How to Create a Powerful Shopify Landing Page That Attracts and Converts Customers
For this reason, eCommerce store owners need to consider both the design and content of their landing pages. Not just to appeal to website visitors but to ensure they’re highlighting the right message and can convert visitors into buyers. That’s easier said than done but with our guide on how to do it your Shopify landing page can do all the hard work for you.
Shopify Landing Pages: The Basics
Before we explore how to create a high converting landing page, it’s important to understand exactly what a landing page is and why eCommerce store owners should make it their priority. A landing page is a specific page on a site that is designed to get a website visitor to take a specific step, which will take them further down the sales funnel. This might be to purchase a product, sign up for a newsletter or to join a waiting list.
Landing pages can also be used to speak to different types of targeted customers, which can then be linked to PPC and online advertising. At the Inbound event in 2019, keynote speaker Marcus Sheridan revealed that landing pages are an effective place to address customer fears and can help to build trust and authority for brands. In addition to this, Google has confirmed that your landing page experience can impact your search engine ranking. So, create a landing page that works well and converts visitors, and your eCommerce store can say hello to a better position in Google search and more sales.
Tips and Tricks for Creating a High Converting Landing Page
Before you can expect to benefit from any of the above-mentioned benefits, you need to create a Shopify landing page that works well and inspires your target audience to act. Here, we round up our best advice for doing exactly that.
Keep the Page Layout Clear
The aim of your Shopify landing page is to inspire your website visitors to act — whether that’s to make a purchase, sign up to a newsletter or something else. To get the best results, use a Shopify landing page builder to make it clear to your website visitors what you want them to do. For example, if you want them to buy, showcase product information and ‘add to basket’ buttons. If you want them to sign up to your newsletter, include a box for their email address. Simple page layout provides a clear route for your visitors. Forrester Research found that a well-designed user interface could boost conversions by up to 200% and great UX design could lead to a 400% increase in conversions.
Add Navigation Links to your Landing Page
Customers buy more from brands they trust. Navigation links are a great way to provide your visitors with more information about your brand and products, which is all essential for building trust and authority. That’s not the only reason to include them. Landing page links can also help your visitors to navigate the rest of your website as well as any offers. They can also be used to help you to accomplish additional goals like getting your visitors to follow you on social media or read your latest blog posts.
Make the Content Clear, Consistent, and Relevant
As mentioned above, landing pages with high conversion rates make it clear exactly what you want your website visitors to do. The content and copy on your landing page have a big role to play in this. It needs to be clear so that your visitors are inspired to act in a certain way. It also needs to be consistent and relevant. It’s likely that your visitor landed on the page because they clicked through from social media or an ad. They will therefore have certain expectations about what they might see in terms of content. The best landing pages are the ones that are on brand, specific to the product or service and make it clear what the page is about and what’s in it for the visitor.
Optimise your Buy Box for Conversion
When we talk about a buy box, we’re talking about the part of a landing page where visitors can make a purchase. Typically, it includes a product photo, pricing information, and a ‘buy now’ or ‘add to basket’ button. However, unless a website visitor has already made up their mind about purchasing the product or service, they’re probably not going to be tempted to do so. To ensure that your product or service is appealing to as many website visitors as possible, be sure to include a keyword-packed description and reviews.
Take Great Product Photos
75% of online shoppers use product photos when deciding whether to go ahead with a purchase. Studies from Meero also found that 90% of online shoppers said the quality of the photos was the most important factor of a sale, and that photographs sell more in comparison to text-only descriptions. As an eCommerce store owner, the pictures you choose to advertise your products has never been more important. The right image can help a potential customer to imagine what it would be like to have a certain product and lead to that all-important sale.
Optimise Product Photos for Speed and Compatibility
Ideally, your website should load in around 2-3 seconds. For every additional second that it takes your site load, experts predict that response rates will drop. Images and video content have a big impact on how quickly a site loads but that doesn’t mean you should avoid having them. Instead, you need to compress the size of any website elements so that it loads faster. Don’t worry if you don’t know where to start as this is just one of the areas that our Shopify development company can take care of.
