In our previous blog post, we went over tips for improving the content and functionality on ecommerce landing pages to make them better at engaging users and driving conversions. In this post, we'll present a few guidelines for page layout and design you can use to make your landing pages more visually appealing and memorable.
Balance visual appeal with practicality
Some ecommerce professionals consider the “design” of a landing page as whatever makes it pretty or eye-catching. As such, the layout of design elements becomes one of the last considerations when creating the page. However, this lack of planning can hinder customers from quickly finding important information or navigation elements – making them more likely to bounce. Don't overload users with information upfront. Imagine the page from your customers' point of view, and ask yourself: What do they want or need to know first? What info is vital to convince them to take action?
Break up content to make it more digestible
Keep the text short and actionable for users by formatting your content so that it is easy to scan (especially for mobile users). You can accomplish this by using bulleted lists, separating blocks of text into sections with sub- headlines, and providing detailed information through accordion-style navigation or separate pages.
Leverage color psychology
When making your landing page, don’t just think about what looks good – consider how the colors will work together to resonate with the audience and use this to your advantage. For example, red is known to create a sense of urgency while purple is usually synonymous with luxury or royalty. Consider what color combinations match the tone of the page and use them to subtly reinforce your messaging. Once again, A/B testing is a useful way for finding the options that work best.
A landing page is a web page created specifically for convincing visitors to act (i.e. to sign up, buy, download, etc.). Like the sales displays or helpful associates at a brick-and-mortar shop, your ecommerce site's landing pages can be a deciding factor in getting shoppers to complete a purchase, or dive deeper into your site for more information or other products. To help make your landing pages as successful as they can be, we've assembled the following tips into a 2-part guide. In this post, we'll cover some important considerations for content and functionality that can make most types of ecommerce landing pages more effective.
Clear paths & CTAs
Landing pages serve as informational gateways about your products and brand - they are rarely the last step in a buyer's journey. Whether your goal is to get visitors to "buy now," "contact us," or "learn more," the content and navigation on your landing pages should make it as easy as possible for customers to take the next step. To figure out the optimal placement of these elements, use A/B testing to find a configuration that works best.
Go beyond plain text
Plain text may clearly communicate everything you want it to, but not every user responds to that. A landing page that uses a variety of content types – especially video – can increase information retention and conversion rates. Create video demonstrations of your products, or other types of visual content, to grab users' attention and quickly communicate key information about your product offerings and/or CTAs.
Simplified lead-gen forms
If your landing page is geared toward getting users to "sign up" or submit info, you need to make it as quick and easy as possible for them to complete this process. Keep the required fields to a minimum and only request the information you truly need – you can always follow up for more detailed information later via “complete your profile” emails or pop-up prompts. As a rule: make it possible for customers to complete actions in a few steps as possible.
Next week, we'll supplement the above info with layout and design tips for making landing pages that are more appealing and engaging.
More and more companies are trying to change up their merchandizing strategies in preparation for entering new global markets. Beyond translating marketing content correctly into various languages, e-tailers also need to reevaluate information like item specifications and sizing details to align with regional norms and local consumer protection laws. Social standards as well as neighborhood laws are also critical factors to think about with development into new markets. To help ensure that your website and product information is comprehensive, relevant and accessible to foreign audiences, follow these guidelines.
Make updates to product specifications and descriptions
When expanding your reach to global customers, it's critical to localize product information across webpages and promotional content. This includes revamping SKU info with market-appropriate specifications (e.g. converting imperial measurements to metric) and descriptions that properly translate into your target audiences language(s) and/or dialect(s).
Research cultural norms and make changes accordingly
Ecommerce sites that sell to different regions need to consider numerous cultural aspects, such as seasonal trends, societal norms, and holidays. For example, the color purple is associated with aristocracy, royalty, and riches in many parts of the world. However, in Brazil and Thailand, purple is associated with somber occasions and periods of mourning. Your product offerings and item descriptions may need to be customized according to these kinds of nuances.
Guarantee Quality Control and Legal Compliance
Policies concerning labeling, licensing, and merchandising all vary between countries. For example, many regions have different labeling formats and information requirements for ingredients, country of origin, and health warnings. Sellers (especially those with large item catalogs) may require sophisticated product information management systems to assist them with making and tracking changes for regulatory compliance quickly across numerous markets.
More and more ecommerce businesses are adopting omnichannel strategies to get their products in front of more customers around the web. Most e-tailers are already familiar with adding their products to channels like Amazon and eBay, but what about Google Shopping?
In a nutshell, Google Shopping is a pay-per-click advertising channel, but instead of text ads, users are shown robust product listings from your website within Google. These shopping-enhanced adverts mostly appear under Google's "Shopping" tab. But, if you've optimized your adverts properly, they can also appear in Google's main results for certain user queries. When a user clicks on your ad, they are directed to a product page on your website. Since many consumers begin their "buyers' journey" with a Google search, this can be an effective way of reaching new customers.
The factors Google considers when deciding what search queries should trigger your ads includes not only your bidding activity, but also the content of your product listings. Therefore, in order to get the best ROI from Google Shopping, you need to strategically optimize the content of your listings.
For example: per Google, listings that contain poor-quality images may be prevented from appearing in search results. Read Google’s guidelines for high-quality images and make sure your listings are meeting this criteria.
Additionally, Google wants to present users with complete information related to their queries. To help your listings perform better, take the time to fill out all of the requested fields (Title, Description, Product Category, Availability, etc. etc.) with complete and accurate information. Then, put a process in place to make sure your listings stay up-to-date with relevant info.
If you take care to cultivate your listings, analyze performance data, and bid strategically, Google Shopping can be an effective addition to your business’s omnichannel presence.
Upsells are an important ecommerce tactic because they can increase customer satisfaction with an order while increasing your revenue. But, you don't want your upsells to come off as pushy or be intrusive to the user's shopping experience. As the saying goes, "you catch more flies with honey." Consider these tips when crafting the messaging for upsell opportunities.
Well-timed discount incentives
Find creative ways to grab your customers at the end or near the end of their purchase journey with various discounts. Amazon.com's "Subscribe & Save" program is a popular example of this tactic - with many prominent calls-to-action to increase the size of the subscription order to get an additional 10% off the total. Similarly, you can also opt to only show shoppers discounted items as upsell suggestions, encouraging them to take advantage of deals while they can.
Refined CTA messaging
You may be surprised by the effectiveness of changing passive calls-to-action on upsell suggestions. Instead of a standard "Products you may like" title, try something more engaging like "Must Haves" or "Perfect Accessories." You can always use A/B testing to find the wording that's most effective.
Free shipping with order minimum
Conditional shipping discounts are a great idea if you don’t have the capabilities to show users upsell suggestions that are either relevant to what’s in their cart, or based on their shopping habits and purchase history. More often than not, users will add items to their cart just to qualify for these types of promotions.