Let's chat a little about eCommerce landing pages.
Are you reaching your potential when it comes to converting your eCommerce visitors?
Before you answer, consider these facts:
According to a recent Deloitte study, about 54% of all online shoppers abandon their shopping carts before making a purchase.
And according to Marketo, approximately 96% of visitors are not ready to buy when they arrive at your eCommerce landing page.
With those odds stacked against you, are you doing as much as you can to seal the deal?
By 2018, eCommerce sales are expected to grow to more than $400 billion (projected by eMarketer and Forrester Research):
Wanna claim your piece of the growing pie?
Check out these 25 eCommerce landing page ideas that you can try out for yourself.
Quick clarifier: I refer to landing pages in this post as pages with one or a few products. The ideas for product pages refers to something that can be done across all of your products.
Testing these ideas out will help to increase your online conversion rates, and in turn, your sales and revenue streams.
- Ecommerce Landing Page Idea #1: Use High-Quality Product Images
- Ecommerce Landing Page Idea #2: Only Provide One Offer
- Ecommerce Landing Page Idea #3: Build Trust
- Ecommerce Landing Page Idea #4: Offer A Discount
- Ecommerce Landing Page Idea #5: Clear CTA Copy
- Ecommerce Landing Page Idea #6: Include Specific Products
- Ecommerce Landing Page Idea #7: Product Zoom Feature
- Ecommerce Landing Page Idea #8: Product Categories
- Ecommerce Landing Page Idea #9: Form Field Order
- Ecommerce Landing Page Idea #10: Live Chat
- Ecommerce Landing Page Idea #11: Link to Product Sizing Charts and Product Details
- Ecommerce Landing Page Idea #12: Out-Of-Stock Products
- Ecommerce Landing Page Idea #13: Create A Sense Of Urgency
- Ecommerce Landing Page Idea #14: Wish Lists
- Ecommerce Landing Page Idea #15: Conversational Copy
- Ecommerce Landing Page Idea #16: Personalized Product Recommendations
- Ecommerce Landing Page Idea #17: White Space
- Ecommerce Landing Page Idea #18: User Product Videos
- Ecommerce Landing Page Idea #19: Visual Hierarchy
- Ecommerce Landing Page Concept #17: Length of Page
- Ecommerce Landing Page Idea #20: Clarify Shipping Info
- Ecommerce Landing Page Idea #21: “Added To Cart” Notification
- Ecommerce Landing Page Idea #22: User Testing
- Ecommerce Landing Page Idea #23: Unique Value Proposition
- Ecommerce Landing Page Idea #24: Prominently Display Contact Info
- Ecommerce Landing Page Idea #25: Build Security? Think Again
- Closing Thoughts
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Ecommerce Landing Page Idea #1: Use High-Quality Product Images
Including a unique image that shows the value of your product can be helpful in converting your visitors. The more vibrant, detailed and high-quality the better. Here’s an example where TYME’s tested out their hero shot.
Here’s the variant that included a high-quality closeup shot of the product:
Here’s the variant where we included an image of someone in action using the product:
This one actually decreased conversions by 44%.
Although there’s an action shot of a human using the product, we can’t see the product as well which makes it hard to tell apart from competitor products.
If you’re selling just one product, spend time expanding on more specific details. If your visitors are in the consideration stage of the conversion funnel, they are seeking out more product info and specs, so be meticulous.
Ecommerce Landing Page Idea #2: Only Provide One Offer
Landing pages are different from other pages on your website, or even product pages in your eCommerce store.
They’re most effective if you commit to one offer and use all of the surrounding elements to push the user toward converting on that offer.
Too many offers and options on your landing page can lead to analysis paralysis, which can make visitors feel overwhelmed and leave without making a decision.
Crazy Egg makes this principle work in their favor on the landing page below with a low-threat request: just enter your website URL and we’ll show you how you’ll benefit.
This idea is also the basis for the “>attention ratio,” or the recommended ratio of landing page links to the number of campaign conversion goals. Optimized campaigns that only have one goal should have just one vivid call to action on their landing pages.
