The goal of an e-commerce website is to attract, engage, and maintain customers for continuous revenue. However, with strong competition between millions of websites, converting visitors into paying customers is often a challenge. Many businesses fail to provide an engaging landing page which sends customers away, leading to sales losses. Fortunately, there are plenty ways to optimize the landing page to improve the chances for customer retention.
Making a Good First Impression
First impressions are critical to converting traffic to customers on the e-commerce website. As a result, the landing page design can significantly impact how a customer perceives a business.
Visitors form an opinion of a landing page in just 0.05 seconds (sweor.com/firstimpressions). If customers are not completely satisfied with what they see on the home page, they will seek other online businesses that offer a more welcoming and engaging experience. As a result, the landing page is the first opportunity to impress visitors.
Optimizing the Landing Page
Ensuring that the site's landing page has all of the necessary components to keep customers engaged is essential to the online business. Here are some useful guidelines to follow when planning the landing page.
Use a benefit-oriented headline
The benefit-oriented headline announces what the visitor will gain from the product or service. It grabs their attention and piques their interest to browse through the site. Headlines announcing a major sale, discount, reward, or other incentives are such examples.
Provide the right amount of information
Visitors want to know as much as possible about the product or service on the first page. Having too much information on the landing page may be overwhelming, while not enough can cause frustration and send visitors elsewhere. The content should be clear and concise and convey a sense of trust. Return policies and shipping information, if applicable, should be included as conversions largely depend on these factors. Another essential strategy is to have as much information on one page as possible. This prevents frequent page scrolling, which can be a turnoff to many visitors.
Use eye-catching designs that are easy on the eyes
The visual design of the page is crucial to making a good first impression. British researchers analyzing how content influences first impressions found that 94% of participant feedback is based on page design. Additionally, visitors formulate their opinions on the page's layout in just 17 milliseconds (cxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/) and decide to stay or go elsewhere based on the site's design. This is why it is vital to ensure the site's landing page has visual appeal. Adding animated items such as an attractive site masthead can drive landing page conversion rates to as high as 86% (shopify.com/partners/blog/landing-page-optimization).
Share testimonials and user reviews
Including these statements on your landing page will allow your visitors to instantly see how satisfied your current customers are. This can entice them to stay longer and make purchases.
Strategically place conversion buttons.
By including the "buy now" or "add to cart" buttons in the right areas on the landing page, you are making the decision easier for visitors to convert to buyers anytime without scrolling through extra pages to find it.
Decrease page loading times
With the popularity of mobile devices, users expect efficient landing page loading times. Studies have shown that if a page takes more than three seconds to load, 40% of consumers will abandon the site (shopify.com/partners/blog/landing-page-optimization). The page can be optimized by reducing image sizes, hosting the site on reliable servers, and using utilities to troubleshoot and identify any problems with the site that would cause delays.
An e-commerce site that attracts visitors but does not retain them can be problematic to the business. However, by following the above recommendations for page optimization, visitors will have a more engaging experience, leading to profitable sales conversions.
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