How to Optimize the Landing Page to Promote Products Online?

You need a landing page for your eCommerce if you run ads, launch a new product, or have one particular goal.

Generally you create product pages for all types of audiences on eCommerce.

These pages have a generic copy, and design. Also, multiple CTAs, such as “Buy Now,” “Add to Cart,” “Use Coupon,” etc., all running simultaneously.

The goal is not defined. Hence, the conversion is also moderate.

But things are different on an eCommerce landing page.

It is designed for a specific audience. Hence, the copy, CTA, and other elements are all optimized to achieve one goal.

Is this extra effort worth it?

Landing pages have a conversion rate of 26%. Much higher than product pages, which have an average conversion rate of 7%.

Hyperice, a niche muscle recovery brand, achieved an impressive 78x ROI on optimization. This result is just one of many case studies on eCommerce landing page optimization.

Let’s look at the ways to optimize eCommerce landing pages for maximum conversion.

11 Effective Ways To Optimize Ecommerce Landing Page to Promote Products Online

1. Craft a Clear and Compelling Headline

For an eCommerce landing page, the headline needs to fulfill two duties.

• First, grab the attention of the visitor.
• Second, tell visitors enough so they want to learn more.

Some of the best headlines that we have seen are:

• “Skincare Essentials for Everyday” (Glossier)
• “Luxury Bedding for Less” (Brooklinen)
• “Gear Up for Adventure” (REI)

Each of these headlines is short, specific, and compelling. Making visitors interested in seeing what the brands have to offer.

When you optimize an eCommerce landing page headline,

• Remember who your customers are.
• Understand why they are visiting this landing page.
• And, what would make them interested in your product?

Remember, the power is in your hands. Test multiple headlines to discover the best fit for your eCommerce.

2. Use High-Quality Product Images

93% of online shoppers credit product images as the number one factor in buying decisions.

If they like how the product is presented, they are more likely to buy it.

The quality of your product images, too, plays a critical role here. For 67% of customers, the quality of a product image is very important when buying products online.

Optimizing your product images requires an approach that focuses on the overall presentation. This is essential to ensure your products are presented in the best possible light.

This may include services like background removal, color correction, retouching, balancing, and more.

These enhancements can be achieved through professional photo editing tools like Adobe Photoshop.

You can also outsource your images to product photo retouching services like PixelPhant, to edit eCommerce images as per your requirements.

Whatever you choose, the goal is to improve customer experience. You can do it using in-house retouchers, use AI tools, and outsource it to experts.

3. Leverage Social Proof and Testimonials

Ecommerce landing pages are different from product pages. That is why they allow you to leverage social proof and testimonials early on.

You can showcase your product use case to build social proof for your brand. Or use a before and after comparison, customer gallery, testimonials etc.

Briogeo Hair does a great job of showcasing a before and after, that too for different types and styles of hair.

As a result, shoppers get to see the results of the product right away.

88% of customers consider online reviews the same as a friend’s recommendation.

By showcasing these reviews, build trust, and significantly increase conversion on your eCommerce landing pages.

4. Implement Strong Calls-to-Action (CTAs)

Using multiple CTAs can distract a visitor from your actual goal.

If your goal is to increase first-time customers with your landing page, “Buy your first [X]” can be a great CTA.

Until and unless you sell multiple products on the page, “Add to Cart” might simply be unnecessary.

Now, Where to place your CTA?

The answer is places where they can easily stand out and engage your customers to take action.

One of the easiest ways to find interaction points is using tools like Clarity and Hotjar.

You can also look at user interactions and find sections of the page where customers spend more time.

At these intersections, you can add your call to action to motivate moving to the next step.

5. Perform A/B Testing Regularly

A/B testing is the backbone of high-conversion landing pages. It is a way to optimize a page based on data collected by testing samples of the same page.

What aspects of the page are tested?

Every aspect.

This includes CTA, colors, headlines, descriptions, images, and everything that influences your conversion.

The comprehensive nature of A/B testing ensures that your page gets optimized.

With A/B testing, you learn about your customers and improve your page based on their feedback. We have seen small changes make huge differences.

Wallmonkey is an eCommerce selling various wall decals. With a goal to improve clicks and conversion on their homepage they tested original stock photos vs something playful.

Showcasing the fun and playful photos was a better fit for them.

A small update like this resulted in a rise in conversion rate by 27%. Next, when they added a search bar instead of a slider, the conversion skyrocketed by 550%.

