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The average landing page conversion rate is just 4.3%.
That's not great, right?
This means that for every 100 people who visit your page, only about 4 take action.
Why is this so low?
Most landing pages either leave out important details or overload visitors with too much information. Shoppers are left with questions and doubts or are overwhelmed and confused.
But this guide is here to help.
We'll reveal the essential elements of a high-converting eCommerce landing page, with plenty of examples to show you how it's done.
Implement these tactics, and you could easily double your conversion rates.
Ready to boost your eCommerce sales?
Let's dive in!
What is an eCommerce landing page?
An eCommerce landing page is designed to get visitors to take a specific action that benefits your business, like making a purchase or signing up for emails.
There can be many types of conversions. Here are just a few examples:
- Opt-in for email updates/give contact info
- Make a purchase
- Download free content
- Upgrade to a higher level of service
A landing page isn't just another part of your eCommerce site. It's a page crafted to drive a specific action.
So, how do you create a landing page that makes people want to take action?
How to create landing pages with crazy conversion rates
You need to focus on two main areas to create a high-converting eCommerce landing page: copywriting and design.
These elements work together to engage your visitors and guide them toward a conversion.
Converting with copywriting
The words you choose can make or break your landing page. Great copywriting turns casual visitors into loyal customers. Here's how to write copy that converts:
Crafting a strong headline
Your headline is the first thing visitors see, so it needs to grab their attention immediately. Keep it simple, and use your headline to tell visitors exactly what they're going to get.
For example, if you're selling eco-friendly water bottles, a headline like "Hydrate and Help the Ocean" is much better than something vague like "The Best Water Bottle for You."
Avoid boring, generic phrases like "High Quality Products" or "Best Deals Here." These don't say anything meaningful. Instead, focus on what makes your product unique. What makes you stand out?
A good tip is to include numbers or specific benefits. People want to know exactly what they're getting. For example, "Lose 10 Pounds in 30 Days with Our Meal Plan" is specific and enticing. It gives a clear benefit and a timeline.
Persuasive body copy
Your body copy needs to do more than simply list what your product does. It needs to show how it can make your customers' lives better. Here are some key strategies to make your copy more compelling:
Highlighting benefits over features
Focus on how your product solves a problem or makes things easier. For example, instead of saying, "Our headphones have noise-canceling technology," say, "Enjoy your music without any background noise."
Using clear and simple language
You want your message to be easy for everyone to understand. Think of it like chatting with a friend. No fancy jargon or complicated sentences.
Here are a few tips to keep your language clear and simple:
Use common words: Choose everyday words. Instead of "utilize," say "use." Instead of "facilitate," say "help." Be as clear as possible.
Be direct: Get to the point quickly. If you're offering a discount, say "Get 20% off" instead of "Take advantage of our limited-time promotional savings."
Keep it brief: Cut out unnecessary words. "Our water bottles keep drinks cold for 24 hours" is better than "Our water bottles are designed to keep your drinks cold for 24 hours."
Active voice: Use active voice. "Our shoes provide all-day comfort" is clearer than "All-day comfort is provided by our shoes."
Engage your reader: Use "you" and "your" to speak directly to visitors. "You'll love how stylish and comfortable our sneakers are" is more engaging than "Customers will love how stylish and comfortable our sneakers are."
Addressing objections
People always have objections, and it's your job to help them get past them in your copy.
Think about the questions or concerns visitors might have. They might be worried about effectiveness, price, usability, or credibility.
Address these objections head-on. For example, if customers are worried about shipping times, highlight your fast delivery options and reliable shipping partners. Mention a guaranteed delivery date to put their minds at ease.
Creating a sense of urgency
Creating a sense of urgency can prompt visitors to take action. Use phrases like "limited time offer," "only a few left in stock," or "sale ends soon" to encourage immediate purchasing decisions. This helps nudge people who might be on the fence.
The urgency has to be real. If visitors feel like they're being tricked with fake scarcity, it can hurt your credibility. When done right, a sense of urgency can really boost your conversions.
Writing clear and compelling CTAs
Your call to action (CTA) is the final nudge that gets visitors to take the next step. They need to know exactly what happens when they click. Use direct phrases like "Buy Now," "Sign Up Today," or "Get Started."
Placement is also key. Make sure your primary CTA is above the fold so it's visible without scrolling.
