Website traffic is one of the most important analytical indicators in e-commerce. Online retailers are doing their best to bring as many users as possible to their stores. Thanks to this, through the on-site activities, they are able to generate more sales. The greater the traffic, the greater the sales potential. But what if the traffic is high and there are no results? It is worth considering building a landing page, i.e. an effective online results generation channel.
#1 Specify a conversion goal
It must be remembered that sales are not the goal at every stage of marketing activities. Conversion, or turning an activity into profit, can relate to various business aspects. In addition to selling a product or service, it may be, for example, signing up for a newsletter, downloading an ebook, registering for a loyalty program, or leaving a telephone number by a potential customer. When building an effective landing page, you should define one goal that this tool is to fulfill. If we require potential clients to take more action, the entire process may not be effective.
#2 Limit escape options
The landing page is built to direct the attention of the potential customer to the action that we care about the most. The best practice is to build a separate mini-website that will guide a customer step by step. In the case of online stores, this is of great importance because by linking ads to the store’s home page, the user can simply get lost. Instead of filling out a contact form, they will start browsing a new collection or reading blog posts. Landing pages are usually devoid of a standard menu and footer available on the website to limit the possibility of escape.
#3 Indicate a specific benefit
The place where a potential customer lands after clicking on the ad must not only attract their attention but also directly show what they will gain by performing the action that you want them to. The principle is simple, if you do not tell the client directly what they can gain, they will not do anything. In the case of subscribing to the newsletter, it may be, for example, a discount code for the first purchase, when registering in the online store, you can give the first points to exchange, and when downloading the ebook, a free knowledge base on the selected topic. Remember that whether you give something for free depends only on your business profile. These are not always discounts and coupons. Benefits can also be informative when you write about the most important trends in a given industry in your weekly newsletter.
#4 Analyze and optimize
As with all marketing activities, the key to success is a detailed analysis of the results. Metrics to measure when driving traffic to your landing page include:
- Traffic on the landing page
- The cost of redirecting the user to the landing page
- Time spent on a landing page
- Number and cost of conversion (activity performed)
If you see that a large number of users visit your landing page, but spend little time on it, you may not have defined a clear benefit. If, on the other hand, you analyze that, despite high traffic, no one subscribes to the newsletter, maybe the subscription form is not visible or displays poorly on mobile devices? Optimization is all about testing, so don’t be afraid to make changes and check the statistics again.
#5 Get noticed
If you already have a simple landing page, with a clearly defined benefit and a short, visible contact form, you need to focus on bringing as many potentially interested users as possible to it. You can use social media (read how to get started), advertisements in search engines, or forum posts. Without an advertising budget, you cannot expect visible effects from the landing page. To develop your online store, increase sales and achieve other conversion goals, it is worth using solutions designed for e-commerce. Revenue Based Financing (RBF) is one of them. It is a model of raising funds for advertising activities for owners of online stores. You have to submit your shop, wait for analysis, and then choose one of the proposed amounts of money. Repayment is not burdensome and is significantly different, for example, from a bank loan. The model assumes only one, a fixed fee (6%), and the repayment itself is closely related to the sales results of the store (10% per month on generated revenues). The store does not make money, you do not payback. Simple, isn’t it?
Do you want to build a landing page, promote it and achieve your business goals without waiting? Email us at [email protected]