5 Thank You Pages That Take Post-Conversion to the Next Level

If you’re like me, you say “please” and “thank you” automatically.

You’ve been saying these magic words since you were a kid. Because you were strongly motivated. Forget your manners, and you’d be humiliated in front of your family or strangers. Refuse altogether, and you’d be denied the obscure object of desire.

“What do we say?” “Pweese.” Boom—the chunky monkey is yours!

For today’s marketers, the problem with habitual politeness is that the delivery of a thank you message should never be a reflex. If a “thank you” rings hollow, the response from your customers will be equally rote.

“Thank You.” “You’re Welcome.” End of conversation.

See the problem here?

A thank you page is not the end of the transaction. It’s the next step in keeping people engaged with your brand or product, generating continued goodwill, further qualifying your leads—or even increasing order values or making more sales.

When it comes to your digital campaigns, how you say thank you should be an essential cornerstone of your post-conversion strategy. So let’s talk about a few ways you can approach creating better thank you pages. Along the way, we’ll explore some very effective thank you page examples created by Unbounce customers.

5 Tips from 5 Thank You Pages

1. Invite ‘Em for a Specific, Strategic Call 4. Win Them Over First, Then Make A Second Ask
2. Reveal the Next Steps 5. Keep ‘Em Engaged With Your Site
3. Reinforce Your Brand Personality

Thank You Tip #1: Invite ‘Em for a Specific, Strategic Call

The example below from Australia’s Axis Social applies every best practice out there (and then some) to maximize its post-conversion potential:

An Axis Social thank you page

Image courtesy of Axis Social. Click it to see the whole thing.

This isn’t a landing page, though it might look a lot like one at first glance. It’s a thank you page (as opposed to a confirmation box or popup). And that’s why it’s so powerful. It does a lot of what a traditional lead-gen page might do, but it does it after the initial conversion goal has been met.

At this point in the interaction, the team at Axis has already captured the visitor’s email address in exchange for a downloadable Buyer’s Guide. Instead of letting the interaction end there, Axis goes the extra mile to communicate their value as an agency. According to Managing Director Matthew Asimus, this page helped them bridge the gap between a marketing qualified (MQL) and sales qualified (SQL) lead:

We hypothesized that a number of users who engaged with, and converted on, our first MQL landing page would develop an additional level of trust and thus a propensity to ascend from an MQL into an SQL. In essence, we were hoping to move users through a ‘yes cascade’ or ‘yes ladder’ to improve conversion rates.
Our initial results from this MQL ascension approach are incredibly exciting. Despite the campaigns using cold paid traffic from social and requesting 7 form fields, our landing page conversion rates are nearly 30%. What’s more, our lead qualification rates align with our other sales qualified lead generation approaches.

Note just how much persuasive material they’ve included here:

  • Social proof in the form of both brand logos (visible above the fold, naturally) and extensive testimonials from individual clients.
  • A walkthrough of the social strategy call that highlights compelling benefits (“explosive lead growth for your business” sounds good to me) and gives the call a definitive structure and purpose.
  • The enticing promise of another resource, a custom Facebook Ads Blueprint, that’ll prove equally valuable to Axis Social’s targeted customers.

The beauty of this approach is that it also scales to suit visitors without adding more pressure to the experience. If a visitor hits this page but doesn’t want to connect with Axis Social at the moment, there’s nothing here preventing them from clicking away.

But when visitors arrive with questions—or, say, balanced on the fine line between consideration and conversion—this thank you page gives them the extra nudge they need.

Thank You Tip 2: Reveal Next Steps

Speaking of next steps, if you’ve ever taken an action online—like submitting a form or making a purchase—without receiving any response, you know the existential dread that follows:

Did it… work? What happens next? Should I do it again?

What… am… I… supposed… to… do… now!?

Maybe I’m exaggerating a touch, but it’s always important to let the visitor know about the next steps—especially if clicking your call-to-action isn’t the end of things. Doing so will reduce friction, frustration, and uncertainty. Even if the next step will be yours to take, let people know what you’re doing and when they can expect to hear from you.

For example, notice how Zendrive does it here with a couple of lines:

Thank You page from Zendrive
Image courtesy of Zendrive.

It’s all clearly communicated. In the headline, they let their B2B prospects know that they’ve successfully completed the “first step.” Then the page sets expectations about what comes next (and when): “You will receive a message shortly with your invite to an executive briefing.”

Finally, it’s also worth taking note of how Zendrive suggests further reading from the site by linking to a piece of content from their blog. Providing a link to a single, valuable piece of content (as opposed to their blog as a whole) helps build trust before the briefing ever begins.

Bonus Tip: Offer Downloadable Downloadables on Your Thank You Pages

OK, full disclosure: I’m slipping this lil’ bonus tip in here just because it’s a pet peeve of mine.

Have you ever signed up for an ebook, report, or white paper that never seems to find its way to the inbox? It sucks. When this happens, you leave visitors feeling frustrated or even a little ripped off, since they’ve just exchanged your email address for nothing at all.