Add Customer Testimonials and a Review Section
93% of consumers say that online customer testimonials have impacted their buying decisions. Plus, showing off reviews is another way to build credibility for your brand. Don’t make it hard for visitors to find reviews and equally make it easy for past customers to leave them. Just be mindful that if you do get a negative review, it’s best to respond politely and fairly. If a visitor can see that you are taking steps to mitigate the issue, they’re more likely to trust your business.
Include a Star Rating
Following on from the above, a star rating function can help to showcase your positive reviews even further. For example, if you have over 100 five-star reviews, add the number next to the stars. Not every visitor will spend time reading reviews, but a star rating is an easy way to grab attention and useful when you want to create high converting landing pages.
Add Pop-ups to Encourage Interaction
Pop-ups can drive engagement, especially when used on mobile devices. While it depends on the content of your pop-up, it’s typically because they appear when visitors are already engaged, and they can rarely be ignored. It’s also a great tactic to advertise offers or exclusive content and can be useful at getting your website visitors to leave their contact information or click through to somewhere else.
Expand on your Product Descriptions
Typically, there are two types of website visitors: the ones that have already made up their mind about purchasing a specific product and the ones that need a little more persuasion. Your landing pages need to cater for both. You want to provide enough information for those that require it but equally you don’t want to alienate those who don’t want to see much information.
That’s why the product description in your buy box, which we mentioned above, needs to be succinct, clear, and relevant. Lower down the page you can then expand on your product descriptions without blocking those customers who are ready to make a purchase. If you want to provide all your content in the buy box, then at least consider using drop down menus or toggles to keep the page layout simple.
Include Unique Selling Propositions and Certificates
You might know what sets your Shopify store apart from the competition but how will a potential customer know that if you don’t tell them? Showcase your USPs and highlight any awards and certifications. This is an essential aspect of high converting landing page design and will help to establish your position in the market while enhancing the trustworthiness and value associated with your brand.
Include an Upsell/Cross-sell Section with Other Product Suggestions
Cross-selling can boost sales by up to 20% and profits by up to 30%. You’re also up to 70% more likely to sell to an existing customer compared to a new one. This is because your current customers are already engaged with your brand. You have their attention, you’ve taken the first step at building a relationship with them, and they already trust you. Why not make the most of this with upsell and cross-sell strategies?
Use One CTA (Call-to-action) Per Page and Make them Prominent
As we know, a landing page is designed with a specific action in mind but without an appropriate CTA your website visitors won’t know what to do. Each custom landing page on Shopify should only have one specific CTA that guides visitors to act in a certain way. It needs to be obvious and clear too. Make sure your CTA button is impossible to miss and you could even include several buttons, all with the same message.
Test your Landing Pages Designs
Unfortunately, it’s not just a case of creating a landing page and then forgetting about it. You need to regularly tweak it to ensure it is still meeting the needs of your web visitors. The best way to do this is to A/B test different aspects of your landing pages to determine conversion rates. Again, if you hire a dedicated team at a Shopify development agency to take care of this, it’ll be one less job on your to-do list.
Optimise for Mobile Devices
75% of users look for a mobile-friendly site and almost half say they feel frustrated and annoyed when they come across sites that don’t work on mobile devices. What’s more, 67% of mobile users say they are more likely to buy a product or service if the site is mobile-friendly. For this reason, it’s essential to hire Shopify developers if you want to optimise your Shopify store for mobile devices and convert visitors into customers — no matter what device they’re browsing your store on.
Partner With Our Shopify Development Agency to Maximise Your Conversions
To turn your website visitors into paying customers, Shopify landing pages need to be your focus. But knowing how to create the right type of landing page isn’t always easy. While we’ve shared some best practices above, a Shopify development agency can take your efforts to the next level. That’s exactly where Vsourz comes in. If you are looking for ways to create effective and high converting landing pages, then choose a tech partnership with us. Get in touch to hire our Shopify developers for end-to-end Shopify development services.