Three Ways to Boost Landing Page Conversion
Today, with most of retail site traffic being driven “inside” your site, it is imperative that you maximize the selling power of every landing page. Here are a few ways to turn landing page visitors into buyers.
1. Brand. Reinforce your brand through visual elements, company history and credibility, and other pertinent customer service information, such as your toll-free number and guarantee. This makes for a risk-free shopping experience and gives browsers the confidence to become buyers.
2. Prioritize. Note top sellers and feature products, or call out sale items. Icons can be a valuable visual aid for callouts. By singling out specific products and promotions, you can direct shoppers to appropriate merchandise based on your strategic goals, inventory, sales and potential ROI.
3. Sort. Enable visitors to sort selections based on attributes important to your category. According to our 9th Annual Mystery Shopping Study, in which 100 big-name merchants were mystery shopped online, landing page sorts are a good way to convert visitors. Seventy-eight of the 100 merchants surveyed used landing page sorts. Of those, 88 percent used high-to-low pricing sorts, 54 percent used a top-seller/best-seller sort and 45 percent sorted items by brand. Other sort categories include new arrivals, color, category, product name, best match/relevancy, sales/specials and ratings.
Lauren Freedman is author of “It’s Just Shopping” and president of Chicago-based the e-tailing group, an e-commerce consulting firm targeting merchants and the technology that drives merchandising. She can be reached at firstname.lastname@example.org.