If your page is long, repeat the CTA in different sections. Make sure it fits naturally each time. This way, the option to take action is always there.
Storytelling
A good story can be a powerful tool for your landing page. It helps you connect emotionally with your audience, making your product more relatable and memorable.
Storytelling is a tried-and-tested method that's been boosting sales for centuries. Just take a look at this ad from the 1930s for a Havana jacket.
The story transports you to a lively scene in Havana. It makes the jacket part of an experience and much more appealing.
You can also use storytelling to describe common problems your audience faces. For example, if you're selling a meal prep kit, talk about the hassle of meal planning and grocery shopping.
Then, present your product as the solution. Explain how your meal prep kit provides pre-measured ingredients and easy recipes, saving time and reducing stress. Use stories to show how your product solves problems or improves lives.
Landing page design
Your eCommerce landing page design is just as important as your copy. While design choices can be a matter of preference, most successful pages share some basic principles.
Brand consistency
Keep your design consistent. Your landing page shouldn't look like it belongs to a different website or brand. If someone clicks over from an email or newsletter, they should feel like they're still in the same place.
Use the same colors, fonts, and style as your main website and other marketing materials. This consistency builds trust and makes your brand feel familiar.
When everything matches up, visitors feel more confident they're in the right place. It's all about creating a smooth, seamless experience that reassures visitors.
Effective imagery
High-quality images can make your landing page much more appealing.
Show off your product from different angles and zoom in on key features to highlight the quality of what you're selling. Your images should guide people's eyes to your call-to-action (CTA) and highlight key features or benefits.
Great visuals can make a huge difference in whether visitors stick around and decide to convert. We've already covered this topic in detail. Check out the resources below for more tips on taking high-quality product pictures.
Attractive typography
The fonts you use can have a big impact on how people perceive your brand. Your typography should match the overall feel of your brand. For example, if your brand is fun and playful, go for bold and quirky fonts. If your brand is more serious and professional, stick with clean, straightforward fonts.
Make sure your text is easy to read and important information stands out. Readability is key to keeping visitors on your page and guiding them toward your call to action.
Attention-grabbing colors
The color scheme is a huge deal when it comes to landing page design. The right colors can make your CTA pop and influence how visitors feel and act. Go for a subdued background color to make your CTA buttons and key messages stand out.
Different colors evoke different feelings, so it's super important to choose wisely. Red can create a sense of urgency. It's great for those "limited time offer" banners or "buy now" buttons because it gets people's attention and makes them feel like they need to act fast.
On the other hand, blue is a great color for building trust and calm. It's why so many banks and tech companies use blue in their branding.
Strategic layout
Your landing page layout should naturally guide visitors to your CTA. Make sure all the essential information and your CTA are above the fold so they're visible right away without any scrolling.
Use plenty of white space to keep things clean and avoid overwhelming your visitors. A clean design helps focus attention on what really matters - your offer and your CTA.
A well-organized layout looks good and can seriously boost your conversion rates. It's all about making it easy for visitors to see what you're offering and take action.
Mobile optimization
The majority of people who visit your landing page will be using their mobile phones. So, it's super important that your landing page looks great on mobile devices. According to a recent report, 76% of people in the U.S regularly use their smartphones to shop online:
Make sure your page is responsive. That means it automatically adjusts to different screen sizes. Buttons should be easy to tap, text should be easy to read, and images should load quickly. Mobile optimization helps you avoid losing potential customers due to poor design on smaller screens.
Fast loading times
If your landing page takes too long to load, visitors won't stick around to see your offer. Speed matters. Google found that even a 0.1-second improvement in mobile site speed can boost conversion rates by 8.4% for retail sites:
Large image files are the most common cause of slow loading times. Compress images before you add them to your site using a tool like TinyPNG.
Social proof
People are more likely to trust you if they see that others have had positive experiences with your brand. Adding social proof to your landing page can significantly boost credibility.
Showcase customer reviews on your landing pages to help new visitors feel more confident about making a purchase.
Examples of high-converting eCommerce landing pages
Seeing successful landing pages can spark some great ideas for your own. Let's check out three examples of high-converting eCommerce landing pages and see what makes them so effective.
Casper's mattress landing page
Casper's landing page is an excellent example of clear messaging and user-friendly design working together to drive sales.
