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Regardless of your current conversion rate, you need to find new ways to increase it. Ecommerce landing pages offer a potential opportunity for this. The most successful of them have fans data conversion rates exceeding 20% ​​at the pre-sales form completion stage. In this article, you will learn what their secret is.

Ecommerce landing page or product page?
Both selling sites have one goal - to convert a visitor into a buyer. The difference between them lies in the approach to each visitor. Now we will explain it in a popular way.

A landing page is a funnel aimed at converting incoming traffic from social networks, email newsletters, and paid advertising into leads.
The product page moves the user in the same direction, but at the same time informs all visitors about the product, similar products, company policies and other useful information.
The more precise your landing page is, the more likely it is to hit your target audience. If a visitor can't find something quickly and easily on your site, they'll think it's not there.

Let's take Airbnb's landing page as an example:


The purpose of this landing page is to convince property owners planning to cooperate with the service to click the "Start" button. To do this, the site has all the necessary influence factors:

Personalized information. The amount of 50,582 rubles is not taken out of thin air: the company changes the price based on the user's IP address.
Simple design. On a classic white background there is a bright red CTA button that is simply impossible to miss.
Emotional connection. This is the main difference between a landing page and a product page. The positive effect is achieved by a smiling couple of homeowners, phrases like “We’ve got your back” and other accents. And to feel just as happy, just click on the button.
Now let's look at the Amazon product page:


What is presented here:

a list of characteristics with a picture of the product, and the photo does not seem too cumbersome;

semantic accents on customer reviews, product description, color and price;

social proof: reviews, Amazon's Choice label, FAQs;

additional options: delivery information, other colors, similar products.

The product page does not contain personalized information content. Instead, it contains generic information, alternative navigation routes, and other options that are of interest to a wide range of visitors.

But don't forget that all this may seem tiring to the visitor, and he will not perform the target action. But simple landing pages that do not distract with extraneous things can be more converting.

But even with targeted landing pages, many users will visit the product page first. And to make sure your offer is interesting to them, use the following optimization methods.

Optimization of product pages
We will not introduce you to all strategies in this article, but we will devote a separate article to this topic later. So, how to reduce the level of distractions, customize content and simplify targeting of site visitors:

Reduce the number of navigation tools. Navigation that is appropriate on the home page of the site will be excessive on the product page.
If necessary, change the offer to match the channel the visitor is coming from.
Install a pixel or other marketing tool that will track conversions and find the most effective ads for your target audience.
Still not sure if it works? Take the example of online kitchenware store Yuppiechef. Once the navigation bar was removed from the registration page, the conversion rate doubled (from 3 to 6%).

Original page (with navigation)
New version without navigation
By optimizing product pages, you turn them into a kind of landing page. According to statistics, most visitors are not ready to buy a product the first time they visit a site, and in this case, a more comprehensive approach to working with them is needed. And in the case of repeat visitors, a landing page will help you optimize conversion.

Optimization of ecommerce landing pages
To convert traffic into sales, the following landing page elements will help you:

1. Social proof: posting positive reviews of your product on the landing page, verified licenses, positive mentions in the media, etc.

2. Optimization for advertising traffic from social networks. Correctly configured advertising should be configured for your target audience by demographic characteristics, purchases and site browsing history. For example, if your services are aimed at married couples, the page should contain images of happy parents with children.


3. Professional imagery. Well-chosen content will provide powerful visual context, meaning it will help the visitor imagine themselves using the product in their daily life. Focusing on images also helps differentiate a landing page from a product page.

4. Large CTA button. Firstly, such size makes this button immediately visible to the user. Secondly, it significantly shortens the conversion path.


5. Landing page adaptability for mobile devices. If you optimize your site for all screen formats, you will be able to cover a huge category of Internet users. More and more people order goods and services using their smartphones.

Ecommerce landing pages are still a relatively new way to acquire customers, while product pages are the norm. But due to their versatility, many of the latter remain visually distracting and information-heavy. Landing pages win here because they focus visitors’ attention on the next stage of the funnel with carefully curated content.

Landing pages are suitable for companies with a small product line, from which you can quickly create several versions of the page for different audiences and promotion channels. Landing pages, where you can present products in groups, are also suitable for market giants with a wide range of products. Or create an alternative product page to solve the problems of users at the bottom of the funnel to increase the conversion rate.

Read also:

3 Ways to Replace Headlines on a Landing Page
How to create a landing page yourself?
What is hosting, how to choose a contractor?
How to choose an image for a one-page website using user associations?
How to create selling content for a website?

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