So, considering these two factors: The key role that initial landing page impression can play in the consumer journey.
The painful fact that, as long as that traffic isn’t purchasing, you are likely going to have to pay for them again and again until they do.
Why not do everything you in your power to ensure that your landing page experiences are as seamless (and as revenue-driving) as possible?
This blog post will walk you through why landing pages are becoming increasingly important to positive and profitable ecommerce customer адаптивные одностраничные сайты. We’ll also explain what you can do to optimize the value of your own landing pages – right now. A landing page is a standalone webpage targeted to a specific cohort of your traffic, with the aim of providing a more relevant experience in order to achieve the ultimate objective of driving that cohort toward conversion.
A landing page can be defined as a: Single page on a website that traffic is driven to from a specific campaign, whether that be an advertisement or an email campaign, for instance.
The definition and application varies from organization to organization.
The real and long-term goal of landing pages, as I see it however, is one онлайн генератор лендинг пейдж that Amazon’s CEO Jeff Bezos envisioned back in 1999: “We have 6.2 million customers, we should have 6.2 million storefronts.” In other words, because every customer is unique and requires different types of attention and engagement to be convinced to purchase, businesses should adapt accordingly by tailoring their stores to each of those individual customers .
While retailers can’t be expected to actually create unique websites for every user, рисованный лэндинг they can create unique digital storefronts. Landing pages represent the tool through which brands can adapt to the user in question, creating relevant and positive-impression making experiences for each of the individuals engaging with your brand.
By taking a customer-first, hyper-personalized approach to your landing page optimization strategy, you will do more than create impactful landing pages that guide your traffic in the precise direction you want them to go. Decision making is less about logic and more about адаптивные одностраничные сайты emotions that influence user reactions when users are on a personalized landing page.
You will simultaneously unlock incremental value from each of those individuals, driving higher returns for your business as a result. Maximize Top of Funnel Leads Relevance is going to be your key competitive advantage in 2018.
Youre not going to be able to pull that off without becoming as 1:1 as possible in your communications with your top-of-funnel prospects. It all starts on-site by identifying your audience through opt-in campaigns.
Join BounceX and BigCommerce as we guide you through how identification begins on your site and how to guide the customer journey to increase opt-ins. The Difference Between Landing Pages and Product Pages The great thing about ecommerce brands is that you already have versions of landing pages: your product pages.
There are key differences between these two, however. Landing Pages are used to drive paid for, targeted адаптивные одностраничные сайты back to a specific conversion.
Landing pages are considered low- funnel (closer to the final sale). Product pages are used to attract browsers (both organic, direct and less targeted paid audiences) back to a page and allow for additional browsing. Product pages are considered mid-funnel, when consumers are still comparing options. Because landing pages are most often used in advertisements to drive targeted consumers back to a specific conversion, landing pages strip the individual page of any other click through opportunities outside of the main CTA. Both landing pages and product pages have a clear CTA (add to cart).
On landing pages, however, this is the only CTA – and often uses language more targeted to the targeted audience being driven to the page. Product pages often include a site navigation for additional browsing as адаптивные одностраничные сайты as similar or related products. Many product pages include multiple lower-level CTAs for those who are not yet ready for purchase. On landing pages, however, the copy is often re-written for a specific audience, rather than a more general organic or direct audience. Landing pages can be optimized for SEO, but many brands have landing pages unindexed so that the offer on the page remains specific to the targeted audience, and to better measure conversion rate and campaign success in terms of ROAS (return on ad spend). Fast-scaling businesses use metris dashboards to guide their meetings and decision making – taking gut preference out of the process in favor of data-driven results.
Use this dashboard to see the same results for your brand. 4 Steps to Implementing a Landing Page Strategy Here is how most online brands run advertising campaigns: Launch a Facebook of Google PPC ad. Drop shoppers who click on those ads on specific category or product pages See low conversion rates on those product pages as customers begin to browse other sections of the site Lose the ability to properly measure ROAS (return on ad spend). This is occurring even outside ads, but in campaigns in general.
Here’s how most people are running email marketing campaigns for instance: Launch an email marketing campaign targeted to a specific customer segment Drop that customer off on a specific product page See low conversion rates on those product pages as customers begin to browse other sections of the site Lose the ability to properly measure ROI (return on investment) for the email campaign, and адаптивные одностраничные сайты (customer lifetime value) generated from individual campaigns.
In both situations, you’ve now created an attribution issue.
Brands quickly scaling past $5,000,000 in annual online revenue must get really, really good at attribution. Attribution is the clear understanding of sales produced by each individual channel.
As your brand scales, it is likely that some channels адаптивные одностраничные сайты work much better for you, whereas others either need адаптивные одностраничные сайты, or can be dropped to swift focus and double down on where resource spend in producing high sales.
Without proper attribution understanding (ROI and ROAS from all channels), you cannot make educated strategy implementations.
If you take one thing away from this article, let it be this: Do not simply drop targeted traffic off on any page on your website, left to either convert or not convert. When to Create an Ecommerce Landing Page Now, let’s look at examples.
Typical campaign type: Lookalike audiences The Strategy Create a landing pages that tells your brand story including who you are, why you exist and what you believe in. Also show off social proof (from customers and media outlets, if possible) and begins to build community with the lookalike audience. Join the Community and Take 10% Off Your First Purchase The goal here is to capture an email address so you don’t have to pay to market to these folks again. You’ll then retarget traffic that lands on the page, but doesn’t convert (i.e. give you an email address) to test a new message and offer.
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