Ecommerce Landing Page Idea #3: Build Trust
You can build trust with reviews, written and video testimonials and social proof.
In this example, eCommerce vendor Taloon removed their social sharing buttons from the product page, and increased Add To Cart conversions by 11.9%.
Reviews can increase the number of conversions on your eCommerce pages. Check out these stats:
Don’t delete your bad reviews either. People tend to trust reviews more if there are both good and bad reviews. Makes it more realistic.
According to Revoo, customers convert 85% more often when they interact with bad reviews.
There are even cases where customers seeking negative reviews are more likely to convert:
Building trust on your eCommerce sites takes being realistic and reasonable.
Ecommerce Landing Page Idea #4: Offer A Discount
Offering a discount can help to entice your visitors to click your CTAs. There’s something about a sweet deal that people can’t resist.
According to Yoast:
“Discounts are not only a way to acquire new customers, they’re also a way to show your gratitude to your existing customers. What better way to show that gratitude to your most valuable customers than to give them a discount.”
Here’s a case where Corkscrew Wine Merchants added a 15% off discount to their product page, which improved conversions by 148.3%:
Here’s an example of Q-See’s landing page with a discount included:
Conversions went up 4% by including the discount in the title:
Ecommerce Landing Page Idea #5: Clear CTA Copy
Being very clear in your CTA button copy has its benefits and helps to keep clarity in the page goal.
Here’s a case where we tested out three different CTA buttons for TYME. Our own KlientBoost Lead Conversion Designer, Olivia Taylor, used copy that addressed three different stages of the decision-making cycle. Which do you think won the most conversions?
Lowest threat level, which speaks to the awareness stage:
Medium threat level which speaks to the interest and consideration stages:
Highest threat level, where the visitor is scaling past the consideration stage:
Compared to the Learn More CTA, the Try For 30 Days! CTA increased conversions by 18%.
The Buy Now CTA increased conversions by 2%.
Looks like visitors to this landing page were in the mid-stages of the buying cycle.
Ecommerce Landing Page Idea #6: Include Specific Products
Including product options with respective product images directly on your landing page can help lead to more conversions.
We found this to be true when we tested out for Q-See a landing page that went from having a single CTA button that led to a product page to having multiple buttons that each led to specific product choices.
Variant B included the same CTA above the fold but also additional product images below the fold, each with their own Buy Now button:
By adding product images to the landing page it increased conversions by 124%.
Ecommerce Landing Page Idea #7: Product Zoom Feature
You can use a product zoom feature to help potential buyers check out your goods macro-lens style.
Tools like Magic Toolbox, Magneto Zoom and Cloud Zoom give you the option to incorporate zoom features into your eCommerce product pages. Magic Toolbox’s Magic 360 offers the zoom and spin feature so your visitors can rotate the enlarged view of your products:
When I asked Igor Varyvoda, Digital Strategist from Magic Toolbox about zoom features, he describes the difference it makes in conversion rates:
“As told by our users, going from a small static image to multiple big images with Magic Zoom Plus has a positive effect on conversion rate. I estimate the improvement is between 2% and 40% depending on what product images were like beforehand.
In certain cases, an improvement in conversion rates up to 80% can be expected by using zoom, and up to 100% by using 360-degree spins powered by Magic 360.”
Allowing your visitors to peruse your products up close through a magnified view, will allow them to better scrutinize your products. The more detail, the better equipped your visitors will be in their decision-making process.
Ecommerce Landing Page Idea #8: Product Categories
Including groups of categories directly on your landing page can also help to close the online sale.
Here’s what our designer created for Bold Commerce’s Black Friday landing page.
Here’s another example of how Baby Gap uses product categories:
By categorizing your products into simple categories that are easily navigable, your visitors can more easily shop for what they’re looking for. It’s a digital way to organize different departments and product types within a virtual store.
