Most marketers already know that a great landing page can lead to better conversion rates. Just so, having a great landing page is essential for achieving good results with your Shopify marketing.
But what exactly is the difference between a landing page, and any other page on your Shopify store? Any page could technically be a landing page - the page that a visitor first lands on - but most of these pages don’t necessarily fit the bill of what a landing page really is.
Your product pages, FAQs, about page and collections pages are all designed to appeal to everyone who visits your store. They’re designed to educate the public about your brand and products, and should also include navigation links to further information.
Landing pages, on the other hand, are designed to stand alone. They have a single goal: To get visitors to take a specific action.
The benefits of using landing pages have been proven over and over again. Marketing Charts compared standard product detail pages to e-commerce landing pages and found that:
Visitors to product pages viewed 42% fewer pages.
Product pages converted less than half as much as post-click landing pages.
Product pages yield less than half of the revenue per session.
Not every customer who visits your site will purchase because intent varies. In fact, up to 96% of visitors will visit your store without making a purchase. Luckily, you can change that with well-designed landing pages.
The focused nature of a landing page means that each page is specifically designed to drive a single action. This is better at encouraging conversions than the relatively broad targeting and messaging of a product page.
Technically, creating the landing page is the simple part. When it comes to Shopify marketing, it’s creating pages that actually convert that can be challenging for e-commerce brands. Generally speaking, the average conversion rate within the e-commerce sphere is around 2%. Well-optimized landing pages see rates that can get as high as 8%. Unfortunately, rates that high don’t come quickly or easily.
We’ve compiled a list of some of the best practices for creating Shopify landing pages which convert.
Every element and piece of content on your landing page needs to speak to your audience in some way. Once you know your ideal buyer persona and your target audience, you can customize your content to appeal specifically to them.
Visitors are more likely to stick around and make a purchase if your landing page is written in a tone and language that they understand. Ideally, your content should speak directly to their problems and reduce any doubts they may have about your products. You should aim to educate your customers and reduce any friction.
Take a look at your customer reviews and any social posts that speak about your brand. Read into what consumers have to say about you and your products, or any similar products on the market. Mirror their language to create copy that speaks to them.
Step one in creating high-converting Shopify marketing landing pages is to know your customers. Once you understand them, you’ll understand better how to attract and convert them.
When a customer buys a product, what they really want to know is, “How will this improve my life.” While lists of features and specifications are nice, they’re often not what a customer is most interested in. To capture their attention, focus on the benefits. A benefit is, what something does.
The best landing pages highlight the benefits outside of the regular bullet-point list. Creating a benefit-oriented headline, and working the benefits into the main body copy is important. Additionally, focusing on the benefits in your main copy allows the prospective customer to imagine themselves owning the product, which can work to increase FOMO, and therefore, conversions.
When a prospective customer can imagine themselves owning a product, and can clearly see the value it has to offer, they are more likely to convert.
Any content on your landing page should serve some kind of purpose. Don’t use three paragraphs to say what could have been said in three sentences. While your copy may be enticing, few visitors want to read a novel about a product.
You should also use formatting and break up your content to ensure the most important elements stand out. Make use of white space, especially when you’re using bullet points to highlight any benefits.
Blue Apron uses this approach well, using concise segments of content and good formatting. This leads their visitors through the benefits, offering a value-driven call to action at the end.
The best content should be skimmable, allowing visitors to easily spot the most important and relevant information to aid their decision.
As you should know by now, the goal of any landing page is to encourage your visitors to take a specific action. Whether you’re using your landing pages for Shopify marketing, or for any other purpose, you need to eliminate as many distractions as possible.
Though the idea of a visitor being able to visit your store directly from your landing page may sound ideal, in reality, it could prevent them from converting. If the goal of your landing page is to collect email addresses, for instance, having them click through to a product page distracts them from that goal.
Remove all navigation and links from your landing pages to ensure that visitors focus only on your call to action.
