A landing page can be defined as any page on your website upon which visitors can land. However in marketing, it is considered a distinct page built for one conversion objective such as list pages and product pages. However, if the product page represents 1/5 of the landing pages, 3 out of 5 online customers who enter the site through a product page, will leave it. Optimizing each type of landing page is probably one of the most essential issue e-merchants have to deal with.
In the last few years, experts have given us a bundle of information on which to create efficient landing page, but neither designers nor digital officers really understand that the landing page must be created with the end user in mind.
Indeed, creating a flashy or a cluttered user interface can lead retailers to perform below expected business benefits, especially if they don’t care to create mobile-friendly landing pages with responsive layouts.
Few tips can lead retailers to refine their landing page approach by embracing a user experience-focused culture.
- Allow users to refine their requests. Users who enter the site through a list page should be able to easily access to the internal search tool if they have not exactly found what they were looking for. The users might continue to explore a website if the landing pages are not cluttered. Too many content boxes makes it difficult for site visitors to well-understand how they could complete an action. Enhancing browser experiences requires e-merchants’ further action to capture users’ attention and then raising the retention rate.
- Have clear Call-To-Actions buttons. Depending on the industries they work for, some experts call for displaying several CTA in order to push visitors using them while others insist on suggesting few ones. In any case, retailers should observe browsing behaviour more carefully. The paradox of choices mostly leave visitors muddle-headed. As an example, suggesting two relevant CTAs on both list page and product ones such as “save” and “quick add-to-cart” can lead to an efficient add-to-cart by opening a new pop-up window.
- Display reinsurance elements. Few reinsurance elements must appear to drive users seamlessly through the purchasing process. Before optimizing, think like the customer. What will make you feel more confident? Whether General Terms and Condition of Sale and “Free Shipping Worldwide” are paramount as well as the availability of products, some retailers have opted for a conversational chat as Leroy Merlin, a French DIY store when L’Occitane, a French cosmetic brand, suggest users chating to get useful information on products. In the same idea, German users expressed a feeling of insecurity on Cart and Payment page because of reinsurance’s lack of visibility.
- Suggest inspirational items. If visitors are keen to find this famous blue jacket, they would probably take a look at these lovely shoes. Increasing conversion requires an investment in a better understanding of browsing experience to boost customer retention. Petit Bateau, the French ready-to-wear brand suggests a list page where inspirational visuals and reinsurance elements like detailed product name and availability appear clearly.
- Personalise returning visitors’ paths. Returning visitors could appreciate seeing the wishlist they made few days ago as well as customised landing pages for them.
- Test & learn. Before optimising or crafting landing pages, retailers should ask themselves the right questions about how they can successfully execute it. There is no miracle. Only real-time analytics can confirm intuition about browsing experience and user expectations.
On any page, delivering a meaningful user experience does not mean displaying plenty of information rather the good ones at the right time. Clear elements have to push visitors to act especially on the list page according to Mathilde Pitiot, account manager at ContentSquare: “[…] List pages represent now one of the first gateway on a Website. Succeed in making it user-friendly will be a crucial step for retailers who first focus on user experience to boost conversion”.