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6 Key Elements of eCommerce Landing Pages

Unlike the home page or standard product pages, eCommerce landing pages focus on a particular campaign or product and guide visitors towards a single call to action. A landing page has a specific marketing purpose and a highly targeted audience.

33% of marketers use landing pages to generate direct purchases.¹

While other web pages may be designed to encourage users to learn more about your products or services, the sole aim of a landing page is to drive conversions, which could be in the form of gaining new subscribers and event attendees, as well as making sales.

No time to read the full article? We’ve got you covered! Tune in to the first episode of the Real eCommerce Podcast where Adam King covers this topic extensively.

Why Use Landing Pages?

  • Target specific customer segments
  • Direct social media traffic to specific landing pages
  • Deliver higher ROI for paid traffic
  • Create dedicated landing pages with targeted keywords for better SEO
  • Simple to build and maintain
  • Great for A/B testing different elements (headlines, images, CTAs) to optimise performance and discover insights about your target market
  • Capture valuable lead information through optimised forms – compared to popups and signup boxes, landing pages have the best signup rates at 23%.²

According to Hubspot, the average conversion rate for a landing page is 5.89%, while 10% is the benchmark for a good landing page.³

A high-converting landing page engages visitors, creates an emotional connection, and guides them to the end of the funnel—buying your product or service. If the page is well crafted, it can make the difference between a fleeting visitor and a loyal customer.

Understanding and implementing the following six key elements can transform your eCommerce landing pages into compelling and effective tools for driving sales and achieving marketing success.

1. Product In Use

Show, don’t tell.

The visual representation of your product being actively used not only demonstrates its functionality but also provides a glimpse into the real-world scenarios where it can seamlessly integrate into the user’s life.

Potential customers are more likely to convert when they perceive a product as easy to use and not complicated or confusing. Therefore, incorporating visuals and content that highlight the intuitive nature of your offering can play a decisive role in swaying prospective buyers towards making a purchase.

Adopt a Benefits-Driven Approach

Remember that you’re not simply selling features; you’re selling a lifestyle upgrade. Consumers are driven by the value a product can bring to their lives, rather than a laundry list of its features. Therefore, an effective eCommerce landing page should not only convey the functionalities but also articulate how these features translate into tangible benefits for the user.

What’s in it for your ideal customer? How does your product make their life easier, better, or more enjoyable? By addressing the pain points and challenges that your target audience faces, you establish a compelling narrative that resonates with their needs, fostering a stronger connection between the product and the consumer. Your product will go from being a mere commodity to an essential part of their world.

Example – Apple Pencil

The Apple Pencil’s landing page displays the product in use with both images and videos. It possesses all the key features of a good landing page that we discuss in this article. It is a great example of how to showcase your product in use while highlighting its benefits and the impact it can have on the user.

2. Video Content

38.6% of marketers say video is the #1 landing page element that impacts conversion.⁴

In a landscape of endless scrolling and quick clicks, integrating captivating videos into your eCommerce website can set your brand apart, turning a routine shopping experience into an immersive journey for the consumer.

Videos have the unique ability to breathe life into products, providing a 360-degree view that static visuals or long-winded descriptions can’t match. Whether it’s showcasing the intricate details of a fashion item, the functionality of a gadget, or the application of a beauty product, videos bring products into the spotlight, allowing customers to virtually test them out before making a purchase decision. This visual engagement not only captures attention but also builds trust – essential in the online shopping landscape where customers seek authenticity.

The era of information overload has highlighted the importance of brevity and clarity, and the following types of video content excel at distilling complex details into easily digestible snippets.

Explainer Videos

  • Cut through the noise with a succinct overview of product features and benefits
  • Provide quick and accessible information via bite-sized visual narratives

Product Demos

  • Offer a hands-on virtual experience for customers
  • Showcase the product in action, explain functionalities and gauge usability
  • Transparency and immediacy enable informed decisions in less time

Liveshopping Feeds

  • Broadcast live demonstrations, showcasing product features
  • Engage and connect with customers in real-time to build interest and create a sense of urgency that boosts conversions
  • Transform passive browsing into an interactive, exciting and exclusive shopping experience

Beyond showcasing products, one-to-two-minute videos enable you to tell the story of your eCommerce business in a compelling and memorable way. Impactful video content ideas include an ‘about us’ intro from the founder, narrative about your brand’s values, a behind-the-scenes glimpse into the production process, or heartwarming customer testimonials. These storytelling elements create a connection with the audience, establishing an emotional resonance that goes beyond the transactional nature of eCommerce.

