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It might be straightforward enough to create a decent-looking landing page for your ecommerce website, but is it really getting across the message it needs to, in order for you to be able to increase your conversion rate, turning those readers into buyers? With the sheer amount of ecommerce websites out there today, it's becoming increasingly difficult for businesses to stand out, especially when they have, what seems like, an outdated design which isn't responsive to browsers on tablets and mobiles, as well as the usual desktop computers. To the user, increasing clutter on an ecommerce website canmake it look 'spammy' and not worth getting involved with, further decreasing the chances of a conversion. The only way of finding ecommerce solutions to these questions – is by making your landing pages responsive.

What is a landing page?

A landing page, as you can probably guess, is a page on your website that is designed to be shown to all your visitors first. With every landing page being focused on grabbing the attention of a certain target audience, it's vital that their attention is sought, kept and engaged, which will hopefully eventually convert them into buyers. With the continuing increase in competition, it's more vital than ever that you keep your landing page engaging and readable for all. It perhaps will offer the only ecommerce solution to keep your online business running – and grow into a success.

12 tips on how to improve your landing page's conversion rates

With all of this in mind, here are some tips on how you can improve your user's experience, which can only help to increase your website's conversion rates;

1. Minimise your page - It can be easy to get confused if you visit a page that is too cluttered and doesn't present clear and concise information for the reader to be able to process. A great design is the right way forward to provide an attractive page, but if it ends up being packed with too much (or too little) information, then it would just pale into the background in the user's mind and a conversion will not be achieved. This is obviously not what you want – so the only way is to not let your page get too cluttered - it being streamlined and minimised is a good first solid step on the path forward to producing a great landing page.

2. Think like you're the user– Would YOU buy anything from your website? Have a look around other ecommerce websites, perhaps ones that you may engage with and purchase from yourself – what do they have that your websites does not? When you work that out, then it's likely that the same method will help you to improve your website's conversion rates. Look at all the industry leaders – as mentioned above, notice how everything on their pages is of use and doesn't clutter up the page. Everything present has a point – many other websites have items on their pages just for the sake of having them. This is pointless and will more than likely, drive people away as more items on a page will slow it down. Some other questions to think about can include;

  • Who is your target audience?
  • What's the best way to communicate to them what your intended message is?
  • How will your services benefit them?
  • What would make them buy/sign up to your services?
  • How can you increase the rate of conversion?

Answering these questions will help you to learn more about what you want to do, what the users need and what you have to do in order to increase your conversion. Creating the right landing page will also help you to analyse a user's behaviour online, further giving you an insight on the methods of how to improve your conversion rate in the future.

3. On a similar subject - Use testimonials and reviews from past customers to promote your service. Many people will only interact with a service if they feel that they are able to place their trust into it. Aside from showing that you can provide a quality service, you can use your reviews as a way of marketing your services. So be sure to mention, with a rolling quote bar, or by even just placing a link in your landing page to positive reviews and testimonials from people who have used your services. This will give your visitors some reassurance that they trust the service that you're offering.

4. Use simple language– One of the first rules of creating a landing page on a website is to not to underestimate the role and impact of the content. Pictures and videos may be given prevalence online these days but there will always be power in what words can convey that visuals will not. Don't fall into the trap of using jargon or over-complicated language too – many people will feel alienated by it and not bother themselves in reading any more (despite the information may beingof use to them). Like a previous step outlined – think like a user would think. Take a step back and think, is this understandable to everyone? Does it make sense? If it reads well and contains a sharp, attractive message – you're continuing to walk on the right path. Keep things simple will only help you to continue along it.

5. Don't ask for too much information from the user– If you've got a sign-up field or a newsletter subscription box, it being user-friendly is crucial to present a successful landing page. As you can imagine, people are wary about giving their personal details away online, so make sure you only ask for what is necessary to get them interested in learning more about your services. Give them a reason to be able to trust you, because it will go a long way to them being predisposed to using your services again – retaining customers is the next step after converting them and it represents something of a challenge to do so.