Ecommerce Landing Page Idea #9: Form Field Order
Testing out your form length can make a big difference. This is the important step where visitors are in the act of engaging and converting, but more importantly, it’s a chance for you to learn which fields to ask, and in what order.
As the wrong question too early, and you’ll run the risk of visitors abandoning your checkout process.
Here’s an example of how Namify used a four-step landing page form and opened with a zip code field in the first step:
The improved Namify form increased their conversion rate by 311% and decreased their cost per conversion by 73%.
Ecommerce Landing Page Idea #10: Live Chat
Live chat boxes can help to engage your visitors and by actively responding to their questions, you can help nudge them through the sales funnel.
According to a study done by Maru/edu, a voice of customers tech company:
“Of the 2,000 consumers surveyed, almost a third (31%) are currently using live chat; 73% of which rated their satisfaction with the channel high, while 67% said that they found live chat easy to use.”
Live chat boxes are gaining popularity and it’s no wonder why. They can help to increase your order values, conversion rates and sales.
Intuit included a live chat box in the middle of their checkout process, which looked like this:
By including the proactive chat in the checkout, average order value increased by 43% and the conversion rate improved by 20%.
Intuit also included the same proactive chat on their product comparison page. Here’s what that looked like:
By including live chat window on their comparison page, Intuit’s sales went by 211%.
Because you now know that so many people abandon their shopping carts, why not be proactive about it and try to engage your visitors during the later stages of the decision making cycle?
With live chat boxes you can help to clarify any questions, concerns or friction points your visitors may be experiencing.
And because the communication isn’t via email or phone, your visitors can chat with you anonymously, which can give them more freedom and comfort.
Ecommerce Landing Page Idea #11: Link to Product Sizing Charts and Product Details
Linking to product specs that provide more detail on things like sizing and dimensions, can help inform your visitors even more about your products. The more they know, they more they’re pushed through the consideration stage of the decision-making cycle.
Tip: Consider where your visitors are coming from in the conversion cycle. This is our Chuck Norris version of the decision-making cycle:
So you can include links to spec sheets where it makes sense. Here’s an example of Marmot’s sizing and fit chart:
Here’s an example of a pop-up size guide from Baby Gap:
Ecommerce Landing Page Idea #12: Out-Of-Stock Products
Keeping your out-of-stock products published on your product pages will let your visitors know:
- You carry the product, so there’s a chance they’ll be back
- It’s a popular item purchased by others, which builds you up as trusted source
Better yet, you can use tools like Notify Me so you can let your visitors know when the product will be back in stock. Plus, you get their email address so you can nurture visitors via email, too.
Ecommerce Landing Page Idea #13: Create A Sense Of Urgency
Using remaining inventory signifiers can help to create a sense of urgency and loss aversion (psychology concept #19) that can help nudge visitors through the sales cycle.
Here’s the same camera example from above, but now it's listed on Amazon with Only 2 left in stock verbiage:
Injecting urgency into your eCommerce landing pages, especially in conjunction with other tactics, can lead to more engagement and conversions.
Just make sure you practice what you preach -- users won't trust you if they click on a "One-Day 40% Off" sale on Tuesday and see the same sale on Thursday and Friday.
Ecommerce Landing Page Idea #14: Wish Lists
Wish lists can be an easy way for your visitors to compartmentalize the things they want during the consideration phase, especially if they’re not yet ready to buy. It’s a quick way for visitors to collect a bunch of potential items they may want to buy to come back to for the game-time decisions.
According to BigCommerce, wish lists are important:
“Wish lists are a middle ground between purchasing and forgetting: oftentimes, shoppers aren't ready to order, but want to remember the product and/or store for the future. wish lists can encourage users to sign up for an account who wouldn't have otherwise; these prospects can then potentially be engaged in drip marketing campaigns if they opt-in for email notifications.”
Target knows the value of the wish list concept and even dedicated an entire landing page to it:
Tip: You can even include little buttons that allow people to click what they like so they can track while they shop, add to the wish list, and review later. Here’s Target’s version:
Ecommerce Landing Page Idea #15: Conversational Copy
What’s the difference between these two sentences?
