Skip to content

The internet is vast and wild and chaotic and connecting with customers can feel like wandering through a crowded room full of merchants yelling about their products and special offers. So how will your store capture the attention of potential customers and drive them all the way to a product or call-to-action? The answer, in short, is an ecommerce landing page.

How to Craft a High-Converting Ecommerce Landing Page

1. So What Exactly is an Ecommerce Landing Page?
2. Define your Ecommerce Site Goals
3. Keep it Simple
4. Work and Rework your Ecommerce Landing Page Copy
5. Make your Ecommerce Landing Page Mobile-Friendly
6. Establish Authority
7. Prioritize Clarity
8. Start a Conversation with Your Ecommerce Landing Page

Pin this post for later

Pinterest graphic for an article about how to craft a high converting ecommerce landing page

1. So What Exactly is an Ecommerce Landing Page?

Ecommerce landing pages are specific pages on your site crafted to drive visitors to take action.

They are often built in conjunction with specific ads, and thus tend to be less SEO-focused, though you can build landing pages to rank in search engines. We’re going to focus on SEM landing pages (i.e. pages created in conjunction with paid ads) in this post because they require a specific approach that is slightly different from SEO-oriented pages.

An ecommerce landing page is essentially a tool to grow your list and move a customer toward conversion.

Maybe you want to promote an ebook as a lead magnet, or maybe you have a specific product that you’re working hard to promote. Every element of your landing page should work to drive a potential customer toward the specific action you want them to take.

Designing a high-converting landing page will take time, effort, and a willingness to consistently rework the same basic elements for better results. Let’s talk about some tips and tricks for crafting a high-converting landing page for your store and driving maximum sales and engagement.

A shopping mall is full of different stores. Just like a mall, your ecommerce landing page needs to stand out from the competition.

2. Define your Ecommerce Site Goals

One of the biggest pitfalls that stores run into when they’re creating an ecommerce landing page is lack of focus.

Ecommerce landing pages work best when they are oriented toward one specific action (though occasionally you can get away with a couple of different goals). This isn’t to say that you can’t include the same CTA multiple times on the same page. The trick here is cutting back the overgrowth so your visitors are consistently moved toward taking a specific action.

Before you even look at a site builder, spend some time deciding exactly what action you want your customers to take.

Every other element on the page should emphasize this goal, so make sure to put in the time to refine it as much as possible.

See if you can express the goal of your page in a single clear statement. This will be the guiding line for the entire landing page, and once you have it down you can work to make every element on the page connect back to it.

A busy, well organized bookstore. Just like a brick and mortar, your ecommerce landing page needs to be well designed and engaging.

3. Keep it Simple

Your ecommerce landing page should be clean and clear, with no dense text.

Use images to create space between ideas and visually lead site visitors through the flow of information.

Respecting and optimizing your audience’s time is the key to a great ecommerce landing page. Every element you include on the page should simplify their navigation and clearly lead them on to more information.

Video can be a great resource because it takes up little space and allows visitors to decide how much they want to learn.

Infographics are another popular method for getting across a lot of information in a relatively small space. Another upside to including an infographic is the ease with which a site visitor can scan through and pick out the information they need- it’s a huge time-saver on their end.

Pro tip: Limit the number of hyperlinks you add to your ecommerce landing page. You don’t want your customers clicking away from your landing page and losing your brand in the shuffle when they see an interesting link.

Only include links that will continue the brand conversation that is happening on your ecommerce landing page- i.e. links to your homepage, social media, and blog.

A clean, streamlined design is showcased on a tablet. A successful ecommerce landing page has a minimal interface.

4. Embrace Blank Space

One of the biggest pitfalls that businesses run into when crafting an ecommerce landing page is filling every available space with text and imagery. Not only is a crowded landing page unnecessary, it’s also off-putting for site visitors. Too much information quickly overloads the viewer, and it will hurt your conversions.

Don’t worry if there seems to be a lot of empty space on the page- chances are, your customers will appreciate it.

It’s a lot easier to quickly scan for information when your eye can naturally follow the visual pattern of the page without any added “noise.”

Two women work in a sparse, peaceful office. minimalism is polished, and a great goal for the design of any ecommerce landing page

5. Work and Rework your Ecommerce Landing Page Copy

The trick here is to say as much as possible in as little space as possible.

Large blocks of text are a huge turnoff when it comes to a landing page. So space your text out. Include lots of line breaks and short sentences in individual sections, and spread those sections gradually over your entire page.

When you’re getting started, spend some time breaking down the key selling points for the product or lead magnet. Think in terms of pain points, benefits, and features.

Pain points are the problems your product can solve for your audience.

Benefits (often confused with features) are the positive outcomes that consumers can gain from a purchase or action. Take this example: a range of customizable options make it easy to find the perfect volume level for your space without losing clarity.

Features are the nuts and bolts of the product. The size of the screen, the number of pages in the ebook, etc. These are important to include, but rarely have the same impact as the more emotionally oriented pain points and benefits. Use them to emphasize other points you are making on your page.

These three elements (benefits, features, and pain points) will form the main structure of your ecommerce landing page, and are essentially the argument that you are making.

