February 20th, 2023 | 3 min
Landing pages are tricky to get right. They are likely to be the first page that visitors to your website will come across, and should distil your eCommerce brand’s message into one page.
The landing page is a page that exists outside of the main website and is the destination that visitors land on when clicking through a button on an email, ad or promotion. Its role differs slightly from the homepage in that it is purely designed to be a simple, tailored page that convinces specific visitors from particular channels to convert into customers.
Used effectively, a landing page can help improve click through rates, organic rankings, brand awareness and conversions. You can use it to point visitors towards a targeted product or area of the business to yield results on short-term focuses, and when presented with an effective design it can make a great impression on visitors and boost brand credibility through concise messaging.
A landing page has one core purpose: to convert targeted traffic into customers.
But what are the core tenets of web design you should factor in when creating a landing page of your own? From the visuals to the functionality and everything in between, these are the foundations from which you should build your landing page.
Clear Visual Hierarchy
eCommerce website design starts with visual hierarchy, which is the arrangement and order of all the elements on the page. Using techniques such as different colours, scaling and grouping, you can draw visitors’ eyes to the elements you want them to see first. For example, using large text for the most important message and smaller text for more detailed information. It’s best to make the most important elements stand out.
Bold Calls to Action
The main goal of a landing page is to convince visitors to respond to a call to action, be it signing up for an email newsletter, viewing service pricing, starting a free trial or purchasing a product. The page’s visual hierarchy should support the call to action and help the visitor know exactly what they are being asked to do. It’s important to make your calls to action stand out from the rest of the page.
You can have pristine web design, but if the message isn’t communicated effectively, visitors will not be persuaded to convert their visit into a purchase or interaction. Conversely, less watertight landing pages can sometimes be saved with clear and convincing copy.
There are three aspects to landing page copy:
- The Headline – this should grab the visitor’s attention and offer a clear solution to a problem.
- The Solution – explain how the solution works and the value it can offer.
- Simplicity – this refers to the overall clarity of the page copy, ensuring that visitors aren’t bombarded with overwrought sentences and jargon.
Focusing on these specific aspects will enhance the effectiveness of your copy and better convey your eCommerce brand message.
Make It Mobile-Friendly
According to Exploding Topics, 60% of all web traffic now comes from mobile devices. Optimising your website for mobile is not just imperative, it’s perhaps more important than the desktop design. Even Google agrees. Try and minimise and collapse the number of elements on the landing page so it fits on a smaller screen, such as switching the navigation menu to a hamburger menu. Consider if any elements could be optimised to better suit touchscreen controls, and you’ll see far more conversions on mobile devices.
Work with a Web Design Agency
Brave Agency is the number one web design agency for eCommerce brands in the Peterborough and Cambridgeshire area. We work with a varied range of clients to help them create a carefully-considered and mobile-friendly website and landing page that will work in harmony to drive conversion from your potential audience. Contact our team today and see what your brand can achieve with a quality eCommerce website design agency behind it.