All businesses want to attract more leads and drive them down the sales funnel. 43.6% of marketers say this is their main goal. Lead generation is especially a major priority for eCommerce brands.
When an online store has healthy leads and conversions, sales will boost, and brands will have a better chance of retaining customers.
Ecommerce companies can improve lead generation in many ways, such as using landing pages. Landing pages differ from your website storefront in many ways, operating as a marketing machine.
Continue reading to learn the benefits of landing pages and how to implement them in your marketing strategy.
What Is a Landing Page?
A landing page is a place on your website where you collect information on your leads and customers in exchange for a resource. It can be a page or pop-up and usually appears when a lead enters your website. It can also be a standalone page used in a headless commerce setting.
The information they enter can include their name, job title, and email address. As we will discuss next, this resource can be many things that will either strengthen the relationship between you and your customers, or provide them with complimentary content.
Types of eCommerce Landing Pages
The different types of landing pages vary based on the resources you offer them. Here are the most common types of offers.
- Email subscription. This can be a subscription to a newsletter filled with content or sales emails.
- Membership. If your business thrives on a membership or rewards system, you can invite new leads to sign up for your program. Offer additional perks like free shipping, samples, or a percentage off their order.
- App. Do you have a shopping app? This is another effective lead-generation avenue. Invite your customers to download your app and emphasize the benefits, such as “improved user experience.”
- Whitepapers and eBooks. These are downloadable and lengthy types of content that elaborate on certain topics in your niche. While free, brands usually gatekeep them by requiring certain information from your website visitors before downloading the files.
- Events. Examples of ecommerce events include sales, new product or collection displays, sneak peeks, and more. Users can register in advance to receive updates on the event.
- Free trial. If you have a subscription-based ecommerce business, such as a subscription box, offer a free trial into your program. Examples can include “free first box.” Just be sure they know how to cancel if they’re not impressed.
Benefits of Landing Pages
A well-crafted landing page can do wonders for your content and marketing strategies. Here are the benefits of landing pages and why you should use this tool in your campaign.
Better Understand Your Target Audience
When your audience consents to sharing their information, you’ll have a solid view of your target customers.
You’ll be able to create a snapshot of your average buyer, ensuring you market to the right consumer. With this data, you can create marketing campaigns that target your ideal customer personally, emphasizing factors such as location, career, income, family, and goals.
Landing page marketing also helps you understand the type of content your audience finds useful. Suppose you run A/B tests and discover more consumers signed up for your whitepaper over your email newsletter. This means your customers want to make an informative purchase rather than learn about new sales and promotions.
Increase Conversions
There are many benefits of landing pages for content marketing, and increased conversions are one of them. The average conversion rate for landing pages is 2.35%. Landing pages provide upfront value and rewards, which is integral when increasing conversions.
Prospective customers know that if they provide simple information, such as their name, email, and birthday, they can subscribe to an ecommerce store’s emails and receive perks such as free shipping, a birthday gift, and be the first to know about sales.
Ecommerce stores can use these perks to nurture leads down the sales funnel. Let’s use the email example again. You can send targeted automated emails to these leads, such as cart abandonment and recommended products, to entice a lead to purchase a product.
Testable
Are you unsure what will drive leads to purchase a product? You can easily run an A/B test on a landing page to find out. An A/B test is when you compare results to two different landing pages.
While you can test different factors, such as the design and wording, most ecommerce companies will test the rewards and perks offered.
For example, you can test the results by providing an app download or a reward program sign-up. If more consumers are interested in a rewards program than your app, you’ll know to promote your rewards program across all marketing channels.
Drive Customers Down the Sales Funnel
Landing pages are a simple way to drive your leads down the sales funnel. When they first land on your website, they’re showing interest and may browse your products. But when the landing page invites them to include their email, they will be notified of sales and new product collections.
When they click these emails and interact more with your brand, they will move further down the sales funnel. This will generate high-quality leads who are more likely to purchase from your brand.
Landing pages are also an effective link building tactic. You can include landing page links to your blog and other forms of content, further driving your leads down the sales funnel.
Engages Leads
Landing pages also allow you to engage your leads. Since you deliver the content and rewards your customers want, they will convert quickly. You’ll keep them engaged through every step of the sales funnel.
Because you engaged them early in the customer journey, they will retain brand recognition better and return to your company for all their product needs.
Measure Metrics
You should tie the results to your marketing and sales goals when creating a landing page. Since you can view the results of your landing page efforts, this is an effective way to measure metrics.
Let’s say your main goal is to increase your SEO score. But to improve SEO, you must understand how to capture your audience. You can start by measuring metrics such as web traffic and bounce rates, and measure results from your landing and product pages.
You can also measure metrics related to sales. For example, if you offer a subscription box, see how many leads sign up for a free box. This way, you can see how many leads you convert to a subscriber after they receive their first box.
Increase Brand Value
With all this said, a well-designed landing page with a clear CTA can increase brand value. The right offers will turn a new website visitor into a lead, nurturing them down the sales funnel until they become customers.
Even if a new website visitor doesn’t immediately buy a product, you engage them with a reward that will make them more likely to become customers. They may follow you on social media and interact with your posts, improving brand value.
Do’s and Don’ts When Using Landing Pages
While a landing page makes a strong first impression, making mistakes will turn a new visitor from your website. Here are the do’s and don’ts of creating a converting landing page.
Do
- Use a landing page builder or template to ease the design process
- Write simple headlines to communicate your CTA
- Use only one CTA
- Make navigation simple, using a convenient form and buttons
- Use responsive design
- Craft your landing page with your target audience in mind
- Add your branding to your design
- Stay compliant with GDPR and other data collection laws
Don’t
- Use generic and non-branded design
- Clog your landing page with too much text and graphics
- Use multiple CTAs
- Make navigation complex
- Only design for one device
- Make your landing page attractive to a wide range of website visitors
- Collect data without considering compliance
Need More Help Driving Customer Engagement?
A landing page is a place on your website where you collect customer information in exchange for a resource, such as a free email subscription or product demo.
There are many benefits of landing pages, such as driving leads and converting visitors. This can result in more sales, and you’ll easily retain customers.
Landing pages may not work for all eCommerce brands, however. To succeed with a landing page, you must offer a resource. This can be difficult for brands relying on omnichannel ecommerce strategies, such as Amazon and eBay.
Other ways to drive customer engagement through marketing, advertising, and content exist. If you need to grow your eCommerce brand, we can create an advertising and marketing strategy to unlock new sales opportunities.
Click here to learn more about our services.
Author
Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.