“The software generates a 2x increase in productivity after a 90-day onboarding period.”
“You’ll get twice as much done with our software after we show you how to use it.”
The first sentence reads like it was written by (and for) robots, and the second sounds like a conversation. But why?
Words like “you,” “we,” “our,” and other personal pronouns can humanize your eCommerce landing page copy and create a connection that helps entice your users to convert.
From the two “your”s in the subheading to the text below the fold, the content is personal, conversational, and action-oriented. And speaking of personal...
Ecommerce Landing Page Idea #16: Personalized Product Recommendations
Personalizing recommended products based on your visitor’s viewing history can be an effective way to increase conversions on your eCommerce landing page.
According to a study done by Barrilliance, an eCommerce SaaS company, 31% of websites’ revenue was attributed to the personalized product recommendations concept.
Tip: Identify a handful of other similar products to show below the actual product featured (image, price and brief description included) and test out your headline types.
- What Other Items Do Customers Buy After Viewing This Item?
- What Customers Ultimately Buy
Ecommerce Landing Page Idea #17: White Space
This one’s a design concept that we consistently refer to. Designing with white space in mind helps to keep your landing page clean, uncluttered and goal-focused.
Keep a 1:1 attention ratio (best practice #2) in mind to make your CTA stand out. There’s less chance for your visitors to be distracted from extraneous visuals and links.
According to a research study conducted by Human Factors International, use of white space increases comprehension by almost 20%.
Here’s an example from Unbounce of how you can create white space around your CTA:
Plus, there are these six advantages of using white space, called out by Segue Technologies:
- Increased content legibility
- More interaction
- Ability to highlight CTAs
- Tidiness is impressive
- Creates balance
- Acts as a separator
Ecommerce Landing Page Idea #18: User Product Videos
User product videos give your visitors an easy way to digest details about your product without having to put in too much effort. There’s minimal reading needed to watch a video and visitors can visually see your product in action.
Here’s an example of one of our client’s product explainer video on their landing page:
Wanna know something even cooler?
Lots of people watch product videos. Product vids help to push along the decision-making process.
According to Internet Retailer, someone who watches a product video is up to 144% more likely to add that product to her cart.
Internet Retailer also conducted a survey of over 1,000 respondents and found that:
“96% of all respondents say they find watching a video helps them makes an online purchase decision, and 73% say they are more likely to purchase after watching a video that explains the products they are looking at online.”
Ecommerce Landing Page Idea #19: Visual Hierarchy
When it comes to visual hierarchy, making the most important part of your landing page stand out from the rest will help keep your page goal-focused.
Some visual hierarchy concepts to help your most important stuff really shine:
1. Consider Size: Typically the largest item stands out the most. Here’s what I mean:
2. Consider the F-Pattern: A Nielsen Norman Group study found that people read on the web in an F-shaped pattern. Here’s a heatmap which shows the hierarchy of the eye’s gaze:
3. Consider the Z-Pattern: for pages that are less dense with info, online readers tend to scan in a Z-shaped pattern.
Tip: have the final point of the Z land on your CTA.
Here’s an example of Best Buy’s Black Friday landing page:
4. Color Contrast: Simply put, make sure your CTA button stands out with a color that pops from the rest of the page.
Here’s an example of how a contrasting color helps the CTA button stand out:
The conversion rate increase by 35.81% when the CTA button went from blue to green.
Ecommerce Landing Page Concept #17: Length of Page
These days, it’s a buyers world where people are seeking out more info. That means shorter may not always be better.
There are cases where both longer and shorter landing pages convert better. Testing’s the only way to find out which landing page length works best.
Here’s an example where a longer landing page had a higher conversion rate:
The longer page had 30% more conversions.
Here’s an example where a shorter landing page had a higher conversion rate:
The shorter landing page received 11% more conversions.
Of course, landing page length isn’t the only factor responsible for the conversions in these test examples.
