If you want to increase your sales and revenue, you need to improve your landing page. But how do you do that? What can you do to improve your Shopify landing page and set your store up to earn more sales? We’re getting into it all right here.
What is a Shopify landing page?
A Shopify landing page is a page that you design for your shoppers to land on when you want to showcase and promote specific products. The purpose this page is to drive a specific action like buying the product, filling a form, downloading an ebook, etc.
Why are Shopify landing pages important?
When a shopper finds you on a search engine or even comes across your posts on social media, they’ll reach your landing page. This is essentially the first page that they see on your store, so this is their first impression of your brand.
This page is going to impact the vast impression of your customers’ first impressions of your brand. Think of it this way - most of the people who discover your brand are not going to be searching for your brand name directly on the search engines, they’re going to be searching for your products and then find out about your brand in the SERPS (Search Engine Results Pages) and reach your page.
This means that your landing page has a huge impact on your brand perception and conversions.
10 techniques to boost your Shopify landing page conversions
Know your customers
To build a landing page that speaks to your customers and resonates with them, you need to know who they really are. And that’s not just demographic information and vaguely-defined target groups, you need to really understand your customers and learn about their motivations, desires, and frustrations.
You need to use user-centered design for your Shopify landing page. To do that, you’re going to have to get into your customers’ shoes, start thinking like them, and tailor your landing page content and design to align with what your customers really want. Your landing page should show your customers that you understand the problems and issues that they are facing and that your products have what it takes to solve those problems and issues easily.
Essentially, you’d want to keep a well-defined buyer persona in your mind when you build your landing pages.
Make your headlines focus on benefits & outcomes
Most Shopify stores have their landing page headlines focusing on just the product and its features. But just talking about your product isn’t going to motivate your shoppers to buy it. If you want to strike a chord with your customers and make them feel the urge to buy your products, your headlines need to talk about the benefits that they would get from your product.
Rather than writing headlines about the features that your product boasts, make them reflect the benefits and outcomes that your shoppers would get from using your product. You want them to visualize themselves enjoying the outcome that they get from buying and using your products. Under your headlines, you can include some body text to back your headlines up and mention your features to show shoppers how your products will give them the outcomes that you’re talking about.
Remember, you’d only mention the feature to explain how your store visitors will achieve the outcomes they desire, not as your main talking point.
Set up conversion triggers
Interruptive elements like pop-ups that get completely in your shoppers’ way tend to create heavily negative impressions. That’s one of the biggest reasons for bounce rates going up on eCommerce websites. So how do you get your visitors’ attention and get them to convert without annoying pop-ups? Use conversion triggers on your Shopify chatbot.
If you use an Engati chatbot, you can set it up to shoot out promotional messages with discount codes whenever a customer lands on a page, spends a certain amount of time on it, scrolls through it, adds a product to their cart, or even removes a product from their carts. The best thing is that it gets your shoppers’ attention in a non-intrusive manner.
Adopt content-first design
Do you first design your landing pages, using placeholders for your content? That’s a bad idea.
The final website copy almost never fits the placeholders that the designers provide. It’s either too much or too little. Now you’ve got to go back and redesign those sections (and possibly, even the other sections that would be impacted by these changes), or get your content edited. Either way, you’re wasting precious time and resources. You’e also just trying to fit content into whatever your designers built.
But when you write the landing page copy before building the design, your designers can create a page that aligns with what you have written and reinforces the points that your website copy makes. Not to mention, it’s also a far more efficient way to build landing pages.
Pull attention towards one main CTA
You don’t want to overload your landing page with too much information and too many CTAs. You can’t really expect to have a CTA for them to buy your product, download your ebook, and sign up for your newsletter on the same page. It might feel tempting because you’re thinking ‘They’ll take action on at least one of these’. But the reality would be more along the lines of them getting confused and not taking any action at all.
You’d be better off getting rid of the less important CTAs (maybe place them in more appropriate pages) and the distracting elements so that you can drive your shoppers’ attention towards the main CTA that you want them to convert on.
Improve your CTA copy
Rather than just using a CTA like ‘submit’, ‘learn more’ or ‘pay now’, which signify effort, you can use strong verbs that show shoppers the value that they’d get like ‘get 25% off’ or ‘receive instant access to our latest collection’.
Let’s put this in context. Imagine that you’re running a brand that sells mattresses or pillows. Instead of a CTA like ‘Buy now’, your could use a CTA along the lines of ‘Get better sleep now’.
If you want proof of how effective it can be to improve your CTA copy, just look at Unbounce’s CTA experiment. They just changed one word in their CTA - from ‘“Start your free 30 day trial” to “Start my free 30 day trial”. What did that do for them? Well, they ended up seeing a 90% increase in click-through rates because of that (Thought this article would show you how to increase your conversions by only 30%? Nah, we believe in going above and beyond).
Reduce page-load time
If your page takes too long to load, you aren’t going to see visitors waiting for it to finish loading, they’re all going to be running away, looking for a better store. Your landing page can be as amazing as possible and resonate heavily with your customers, but what’s the point if they just don’t wait long enough for it to load? You’d end up investing a ridiculous amount of time building a landing page that would barely get you any conversions. Therefore, it is important to pay attention to Shopify speed optimization while running your site audit. Making your landing page load faster by just one second can have a drastic positive effect on conversions.
Here’s what Google’s SOASTA Research has to say about page loading time and bounce rates.
Use social proof
People don’t believe the claims made by companies. That’s just how we’re built. We’d rather trust reviews and testimonials from actual people who have tried your products. It’s also extremely powerful if you could mention major publications or channels in which your brand has been featured.
When you’re displaying testimonials, see if it is possible to mention the customers’ name and (with your customers’ permission) include a headshot picture of them. This makes it feel like the testimonial actually is a real one as opposed to a cooked-up one.
Include an FAQ section
Customers are bound to have questions about your products and your polices. You can’t fit answers to all their questions in the main body, but if you don’t answer their questions, they won’t end up buying your products. 53% of online shoppers abandon their purchases when they don’t receive instant answers to their questions. Including an FAQ section is quite an effective way to get their questions answered. But then again, it’s not the best way for you to do that. You can’t really have answers to all their questions in that FAQ section. Your customers would get tired hunting through the FAQ section to find an answer to their questions.
The better solution would be to deploy an AI-powered chatbot that could answer their questions and handle all their doubts in real time.