For e-commerce sites exist for the same reason- and that is to sell and make more money. Thus, it would help if you design your site in a way that encourages your visitors to buy from you.
The key to getting more conversions is an e-commerce landing page.
But the most effective landing pages out there are not about big logos or stunning product photos. However, we do not deny that these elements can help.
Your landing page lets you share helpful information and offer excellent customer experience. But at the end of the day, it would help if your landing page can direct your customers to hit the "buy now" button.
That said, take a look at these nine compelling reasons your e-commerce business needs a landing page:
Target a Certain Audience
E-commerce practices customer segmentation. This lets you study your customer base better and work towards fulfilling their pain points.
Landing pages also allow you to communicate a specific section to your customers. It lets you find out what your customer base is currently into, whether e-books, discounts, or coupons.
Then, offer these on your landing page as part of the deal.
Easily Generates Leads
Most e-commerce stores will redirect their traffic back to their homepage.
Yet, this move can be a massive waste on your social media, email, and SEO efforts since it's almost like throwing all your leads away.
Now, by utilizing landing pages, you can get all your valuable traffic, nurturing them into leads.
This provides you with an easy way to generate leads with the rest of your sales team so that you can segment, nurture, and distribute these leads.
Identify Engaged Prospects
With landing pages, you're not just generating leads for your business. You're also tracking conversions or reconversions of your previous leads.
You can identify prospects that do make many purchases, helping you know which users are more engaged with your business. Singling these prospects out allows you to gather better information and insight on their behaviors and activities.
This also provides your sales team with valuable information that they can use to enhance their marketing efforts.
Build Mailing Lists
In this time and age of online marketing, many businesses thrive on their power to disseminate valuable information.
That's why when you start your e-commerce website, email addresses are one of the most important things that you can gather from your visitors.
Thus, your landing page is an excellent tool that you can use in gathering necessary data from site visitors that can convert into leads.
Having a page dedicated to this goal helps cut any distractions and provide an advantage to visitors who signed up on your email list.
Compels Visitors to Take Action
When faced with many actions, some web visitors may find it challenging to make a choice. Sometimes, they end up not deciding at all, which doesn't help your business in the long run.
Landing pages help you limit these distractions, as well as options for navigation.
By limiting these options, you're nudging your site visitors to take action. Usually, the decision that they make will depend on your call-to-action.
Spike Up Conversions
Internet traffic has become competitive these days. This is why it is no longer cheap and easy.
You'll be putting lots of sweat and hard work to gain the traffic that you're aiming for. Thus, if you gain traffic on your homepage, and you're only converting 1-3% of that traffic, that's where you lose money.
Meanwhile, the traffic that you get from landing pages converts better. That is if your landing pages are spot on or are relevant to the type of traffic that you're sending it to.
A well-optimized landing page helps you boost your conversion rates a couple of folds, and let your sales sore high.
Focus on Your Goal
Usually, the most effective landing pages out there are anchored to your goal.
It would help if you designed every single element to engage your audience. Doing so can help draw their attention and compel them to click on your call-to-action.
In case you haven't noticed, most landing pages are promotion-specific. This allows you to deliver your message to users. This kind of focused-messaging can affect your conversion rates in the long run.
Because most users have a short attention span, try to remove any distractions. Be straightforward and ask for information that matters for your business.
This ensures that your audience engages with you, responding well to your offer.
Drive Better SEO Results
By building a landing page for every paid ad, or internal CTA, you'll add more pages to your e-commerce site. Having more pages means there will also be more pages for Google to look at and index.
Every page gives fresh content, yet more opportunities to place these most popular search terms. These are all great things.
At the same time, you also need to consider the Google AdWords Quality Score. When you incorporate your target keywords in your landing page content, your quality score will go up.
The higher your quality score, the less you'll be paying per click. When you link your site's homepage, you'll receive no quality score benefits, and your cost per click will go up.
Boost Business Credibility
Your landing page makes you credible in the eyes of your prospects. That's because when you create a landing page for your visitor, you're solving a specific problem for them in a particular niche.
Site visitors will consider this, putting their faith on your website. This gives you more credibility, as you embark on a relationship with them based on leadership and trust.
Provide More Value
Most business owners prefer a website page to feed users with information about the products and services that they offer.
Although this is an excellent lead generation tactic, the opposite is true.
Chances are, you will overwhelm your site visitors with all that information. This can push them to leave your site, which translates to a loss of opportunity for your business to make sales.
Having a landing page allows you to provide visitors the solutions to their problems. You can also use it to direct them to submit their email addresses and cater to their needs. Thus, you'll end up with more qualified leads.
Increase Your Business Revenue With Landing Pages
When it comes to generating sales for your business, it will all boil down to having a landing page to get things done.
A landing page will communicate with your target customers, sending out your message in a more effective way. This allows you to have more leads and qualified sales over time.
About the Author:
Jake Rheude is the Director of Marketing at Red Stag Fulfillment, a fulfillment warehouse that allows you to start your e-commerce website. He has years of experience in ecommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others