The factors vary depending on products being featured, but testing out the length of your eCommerce landing page can help you optimize your page.
Ecommerce Landing Page Idea #20: Clarify Shipping Info
Communicate shipping info on all pages clearly and show expected delivery date on both your landing page and cart page. That way there’s no miscommunication.
According to a Statista survey, the number one reason for shopping cart abandonment was being presented with unexpected costs:
Tip: Test out a free shipping offer to increase your conversions and average order values.
Free shipping can be a big deal.
According to a comScore study, 76% of consumers indicated free shipping was important. Further, 47% said they would abandon a purchase if free shipping wasn’t included.
Here’s a test VWO conducted for NuFace, where offering free shipping for orders of $75 or more increased sales by 90%.
Ecommerce Landing Page Idea #21: “Added To Cart” Notification
Showing the Added To Cart notification can act as an interactive feedback tool for your visitors.
It’s a way to confirm with visitors and let them know they’re still on the right track. That things are still working and products are organized in the cart.
This type of feedback is important for user experience. According to Give Good UX, it’s key to answer questions for your visitors, like:
- Should I click that?
- Am I almost finished?
- Should I wait a little longer or cancel this?
- Is it doing anything, or is it stuck?
The Added To Cart button can help answer those questions for your visitors.
Ecommerce Landing Page Idea #22: User Testing
Making sure everything usability is good-to-go on your landing page can be critical for eCommerce landing pages, especially since the conversion is oftentimes the actual sale.
With user testing you run various scenarios to make sure everything on your landing page is as easy-to-use and intuitive as possible.
Here are three simple usability testing formats you can choose from to conduct your usability testing:
1. Moderated in-person: Observe and record your subjects interfacing with your eCommerce sites in person asking them for feedback directly as well as indirectly by recording the tasks on screen.
2. Moderated remote: Subjects test out tasks assigned within your eCommerce site via a screen-sharing tool.
3. Unmoderated remote: Subjects are off-site and run through their tasks within your eCommerce site while recording their session in a screencast.
You can test for things that will help visitors instinctively know what to do on your eCommerce landing pages, like learnability, affordance, message, product info detail, navigation, memorability, and key features to name a few.
For more ideas on user testing, you can check out 27 Usability Testing Tips To Help You Win More Conversions.
Ecommerce Landing Page Idea #23: Unique Value Proposition
Showing off your unique value proposition (UVP) should be crystal clear on your landing page. Let your visitors know about your product’s benefits.
Answer: What can your product do for your visitors? How do you stand out from the rest?
Show them, tell them and be clear about it.
Marketing Experiments considers the clarity of the Value proposition to be a main ingredient in their conversion sequence formula:
The more specific and relatable, the more effective your UVP will be. Here’s a Marketing Experiments case study that contrasted two UVPs:
The result? The second UVP increased conversions by 58%.
Ecommerce Landing Page Idea #24: Prominently Display Contact Info
Having your contact info prominently displayed on your landing pages and product pages can help your visitors feel more secure about purchasing from you, especially if they aren’t too familiar yet with your brand.
E-Consultancy conducted a study that found over 46% of people trust eCommerce sites that clearly show contact number and address details:
If your visitors have any questions at any point during their shopping experience they can easily reach out to you with their concerns.
Including a phone number on your site can encourage more conversions on your site. Flowr ran an A/B test using Kissmetrics to find out if it was really the case:
The results? 54% of the conversion came from the site with that included the phone number and 46% of the conversions came from the site without the phone number listed.
Ecommerce Landing Page Idea #25: Build Security? Think Again
Caveat: As always, test it out because there are cases where leaving these things out has increased conversions.
Here’s a case where leaving out the security badge worked better:
Testing out these tips can help you zero in on what works best for your eCommerce landing page. The concepts can help you optimize your eCommerce conversions, nudging your visitors through the sales funnel so you can ultimately rake in more sales revenue.
That way you can enjoy your piece of that growing eCommerce pie: