We often hear about landing pages. Landing Page (translation: landing page) means a page specially created to convert site visitors into leads (contacts) or customers, often after e-commerce.
But in reality, technology, talking explicitly about landing pages for e-commerce is not precisely correct unless an online store decides to sponsor a package of products – such as a kit to be precise – where there is the main product and 5 or 6 related products.
For example, on the possibility of Christmas or recurring holidays, to increase the sales of a category of products – such as beauty products – a page of the site is built exclusively dedicated to that particular offer.
A classic example is the following.
Beauty kit: face cream, make-up remover, and toning for 97 €
Click and then you arrive at a page where all the products mentioned are displayed, plus maybe another couple related.
The classic landing page, however, is quite another thing since it consists of:
- Above the fold: where you can find the title, subtitle, and possible buttonhole;
- Below the fold: where does the page begin with the description of what are the advantages, why rely on us, who is the company, the reviews, and the contact form.
Furthermore, in a classic landing page, the menu should not be provided, as the user must not be distracted and must obtain all the information he needs on a single page. Or at least that should be the intent of a truly effective landing page.
The purpose of a landing page is obviously to convert, that is, to sell the product or service in question. But to do this, it is necessary to answer the PROBLEM SOLUTION scheme.
The logic is: I highlight a problem and offer the solution.
All this would not make sense to do it for e-commerce, because in reality, you get directly to the product sheet from the advertisement.
An example of an advertisement that leads to a product sheet could be the following:
Aloe faces cream Offer -70% discount.
Here, the product is one and specific, and the user should arrive directly on the product sheet of the e-commerce in question.
We can deepen the topic, including the real difference between a “classic” landing page and a landing page on an e-commerce product sheet.
Let’s think about taking advantage of the product landing page, following a click on the advertisement, at best.
The characteristics that an e-commerce landing page must have
The main features should be these:
- Attractiveness product photo;
- Perfectly optimized description of the product sheet;
- Expected discount clear;
- Explicit shipping costs;
- Explicit shipping times;
- One-step purchase procedure.
A seventh characteristic, in some cases optional, is that of the scarcity of supply. I explain it more in-depth in the final part of the article, as it is an optional choice and not a rule.
Let’s analyze each item in detail.
Product photo. If you are promoting a particular product or more than one, you will need to invest in a fully representative photograph. In addition, it may be helpful to use a video to show the product.
This rule, however, always applies in e-commerce: product photos cannot and must not be those of manufacturers’ catalogs.
Description of the product sheet. The descriptions must give information about the product; they must specify all the details. So, for example, an e-commerce product description cannot just say:
“Beautiful black leather bag with the handle. 2 inside pockets, 2 outside. Yes Shoulder bag “.
But it should be something like:
“Bag in black Nappa leather, equipped with two inside pockets with zipper and two outside pockets with gold-colored buttons. The bag can be worn both over the shoulder and by hand. Ideal both day and night, as the stylistic details make it a perfect accessory for both a casual and a more formal style. The measurements are 34 cm in length, 24 cm in height, and 13 cm in size. Shoulder strap length 34 cm. The unmistakable style of the brand. A Brand is an identification symbol, trademark, logo, name, word, and/or phrase that companies use to distinguish their product from others. A combination …it is visible in the stylistic details “.
We start from the assumption that I arrive on this product sheet; I belong to a public defined as “hot,” that is, already prepared to buy.
In this case, all the information I seek must be clear. For this, you need to write a complete and detailed product description.
Discount provided. Tend to think only about the leverage of price. Price is the amount of money required for a product or service. So in a broad sense, the price is the sum of all. It is not the best choice because even if the cost is advantageous, I am unclear about the shipping times; for example, I do not purchase. And that’s because I don’t trust it.
So yes, the discount must be clear; if in the ad on which I clicked and who convinced me it says -70%, it is not that I arrive on the product sheet and discover that the discount is offset by the cost of the value very high shipping.
A user notices these things, and for sure, later on, your e-commerce will no longer come. So the first impression for a user is what matters. And if the first time I arrive at the online store, I already realize that the latter has dishonest dynamics, then I won’t go back there anymore.
Transparent shipping costs and times. On the landing page and, therefore, on the optimized product sheet, this information must be clear. The user thinks something like this:
“This bag is beautiful. That’s what I was looking for. Fantastic discount. Ok, I want it. Ah … but the shipping costs? And the times? They aren’t here, where can I find them? “
Ergo, this information must be present on the page.
If I buy online, it is to avoid wasting time in stores, and I want the product to arrive in two working days. If not, I don’t buy. Unless the product I want is not urgent and I can wait. But this just mentioned is 20% of the cases.
One-step purchase procedure. Another crucial detail. Many users abandon the cart because the checkout method is impossible and requires at least two or three steps.
People don’t want to waste time. They want a product, and they want to buy it in just one click, and you have to make sure that this happens, without hesitation on their part.
Impulse buying exists. Learn to exploit it.
To these characteristics, then, a seventh should be added, namely the strategy of scarcity. One of the most popular methods might be to show the progress of product purchases utilizing a flashing message that appears next to the product. A style is similar to that of booking. Another more common option is integrating a timer that marks the hours, minutes, and seconds when the offer expires.
The power of an e-commerce landing page can be increased if it is combined with a targeted and targeted newsletter strategy and the insurance marketing campaign. Advertising (abbreviated ADV) means advertising; it is a paid message that a company sends to inform or influence the people who receive it … from which we usually start.
The strategies to increase the sales of e-commerce can be many, but the important thing is that you always have a clear understanding of the target. For example, a target refers to a group of potential customers to whom a company wants to sell its products or services. The Target is consequently also to which we refer, or it will all be useless.