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.
There are several reasons why shoppers choose to abandon carts. But in most cases, the reason boils down to checkout pages with poorly designed user experiences. In a behavioral survey of 1,300 online shoppers conducted by ecommerce technology company, Namogoo, 75% cited the importance of an "easy checkout process" for a desirable shopping experience. According to the survey, the following UX issues had the greatest influence on cart abandonment rates. Are you addressing these on your ecommerce site?
More than half of those surveyed (63% of mobile and 53% of desktop users) said that excessive or repetitive form fields at the checkout stage were the most frustrating part of shopping online. With this in mind, think about ways you can streamline the process of submitting information during checkout. For example: incorporating autofill features into your delivery/billing address forms. Or if your ecommerce site requires account creation to complete a purchase, consider alternatives like Guest Checkout or social media login functionality.
If your checkout process loads too slowly or crashes, that’s definitely going to cost you sales. Make sure to test your site's checkout thoroughly by accounting for as many user actions as possible, like using the browser’s back button (in the above mentioned survey, 36% of mobile shoppers abandoned their carts when the back button didn't work as intended, requiring them to re-enter all of their purchase confirmation information). Additionally, look for ways to proactively help users avoid checkout errors. For example, you can automate error messages so they appear dynamically as each form field is filled out, rather than after the user attempts to submit the info.
Distractions and Clutter
Shoppers are more likely to abandon their carts if any of the steps for finalizing the purchase are unclear. The Namogoo survey found that 46% of users consider website navigation to be a deciding factor for whether to purchase from that site. Similarly, 29% of users said that pop-ups and interstitials on the checkout page distracted them from completing their purchases and negatively affected their perception of the website. Keep the checkout flow as clean as possible by saving non-checkout CTAs (e.g. "Sign up for our Newsletter" or "Other products you may like") for the "Thank You" page, and adding features that help users progress with checkout rather than pause it – for example, adding options to change the quantity, color, size, and other attributes of the items in their order without having to leave checkout.
Contextually relevant features and content can make ecommerce customer experiences more memorable – helping you stand out from the competition. To help you put together a strategy that leverages user data to deliver dynamic product recommendations, user-centric messaging, and convenient shopping and purchasing processes, consider these tips and examples for making your ecommerce site more unique and personalized.
Add search customization options
The search bar on your ecommerce site is supposed to help your customers find products. But for some customers, a basic list of products doesn't provide enough information to make a purchasing decision. Personalization features like detailed search parameters (e.g. category inclusion/exclusion, price ranges, SKU variant inclusion/exclusion, etc.) and result-sorting options (e.g. by price, by review score, by popularity, etc.) lessens the burden of research for your customers and improves your site's user experience.
Enhancing product discoverability
To increase the effectiveness of product suggestions across the site (i.e. search results, "you may also like" recommendations, etc.), make sure that you are tracking how customers browse products and use the search bar on your site. For example, by mining your site’s search data, you can learn more about what your customers are interested in and the language they use to find it. This can be very helpful in merchandising, discovering changes in customer priorities, or simply improving onsite search functionality.
Personalize for users' preferred device
Does your website provide shopping experiences that are tailored to different screen sizes, user inputs, and browsers? Consider how you can design elements or consolidate navigation to make them fast loading and tap-friendly for smartphone and tablet users.