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Landing Page Planning
Are you interested in getting more product landing page conversions? If so, keep reading!
As the name implies, product landing pages are standalone parts of an online store designed to convince users to purchase a product or service. You may be surprised to learn that the average landing page conversion rate is less than 2.5{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4} across all industries.
In other words, a vast majority of people who make it to this part of your site will not click your call to action.
While this figure may come as a shock, know that 2.5{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4} is not the limit. If done correctly, it’s possible to improve your product pages and convince more visitors to click your calls to action.
Today, I’ll share several actionable strategies you can use to improve sales and engagement on this crucial part of your website.
Ready? Let’s get started!
Start with an Attention-Grabbing Headline + Subheader
Your headline and subheader are the first things a user sees before they click on your landing page. Very few people will click through if this focal point doesn’t clearly explain what’s on the other side.
This section of your landing page should speak to your target audience’s objectives and pain points. For example, a gardening supply website offering a bundle that includes seeds and supplies may use a subheader that reads, “Harvest More, Spend Less.”
I recommend using a headline analyzer to make sure your product landing page headers and subheaders are engaging, the right length and invokes the correct sentiment.
Make Sure Your Copy is Concise and Scannable
Now, let’s talk about landing page copy. If your copy is too long, there’s a good chance users will leave before they finish reading what you have to say. On the other hand, if the copy is too short, visitors might not understand your value proposition, which will prevent them from taking action.
When you consider these two drastically different outcomes, it’s easy to see why you should use concise and engaging content on your product landing pages.
Readers should be able to skim through your post and understand the general concepts and advantages of buying the product you’re advertising. The best way to refine on-page content is to understand your customers’ needs. The better you know your target audience, the easier it is to create truly compelling landing page copy.
Win Readers Over with Visual Content
Did you know that 71{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4} of marketers say visual content boosts engagement on their website? When you think about it, this statistic makes perfect sense. We are all extremely visual creatures. Social media has fueled this mindset by allowing people to share endless photos and videos in real-time.
You can use this need for visually stimulating content to make your product landing page more engaging. I recommend sharing plenty of high-quality, branded images throughout your landing page.
For example, if you’re selling coffee kettles, a reader should be able to see what the product looks like from all angles before they add it to their cart. If they can’t visualize themselves using your kettle, they are not likely to click through.
We’ve had a ton of luck with videos too. On average, including a video on our landing pages improved conversions by a whopping 86{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4}! I believe this is because videos are as close as possible to an in-person demonstration. Users are far more likely to take the next step if they can see your product or service in action.
Highlight Testimonials and Reviews
Reviews can make or break a sale. If readers can’t see other people’s experiences with your brand, they are not likely to click your call to action.
Research shows that around 90{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4} of online shoppers say user testimonials and other types of user-generated content impact their shopping habits. In other words, 9 out of 10 potential customers might walk out the metaphorical door if you don’t have social proof on your site.
Luckily, there are plenty of ways to gather engaging reviews. Social media is a great place to start looking for feedback. People are more than happy to share their thoughts about a product or brand if they had a positive experience. Using a social listening tool to discover when people mention your company makes this process a whole lot easier.
You should also make sure customers can leave reviews on your storefront. Many businesses use this strategy, which is why products on any given storefront have a star or number rating. But few harness the true power of reviews by finding ones that perfectly illustrate their value proposition and adding them to their landing pages.
Trust badges from known and trusted companies also fall under social proof. Shoppers see trust seals as a glowing endorsement from brands they already know and respect. Adding this seal of approval from companies like PayPal and Norton Antivirus can result in 42{57b8cc37fd24bce1cf64c8b05d9407ce9171516056c1f5e762677747187a0de4} more conversions!
Each company has its own rules for issuing and using trust badges. You’ll need to seek out the brand you’d like to endorse your company to learn about their requirements.
Test Your Call to Action
Your call to action is essentially what you want readers to do when they’re done reading your landing page. The goal of each page can vary based on what you’re selling and your marketing goals.
Generally, companies want to do one of the following:
– Sell their product
– Grow their email list
– Convince users to sign up for a free trial
– Get more event registrations
Determining your goal and accompanying incentives will help you choose the right call to action. For example, if you want more people to sign up for your paid online course, your CTA could read “Secure My Spot Now!”
Beyond choosing a relevant CTA, it’s also important to use A/B testing to improve conversions. A/B testing involves changing colors, phrasing, and placement in order to see better results. I recommend using a split-testing tool and changing one element at a time so you can figure out what changes resulted in more engagement.
Sometimes, a simple change, like turning a green button red, can dramatically improve your conversion rate.
Don’t Forget to Optimize Your Site
The average person expects a website to load in about 2 seconds. If your landing pages take longer than this, you will lose out on potential traffic and sales. Google has also openly admitted that sites that don’t meet this standard will have a harder time ranking in the search results.
Optimizing your landing pages for speed and accessibility can have a positive impact on conversions, improve brand awareness, and create a better experience for visitors. You should start by optimizing visual content. For example, you could host videos on YouTube instead of your site and compress images to reduce bandwidth.
Browser caching can also speed up your site, particularly for repeat visitors. Caching plugins store static images (such as those on your landing page) and quickly reference them when a user returns to your site. This process happens so fast that loading times are often instantaneous.
You should also make sure your landing pages are mobile-responsive. There are over 5.48 billion smartphone users around the world. If your site doesn’t load properly on these devices, you can expect to see a noticeable drop in clicks and engagement.
A mobile landing page builder can help you format your page and make it easier to navigate on smartphones. I also test our pages on multiple devices after making significant changes. I never want to alienate a substantial portion of our audience because our site isn’t working correctly on mobile.
Back to You
As you can see, there’s much to consider when creating clickable product landing pages. The tips provided today touch on many of the roadblocks business leaders and marketers encounter on their journey. If you’re patient and continuously work to improve your landing pages, you’ll have no problem seeing more landing page sales and engagement.
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Syed Balkhi is an award-winning entrepreneur and online marketing expert. He is the co-founder of OptinMonster, WPBeginner, MonsterInsights, and WPForms.