Speaking of the call to action, each landing page you design for your Shopify marketing efforts should only have one. Whether you’re capturing email addresses, selling a specific product, or encouraging visitors to view a specific collection, you should only ask them to do one thing. Your call to action is the trigger for your conversions, and it needs to be the focal point of your page.
Even adding one extra choice for visitors can create a paradox of choice and analysis paralysis in your visitors.
For example, if you have a landing page designed to capture email addresses, but you’re also offering 20% off if a visitor purchases a specific product, you’ll end up hurting your conversions in the long run.
The more decisions a visitor has to make, the more difficult it is for them to choose. This means they’re less likely to take any action on your page.
Undoubtedly, the CTA will be the most important element on your Shopify marketing landing page. Usually taking the form of a button, your CTA should be as obvious as possible, as any time spent searching for the right link to click is additional friction you don’t want on your landing page.
Your copy should also motivate your visitors to take action. Rather than using basic CTAs like “download” or “click here”, try to keep your CTA as benefit-oriented and value-driven as possible.
You want visitors to take a specific action, but you need to answer how that action could benefit them.
In a case study by Unbounce, they showed that adding relevance to your call to action can increase conversions by up to 68%.
If you do want users to take a second action, add another CTA to your thank you page.
You have only a few seconds to make a good first impression on your visitors. 94% of that first impression is directly related to the way your page looks.
Visitors often associate professional looking and well-designed landing pages with quality products and professional service. Poorly designed landing pages, on the other hand, can make visitors question the quality of your products. They can also reduce trust in your brand.
Customers will often do their best to research a new company or product before they make a purchase. Trust is an important factor in many buyer’s journeys. Unfortunately, it can be a challenge to answer every single question a prospective buyer could have within your content. One way you can improve trust is by making yourself easy to content. Make it easy for your visitors to get the answers they need.
Another way to improve trust is to add any trust data, such as:
A statement that clearly lays out your shipping policy
Any guarantees you offer
You can also add a live chat feature or a chatbot that can answer the most frequently asked questions. While it’s important to keep all distractions to your CTA at a minimum, these chat options will keep them on the page, rather than have them click away to visit an FAQ page or the help centre.
Even those visitors who don’t have questions will enjoy knowing that help is available. According to one study by Martech, 51% of customers are more likely to purchase from stores that have a live chat feature.
There are many quality, vetted apps in the Shopify App Store to help you add live chat features to your landing pages.
Earned media, such as peer recommendations, are trusted above all other forms of advertising by 92% of consumers, according to a Nielsen Global Trust in Advertising report. When creating Shopify marketing landing pages, make sure to use reviews from happy customers to convert even more of your visitors into happy buyers.
While user reviews and testimonials are a good start, you shouldn’t stop there. You can even encourage your customer to share videos and pictures of themselves using your products.
The Shopify App Store offers numerous apps designed to simplify the job of capturing user-generated content and displaying it on your product pages and landing pages.
Modern e-commerce platforms are more likely to have themes that are specifically built to be mobile-friendly. According to The 2018-2019 B2C Dot-Com Report, 50% of all web visits come from a mobile device. This means that having a responsive landing page is a must.
Unfortunately, even with mobile-optimized themes, it’s still possible to make changes that just don’t look or function well on smartphones or tablets.
Test your landing pages to ensure that it looks good and functions well on mobile devices. Preview your page on as many devices and browsers as possible.
Shopify marketing is about more than just creating a landing page and calling it a day. Remember to focus on the benefits when crafting your copy, leverage any user-generated content that you can, and make sure each page features a value-oriented, strong call to action.
By following these principles and best practice, you can create high-converting landing pages that will skyrocket your Shopify marketing success rates.
The most important thing is to keep testing and adjusting. Make use of your Shopify metrics to monitor which elements and pages are working, and which aren’t. Use that data to continue improving your landing pages. This way, you can keep improving your Shopify landing page conversion rates.
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