The Complete Guide – Mastering the Ecommerce Landing Page Game

Table of Contents  

A landing page is different from a normal product page

A product page can offer a broader range of information other than that of product and users can navigate through as a part of the website

While Landing pages are laser-focused pages designed to drive the next action – often Checkout and aren’t mostly part of navigation on the website. They cannot be reached from the website, but from standalone page only.

Contents 

  1. Before building 
  2. Elements of a landing page
  3. Visuals in landing page
  4. Ways to test

Before building a landing page

These are the set of basic elements to iron-out before building a page

  • Specific target audience
    You don’t build a landing page for everyone, it is for a specific target audience in your TAM. First define the audience (not just demographics) and understand them
  • Objective
    Like, all define your success metrics here.
    Is this landing page to improve conversion rate? Increase AOV…
    Define the metric and the threshold increase you want to see, to make a permanent shift to this page
  • Research
    The most critical part of buidling a lanidng pae is the research that goes compared to a standard product page. In this phase, do a deep down on the specific audience selected from pains, to ad angles to messaging to visuals all of them
  • Key message
    A clear value proposition that audience cares about, that is a strong contender to convince the visitors to buy the product

Quick landing page optimization tips

Elements of a landing page

  • Value-driven headline along with product

This is a short to-point headline that promises what this product can deliver for them. It convinces them this page is worth a read and to look at product.
Headlines can have multiple approaches, some common themes are
– Promise led
– Transformation of a better future
– Science or 3rd-party backed
–  Leading with pain

  • 3 Point-benefits/major objections 

This piques their interest in the product and what it has to offer. These pointers are often about common objections people might have when purchasing a product like this. You can use icons or text to describe these pointers just below the headline

  • PR based & Visual social proof 

Apart from text-based reviews add two more, A visual face review of customers and PR mentions about your brand

  • Present solution

Explain the difference between the present solution and your solution by comparing it against quality, accessibility, convenience, time to results…

  • What’s different in this?

This in detail explains the unique ingredient/formula/quality of the product differentiating others in the market

  • Comparison section

Unlike the above, this section here you go head-on with other similar products in the market and prove why your product is worth the effort

  • Reviews

The normal text-based reviews section, along with the video reviews if your product is a solution-based or lifestyle product
Check out a short video on structure to create a high-converting add to cart

Visuals in landing page

The category of product largely influences if the landing page should be visuals heavy or not. For instance a lifestyle brand needs a lot of imagery, but for a solution based supplement, it needs more proof,  imagery can take a back seat

Optimizations

  • For premium products in non-apparel category minimize the use of human elements and focus more on product and good lighting 
  • Don’t just have good to look asestheitc product images in the top, also include text in those images to convey the USP and benefits
  • Create associations between product and other things similar to product by having them in background of the product photography
  • Use video-based reviews for products which are solution based (Ex: Supplement)
  • Images should be tightly tied to use-case based and product-in-action photos

Checkout a short video on 8-figure landing page breakdown

Ways to test 

  • Ad based
    Launch two same ads in the same ad group one to the older page, on to the new landing page and monitor the results
    Cons – Might overspend on one ad and not give a chance to the other ad (though it is fully same)

Landing page
Use a tool to divert the traffic 50% split between two pages
Cons – Control over the traffic is minimal and random

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Thank you for reading

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