Three Steps For Building Better E-Commerce Landing Pages

Three Steps For Building Better E-Commerce Landing Pages


Matthew Stafford is CMO of Build Grow Scale, an e-commerce education company specializing in Revenue Optimization™.

Many e-commerce landing pages fall short. People often focus on aesthetics and neglect the basics of building an effective landing page. Here I’ll cover steps for designing a landing page that converts, including overlooked elements that really matter. 

1. Do Your Research

To tailor landing pages to your target audience, you need to understand them — including their level of awareness, what makes them tick, and their fears, uncertainties or doubts (FUDs).


Each target audience has a specific level of awareness that requires companies to communicate in different ways:

• Unaware: Your audience doesn’t know there’s a problem. Intrigue them with facts about the problem and then explain your solution. 

• Problem aware: They know there’s a problem but don’t know there’s a solution. Connect with your audience. Show them you understand them and their problem. Present your product as the solution. 

• Solution aware: They know there’s a solution but don’t know if your product provides it. Clearly communicate your product’s benefits and unique value. 

• Product aware: They know about your product but don’t know if it’s right for them. Communicate all information they need to determine if your product is right for them. 

• Most aware: Repeat buyers know and trust you. Reward them for loyalty with special offers. 


After you understand the kind of content you need to feature on your landing page, focus on what motivates your audience.

Don’t mistakenly think you’re only selling an object or service. Are people looking for security, a sense of belonging or prestige? There are underlying desires that motivate your audience to convert. Learn what they are and leverage them. 


Uncover and address whatever FUDs hold your audience back from purchasing (e.g., fears about payment process safety, uncertainty about the product quality or doubts about your return policy).

2. Cover The Basics 

You now have a better idea of how to entice visitors to take action. Now consider this action checklist: 

• Identify a clear goal (e.g., for customers to buy or subscribe) and calls to action (e.g., “learn more” or “view products”). 

• Describe the benefits of taking the desired action. 

• Provide clear and engaging copy. 

• Use high-quality images. 

• Address your audience’s FUDs. 

• Offer a solid guarantee. 

• Offer social proof (e.g., customer reviews or media mentions). 

If you take these actions and do good research about your target audience, your landing page will very likely outperform those designed around aesthetics alone. 

3. Test It To The Next Level 

Round out the information you’ve collected with user testing. Launch your current landing page and have several new users browse it as any visitor might. Observe how users interact with the page and what questions or concerns they have. Brainstorm solutions to those issues. Develop ideas for a new version of the page (e.g., play with headlines, create value proposition content, add images or adjust calls to action). 

Once you’ve gathered information to define what a high-performing landing page looks like for your store, you’ll be ready to test the performance of each of your ideas with A/B testing. With this strategy, you’ll assess the effects of each change you’re considering on your conversation rate. 

With A/B testing, you’ll send a percentage of your traffic to your original page and the remaining traffic to your new page. Compare the results (conversion rates, revenue, average order value, etc.) for both pages and determine a winner.

To keep improving your e-commerce store’s conversion rate, keep testing the different elements of your landing page — both the ideas you’ve come up with during your research and as an ongoing practice.


E-commerce landing pages that convert well are typically much more than pretty pages. They’re designed around the specific traits, needs and desires of your target audience. From what makes them tick to the fears they face, everything is specific to your audience, so there’s no cookie-cutter formula for a landing page. 

Do your research, cover the basics and do user testing to gain the information you need to develop a landing page that performs. After you gather these insights, use A/B testing to confirm that you’re taking your landing page to the next level. And don’t forget to make this a process of continuous improvement.

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