Landing Pages – Improving Conversions 101

Travis Romine

Ecommerce Consultant at Sharp Commerce
Travis is an eCommerce guru and has been in the industry as an online retailer and consultant since 2005. He has been featured on ecommerceconsulting.com, Webretailer.com, Inspired Insider Podcast & Facebook For Business.

One of the keys to online retail is having pages that convert. All of your marketing efforts will be in vain if your customers can't find what they want and get it easily. Your traffic is valuable, respect and funnel customers to appropriate and valuable content and your website and company will certainly jump to the next level.  In this article Improving Conversions 101, I'll give you some simple secrets to improving comversions and turning traffic into customers.

What is a landing page? A landing page is any page on your site that you're pushing visitors toward to purchase an item or service. Landing pages are your virtual salespeople, make sure they are shiny, attractive, and full of information your customers are interested in.

Healthy Product Pages

Regardless of what you sell you are going to have product pages of some kind. Audit your product pages and review these key elements:

  • Sense of Urgency: Is there a sale today or coupon code? Is there a cutoff listed for same day shipping?
  • Product Information: Are all of the product details needed for purchasing the item or service provided clearly?
  • Images: Do you have multiple high quality product images?
  • Reviews: Do you have reviews setup to add confidence?
  • Product Description: Do you have a thorough description of the item in the voice/style of your company.
  • Related Products: Go the extra mile and add some popular related products (some store platforms have an algorithm to automate this)

Make sure you build your product page to instill customer confidence while clearly displaying all the pertinent buying information. The checkout system with your particular cart is also very important. Look at some of the large successful online retailers and see how their checkout's work. Don't make it hard to checkout, reduce clicks and hang-ups during the process and more people will successfully checkout.

Driving Traffic

Adwords Text Ad's: You can drive traffic in a multitude of ways the most common being Pay per Click (PPC). PPC traffic is often the most costly way to purchase traffic for your site so you really need to have these pages bear fruit and convert. If you don't have sweet landing pages, you are flushing your advertising budget down the toilet. Make sure you are driving the right traffic to your pages! As an ecommerce merchant you can easily get lost in adwords reporting and budgets and forget about matching the content. Adwords will actually help you with this with their keyword score tool. Keyword score ranks your Ad based on your keyword density and URL in relations to your Ad in Adwords. Having the appropriate content that matches your advertisement will improve your conversion rate dramatically and is absolutely key.

Product Listing Ads (PLA's): Product Listing Ad's are the future of Google Adwords. These Ad's are automatically created based on your product feed and use your product image linked from your website. These are some of the safest returns for advertising because you are prequalifying your customers with an image of the item they can purchase instead of just text. You can present ad's in bulk at the item level very easily which also allows a higher level of control and reporting on each item in your catalog. Google will key off your Item Title for keywords automatically so you know the traffic will be matched perfectly to the content on your landing pages.

Organic: You don't have any control over your organic traffic…or do you? When you setup your SEO parameters and designate content on your product pages you are telling search engines what you are offering. This is not as simple as it seems. For example, when you setup a product page for "Acme Army Green Shirt" you could fall into the trap of creating content and SEO tags for "Acme Shirt", or "Acme". So if a customer wants an Acme Brand shirt and lands on this page instead say…your Acme Brand category page…you are adding some extra clicks to your customer experience. Sometimes un-savvy shoppers will even bounce if they don't find exactly what they want when they initially hit your site. Tell google what type of traffic you want on your landing pages by creating content and SEO tags that match exactly what you are selling on that page.

There are many other ways to drive traffic and I won't attempt to cover all of them here. Apply the basics shown above to other traffic driving mechanisms and you'll see significant results.

Measuring Conversion Improvement

You can easily measure conversions using Google Analytics. Make sure you make some notes in Analytics on the Timeline to notate the changes you are making so you can measure the affect and improvement over time. Unlike SEO you can see changes in conversion in just a few days in Google Analytics.

There are some other monitoring services like ClickTale.com that while expensive can be worth their weight in gold. For example, my company had some serious bumps in the checkout process but we couldn't pin point them. The site was also behaving poorly on some really old browsers. We were able to see actual recordings of our visitors and how they were using the site and checking out. We ended up finding some easy to fix errors in our checkout and improved our conversion rate ½ percent overnight!

These are a solid collection of tips I've learned and implemented over the last 10 years during my eCommerce journey at ParadiseFibers.com. If you have any questions on this article or past articles, please contact me, Travis Romine, from our SharpCommerce.com website.

Travis Romine

Ecommerce Consultant at Sharp Commerce
Travis is an eCommerce guru and has been in the industry as an online retailer and consultant since 2005. He has been featured on ecommerceconsulting.com, Webretailer.com, Inspired Insider Podcast & Facebook For Business.

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