Key features
Clear value proposition:
The headline "The mattress that broke the Internet - reimagined" immediately grabs your attention. It highlights what makes the product special and gives a nod to its viral success.
High-quality images:
The main image helps customers visualize the product in their own space. There are also detailed shots of the mattress layers to add credibility by explaining its construction.
Detailed product information:
Casper does a great job listing the features and benefits clearly. The descriptions explain how the features translate into benefits in a simple and engaging way.
Customer testimonials:
Positive reviews and ratings build trust and provide social proof. The personal experiences make the product more relatable and appealing.
Dollar Shave Club's subscription landing page
Dollar Shave Club's landing page uses high-quality visuals and effective design choices to maximize conversions.
Key features
Clear value proposition:
The headlines "6 Blade Starter Kit" and "New Member Special Offer: £5 £15 | Save £10" immediately highlights the main benefit and savings. It grabs your attention.
Effective use of color:
The landing page uses a bold orange for the CTA buttons that stands out against the navy blue background. This guides your eyes to the key messages and CTAs.
Detailed product information:
The page clearly lists what's included in the starter kit. This helps customers see the product's value and functionality.
High-quality images:
The images of the razor and its components show customers exactly what they're getting. It makes the product feel tangible and appealing.
Subscription benefits:
The page does a great job of outlining the perks of the subscription model. You get monthly shipments, free shipping, and the freedom to adjust or cancel anytime. This flexibility and convenience are huge selling points.
Money-back guarantee:
Highlighting the 30-day money-back guarantee reduces risk. It reassures customers they can get a refund if they're not satisfied.
Ordo’s landing page built on social proof
Ordo's landing page for their Hydro Sonic Water Flosser is a masterclass in using social proof to persuade. Since Ordo doesn't have the same brand recognition as some bigger names, they've really leaned into social proof to build trust and credibility.
Key features
Strong CTA:
The "Add to Cart - £49.99" button is bold and prominently displayed, making it easy for visitors to take action. The CTA is repeated throughout the page to boost conversions.
High-quality images:
Images show the water flosser in use and from different angles to help customers visualize the product and its features.
Expert endorsement:
An expert recommendation adds credibility and educates consumers on the benefits. It addresses potential objections directly on the landing page.
Detailed product information:
The page provides detailed information about the product's features, like 2000 water pulsations per minute, antimicrobial technology, and the largest tank on the market. This helps customers see why the product is a good choice.
Customer reviews and ratings:
A section with customer reviews and ratings provides additional social proof. This feedback reassures potential buyers about the product's quality and effectiveness.
Common landing page mistakes
We've covered the best practices for eCommerce landing pages. But before you implement these tactics, let's quickly cover the common landing page mistakes that store owners make and how to avoid them:
Weak headlines
Don't treat your headlines as an afterthought. A weak headline can instantly lose a visitor's interest. Spend some time creating different versions that highlight your product's main benefit. You can use A/B testing to find out which version works best.
Overcrowding
Minimalism is popular for a reason. A landing page that's too busy with images, text, and buttons can overwhelm visitors and distract them from your main message and CTA.
Remember, less is more. Keep your design clean and focused. Use plenty of white space to let your content breathe. This will make your landing page look better and improve user experience. The goal is to guide visitors toward taking action.
Lack of clarity
Spell out your offer. Be obvious with your message, and don't leave room for confusion. Make sure your value proposition is easy to understand at a glance. Clearly outline the benefits of your product or service and tell visitors exactly what they need to do next.
Invisible CTA
Your call to action (CTA) is the star of your landing page. It's what drives conversions and boosts your profits, so it should be easy to find. A poorly placed CTA can make the difference between a conversion and a bounce.
Make sure your button stands out - use a bold color that pops against the background. Place it above the fold, and if your page is long, repeat it in key spots.
Make more sales with eCommerce landing pages
Landing pages are a key part of any eCommerce site's sales funnel. They bridge the gap between your marketing efforts and the checkout page. So they deserve your full attention. Take the time to craft the perfect pitch and present it well.
With the right products and a compelling landing page, you can make a ton of sales. If you're looking for high-profit products to sell in your store, check out the SaleHoo Directory. It's the best place to find trending products from trustworthy, vetted suppliers.
If you have any questions about the tactics we've covered in this guide or anything else eCommerce-related, reach out to our expert customer support team.
