The conversion rate is the most important metric of your ecommerce store and the basis for profitability. Increasing it should be high on your list of priorities. The average landing page conversion rate is 2.35% and anything more than 3.2% would put you in the best 20% of Shopify stores worldwide. Here's our tips and tricks to increase your conversion rate in 2022.
Your landing page should have one goal and one goal only whether that is to capture emails, generate leads or make a sale. Each of the calls to action should guide the user to clearly take this action.
The content of the ads and emails you are using to drive traffic to your landing page should clearly align with the landing page.
A picture paints a thousand words and the landing page's hero image is the best way to make a strong first impression with your reader.
Make your headline short and clear. The purpose is to reassure the reader they are in the right place and offer a teaser of what's available if they keep reading. Use a secondary headline to explain the USP and how this is relevant to the reader.
Social proof is a key component of your landing page to demonstrate the credibility of the product or service you are selling. Include a snippet of the reviews/ratings in a prominent position above the fold.
The loading speed of your landing page is a vital metric to keep an eye on. Optimise your images before uploading them and use tools like Pingdom and GT Metrix to make sure your page is loading quickly. Keep an eye on the number of apps you are using as these will each slow your website down. The average time before for mobile page load for Shopify was 4.0 seconds so aim for less than this.
While your page should only have a single goal, you can include multiple calls to action for this particular goal. This is particularly true if your landing page is content heavy and requires a high level of scrolling from top to bottom.
In 2021, mobile traffic makes up 79 percent of the total traffic on Shopify so your landing page should be designed and built for mobile first. Mobile-first design is a key ingredient to successful product design. Visual composer tools such as Gem Pages allow you to view your landing page layout as it will display on mobile so start here then work your way up to larger displays as this is how the bulk of your traffic will interact with your website.
The announcement bar aka welcome bar is the thin bar that appears at the top of every page on your website. It's a valuable tool to highlight the action which you are encouraging readers to take. We recommend "Quick Announcement Bar" which has almost 5000 reviews with an average score of 4.9
A key part of your marketing strategy should be to increase the average order value therefore your landing page should feature a prominent offer. This can be a bundle of your most popular products or a quantity discount for a single product. Whatever it is, the customer should feel like they are getting a limited time discount. We recommend the "Frequently Bought Together" app by Code Black Belt which has over 2000 5 Star Reviews and an average score of 4.9
Imagery is everything for an online business and the more aspirational product imagery you can include the better. Your lifestyle images should allow your customers to picture themselves in that scenario and aspire to how they see themselves.
HotJar records your customer behaviour so you can see how they interact with your website and view heat maps of the most popular sections of your website. It's an incredibly useful way to gain insight into what's working and which areas of your website need improvement.
Over time, your customers will ask the same questions on social media and via email. Add these to your product pages so that their concerns can be answered instantly. Your answers should be written to answer the question while at the same time pushing the product benefits.
As well as an email address, include a contact phone number to your product page. This will reassure your customers that they can speak to a real person and a representative of your business if they have a question or issue with their order.
Social proof is the online version of good old word-of-mouth - in which brand can build trust. Genuine customer reviews are a great way to ease any doubt your customers may have as to the quality and popularity of your product. Embed Trustpilot and Amazon reviews throughout your landing page.
If your landing page hasn't achieved the primary goal then it is better to provide more content of interest than for that person to leave your website. This will improve your bounce rate and indicate to Google and Facebook that your website is of interest to the traffic they are sending you.
Author: Simon Ridgwell
Publish Date: 23.02.2023