The landing page is the first screen you see when you visit a website. It serves as a direct invitation to decide whether to become a visitor or sign up for service.
The pages you see when you visit a site should present just one facet of that goal: how it helps you decide whether to become a visitor or sign up for a service. That’s why you’re guaranteed to see everything on your landing page.
But…
A few subtleties to the landing page make your presentation unique and carry your value further into the sales funnel. Here are just a few of them:
It has to start on page 1. There’s no room for wooing a potential customer to the table before the offer exists. It has to be real. Period. Sign-up forms designed to get you to divulge private information don’t matter because nobody wants to give out personal information without an invitation. Customers are there to determine whether you have something worth buying, not whether you need their financial info. It has to have a clear call to action.
Whether it’s the Shopify example above or the eBay example below, it must be clear what you’re selling and what your excellent service can help you achieve. It has to be catchy. It has to have copy that matches the presentation. You don’t want to write copy that sits on a page, no matter how catchy that page may be. It has to be specific. This can be the most crucial detail when it comes to landing page design.
That’s why you must build an overall, more profound understanding of your customers by talking to them, reading their mail, and even going live with a store live demo to let them know what you’ve got to offer.
You can do this by observing how your customers interact with your pages and then translating that knowledge into more practical advice. The more concrete, the better. It has to be clear about what you’re selling and what your excellent service can help you achieve.
This is especially crucial to taking advantage of the “busy” principle. Everyone is busy, and your landing page should align with that reality. It has to be quick to understand. Every person’s attention span is different, but if you can convince a customer to spend two or three minutes on your landing page, you’ve done something right.
If you want to have a page that causes people to “see-through” to the rest of your shop, give it at least twice as much “power of presentation” time as you should be spending to have it work for your customers. And, as a bonus, it will win you more business!
Watch the Shopify Example
Competitive Shopping Conversion Rates & What Exactly Does a Conversion Rate Measure?
Because it’s pretty much impossible to agree on precisely what is essential for getting qualified customers, it can be challenging to figure out how much growth you should be expecting in terms of conversions. If you buy a lot of stock or a lot of inventory, you probably want to talk to a conversion analyst about your success numbers.
If you don’t buy stocks, take a look at those very high conversion rates and determine whether it’s even worth it to go into a higher price range. And of course, if you can assure customers that you’re here to satisfy their every need, you’re good to go.
But what is a conversion rate? It’s the number of customers you’d have if you had shipped them all something instead of selling them the same product in an entirely different setting.
For the sake of this example, let’s say you sell a decent amount of stock and that your customer is buying items for themselves or a gift. If you knew that 20 percent of your customer base were renewing their orders for 20 percent off, it would seem easy enough to figure out what the conversion rate is.
But converting customers to orders won’t tell you how many customers you’ll get. That number comes from a bunch of other things, too.
What Are the Rest of Your Conversion Strategies?
Understanding the different pieces of your conversion strategy is crucial. There are a lot of other aspects and tools to help you optimize your shopping performance. For example, knowing exactly how many visits you’re getting per order is pretty crucial for understanding your conversion rate.
A higher bounce rate is also critical to keeping that bounce rate low. Understanding your goals can help you determine how to deal with different customer segments, and these goals can then influence what you do in your store.
But some of these things need the help of analysts. Analysts can tell you how much money you should be making with the website, what percent of your visitors are visiting each month, and even what percentage of your traffic is acquiring leads. Analysts can also help you reach out to leads, improve how you market, and figure out what products to stock. This information is the core of the conversion strategy, so you need to understand it if you want to move on to more advanced strategies.
What Does an Analysts Report Mean for Your Competitive Shopping Strategy?
If you know the people who analyze your competitors’ performance are doing it intending to help you improve your results, it’s a pretty good sign you can come out ahead. And if you have many metrics that provide this feedback that aligns with your own goals, you can probably try some new strategies without the fear of being penalized because they aren’t working.
And If You Should Change It, How Should You Update It?
One of the great things about a competitive SEO analysis report is that it’s effortless to change to reflect the feedback you’ve gotten. Analysts can’t see everything, but they can tell you which pages get the most traffic and how well they’re monetizing. Which products are generating the most sales? Analysts can help you find out about those kinds of trends, which they’ll then add to the strategy you’ve created to help you succeed.
Customer Success Needs Analysts Too
The nature of customer success means that you’re always trying to manage more data than a simple conversion rate does. Customer success does not care how well you drive traffic to your site, how many orders you sell, or how many additional customers you can rack up. It cares about the number of customers you’ve made and the loyalty and satisfaction they’re having. It also cares about how to build a relationship with these customers.
Whether you’re in a sales-driven, marketing-driven, or customer success-driven environment, useful analytics can help you better understand your customers and make better connections with them.
Are You a Conversion Optimization Or SEO Company?
The ability to analyze your customers is something that few retailers have the resources or sophistication to do. If you’re starting, and need the right analytics for your store, make sure you talk to people who are doing it. Analyze the goals, products, strategies, and the data you’ll be collecting to see where you can get help.
If you don’t have the budget to do it, do it with that small, specific amount of data you can get. In the end, the only important thing is that you get the right insight and help you understand what’s working and what’s not.
So, in the end, access to top-notch customer success tools can be a precious asset to your company. As you optimize your shopping site, you’ll be able to understand your business better. And you’ll also be able to make more informed decisions about the direction your business is heading and which strategies are working the best to help you realize your business goals.
