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This article explains the relevancy of landing pages within your w3shop.
How well your w3shop converts will depend on many different factors. Your brand, your reputation, your product, and also your price. It also depends upon how the visitors to your site move through the conversion path. It's no different to how a supermarket chain lays out their isles. From when you walk in, right through to being asked if you need help with your packing - it's thought through. How to make the buying experience as easy as possible so you're more likely to buy.
Your website should be thought of in the same way. From the page your customers 'land' on, through to checkout.
Therefore, understanding what that journey should be, is often the first step in increasing your conversion rates. How do your customers move from page to page.
The starting point of your customers' journey is all important. What page should they be greeted with when arriving on your website? Get this right and you're likely to see increased conversion rates. Get this wrong and your bounce rates are likely to make alarming reading.
It's quite possible then, and indeed advisable that there are lots of different entry points to your website depending upon where the user is visiting from and their specific needs or requirements.
If the majority of your traffic is landing on your homepage, it could be that your conversion rates are being adversely affected.
Landing page, example:
A Landing Page is a single web page that appears to an inbound user in response to clicking on a link from a search engine results page (SERP), an online advertisement or an email marketing campaign. The landing page will typically display specific content that is a logical extension of the advertisement, search result or link.
So this is about pushing visitors to the most relevant content possible at the first time of asking.
Your w3shop allows you to create pages specific to a product group using one of the preset landing page types or by choosing a blank layout to create your own.
For example:
This lets you focus in on relevant content and remove clutter that could otherwise distract your visitor from taking the action you want them to take. Try and resist adding anymore content than is necessary to move the user through to the next stage of the conversion path.
When testing this, I created a PPC advert for Flyers and split the traffic. 50% going to the homepage, 50% going to a dedicated ‘Landing Page’ with content specifically relevant to the advert. Making sure that the keywords used in the ad were prevalent in the landing page. The conversion rate from the landing page vs the homepage was significantly higher.
The point is a simple one. Provide the most relevant experience to visitors for each input of the funnel.
This is particularly purposeful when dealing with multiple products. Usually, product advertising sends visitors to one of three places: the homepage, a product detail page, or a shopping cart page.
Remember that whilst you want to make sure the path to the next step is as clear and as concise as possible, your visitors also need to be able to make an informed decision before they buy. So, the product detail page is often the best as it will provide enough information to make an informed purchasing decision and still be specifically relevant.
Of course, there is still the option and likelihood that visitors will wander off course via the main navigation.
But if you are using a standalone landing page, your sales funnel is greatly simplified: Advert >> Landing Page >> Shopping basket