Do you want to watch your ecommerce sales skyrocket?
You need a dedicated landing page.
Want to be able to precisely measure the factors that guarantee/prevent a purchase among your audience? Get yourself a dedicated landing page.
If you’re selling something online, you have to leverage a dedicated landing page, period. Dedicated LPs are the key to conversion rate optimization in ecommerce, and when written and built correctly, they can help you meet your conversion goals, and even double your most important metrics.
How Dedicated Landing Pages Work
Unlike a homepage, a dedicated landing page is the place you direct traffic for the purpose of a specific goal or digital marketing campaign.
It’s typically a standalone page that isn’t linked to your regular website navigation, and it’s designed to make your target audience take one direct action — completing a purchase, in the case of most ecommerce brands.
A readily accessible use case is the Facebook ad campaign. Say a brand is advertising the launch of their new sneaker. They could create a Facebook ad that directs traffic straight to the product page on the website, but that requires the ad copy to do a lot of heavy lifting.
By the time a potential customer reaches the product page, they need to be totally primed and convinced to hit the “buy now” button. Most often, this means text-heavy, low-performing ads.
And because the product page exists mostly to inform about the new sneaker, it won’t necessarily give the prospective customer that punchy, psychology-backed push they need to make the purchase.
Optimizing the Sales Funnel
On the other hand, a Facebook ad that directs to a dedicated LP for the sneaker can focus its energy on concise, high-performing ad copy that drives traffic.
Once on the page, a target customer will encounter page design and copy that have been thoroughly optimized to make them hit “buy now.”
Rather than just providing info about the sneaker, the LP gives context, paints a very specific picture, and uses psychological conversion strategy to guide the user’s entire journey toward that final purchase, which makes it an invaluable tool for not only learning customer behavior, but increasing sales.
Why a Product Page Isn’t Enough
Aside from being designed for use in a specific marketing campaign, a high-quality landing page gives you the kind of control over the customer journey that you can’t begin to approach by directing traffic to a product page alone.
Among the critical benefits of a dedicated LP are:
• Enhanced control over the steps your target customer takes toward conversion:
You know where they’re coming from, what info they already have, and what might best compel them to buy based on those factors
• The power to remove variables from the marketing funnel
Users won’t land on the homepage and jump around the site for product information: instead, the LP streamlines the order in which they learn product benefits and precisely times CTAs to create the best chance of conversion actions
Control over content reduces bounce rate to sites like Instagram and YouTube via product galleries, review videos, etc. that may be included on a product page
• Better A/B testing results
With the ability to control for other variables, LPs enable easier isolation of a key A/B variable being tested and lead to far more actionable conversion insights
Ultimately, the dedicated LP’s superpower is the control it offers — an ever-elusive goal of the digital marketer. Without a clear, science-backed conversion blueprint, though, this control can slip away fast.
What Makes an LP Effective?
If there’s one takeaway on the value of landing pages, it’s that a dedicated LP can’t reach its full variable-controlling, CRO-boosting potential if it’s not backed by expert conversion strategy.
The design structure, copy, and clear customer journey are what ultimately separates a dedicated landing page from a product page in terms of conversion power.
When building a landing page that converts, three things matter most:
1. Conversion-optimized copy
This is science-driven copywriting that relies on an action-benefit structure to guide the target audience to the next correct step in the process.
2. Professional UX/UI landing page design
This is both a visual and psychological component to the user journey — again, all about control — that determines the order and visual importance of product-related info. Where the benefits, social proof, and calls to action are placed can make all the difference to landing page KPIs.
3. Custom coding for a seamless practical experience
This piece removes any behavioral barriers to a prospective customer completing a purchase. Slow-loading page elements, broken scrollers, and anything glitchy can immediately interrupt a user’s journey to purchase, where they’ll decide to close their tab and look elsewhere.
With a strong plan for each of these components, it’s hard not to get results. In fact, this is the basic framework that we use at Beda Beda Growth, which allows us to multiply client conversion rates with a single landing page.
Of course, that’s just a wireframe of the kind of detail that goes into creating high-performing landing pages.
When custom-engineered by experts, though, these three components have the power to transform your conversion rate and create significant profit and growth — for products, programs, personal services, and SaaS alike.
Interested in seeing how a dedicated LP can seriously amplify your sales?