(I can’t click “unsubscribe” fast enough when this happens.)

What makes it so painful, though, is that there’s a dead-simple way of getting around this issue on your thank you pages:

Download now button

Unless you’ve got a very special reason you need to deliver a file only via email, provide a download link on the thank you page itself. That way, visitors who’re anxious to start reading (like me) are satisfied. You can still start a drip campaign, of course. But you also eliminate the possibility that your downloadable never makes it to them.

Thank You Tip 3: Reinforce Brand Personality

This post features a few thank you pages that will feel a little “aspirational” for small marketing teams (or teams of one) who are short on time and resources. So it’s worth looking at how much gets done in this straightforward example from the fine people at Launchpeer:

Image courtesy of Launchpeer.

It’s personable, playful, and a little quirky. Most importantly, though, it’s thoughtful. As in, it demonstrates thought.

Even if you’ve seen this meme a million times before, this page lets you know that Launchpeer is a brand who, y’know, gets it. (And gets you.) Plus, when you click away, you leave with a pleasant association with the brand.

Tom Hanks is a good choice here too: he’s so darned affable and unlikely to be outed as a serial killer any time soon. I’m speculating, but this quick “t.hanks” from Launchpeer probably didn’t take a heck of a lot of time to create.

You can create your own fun images and animations, but the takeaway here should be that even a small effort leaves a much stronger impression than a generic thank you message. It shows how a humorous gif, playful animation, or unexpected message can generate tons of delight and goodwill.

(Of course, they also promote their podcast in this thank you page. And, again, offer that next step now that their visitor is on a roll engaging with their brand. So a little goes a long way…)

Thank You Tip 4: Win Them Over First, Then Make A Second Ask

Usually, when a visitor takes a small action, they become more likely to take another, bigger one. That’s why the most effective thank you pages often follow-up with a bigger ask, and why multi-staged forms are usually recommended by CRO specialists and agencies.

Sometimes it helps if the initial action is immediately appealing to your prospects. Take, for example, this contest created for Veeam by Gameplan Marketing:

A thank you page by Veeam and Netapp

Image courtesy of Veeam and Gameplan Marketing. Click it to see the whole thing.

Leads are captured by offering prizes to IT professionals (like a fitness tracker, a hotel gift card, or Apple AirPods) in exchange for taking a short survey about their current data centers and cloud storage solutions. Like the example from Zendrive above, the thank you page then reminds visitors what they can expect next.

But afterward, this thank you page also makes a second ask. Visitors who’re are (gently) encouraged to sign up to access a free, gated content hub. Since they’ve already provided their info to enter the contest, they’re now more predisposed to do so. Gameplan also includes a sweet explainer video (it appears on the contest page and the thank you page) that briefly outlines the benefits of their cloud-based data-management product.

Thank You Tip 5: Keep ‘Em Engaged With Your Site

One thing that most of these examples have in common is that they lead visitors back to the website or prompt another piece of content. You can take this even further, though.

For the launch of Unbounce’s Ultimate Ecommerce Landing Page Lookbook, for instance, the team created a landing page where visitors can grab it.

Here’s what the landing page for this guide looks like:

Click the image to visit the complete page. (Opens in a new tab.)

Eye-catching, right? And if it helps convince visitors that this lookbook is worth the download, then call it a success. It’s an awesome resource for any marketer looking for inspiration, so it’s not a tough sell.

However, we’ve also got plenty more content and resources to offer our ecomm visitors, including material further down the funnel. And we’d love to keep visitors coming back for it.

That’s why the thank you page is so crucial here. We want to keep the conversation going, so we use a thank you page to ask visitors another quick question on the way out. Depending on what visitors choose, they’ll be directed to additional resources.

I’ve included a screenshot of this choose-your-own-adventure flow below:

A thank you page by Veeam and Netapp

Click it to see the whole thing.

The answer that readers provide to this general question (i.e., “What’s the biggest challenge you face as a marketer?”) does three things:

  1. The answer allows us to offer up additional, curated content and resources at the moment of conversion. This is the material we think visitors will find particularly useful. We include content from across the funnel, including editorial, educational, and promotional sources.
  2. It lets us get to know our audience and their concerns a little better. The optional follow-up question on the thank you page helps us further qualify interest from visitors via progressive profiling and learn more about customers and non-customers alike.
  3. It provides insight into our audience’s information needs. From a content planning and strategy perspective, this is invaluable as we fill content gaps, decide on what pieces need to be updated, and prioritize the creation of new resources.

So a single thank you page can become a source of marketing insight, an engagement driver, and a lead qualifier. All this happens by asking a single additional question at the right moment.

Curious about the Unbounce ecommerce lookbook? Take a look at the whole flow here. (Yes, we’ll need your email. Tell ‘em Colin sent ya.) While you’re at it, download it for your landing page swipe file.

