTA will pop up a video, and closing the video will display the CTA button again.

Notice how simple the design of this page is. The focus of the entire page is on the product image and the big, bright red CTA button. Therefore, this landing page can effectively guide visitors to make a purchase, thereby increasing conversion rates.

2) The Insanity and P90X fitness programs that everyone is familiar with are both from the company Beachbody. The landing page developed by this company is a high-quality landing page. This page is tailored for visitors who want to lose weight and want to have a good figure. As shown in the figure below, the page has a left-right layout. There are texts on the left and high-quality pictures on the right. You can also see that they also provide a 14-day free trial class and even promise that you can lose at least 4 kilograms! Add a large and eye-catching CTA button under the title. With such a "temptation", can those visitors who want to lose weight not take action?

3) Dollar Shave Club, a men’s razor lifestyle brand, allows customers who visit the landing page to choose their own razor starter package. As shown in the figure below, this landing page design is also simple and focused, and it also guides visitors to make the final choice of purchase.

As you can see, quality landing pages don’t have cluttered layouts. Instead, they have white space, simple headlines, a few words, and quality, creative images to encourage consumers to buy your product or service.

*Summary: A single focus is the best way to attract visitor attention. Try simplifying your landing page and I believe your conversion rate will increase.

Just because you have one goal doesn’t mean you should only use one call to action (CTA) button. Think about it, some people might scroll down to the fold from the homepage.

Top mattress company Casper uses this technique well by using multiple CTA buttons.

There are 2 CTA buttons just above the fold. The title is very attractive and the image shows a warm picture of using the product.

Moreover, by scrolling down the page, you can see CTA buttons on different pages, making it easy for visitors to click to buy at any time during the browsing process.

Although a product page may be a landing page with a shopping cart, you should be aware that some customers may not have the intention to buy when they visit the landing page, so it is important to segment your audience. The more precise the audience segmentation, the more targeted your landing page will be.

Here are some examples:

1) Spark People tailors balanced meals and fitness plans for users.

For women who want to lose weight, Spark People’s landing page does a great job capturing their needs with a headline that also includes expert advice on healthy living.

2) Fabletics (e-commerce sports brand) was co-founded by Hollywood actress Kate Hudson. You can see that the brand's landing page is positioned for women who want high-performance sports equipment and want to imitate celebrities' outfits. The landing page does a good job of customizing modern women's fashionable sports equipment by offering discounts and a single focus.

To further appeal to this audience, the landing page also includes social proof, such as the fact that the brand has sold over 20 million products, as well as some tips on using exercise gear.

The brand also set up a rating quiz to further target the interests of women who like the brand's sports gear.

3) Gwynnie Bee (plus-size women's clothing subscription business) is perfect for women who don't have the time and energy to shop. The company's landing page is simple in design, with model pictures that women may like, and the idea of ​​having an unlimited wardrobe on a limited budget. And the company must know that its audience will not pay for a subscription anytime soon, so it offers a 30-day free trial with cancellation at any time within 30 days.

*Bottom line: Creating a landing page requires careful research into customer needs and crunching of data to find the right words and images to increase your website conversion rate.

Consumers have short attention spans. Any distraction that comes with it goes against your intended sales funnel. Therefore, removing your website navigation menu will help visitors focus only on your CTA button.

Below is an example with no navigation menu and only a single selection.

1) Bombfell (a monthly subscription men’s fashion clothing company) strives to create a personal outfit for men. As you can see, the company’s landing page does not have a navigation menu, only a call to action button, and a high-quality picture. But this is enough to increase the conversion rate.

2) Plated’s landing page also removes the menu and provides only one main focus. The company provides chef-prepared ingredients that can be delivered to your door, and consumers only need to cook them. As you can see, the company also offers very favorable prices and only one CTA button on the page.

3) Winc (wine subscription service) also has no navigation menu on its landing page, only a CTA button.

The company uses just one clear and engaging video to let customers know about the brand, and a bright red CTA button for customers to click to get started.

Once you’ve completed the above work, don’t forget to conduct A/B testing to see how your new landing page scores.

If you see results with your new landing page, you should still test your landing pages to get the most results.

A/B testing allows you to determine which headline is most effective, whether a menu or no menu leads to more conversions, and whether one CTA or multiple CTAs work.

You can also test the color of your call-to-action button. Note that high-quality landing pages have many obvious buttons, such as red, orange, etc.

When it comes to your page copy, be aware of your visitor’s needs. Whether it’s to fill their wardrobe, help them lose weight, or provide fresh ingredients for foodies at home, your copy should be short, punchy, and to the point.

All of the above aspects should be tested regularly until you have the right combination of landing pages that attract and convert your audience. This way you can sell more products and get a higher return on your investment.

High-converting landing pages don’t appear out of thin air or happen by accident. Instead, they are developed through repeated research. And they are also developed through regular testing to see if the landing page is generating the most results.

The best landing pages are attractive, focused, and tailored to specific buyer needs. There is usually no menu on the page, but not always . Every image is relevant to the visitor's interests and is of the highest quality, so that the visitor sees the image and feels that your product is what they are looking for.

By providing visitors with a single focus and multiple CTAs, the best landing pages can drive more sales data, conversions, volume, and revenue than product landing pages.

To scale your business, if you haven’t already started optimizing your landing pages, it’s recommended that you follow the best practices mentioned above to optimize your landing pages.