In other words, you’ll start the page with an attention-grabbing headline and subheadline that establish the basic value of purchasing, signing up, or whatever goal you’ve chosen, then spend the rest of the landing page exploring these selling points in more detail.

Once you have your pain points, benefits, and features figured out, spend time condensing them into short phrases and snappy headers.

Remember: less is more. Refine your approach and cut away extraneous information.

A brick and mortar display with multiple sewing machines and window typography. Clean, well defined copy and imagery can make all the difference for your ecommerce landing page.

5. Make your Ecommerce Landing Page Mobile-Friendly

Just under 50% of all web traffic takes place on mobile devices. If your Ecommerce landing page isn’t mobile-optimized, then jumbled text, improperly sized photos, and a general lack of professionalism could make an instant negative impression on half of your traffic.

A landing page builds authority for your brand and a messy web page is a huge turnoff. Customers are generally uneasy entering their personal information onto a site that looks and feels unprofessional.

All Selz pages are automatically mobile-optimized, but if you’re using a landing page builder like Unbounce, make sure to triple check the mobile versions as you work, and especially before sending paid traffic to them.

Not sure how to check the mobile view of your page? Command+Option+I is the shortcode on Mac (Control+Shift+I for PC), and will give you a mobile view of the page. One particular upside to this approach is the ability to test the way it will look on a range of different mobile devices, including both Apple and Android.

A woman on her smart phone and laptop at the same time. Being optimized for mobile is crucial for the success of your ecommerce landing page.

6. Establish Authority

While we’re on the topic of authority, remember that the basic function of your Ecommerce landing page is to prove that whatever you’re offering is really worth it.

Social proof, or the ways that the decisions of others impact our own decision making, is a vital tactic for selling online. Reviews are a great way to showcase the value that you provide, and it’s really easy to incorporate these into your page. Selz integrates with some great apps to help you build up social proof.

If your business doesn’t already work with social media influencers, consider connecting with one or two in your niche. Their content will be valuable for your business as a whole, and adding a testimonial from a recognizable figure can really add some humanity to your landing pages.

A tattooed woman works on a laptop in deep thought. Establishing yourself as an authority is a great way to make your ecommerce landing page more effective.

6. Prioritize Clarity

More than anything else, a landing page needs to make a clear statement. Everything we’ve talked about so far feeds into this. It’s about streamlining information and crafting an experience for your customers so they can focus on what matters to them, then get back to their busy lives.

A logical flow of information is key. First, your initial heading and subheading should clearly transition from the advertisement that brought the visitor to your ecommerce landing page.

Think of it from their point of view. They clicked an advertisement with a little bit of information on it, and now they’ve reached a much longer page. If your customer doesn’t see a clear connection between the link they followed and the site where they arrive, they are likely to leave quickly.

You can help to ground them by echoing the language of the ad. A phrase like “Want to save more money?” in your advertisement can lead to a page with the header “____ Saves You Money.”

From here, help your reader to follow the moves you are making all the way down the page. Really, it’s all about clear transitions, so that each new piece of information feels logically connected.

Some helpful phrases to shape your reader’s thought process include:

  • And so, i.e. “I started using ___, and so I have more time.”
  • Speaking of, i.e. “Speaking of security, let’s talk about license keys.”
  • Not only, i.e. “Not only does ___ clean better than other brands- it’s also a more affordable option.”
A floral shop's inviting display. Displays like this are like a hook for customers, which is somethign you can accomplish on an ecommerce landing page by using compelling copy.

7. Start a Conversation with Your Ecommerce Landing Page

Most customers won’t convert the first time that they interact with your brand. That’s okay, as long as you’ve created a meaningful brand experience and find ways to bring them back to your site later. Even if early site visitors do convert, repeat business is a huge deal online. Your goal should be to create the kind of experience that will bring them back again and again.

So how do you start a conversation with your landing page? Start with your contact information. Whether or not a potential customer makes a purchase (or downloads a Photoshop plugin, or signs up for your mailing list), you want to make it easy for them to find you again.

Links to social are a good bet, because they allow potential customers to proactively begin the conversation on their end, or at least get to know you a little better. Social media is also a key way that ecommerce businesses show off their reach, connections, and humanity- all helpful when a customer first interacts with your brand. Consider including a “Click to Tweet” quote somewhere on the page to encourage social sharing.

Remember that the ecommerce platform you choose will have a huge impact on the landing pages you create. Look for an option with template pages that you can consistently update, change, and maintain. Mobile optimization should be a top priority. Learn more about the Selz online store builder here.

How do you craft your ecommerce landing pages for maximum engagement? Have we missed anything, or do you have any lingering questions?

We would love to know what kinds of challenges you’ve faced building your landing pages. We’re also interested in your successes!

About the author

Bryce Patterson

Bryce is a writer and content marketer at Selz, and a freelance writer for tech companies including Churn Buster and Evergreen. He gives ecommerce business and non-profits a more human, relatable voice. He has written a novel, worked on a comic book, and played in a handful of bands. Bryce lives in Colorado.

2 comments

  1. Svein Rosseland

    Should like to se an example of a well designed landing page. Only words isn’t enough.

    1. Tara Storozynsky

      Hi Svein, that’s a great idea! You can check out one of our own here.
      Thanks for reading FounderU and commenting!

Comments are closed.