Practically speaking, videos contribute to a longer dwell time on your landing page, increasing the chances of converting visitors into customers. Whether it’s a quick product demo, a tutorial on product usage, or an entertaining brand video, the interactive nature of video content encourages users to stay on the page, absorbing information and building familiarity with your brand.

Key Takeaway: Beyond showcasing products, videos enable eCommerce businesses to tell their story, creating emotional connections with potential buyers. The interactive nature of video content contributes to longer dwell times, increasing the likelihood of converting visitors into customers.

3. Comparisons

Addressing buyer fears on landing pages can increase conversion rates by 80%.⁵

Consumers often conduct thorough research before making purchasing decisions. Including comparisons with competitor products on your eCommerce landing page is a powerful approach that can showcase your product’s unique strengths, guide potential buyers towards informed decisions and build trust.

By showcasing features, benefits, and performance metrics side by side with competitors, you can emphasise what sets your product apart (its USPs). Comparisons also allow you to dispel any misconceptions or concerns that may be circulating in the market. If there are common misunderstandings about your product or its competitors, use the comparison section to clarify and set the record straight. This proactive approach enables you to control the narrative and improves your reputation as a trustworthy eCommerce business.

Firstly, identify the key features or performance metrics where your product outshines the competition. Whether it’s faster processing speeds, longer battery life, superior durability or exclusive functionalities, highlight these aspects prominently in the comparison.

Consider customer pain points during this selection process. If your product offers a solution to a common concern, make sure to emphasise it. For instance, if your competitor’s product lacks a user-friendly interface and your product excels in providing an intuitive experience, this could be a crucial selling point to highlight.

By providing a transparent and fair assessment of competing products, you establish credibility with your audience. It’s important to highlight the positive attributes of rival products to demonstrate your commitment to unbiased information and reflect an openness to presenting a comprehensive view of the market.

Visual aids such as charts, graphs or side-by-side comparisons with images can enhance the impact of your selected features and statistics. Use compelling graphics to present information in a format that is easy to understand and visually appealing.

Key Takeaway: By showcasing clear differentiators, dispelling misconceptions and using visual aids like charts and customer testimonials, eCommerce platforms can build trust, guide informed decisions and establish credibility with their audience.

Example – has a landing page dedicated to illustrating how it stacks up against the competition. Potential customers can switch between the different platforms to see how they compare.

Here it highlights how it offers ‘multiple options’ in comparison to Trello without heavily criticising the competition.

4. Social Proof

Social proof is tangible proof that other people have bought, consumed, read or participated in what you’re offering. Social proof elements are a powerful tool for building trust and persuading prospects to buy. eCommerce store visitors are more likely to convert after seeing social proof.

Research from BrightLocal found that the average consumer reads at least 10 reviews before trusting a business, often spending almost 14 minutes reading customer feedback before making a decision.⁶

Social proof isn’t just written testimonials. It can be highly effective in the form of:

  • influencer social media posts
  • customer videos showing the product in use
  • high quality images of customers using the products
  • customer logos
  • industry certifications
  • awards from accredited organisations

Showing real people using your products is more authentic and reduces risk for potential buyers.

Example – Kravebeauty

The KraveBeauty product and landing pages are cleverly combined, offering loads of social proof. You’ll find customers posing with the products, pictures showing how their skin has changed, along with customer reviews and video content. It’s a really impressive landing page overall.

5. Make Buyers Feel Special and Apply Urgency

The psychology of exclusivity plays a pivotal role in converting visitors into customers. To achieve this, eCommerce landing pages should incorporate elements that communicate a sense of individualised attention and importance.

An effective strategy is to employ personalised messaging that addresses the visitor directly. Tailored product recommendations, custom greetings or exclusive offers based on previous interactions can make users feel like the landing page was designed specifically for them. Utilising data analytics to understand customer preferences and behaviours enables eCommerce businesses to craft a more tailored experience.

Furthermore, applying a sense of urgency can be a powerful motivator for potential buyers. Incorporating limited-time offers or time-bound promotions can create a fear of missing out (FOMO) among visitors, prompting them to make quicker purchasing decisions. Countdown timers, prominently displayed, can accentuate the urgency, encouraging users to act promptly to secure the special deal.

