The Anatomy of a Perfect Landing Page


Landing Page Optimization Key Takeaways

Today, eCommerce websites receive an ever-increasing variety of traffic from a multitude of sources. As a result, brands are having a harder and harder time developing and optimizing landing experiences for these unique visitors — all of whom are made up of different combinations of intent level based on where they came from and how they’re behaving.

Unfortunately, too many brands are handling their diverse traffic all wrong, consequently missing out on some serious value. In most cases, brands either send high intent traffic to die on their homepage or rely on discount-heavy product pages with too little context.

That’s why we teamed up with BigCommerce to discuss The Anatomy of a Perfect Landing Page. This webinar represents the second and final piece of a series on eCommerce Landing Pages that we’ve partnered with BigCommerce to complete. Check out the initial blog post here:

The webinar expanded on that blog post, focused on People-Based Landing Pages, by explaining how to adapt landing experiences to an individual’s device, traffic source, and unique level of intent.

The Device Split

When it comes to the need for brands to adapt landing page experiences, the first key change came in the form of the device split: desktop vs. mobile. Today, brands experience anywhere from 50 to 81% of their first-time visitors coming in from mobile devices. This is particularly frustrating considering mobile accounts for an abysmal 1.55% conversion rate compared to desktop at 4.14%, for two primary reasons:

1) It’s really slow and annoying to try and buy things on mobile

2) People feel a lot more comfortable making purchases on desktop.

So, for those brands with high mobile traffic volume, alleviate the above frustrations and boost the heck out of your mobile conversion rate by decreasing your page load time and making it light speed quick and simple to make purchases on mobile.

Ronak Sheth, Director of Client Success at BounceX, pointed out how enterprise-level brands see crazy mobile conversion rates from implementing Amazon payments or Paypal. That said, according to BigCommerce customers, Apple Pay isn’t a good option for improving the mobile experience, with Apple Pay only accounting for about 2% of purchases on Big Commerce websites.

For enterprise brands with high AOV skus, alternatively, The use of these payment tools is often annoying. If your brand falls into this category, the team strongly recommends implementing Affirm, a super easy service that allows prospects to finance purchases, on all product pages. Affirm allows customers to buy high AOV items with just a few clicks. This shorter, more seamless experience has driven a lot of lift for high AOV brands on mobile.

The Traffic Divide

The device split isn’t the only divide brands have to deal with. The unique traffic sources of your consumers also plays a crucial role in creating impactful landing page experiences, as the traffic source represents the key to creating truly seamless onsite experiences.

For instance, if you have folks clicking on your PPC branded terms, they almost certainly already have a good amount of brand affinity and don’t need as much education on their landing experience. This frees you up to start working them towards product affinity and an eventual purchase.

For general organic traffic, on the other hand, it’s important to educate visitors as much as possible. For many brands, roughly 20% of products drive 80% of online revenue. So for new prospects landing on these product pages, education is key for both product and brand affinity. Scott Cooperstein, Director of Client Strategy at BounceX recommended that brands try to unify their merchandising and content teams. This will ensure that new prospects landing on product pages still get as much brand education as possible. Ultimately, it’s the brand affinity that keeps consumers coming back for more.

The Intent Rift

Considering that consumers today use all types of devices and can come from a variety of sources, there exists an infinite number of unique intent levels. So, it makes sense that our panelists 100% do not recommend building different landing pages for each and every intent level and acquisition source. It’s just not feasible.

Instead, your best bet is to simply have small dynamic elements on your landing pages that remind your prospects why they clicked in the first place. According to Sheth, dynamic elements are an easy and simple way to increase the conversion rate across all of your pages and promotions.

But all these merely scratch the surface of what was a very in-depth discussion on eCommerce landing page optimization. Click on the video above and for the full, in depth overview on creating revenue driving landing pages, the People-Based way!