eCommerce landing pages are the equivalent of giving you what you want, when you want it.
Without landing pages, your eCommerce website is just running off its mouth, speaking incoherently, spewing out gibberish.
Targeted eCommerce marketing demands eCommerce landing pages — and the reason isn’t just better eCommerce conversions (although that’s a big one).
Here are at least 6 reasons why you should consider using eCommerce landing pages:
Get Better eCommerce Conversions
eCommerce landing pages are one of the reasons why some brands boast of eCommerce conversion rates above 27% or more compared to the paltry 3% to 4% industry average (across eCommerce industries).
Want to see some winning eCommerce landing pages? Here’s an excellent eCommerce landing pages lookbook you should download.
Most of the landing pages in the lookbook boast of super conversion rates. You also get to learn about the average landing page conversion rates and eCommerce conversion rates expected for each industry.
eCommerce landing pages help in several ways, but we are majorly interested in boosting eCommerce conversion rates, enhancing brand appeal, and making sure that your customers love what you have to offer (and will then choose to be with you forever).
Launch Campaigns Fast (with Zero IT support)
Use the right landing page tools such as Unbounce, Leadpages, or Instapage and you can practically launch hyper-targeted landing pages for your best-selling products, products that you want to ramp up sales for, clearance sales, offers, and more.
If you wanted, you could have a dedicated landing page for every single product you have available in your inventory.
All of this, without the need to look for help, outsource landing page design, worry about bandwidth, or waste time trying to make legacy website code (such as PHP) bend over backwards.
Most landing page tools today come with complete integration (with several other apps) so you’d be able to connect any number of landing pages with your primary CRM systems and email marketing tools (such as MailerLite, ConvertKit, Klaviyo, and others).
Message Matching & Clear Messaging
Your ad tells a story; your landing page dwells more on that story (to complete it). From the click to conversion, it’s a quick-action sequence of events which will require several factors to work together — the hook in your ad, the bold promises you make, a little bit of convincing (which you’d do on the landing pages), and a nudge to take action (the call-to-action).
As the folks at Unbounce put it, “message matching” is crucial for the continuity of the story. Further, just as you’d have as many ads to push people for as many products (or campaigns or both), you’d have just as many landing pages.
Ads and landing pages, playing nicely together.
Each Ad + landing page set can have clear messaging and action triggers pulling more potential customers into your marketing system.
Provide Rich User Experiences
Click on an ad or a link and land on a busy eCommerce website. Click and land on branded, targeted, message-matching, specific, fast-loading, tight, and distraction-free eCommerce landing pages — there’s a huge difference between the two experiences.
Further, it’s a crap show when I click on a link or an ad that promises me something only to get a completely different page when I click. Or a page that says nothing about what I clicked for in the first place.
The former experience can be confusing, busy, and non-targeted or generic. The latter experience is almost as if giving you exactly what you wanted on a platter, with an additional boost from being clutter-free and clear.
On a typical eCommerce website, you’d have to do the “work” to find what you want. eCommerce landing pages do all the work for you and only implore you to take the next step (which would be to usually shop, sign up for a discount, or download a lead magnet for free).
Roll out Targeted Offers and Campaigns
Consider shoes: I want a running shoe for walking. Because I walk mostly on semi-unpaved streets, I might as well look for a trail running shoe. Mostly walking, but occasionally sprinting.
I could care less about technology used for shoes, insoles, arch support, foam (or not). All I want are shoes that help save my feet from a world of pain.
That’s what I want. Others might want full-fledged, professional running shoes. Or walking shoes. Or loafers. Or sandals. Or work boots.
How are you going to appeal to various types of people, each with varying needs for shoes? Use eCommerce landing pages to emphasize on benefits that specific target audiences demand the most. Create targeted ads for each user group or segment and create matching landing pages that appeal to users within those segments.
Build & Manage Buyer Journeys
You need eCommerce landing pages because not all buyers are the same. Heck, one single person would approach buying different products or experiences in different ways.
Use one landing page or many. Use generic landing pages (making site-wide brand offers) or specific eCommerce landing pages built for products.
Use a set of eCommerce landing pages. Or just pick best performing landing pages per product or per campaign.
No matter how you choose to do it, you’ll be able to create sales funnels, build pathways for buyers to follow, create buyer journeys, and help turn marketing into science (almost).
Need some inspiration?
How do you use landing pages for your eCommerce business? What do you think about eCommerce landing pages?