Landing Page Design for Online Stores

Together with the eCommerce managers of several large companies, the team of conversion optimizers developed cornerstones for the optimal structure of landing pages in online shops.

What I find exciting about this is that it specifically refers to the various levels of an online shop:

  • Which elements must a landing page contain that is optimized for a specific search query (eg “white shirts”)?
  • What differences are there in the structure compared to a landing page that is to be optimized for a general search query (“shirts”), a category-related search query (“women’s fashion”) or a brand (brand) search query.

Careful study of this infographic can help answer important questions that keep coming up with regards to SEO or AdWords traffic in companies :

  1. Is it even worth creating a separate landing page for this special traffic that we expect here?
  2. Would it be harmful to simply use a “normal” shop page as a target for traffic instead of a separate landing page ?
  3. Which elements are indispensable for which type of landing page – which are more “nice to have”?

Special landing pages for website visitors from different sources

If website visitors come to an online shop from “organic” sources, then “normal” shop pages can be a good landing page. “Organic traffic” means website visitors who come, for example, from the unpaid result lists of a search engine such as Google or from the news feed of a social network such as Facebook. The intention of the website visitor is often not clearly recognizable here – it makes sense to invite him to browse a “normal” page of the shop.

It is different when we have paid for the traffic. If a website visit comes about through the placement of an AdWords or BingAds ad or via an ad that we have set up in the Facebook ad manager, then the intention is clear. The advertising strategy is based (at least to a large extent) on it.

If the intention is clear, which can be identified especially with traffic from search engines via keywords, it is worthwhile to set up separate landing pages that “pick up” the website visitor and entice them to buy a product.

Brand keywords, i.e. keywords that are linked to the brand of the online shop or the name of the online shop, sometimes even lead to the start page – a landing page that is rarely the first choice in online marketing … but in this special case exactly that can be correct.

Check the following topics about landing page design:

Design Follows Function: Websites Between SEO and User Experience

Website Migration and Domain Transfer Without Google Risk – 4 SEO Tips to Avoid Loss of Traffic

Homepage Builder: the 5 Best Providers in 2021 in Comparison + Guide

Appearance and design are important for landing pages

The following applies throughout life: You can only make a first impression once. And web shop visitors form this first impression of a shop within a few seconds.

In this terrifyingly short time, the online shop has to prove that this is exactly where the visitor will find exactly what he or she is looking for at the moment.

Offerprice and availability have to be ascertainable very quickly.

If this does not succeed, the user clicks back to the search engine or the social network and follows the next, apparently more appropriate recommendation.

This first impression can be made much more positive if, in addition to the successful communication of the offer, the necessary degree of security is generated. This creates trust in the online shop and is perceived as serious. This cannot be taken for granted – after all, the website visitor does not know the provider personally. And due to negative experiences from the past, many people are suspicious of unknown online shops.

It is therefore important to meet the expectations of the web shop visitor at all times. He must not be (negatively) surprised. He should not be taken aback by unusual “behavior” of the online shop and brood.

All these moments when the shop cannot meet the user’s expectations are conversion killers. Because always then, the online shop visitor will ask: Oh, is it really a good idea to buy online now?

Conclusion: Landing pages have to be suitable for the shop visitor

So please put yourself in the shoes of the webshop visitor – depending on

  • the source from which he comes
  • his intention with which he comes, and
  • the goal that he is probably pursuing by visiting your shop.

This will help you decide which type of landing page is best for which type of visitor.

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