However, try to avoid gimmicky tactics, such as fake urgency, which may undermine trust. For instance, a landing page with a timer that resets with every page refresh can create a sense of artificial scarcity. Instead, a more authentic approach is to align urgency with the customer’s timeline, such as upcoming holidays like Mother’s Day or Christmas. By incorporating a genuine sense of timing, the landing page can convey a message like, “Order soon to receive your gifts before !” With clear information about the timeframe for ordering, customers feel informed rather than pressured.

Key Takeaway: Creating a sense of exclusivity and urgency on eCommerce landing pages is crucial for converting visitors into customers. Employ personalised messaging based on customer data to make users feel individually valued. Incorporating genuine urgency, such as limited-time offers tied to specific events, can motivate quicker purchasing decisions without resorting to gimmicky tactics, fostering a positive user experience and building trust.

Examples – Boots & Specsavers

With the ‘Parenting Club’, ‘Over 60s rewards’ and ‘Student Discount’ icons, Boots are targeting different customer segments and highlighting that the Advantage Card can benefit them.

Here, Boots are softly reminding customers that Valentine’s Day is coming and provide a range of links aimed at shoppers making purchases for loved ones.

Specsavers personalise the browsing experience by filtering glasses according to face shape. Visitors can hover over each icon to discover which face shape they have.

6. Prominent CTA

Every eCommerce landing page needs a clear Call-to-Action that guides visitors through the funnel to a specific action. CTAs are presented as a standalone button on a click-through page or as part of a lead generation form.

Define your conversion goal (increasing sales, gathering more leads, gaining subscribers, etc) and what you want visitors to do after reaching your landing page. Then create your CTA with conversion in mind.

eCommerce landing pages may have multiple buttons, each with a different CTA. Having more than one conversion goal is a strict no-no—but you can use different CTAs as long as they serve the same goal. A good CTA links back to your USP and clearly articulates what a visitor will receive in exchange for their click.

In order to increase conversions, make the CTA buttons stand out by experimenting with colour, fonts, sizing and placement. Place a CTA button at the top of the page, above the digital fold and use strong, imperative language.

Personalise CTAs

Personalised CTAs convert 202% better than default versions.⁷

Consumers prefer personalisation because it ensures they aren’t overloaded with irrelevant information that doesn’t interest them. Given this, using personalised and targeted CTAs in your landing pages will likely increase your conversion rates.

Poorly crafted and vague CTAs can lead to confusion or disengagement. When creating your CTA, avoid marketing or sales language, like “Act Now”. Try a more personalised approach, such as “Start Planning”.

Examples of poor CTAs:

  • “Click Here”
  • “Submit”
  • “Buy Here”
  • “Subscribe Now”

Examples of effective CTAs, tailored to the consumer:

  • “As a Valued Customer, , Enjoy a Sneak Peek”
  • , Join Our VIP Club for Exclusive Perks”
  • “Exclusive Offer Just for You, – Claim Your Discount Now”
  • “Limited Edition Items – Handpicked for

Key Takeaway: A compelling CTA is crucial for every eCommerce landing page. Define your conversion goal, craft a clear CTA that links to your USP and experiment with design elements to make it stand out. Personalised CTAs that avoid generic phrases can significantly increase conversion rates, as consumers prefer tailored messaging that aligns with their interests and needs.

Example – HelloFresh

The first thing that a visitor notices upon visiting this HelloFresh landing page, is the offer at the top. This offer is consistently repeated as a CTA button as you scroll down the page. This way, potential customers won’t forget about the offer and for convenience, there are multiple places that they can sign up without heading back up to the top.

Don’t forget page loading speed!

According to Portent, pages that load in one second convert 3x higher than those that load in 5 seconds.⁸

Online shoppers expect instant access to information and products. Often overlooked, page loading speed is a crucial element of an eCommerce platform that can significantly impact user experience and conversion rates. A swift-loading landing page significantly reduces bounce rates, ensuring that visitors remain engaged rather than abandoning the site due to frustrating delays. Moreover, search engines, such as Google, consider page speed as a critical factor in ranking, making it pivotal for both user satisfaction and SEO.

If the landing page optimisation of your eCommerce website includes these essential elements, you can enhance user experience, build trust and ultimately drive conversion rates. If you need support with developing effective eCommerce landing pages, get in touch with our expert team.