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There is massive competition in the online selling domain, so website owners need better policies to entice customers and get them to buy their products/services. We are going to talk about some eCommerce website practices for creating robust landing pages.

Landing and product pages are two of the most critical aspects of an eCommerce website.

An intriguing landing page can certainly seal the deal for a website. So, how do we decide on a good landing page?

Well, before delving into the truth of landing pages, let us first understand the fundamental difference between a product and a landing page.

Let us delve into the difference between the two:

Landing Page Vs. Product Page

A landing page is designed to make a user take a specific action. It can be to click a product category, promote a product, sign up for a newsletter, email, etc.

It can give the end-user an idea of what they can expect from the website.

On the other hand, a product page is designed to provide a detailed view of all the products.

A product page sells the product directly by disclosing all the specifications to the user. It generally consists of the “Add to cart” and a “Buy now” button.

Both landing and product pages aim at selling, but the landing page does not directly sell the products. Instead, it talks about all aspects of the website. It aims to educate users about the products and services they can see once they click the CTA.

6 eCommerce Website Practices For Creating Robust Landing Pages

Here are six ways to design a robust landing page to convert leads into customers.

Showing off an eCommerce landing page with several products on it.

1. Remove Unnecessary Navigation

What do you want your prospect to do after visiting your landing page?

Advance to the product page for which you targeted them, right? 

But how will they do that when there are 36 other CTAs lined up for them to see?

Thus, focus on creating a landing page that only keeps your target audience focused on one specific CTA.

The last thing you would want is to deviate them to some unnecessary blog page where they get busy reading your blogs. 

You aim to sell, and your landing page design should only focus on that.

2. Ensure That They Are Safe

Search engines like Google always advise their users against clicking on unsolicited links.

But what if you got your prospect to your landing page by making them click on the link you send to them via email? 

Wouldn’t they be skeptical about your landing page? Of course, they will be.

So, the best way to build trust among them is by assuring them of their data safety.

But how will you do that?

By installing an SSL certificate.

An SSL or Secured Socket Layer certificate can help improve your landing page design by assuring your prospects about their safety. It will encrypt all the data transferred between servers to a web browser and pass it over a secure network.

In this way, no hacker will be able to see or access the data that your prospects share on request of your landing page—for example, form signup, payment option signups, etc. Always go with esteemed certificate authorities’ certificates. They offer a different range of SSL products. A few popular SSL certificates are RapidSSL certificate, GlobalSign Certificate, Cheap GeoTrust SSL Certificate, Sectigo SSL, etc.

So, buy an SSL Certificate from these cheapest SSL certificate providers today and install it on your website ASAP, if you haven’t already. 

3. Integrate The CTA Clearly

After being dropped on the landing page, you cannot expect every user to know what they must do.

The worst you can do is baffle them with loads of options to choose from. All you need is a clear call to action that clearly states the next step.

Do it now CTA on a notepad. eCommerce Website Practices For Creating Robust Landing Pages.

For example, let’s say you want your customers to buy an e-book, then you must have a CTA that can state “Get your e-Book now” to make the user understand why they are here.

4. Describe Your Product On The Landing Page Too

Though you provide a more generic copy of the product description on the relevant product page, you must also mention a glimpse of your product’s description on the landing page to let the users know what they are about to get into.

For example, if you are selling a cycle, you can mention a few traits of your cycle and how they are better than other cycle brands in the city.

It will give the user an idea of what they can expect from the products page.

5. Keep The Primary Goal In Mind

As a landing page, your main aim is not SEO but conversion. 

Yes, there is no denying the fact that SEO is an integral factor for every website; you can integrate it with the primary call-to-action on a landing page.

You must ensure that every person who comes to your landing page is there to be part of your goal.

For example, if you are a book-selling company, you aim to sell books, not get Google’s attention on a landing page. You can optimize product pages, blogs, and the about us section for keywords to compensate for SEO.

6. Optimize It For Mobile

Since most people use mobile devices to surf websites, you cannot downplay the importance of mobile.

It would help if you created mobile-friendly pages with a clean interface. The CTA should be visible along with the descriptions.

Moreover, ensure that users do not have to tap more than three times to reach the checkout page.

Users do not like to go through hefty checkout processes. Website owners can only do well if they can streamline their operations.

To Conclude

The online selling industry is seeing more customers than ever. Thanks to COVID, their sales have been significantly shot up. 

More customers rely on online selling platforms for their daily needs than ever. The onus of their experience and data protection lies on us as website owners. 

Landing page optimization has always been an important factor in converting leads into customers. Strategically optimized landing pages tend to convert better. 

So, follow these six tips to ensure that your landing page exudes quality.

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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