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Landing Page Optimization: 10 Tips for Creating Landing Pages That Convert
A landing page is usually the first contact point for potential customers. It gives people an impression and taste of what a store sells, and invites them to explore further.
The homepage is aimed at people who already know the brand and the website URL. The landing page, on the other hand, is a standalone web page, created specifically for a marketing campaign or paid traffic.
Different from the homepage, the purpose of a landing page is to get the visitor to take action—for example, to order a sample pack of products, download an ebook, or inquire about a travel package.
It actually takes just 0.05 seconds for visitors to form an opinion about a landing page. Therefore, you should aim to communicate value to the viewer as quickly as possible.
In this article, we’ll go over 10 ways to optimize your client’s landing page for conversion and leave a strong impression of their brand and products.
You might also like: The Benefits of Adding a Shopify Landing Page to Your Portfolio Site (and How to Make One).
1. Know your users
landing page optimization: personas
Free persona templates by Yaroslav Zubko on Dribbble.
The first method to creating an effective landing page is to design it in a way that considers the customers’ motivations, desires, and frustrations.
If you’re not yet familiar with the term ‘user-centered design’, it means to think like a customer, and tailor all content and services across touchpoints to be in line with what the customer wishes to understand and do.
Understanding the customers allows you to tailor the copy and design in a way that speaks directly to them. When customers understand that the products meet their needs or solve their problems, they are much more likely to convert. Thus, understanding the customers, or applying user-centered design, should be a part of the marketing strategy.
One way to keep your target audience profile in mind during the design process is to create personas. A persona is a snapshot of your ideal customer profile, with information on their age, language, income, motivation, goals, and problems they’re looking to solve.
To create realistic personas, the best way is to talk to real customers, and get to know their pain points and the steps they take to solve a problem. For example, what leads this thirty-year-old entrepreneur to look for a new backpack? What is the keyword they will search? What features are they looking for in this product? How does the customer compare similar products, and what factors drive their purchase behavior?
With personas, it becomes much easier to think about what customers want and what to include on the landing page.
2. The benefit-oriented headline
landing page optimization: benefits
Features vs. benefits (Source: Monarch Methods, Grove Made).
Viewers focus on the headline first when they come to the landing page. Often, the headline is about the product or a product feature, like ‘dot grid notebooks’ or ‘durable leather goods’. These kinds of feature-oriented headlines do not tell the user what’s in it for them or the importance of having the product in their lives.
landing page optimization: features benefits
A benefit-oriented headline focuses on the awesome person/home/atmosphere that the user will have or become once they own the product.
Jakub Linowski, a conversion coach, ran a test on an empowering benefit-oriented headline versus a normal headline. The result? The benefit-oriented headline increased the conversion rate by 4.3 percent.
By focusing on the value to the user, prospects are much more likely to convert than if you just talk about the company and their products.