A Beginner's Guide To Optimizing Your E-commerce Landing Page Conversions

Improving your conversion rates can be one of the most critical (and profitable) things you can do for your e-commerce site. That's why it's no surprise that everything you read these days is related to conversion rate optimization (CRO). It's an ongoing process that you'll need to constantly focus on; otherwise you’ll never know when to change something up. 

For instance, Google wants you to improve the users' experience, and if they see your site heavy with paid ads, they could hurt the organic rankings. A great way to combat this is by creating targeted landing pages. Landing pages are concentrated on one product, keyword, or area, thus a better user experience will lead to higher conversions. 

In addition, when properly designed and targeted, landing pages can considerably impact your sales!

However, landing pages are an often overlooked but essential part of any e-commerce marketing strategy. 

In this substack, I will detail proven ways to use landing pages to boost your conversion rates, increase average order sizes, and make more money from each of your e-commerce customers.

The best times to use a landing page

You can sum up the benefits of a landing page in one word: Conversions.

If you spend most of your time online, you know that people don't have much patience for clicking around from site to site to find what they want. They're also not likely to give you more than one chance at convincing them to buy your product.

That's why landing pages are so valuable for e-commerce businesses—they're a direct line between you and your target audience. They allow you to get right to the point with your customers and make it easy for them to find exactly what they need when they need it.

When are the best times to use a landing page?

Here are some common scenarios:

• When you're launching a new product or service

• When you're running a promotion (like Black Friday)

• When there's something new on your site that you want people to check out.

When you're using a landing page, it can be helpful to think about the following:

• What do you want users to do when they visit your website?

• How can you entice them into doing that thing?

• Are you trying to collect their email addresses so that they will receive future offers from you? 

• Do you want them to sign up for your newsletter or opt-in for special offers? 

• Are you trying to get people interested in an upcoming event or product release? 

• Are you looking for feedback on something specific (like an app)? 

• Do you want them to take action on your site (like clicking through to another part of the site or making a purchase)?

Put yourself in their shoes! If you were shopping for this product or service, what would make you click?

• Would you want to see testimonials?

• Would you want to see pictures of people using it?

• Would you want to see an explanation of how it works?

Think about these things before creating your site so that it appeals directly to your target audience's needs and wants.