6. Create an appealing 'Call To Action'– A 'call to action', which is an instruction to the user to act on the information you have given, should be presented in an appealing way, but still not be too demanding of the user. Make sure that the call-to-action looks atheistically pleasing too – think about the different fonts, colours, shapes and sizes you use. Think about if you'll use a form on your page, or create a button – do they match the rest of the page in its style? Does it clutter up the page? Does it take away from the information that you've presented?

7. Emotional Design– The 'emotional design' relates to the strategic placement of the key message on the right area of a landing page – the area that the user may see first as the page loads up. Placing an attractive, emotional message in key areas, will help to increase the chances of turning the user into a conversion, as a simply-placed psychological trigger helps to create the process. The content of the page should reassure the user of their needs, their personality, their values, their time – even their safety. Even colours can affect the mind of a user and this is yet another reminder of why you can't underestimate a user's needs when creating a landing page.

8. Make sure you have the right visuals supporting the landing page– Visual content can significantly increase the appeal of a landing page – just be sure to couple it with a sufficient amount of text. There is no need to fill a landing page with vast amounts of pictures just to make it 'visual' – aside from it potentially slowing down your page, simplicity is appreciated by users who just want to get on and read what you have to say. Visual content may only improve the conversion rate, when it can manage to;

  • Boost the message of the landing page, making it much clearer to the user what you are offering
  • Explain the product or service in an handful of minutes through a video, diagram or infographic
  • Showcases real examples of how your product/services work and how it can help the user
  • Helps to build engagement with the user

9. Optimisation for other devices– Each and every passing year sees an increase of the amount of people who browse the internet on devices that aren't a personal computer or laptop – mobile optimisation alone accounts for around 48% of users who browse the internet. Many websites, especially ones that don't regularly update themselves, just aren't mobile-friendly. This will not help you to up your conversion rate when nearly half of the entire internet cannot view your website properly (if at all). Your website simply needs to be optimised so it can work across all devices – if it's not, then the user simply won't engage with it, it's as simple as that.

10. How did you solve a problem?When people visit a landing page, they are going to want simple, concise, yet intriguing information. Their stay at your website however, won't last long if they aren't convinced by your value to them. Simply put – direct selling isn't working for ecommerce solutions these days; the language used is clumsy, demanding and quite patronising, in all honesty. So you must find a way of showing a user that you genuinely value their visit – and their custom. A great way to expand your content is to offer them education on your products/services and how it may (will!) benefit them. Each of your landing pages should suggest how your product/service can solve a particular problem that a user may be experiencing too. If your message isn't clear on A) How the problem is caused and B) How they are able to solve it (obviously, by using your services) then your conversion rate won't reach your desired target. You can offer these clear explanations by using bullet points, short videos, infographics – all made to appeal to the user by showing how your services work and why they should sign up for them.

11. Remove your navigation bar– Studies have shown in recent years that complex navigation bars aren't really needed to assist with conversions and in fact, possibly affect the rate of conversion as they are likely to confuse users and/or slow down the responsiveness of your website. Like previously-mentioned, it's paramount that things are kept simple and distractions aren't thrown out for a user to grab onto – so anything you can strip away, that won't affect your targeting, can only be of benefit to your website.

12. Make sure distractions are left out– It can be tempting to place too much on a landing page, but it's always important to remember that the best way – is the simplest one. By presenting a simple website, that is responsive and presents clear, informative but yet concise information, will make all the difference to a user's experience of your website. Laying down too many distractions will only turn the attention of a user away from your website and off your campaign of trying to convert them into a customer. Whether it's a banner, a pop-up, a menu or an external link – be sure that they aren't aspects of your page that will get in the way of the content that you are trying to present.

If you apply these simple steps then you should be well on your way to achieving a higher conversion rate, increasing your profits and working towards providing a sustainable and successful ecommerce business. Be sure to keep following the same path to instil your philosophy – any deviations may be harmful in trying to keep a user on board.

Store Express – Best in ecommerce solutions

Here at Store Express we are proud to have offered ecommerce solutions to a vast number of different online businesses, who have sought to produce more-clearer, concise and responsive websites that are able to achieve their target conversion rates. With a strong portfolio, we're confident that we'll be able to help you achieve your targets.

If you need more information on any of our services, please don't hesitate to give us a call on 0845 050 3500 or send us an e-mail at and we'll get back to you as soon as possible.

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