eCommerce Landing Page Optimization

eCommerce landing page optimization can be more cost effective than investing in more paid traffic.

By optimizing the conversion rate of your eCommerce landing pages and every page in your sales funnel you can generate a higher return on ad spend (ROAS) without increasing your ad spend.

eCommerce Landing Page Optimization Example

Think about what a mere 10% increase to your conversion rate on every page of your funnel will do for your sales.

Let’s say that every page in your funnel converts at 20% and you get 1000 unique clicks to your product page for a $100 product.

Product Page: 20% of people who land on this page end up on the cart page (200 people).

Cart Page: 20% of people who visit your cart proceed to checkout (40 people)

Checkout: 20% of people who visit your checkout page complete their order (8 people).
8 x $100 = $800 revenue.

Now let’s look at what happens when you optimize each page’s conversion rate by just 10%. Instead of a 20% conversion rate you now have a 22% conversion rate on your

  • Product Page
  • Cart Page
  • Checkout Page

So from 1000 unique clicks, 220 people proceed to your cart page from your product page.

Of those 220 people, 22% proceed to your checkout page. That’s 48.4 people.

If 22% of them complete the checkout page, you get 10.648 sales.

That’s $1064.80 in sales, meaning a 33% increase in revenue!

Now I know it’s impossible to generate a fraction of a person or a fraction of a sale. But this is just a hypothetical example to show you what’s possible.

In the real world you’ll be dealing with much higher numbers of sales (hopefully)!

eCommerce Landing Page Split Testing

You can use a tool like Visual Website Optimizer to A/B test different variants of your pages.

For statistical significance, you’ll want to get 1000 unique visitors to each page before declaring a winning variant.

Once a variant becomes your winner, that variant instantly becomes your ‘enemy’.

eCommerce Landing Page Optimization Tips

That means you should be testing other variants against that winning variant to try to beat it again.

Lots of marketers get lazy and stop trying to beat the winning variant of a page. If you stay diligent with your A/B testing, this is an easy way to crush your competitors.

Testing Which eCommerce Landing Page To Send Traffic To

When advertising a product online, the traditional approach is to send traffic to the product page.

However, there are other alternatives that may produce better results.

Option 1: Sending traffic to a sales page for that product

Why this might work better:

The traditional eCommerce product page has two columns. It has product images on the left. Pricing information and the ‘add to cart’ button are typically on the right column.

Image Credit – BigCommerce.com

This may not be the highest converting page layout available.

You may be able to achieve a higher conversion rate with a different layout.

For example, having the price above the fold may be hurting your conversion rate. Building up interest and overcoming objections before revealing the price may boost your conversion rate. You’ll never know until you test it.

If you decide to build your own sales page I would recommend using a landing page tool like Unbounce. Unbounce lets you position every element exactly where you want it on the page down to the very pixel.

You should also test which page in your funnel you’ll send people to after they click your ‘add to cart’ or ‘buy now’ button.

For example, you may send them straight to a checkout page in one variant. In the other variant you may send them to the cart page so they can review their order before they complete the checkout.

 

Option 2: Sending traffic to a ‘Bridge Page’

Bridge pages can work extremely well for building awareness and interest in your product before sending people to your product page. This can be useful if you’re selling a new type of product that your market has never seen before.

An example of a bridge page is a blog post. You can write a blog post to educate your market about your product. In that blog post you may include 4 or 5 links to your product page.

A small number of visitors to your blog post may click through to your product page, and some of them may even complete the checkout process.

But you’ll definitely want to leverage retargeting to boost purchase conversions.

You could segment your custom audiences for retargeting like this:

Group 1:

People who landed on your bridge page but not your product page

>>> show them ads linking to your product page

Group 2: 

People who landed on your bridge page, clicked through to your product page, but didn’t add to cart

>>> show them ads linking to your product page

 

Option 3: Sending Traffic To A Product Collection Page

If you’re selling similar products that all fit into a certain category, you may want to show people ads that send them to a collections page of that product category.

For example if you sell urban streetwear and you’re advertising a collection of hoodies, you can send people to your hoodies collection so they can find the hoodie that they like the most.

 

In many cases, you’ll be running ads for a specific product.

Whether you’re sending traffic straight to your product page or to a bridge page before your product page, you’ll want to constantly optimize your product page’s conversion rate.

 

Product Page Optimization Tips

  1. Use the standard layout that 99% of eCommerce sites use for their product pages.
  2. Don’t try anything unusual like having a vertical website menu on the left of the page. It will distract and confuse people.

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  1. A/B test the things that shout out on the page – the product name, page headline, price, call to action on the button, the product description, the product image(s).
  2. Your copywriting should appeal to both the functional benefits and emotional benefits to your customer.
  3. Your images and videos should also appeal to the emotional / status driven benefits to your customer. Remember, people don’t buy a Rolex just to tell the time. But they’ll spend $50,000 or more on a product that has the same functionality as a Swatch or Timex or Casio watch… Test different images and videos on your product page.

Following the User Journey

One of the most useful tools you can use to optimize the pages in your sales funnel is a website heat map tool.

HotJar and CrazyEgg are two examples of such tools.

Image Credit – HotJar.com

These tools can show you:

  1. Where people are clicking on your page
  2. How far people are scrolling down your page
  3. The exact path of a user’s cursor on your page

Some of them also enable you to set up surveys to ask questions to people on your page.

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You can configure it so that a question appears when a user intends to exit your page by closing their browser tab.

A good question to ask is “What made you decide not to buy this product today?”

Over time you can gleam hundreds or even thousands of responses and look for trends in the answers.

This user based feedback can help you to optimize your products, offers and product pages. Don’t forget to A/B test every page in the sales funnel:

  • Product Page
  • Cart Page
  • Checkout Page
  • Up Sell Page(s)

Not every test will result in a clear winner. Many tests will fail to identify a definitive winner. But by continuously testing you will gradually improve the conversion rate of your website by leaps and bounds.