How To Optimize Landing Pages For Better Conversion?


You are losing one out of every five customers if your e-commerce website is not optimized properly. Poorly-designed layouts, difficult navigation, and confusing checkout options are among the top factors that turn visitors away.

Let’s discuss a few landing page optimization rules (and the tools to help implement them) on your way to creating a storefront built to increase conversions.

1. Know Your Customers

Gathering insight on how your customers find your webpage and which channels are driving the highest amount of traffic is vital to an optimized site. Track each referral source you have, such as click ads or email marketing links, and analyze the results to observe what the data can tell you about your customers and how they consume your messaging.

Heat maps use technology to trace the natural eye movements of people on your webpage. Use these to optimize your site by placing items, buy it now buttons, and other CTAs in the hottest spots for higher conversions.

2. Properly Targeted Keywords

Once you have done your research and know exactly what your customers want, you move to the next level – give them context via the right use of keywords. The best way to include effective keywords for an e-commerce site is by targeting interest and intent. This means you should include keywords beyond what your product is; think about what a person might search when they need your business. For instance, if you are a mattress company, you might want to include keywords like “back pain,” as mattresses play a big role in this area.

The right tool can be of immense help here in zeroing in on the right keywords. SEMrush’s Keyword Magic tool is part of their SEO suite of tools and lets you create lists of keywords relevant to your products and categories.

3. Quick Loading Speed

This is the single most important technical issue that affects e-commerce sites. Long loading times can render virtually every aspect of the website useless. Some studies have found that for every second a page takes to load, you are losing 7% in conversion rates and a whopping 16% in customer satisfaction.

There can be many different factors affecting website speed. You will need to be monitoring them continuously. Make sure you run your site (both desktop and mobile versions) through Google’s PageSpeed Insights tool before you launch or relaunch your site.

4. Hyper Personalized UX

Hyper-personalization is the new frontier for e-commerce services, and 59% of consumers say that personalization influences their purchasing decisions. Creating a highly-targeted, customized site for every user is easy with a personalization and optimization tool such as Dynamic Yield. You can segment customers based on demographics and behavior, ensuring that the shopping experience is catered exactly to their needs and preferences.

Also, offer a personalized search option on your webpage; this will help you better understand your users. You can also use it to recommend and upsell items with predictive analytics.

Tapping into your customer’s preferences and tastes means higher conversion rates for your online business. With the help of behavioral insights, organizing your webpage layout to offer personalized suggestions can lead to a huge increase in sales.

5. White Space and Readability

A busy landing page on your site can cause confusion and overwhelm your customers. If they don’t have a natural path for their eyes to follow, they are likely to leave your site. Be sure to use white space between your pictures and sections to create a clean look that is pleasing to your customers’ eyes.

Readability is crucial when it comes to e-commerce. Good readability ensures customers can easily browse and scan through your website without getting overwhelmed with text. Keep your sentences short and concise. Use visuals and strategic text placement with your customers reading habits in mind.

6. Coordination between Marketing and Technical Teams

Maintaining an e-commerce website with every category and product page optimized to sell requires in-depth research and careful coordination between product teams, content creators, coders, designers, marketers, customer service and more. Getting various teams to work together can be another challenge in itself – but ensuring that your plans are communicated and executed correctly is absolutely essential.

The core of your brand messaging and values should remain uniform across all your digital sales channels. If your layout, personalization, and e-commerce functions are disorganized, your website can quickly turn into a mess.

A task management and collaboration tool like Workzone can keep everyone on the same page. Team managers cutting across departments can easily assign tasks and check off milestones, keep everyone in the loop on changes, and track progress on common goals using a centralized dashboard.

7. Upselling and Cross Selling

Upselling means offering a better, more expensive version of the product your customer clicked on. Cross-selling is suggesting related products that will enhance the overall experience. Both of these strategies are great ways to increase sales.

Use marketing automation tools like Automate Woo to suggest related products or upgrade options on the listings to make it easy for people to add to their order.

8. 24×7 Customer Service via Live Chat

Including a live chat option on your site not only raises your customer satisfaction, but it can also lead to a definite boost in sales as well. Customers prefer to live chat to other contact options since the response is quicker. It also helps to lessen the load for customer service reps, as they can handle multiple inquiries at once.

There are a lot of easy-to-implement SaaS tools that enable you to implement live chat on your site. Help Desk 247 is one that lets you proactively manage customer support from your website around the clock with some easy configuration options.

In Conclusion

Optimizing your website isn’t difficult; a few tweaks and design changes can make all the difference. Adopt the mindset that your e-commerce site is constantly evolving, and you’ll be sure to see the change it makes in your sales and revenue.