Most of the e-commerce websites have several pages – homepage, “about” page, product category pages, individual product pages, etc. Although the homepage is thought of as the first page that your visitor sees, in practice, this is not the reality. Search engines’ prevalence means that any page could potentially be the visitor’s first experience with your website.
Whenever someone reaches your e-commerce store or website, they expect to find the content that is interesting and of some use to them. Therefore, getting them to purchase a product from your website would require your website to create sufficient credibility and motivation for them to feel safe enough to purchase. Herein, helping your visitors feel safe implies much more than just convincing them that it is not risky to trust you with their personal data. This means that every bit of information a prospect requires to make a split-second “Do I trust this”? decision should be seen on the very first page they visit, irrespective of the page the visitor is at.
The idea that a prospect can reach any product page on a website directly has given rise to a landing page’s notion, which is simply the page on which the prospect lands first.
Your prospects can reach the ecommerce landing pages in various ways – via social media posts, organic search, paid campaigns, and emails. Although all the pages of a website are known as landing pages, the most crucial are the landing pages designed to receive traffic from PPC campaigns or paid search.
Why Are PPC Landing Pages Important?
A straightforward answer to this would be – Because you are paying for the ad spend, the traffic is not free. As with most of the investments, the store owners expect positive returns on their paid ad campaigns, both in number of customers and revenue. Having this in mind, let’s talk about the e-commerce landing pages in the context of CRO (Conversion Rate Optimization) for paid search campaigns or PPC.
Elements of an Effective Product Page
- A headline that differentiates the product and matches the query of the user
The headline is your e-commerce product page’s crucial element, as it is one of the most visible ones. On the product pages, the headline is often the product’s name itself. Try to match the headline of the product page as closely as possible to the way in which your prospects will search for the product.
The great mad man, David Ogilvy, found that for everyone who reads a headline, only 20% of them read the copy. When you are launching a campaign, connect your e-commerce ad headline to the product page headline. Additionally, ensure that your product differentiates itself from the products available online. Your headline should transmit the unique value proposition to the visitors immediately.
- Informative, compelling product description copy
Your product landing page copy should at least –
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- Describe your product – its construction, materials and the overall size and look
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- Point out the ways in which it can be used
- Explain its benefits – the ways in which it solves the problems of customers and makes their life easy
Along with assisting to sell your products, a well-written product description can be used for your PPC campaigns. Using a few parts of your product copy in the e-commerce ads can make it easier for your customers to find the required product and encourage them to click through the ad.
- Professional, high-resolution product imagery
Of course, to have a reliable and credible e-commerce product page, you will need good quality product images. These images should accurately represent your products to avoid any discrepancy later, and this is the reason they need to be high-resolution photos, ideally captured by a professional.
The product images should create the desire to own the product and dispel distrust. In order to do this, you will need to convince the customers that the product is exactly as shown in the image, allow them to examine the same in detail and make it clear that your website will be all-ready to deliver upon the payment.
It also helps the customers to imagine the products in context, therefore, try to feature the products in situations that resemble to its actual use.
- Convincing, clear and inventory information
As we have seen, shipping policies have a large impact on the decision of a prospect to buy. Free shipping and fast delivery go a long way towards convincing the customers to make a purchase. So, if your e-commerce store offers such benefits, your product pages should immediately make them clear – especially if you are sending traffic to the product page from a PPC campaign.
If you cannot offer free shipping on each item, try to offer it on multiple-item purchases or certain order minimums. You can even point out the limited availability of a product by showing the number available in your stock. This would create a sense of scarcity in the prospect, pushing them towards buying before the item goes out of stock.
- Trustworthy security indicators and payment policies
A majority of the prospects do not prefer buying from a particular store if they perceive that the payment options of an ecommerce store or the website itself are not safe enough. To overcome this obstacle, offer as many payment methods as possible.
- Reviews and social proof
While all the above elements are essential, this one is very critical. You should and can shorten the journey of a prospect by offering these reviews on your product page. Include reviews from the real customers, both bad and good, or link to the trusted reviewers elsewhere.
How To Turn the Product Category Pages into Successful Landing Pages?
Though the product pages make for obvious landing pages for e-commerce, they have a terrible flaw. The product pages put individual products in silos, which makes it hard for the visitors to browse through products that may work better for their needs.
There is another potential landing page type that you should not ignore – your product category pages. These pages are an e-commerce store’s indispensable element which offers various products and allows potential customers to quickly compare and access different products. They are also much more likely to appear in the search engine results when a prospect types a more general product search term. As e-commerce product pages contain multiple products within the original search query of a prospect, a higher percentage of the prospects will be able to find relevant and appropriate products for themselves.
However, to make this successful and increase your e-commerce sales by a significantly high percentage, essentially purchase a hosting from a reliable provider such as Bluehost. They offer various benefits along with providing a high-performing web hosting, such as assisting in creating custom website design. With this, you can customize your website according to your target customers’ needs and wants, engaging more customers and increasing your e-commerce sales.
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