The primary goal of any e-commerce business is to sell products; however, how do you do that effectively when your store catalog hosts thousands of items? Driving traffic to a home page with the hope that your leads will spot the product(s) you want them to spot wouldn’t work. Advertising a product page ‘as is’ is a dead-end strategy as well.
The only way to make an advertising campaign work is to create an effective stand-alone page that — instead of overwhelming customers with numerous choices and links to different sections — will focus on one specific product (or category of products) instead. In this post, we’ll explain what e-commerce stores use landing pages for and detail which attributes describe a good landing page experience for end-users.
Unlike home pages, landing pages don’t leave users on their own amongst thousands of items in a store catalog. Instead, they use a clear call to action to tell customers exactly what is expected from them.
In terms of effectiveness, promoting all products at once doesn’t make any sense. That’s why, if you need to boost sales or roll out a new product, it’s always better to do it within an ‘isolated’ setting, where no other products interfere with the offering. The landing page serves as a dedicated environment for that.
Whenever users opt for your offer, they leave their data — name, phone number, email, etc. — through the appropriate form on the landing page. This information can then be used for retargeting campaigns, email newsletters, and surveys to better understand your audience’s needs.
So, what does a landing page consist of? These pages can be designed however the store owners would like, but the core elements will always be the same:
The purpose of the main headline is to catch the user’s attention immediately after they land on a page. The header should be interesting enough and make users scroll down to find out more about the product that is presented. This element is normally located at the top center or top left corner of a page. It is recommended to keep it relatively short (no longer than 20 words) in order not to clutter the main screen.
As the name implies, this headline is used to detail a message or explain a claim made in the main header. This heading can be somewhat longer — up to 30 words; however, it’s still better to keep it short and to the point. Supporting headlines are usually located right under the main header with a smaller font.
The goal of the image or video located here is to show users how the product will fit into their lives. Compared to basic catalog media that showcases products against a white background, here users are supposed to see the offered items in motion. If it’s an image, it can demonstrate how the product is being used (home appliances, daycare equipment, beauty products, etc.). If it’s a video, it can be accompanied by a story about the product.
Here, customers will find the answer to the question: What will I get if I choose your product? Thus, this block should summarize all the advantages of the item offered. They can come in the form of bullets or separate badges with a textual explanation. Make sure, however, that you don’t confuse features with advantages — the former is something that a product has while the latter is something that a product offers to meet customer needs. You should always focus on the latter.
A call-to-action form is where the lead information capture occurs. This block tells your potential customers what you need them to do — buy a product, redeem a discount, preorder an item, sign up for an upcoming deal, etc. You want to make sure that the text you have here is relevant and convincing enough for your audience to take the target action.
A Unique Selling Point (USP) is a statement that, in a few words, explains to page visitors what makes your offering special and different from the competition. It has to tell users what the benefit(s) are of buying something from you right here, right now. The USP statement has to be simple and transparent, yet very specific at the same time.
This block is used to boost conversions and demonstrate to potential customers that your offering is worth checking out. To do that effectively, you can showcase real-life case studies, quotes from former clients, video testimonials, reviews, etc.
This is the very last part of a landing page that usually includes several sections: a promise — a few lines of text that will reassure customers of the safety of actions performed on this page; a final CTA — a recurring call-to-action form; contact details — points of contact for your company in case a customer needs more information.
This is a default extension that can be used to create and edit landing pages on the Magento platform. The page builder utilizes drag-and-drop functionality to build pages even without coding experience.
It offers a few different tool sets that help to configure your web page any way you want: layout set — for organizing rows, columns, and tabs; elements set — for buttons, headers, and other text; media set — for adding videos and pictures; content set — for any other type of static or dynamic content.
Shogun is a third-party extension that can be added to the Magento store via the admin panel. It utilizes the same drag-and-drop principle and doesn’t require the user to code anything to create a landing page.
Intuitive interface and feature-rich functionality are what make this extension popular. Here, users get access to dozens of page templates and pre-made design elements like icons, forms, sliders, timers, etc.
Shogun also comes with a set of SEO tools on board and supports A/B testing to determine which design works better.
Landing Pages is one of MageWorx’s modules that allows for the creation of web pages for Magento shops. With this extension, users can either create a design from scratch or opt for a ready-made page layout from the library.
Additionally, users can use this module to generate multiple landing pages in bulk (instead of just one at a time). MageWorx is known for always focusing on search optimization, so with this module, you’ll get an extensive tool set for generating SEO-optimized URLs, setting unique metadata, assigning keywords, etc.
To sum things up, landing pages are commonly created for advertising purposes, when there’s a need to promote a product, or offer an audience a special deal or discount on selected items. Such pages come with their own logic and unique structure that offers an experience tailored to a particular problem or pain point of a customer. You don’t need to be a tech expert to create landing page on Magento 2 — the default Magento Page Builder or any other appropriate extension can do the job for you.