Creating eCommerce landing pages can be difficult. While it’s relatively easy to create a focused landing page for a single product or service, it’s difficult to achieve this kind of relevance when you’re promoting an entire range of products.
The fact is that product pages tend to perform worse than other types of landing pages.
To help solve this problem, eCommerce brands are focusing less on product sales and more on promoting a service around their products and secondary conversion goals that generate leads for nurturing the buying process.
Here are 10 of the best eCommerce landing pages out there and what you can learn from them.
Designing eCommerce landing pages for online clothing brands is a real challenge, especially if you’ve got a wide range of products to promote. Pull&Bear does a great job of condensing its huge stock into a select few categories on a single, highly-compelling landing page.
Most of its competitors suffer from bloated landing pages, overloading users with too many offers and products. However, Pull&Bear has stripped this landing page down into core offers while pointing users to more specific product categories, one step at a time.
This landing page from Ermenegildo
Zegna doesn’t have a single CTA asking visitors to buy anything. Instead, the
aim here is to start a truly personalised customer experience that delivers a
100% unique suit for every buyer.
There are no product images either. This landing page is selling the service more than the product itself and every CTA encourages visitors to start imagining what their tailored suit will look like. The main conversion goal of this page is for visitors to book an appointment, but there are also CTAs calling for users to look at suit examples for inspiration, choose fabrics or learn more about the company’s fully-customised service.
Related content: Check out our landing page services here
FabFitFun is only promoting the
one service with this landing page and this makes it much easier to create a
concise message. While there are multiple CTAs on this page, they’re all
telling users to do the same thing – to “Get the box”.
In an ideal world, you should only have one main offer on each landing page, or one main offer and a secondary follow-up offer (e.g. newsletter signup or coupon), but this isn’t always possible for eCommerce brands.
FabFitFun does a great job of explaining the unique nature of its service, thanks to some effective icons, headings and plain text. The rest of the page focuses on showing the product with compelling images of people using the items to demonstrate their key benefits.
The best takeaway from AXIS’ eCommerce landing page is that it removes all navigation and only allows users to complete a single action. Aside from watching a demo video, users can’t click away from the landing page, which is a really important best practice to follow where you can.
Of course, this isn’t always possible for eCommerce brands, but you can apply this to landing pages for seasonal offers, new product ranges or even launching individual products. If you can stick to a single offer and remove all potential distractions, it’s generally a good idea to do so.
While AXIS has the advantage of only promoting a single product on this page, there’s a lot of info it needs to get across. It manages to do this with effective images and by focusing on the core benefits. We’ve got another example of icons and brief text at work here, as well as images that display the benefits of buying into AXIS shades.
The other key feature of this landing page is its use of trust factors with more press coverage demonstrating the hype around the product and testimonials further down the page.
Harry’s positions itself as the
shaving brand for the modern man and the prospect of buying Gillette razors
suddenly feels very outdated after scrolling down this landing page. Above all,
the product makes a strong case for itself with five German-engineered blades,
promising to deliver a close, comfortable shave direct to your door.
Every bloke knows German cars
are the most reliable so the same thing probably applies to razors, right? Then
we’ve got that Harry Kane celebrity endorsement – captain of the English
national team and spearhead of its attack.
Clearly, Harry’s has defined its
target audience and tailored every part of its messaging to resonate with them.
Stitch Fix offers a personalised online shopping experience, including advice from stylists, recommendations based on your preferences, a try-before-you-buy policy and algorithms that find the best-fitting clothes for you.
These selling points bypass some of the biggest barriers to buying clothes online. This unique offer makes it easy for Stitch Fix to create an eCommerce landing page that focuses on its service, rather than simply sending users to a product page.
The personalised experience begins with the first click and it never really ends from there. Style advice, product recommendations, feedback requests and the constant promise that Stitch Fix will find better clothes as it learns more about you make this one of the most personalised shopping experiences around – and this is made clear from the moment you land on the page.
Related content: Read about our landing pages services here
If you’re selling individual
consumer tech products, then GoPro is a good brand to take notes from when it
comes to landing pages. These products are designed to record videos and take
images so the company doesn’t waste time or space on text – it shows visitors the key selling points of
its cameras through images.
Users can learn more about specs and performance but this page focuses on the key benefits of the product and GoPro’s special offers; a trade-in deal, free shipping and a money-back guarantee.
CAUSEBOX is another service-orientated eCommerce brand; this one is targeting the conscious consumer niche. With 75% of British consumers adopting ethical shopping and eating habits, this is a rapidly growing audience and CAUSEBOX is tapping into the trend.
This is constant throughout the messaging on its landing page. The copy plays on the emotional resonance of feeling good about the purchases its customers make and doing something good with their money.
CAUSEBOX ticks just about all the boxes in the eCommerce landing page best practice guidebook but the real star of this page is the ethical nature of its USP.
Here, Rituals takes on the classic product eCommerce landing page design, which is surprisingly difficult to pull off. With minimal text space available to influence unconvinced visitors, Rituals has to make every word count. The mix of branded imagery and concise text works well in this case, allowing the products themselves to become the focus of the page.
This is clearly the priority for Rituals, based on the stylistic designs of its perfume bottles. For this landing page, it’s all about creating and maintaining that luxury brand image and letting the products themselves take centre stage.
Samsung’s challenge with this eCommerce landing page is to pitch an entire range of smartphones to visitors. The South Korean tech firm doesn’t go all out to get visitors to buy a phone on this page; instead, there’s more of a focus on finding out more information about each device or product range.
Only its more premium devices have a “buy now” or “pre-order now” CTA button.
The page offers a preview of
each device, differentiating them by highlighting their key features and
encouraging users to click through for more information about the phone that
captures their attention.
This approach reduces the weight of clicking through to specific product pages, at which point Samsung is able to target users with more relevant remarketing ads. Any click back from there will take users back to the landing page, not Google.
Most of the landing pages we’ve
looked at in this article either focus on promoting the service provided around
the sale or secondary conversion goals that start the consumer journey. In
fact, many of the brands we’ve looked at have built an entire business model
around a service that delivers their products in a certain way – for example,
the tailored suits from Ermenegildo Zegna, Harry’s razor subscriptions and
CAUSEBOX’s ethnical shopping service.
The other big trend among these landing pages is their click-through nature. Instead of asking users to buy right away, the goal is to get users to click through to a more relevant page and complete a less demanding conversion goal. This is designed to increase conversion rates and allow these eCommerce brands to nurture leads along the buying process with targeted messages via remarketing and other channels.
We have an awesome team of designers in-house who can create stunning landing pages to wow and convert your website visitors. You can find out more about our landing page services here, or if you’d prefer to chat, just give us a call on 02392 830281.
Andy is a PPC specialist at Vertical Leap and has worked in marketing since 2012. He manages PPC projects from strategy through to implementation and management, using multiple platforms including Google Ads, Bing Ads, YouTube, Twitter, Gmail, Facebook/Instagram, LinkedIn and Amazon Ads.
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