6. Optimize for Mobile Users

Mobile users account for about 65% of eCommerce traffic. This makes responsive design principles crucial for eCommerce landing pages.

Some of the quick fixes that you can check are:

• Use containers to keep elements positioned consistently.
• Use relative units (percentages) to adapt according to screen size.
• Utilize breakpoints mindfully to move your aspects to different screens.

While many brands go ahead with a minimalistic approach, some tweaks and efforts can improve the mobile experience.

By understanding what works for your customer and optimizing your eCommerce landing page accordingly, you can gain actionable insights that will empower your design decisions.

7. Enhance Page Loading Speed

When a shopper visits your eCommerce landing page, they are at a very crucial stage. They are skeptical and eager to learn. That is why optimizing your store website to load faster is very important.

In an Unbounce report, 70% of the users said page speed impacts their willingness to buy. That means they are less driven to make a purchase if they have to wait.

As an e-commerce company, you must take page speed seriously. Here are a few recommendations to improve your site performance.

• Remove unnecessary pop-ups.
• Compress your images and videos.
• Use lazy load to show content faster.
• Use the Content delivery network to upload media.

These are just a few steps. Each theme and website has its challenges. You can use Google Pagespeed checker to find your limitations and resolve them.

8. Ensure Consistent Messaging

Consistency is a key element of an eCommerce landing page. With focus on one single CTA, your messaging should also be focused on achieving one single goal.

Here are a few questions help during the writing process:

• Who will be reading this content? (target audience)
• What is the USP of the page? (Offer, branding, etc.)
• What do you want prospects to do on this landing page? (goal)

These are three basic questions that you need to know before you start curating a message.

Once you have the answers handy, you can start focusing on your tone, and creativity to cater your requirements.

Frameworks like AIDA are also a great way to curate your whole page. Moreover, since you are creating an eCommerce landing page, you can add CTAs multiple times on the page.

9. Include Clear and Concise Copy

When you are writing a copy for your landing page, it is important to remember that your goal is to engage visitors with the product, not words.

That means that while your messaging can be creative, it should not distract visitors from the product itself.

To do so, ensure that you keep your copy concise. Moreover, stick with points that talk about the product and its use cases for your target audience.

Your copy plays a crucial role when you want to hook your customer, stop their scrolls, and get them to take an action.

Keeping in mind your goal and target audience for the eCommerce landing page, curate a copy that caters to their unique problem.

10. Integrate Analytics and Tracking

To make your eCommerce landing page successful, you must understand your customers well.

That doesn’t stop after you publish your page, either.

Before your eCommerce landing page goes live, make sure that all your tracking and analytical tools are ready to collect data from it.

Some of the most common landing page analytical tools are:

• VWO
• Hotjar
• Microsoft Clarity

These tools will help you track metrics like Bounce rate, Conversion rate, Time on page, Page Loading Speed, Exit rate, and Click-through rate (CTR).

In addition, you can record your user interactions on the landing page to see what users did on it.

Once you learn about the customer, you can conduct an A/B test to optimize your eCommerce landing page exactly as your customers prefer.

11. Focus on Above-the-Fold Content

Above the fold content is the “prime real estate” of your eCommerce landing page. Everyone who visits this page will be greeted with this piece of content.

What content to place here? The one that grabs the attention, features your product, and most importantly, guides your audience with a direct call to action.

When your target customer lands on your eCommerce landing page, they should immediately be engaged to take action.

And if they want to learn more, they can scroll the page to see other content you have curated.

Conclusion

Optimizing your eCommerce landing page is not just about creating a beautiful design; it’s about creating a seamless, engaging experience that drives conversions.

Each of the strategies mentioned above plays a crucial role in this process.

By crafting clear and compelling headlines, using high-quality product images, leveraging social proof, and everything we discussed, you can create a landing page that not only attracts but converts.

Remember, the goal is to make it as easy as possible for your visitors to take the desired action.

Continuously test, analyze, and refine your page to meet the evolving needs of your audience.

With these 11 effective strategies, you are well on your way to boosting your eCommerce landing page’s performance and driving significant ROI.

So, start implementing these tips today and watch your conversions soar!

About the Author!

Nishant is a passionate content creator at PixelPhant photo editing service. We have edited 2 million eCommerce images, and now provide the fastest turn around time of just 2 hours. You can find him on LinkedIn.