Thanks for Reading (About Thank You Pages)

I find a real-world analogy enlightening here: imagine if brick-and-mortar retailers were to escort you to the exit and lock the door each time you make a purchase.

That’d be crazy, right?

So why do it on your landing pages?

Unfortunately, smart uses of thank you pages like these ones from our customers are the exception, not the rule. Frankly, a lot of examples out there look more like this bland form confirmation box, typo and all:

Typos are extremely common on thank you pages
Pages like this one just don’t put as much care into saying thank you as they do their “pleases.” (That’s not great, Bob.)

A thank you page shouldn’t be a hard stop, and if that’s the habit you’ve gotten into, consider breaking it.

Thank you pages are super versatile. You can use them with subscriptions, downloads, webinar registrations, shopping carts, quote requests, demo signups, and contact forms. They can be used for upselling (or cross-selling), for offering discounts, for encouraging referrals, for soliciting feedback and testimonials, or for generating social shares. Holy moly.

Whether you’re selling something or generating leads, saying “thank you” in an unexpected and meaningful way is an opportunity to make a lasting impression. And, when incorporated into a thoughtful post-conversion strategy, it can boost your revenue too.

To close, here are three big points worth remembering if you’re trying to make a case for spending more time on your thank you pages:

  • A healthy open rate for emails in your nurture campaign is between 15-25%. How many of those new leads will see your thank you page? Close to 100%, I’d wager. Start nurturing right away!
  • According to research done by Bain & Company, “loyal online customers, just like offline ones, spend more, refer more people, and are more willing to expand their purchasing into new categories.” Well-considered thank you pages represent an incredible opportunity to create loyalty and build brand affinity.
  • If you get enough traffic and have a clear secondary conversion goal, remember that thank you pages can be A/B tested and optimized just like your landing pages. Post-conversion remains an important touchpoint for your conversion rate optimization planning.

So if you’re already designing landing pages, make saying “thank you” as much a part of the process as your headline, form, and call to action.

And, hey, thanks for reading.

Original Article

Why You Need Pre-Cart Landing Pages for Ecommerce (with Examples)

Here are a couple of interesting—terrifying?—statistics for ecommerce marketers:

The average click-through rate (CTR) for an ecommerce search ad on Google is just 2.69%. Facebook isn’t any better, with a 0.09% CTR across all industries.

But wait—it gets worse. Only 2.81% of people who click your Google ad will take an action (like buying something) when they land on your website.

That’s… not awesome. Just a handful of people who see your paid ad will click it, and only a tiny fraction of them will actually convert to a sale. There are some things you can do to optimize your ad clicks—write attention-grabbing copy, pack your slug with keywords—but you’re always gonna be at the mercy of Google and Facebook. (Algorithms!) As it becomes harder and harder to stand out against your online competition, it’ll be the ecommerce companies that make the most of each and every paid click that are most successful.

The good news is there’s one thing you have total control over: the destination URL of your ads. We want to talk about how you can get more sales outta those clicks you do get by sending your paid traffic to pre-cart landing pages.

What Are Pre-Cart Landing Pages (and Why Do I Need Them?)

Let’s pretend you own a brick-and-mortar sporting goods store and you’re running a promotion on commuter bikes. You put up a sign in your window advertising your two-wheeler discount, maybe send out some flyers, then wait for the roadies to show up.

And they do. But when a customer enters your store, here’s what happens:

  1. The first thing they see is a bunch of stuff they don’t care about: helmets, bells, baskets. Oof.
  2. They spend a few minutes wandering around, searching for the bikes, before they finally find them at the back of your store. Not good.
  3. It’s kind of an expensive purchase (even with the discount), and they’ve got some questions—but there’s nobody around to ask. Uh oh.

And so, frustrated, they leave.

We’ve all had this experience in the offline world, but it’s also a huge problem in ecommerce. People are interested in buying a product, click an ad that seems to fit, then wind up somewhere that doesn’t deliver what they’re looking for—so they bounce.

Pre-cart landing pages are designed to help move prospects from your advertisement through to your checkout. They expand on the unique value proposition of your product. And unlike your homepage or your product pages, they’re customized to deliver on the promise of your ad and maintain the momentum of that initial click. That makes them an important first touchpoint that can totally shape your prospects’ purchasing experience.

Here’s how our earlier brick-and-mortar scenario plays out online:

Example of a poorly-matched Google search ad and homepage.

In the example above, you’ve got a Google ad that promises a 15% discount on commuter bikes. But when a prospect clicks through, they end up on your homepage. Sure, there are some indications that you sell bikes, but where are the commuter bikes specifically? How does someone claim the discount that you promised?

Compare that with this example below, where you decide to use a pre-cart landing page. (Clever marketer, you.) The prospect sees exactly what they expect when they click your ad: a commuter bike. There are more details about what makes this particular bike great, and the sticky bar highlights how prospects can claim your offer. This page delivers on your original promise and it’s far more likely to close the sale.

Example of a much-better-matched Google search ad with pre-cart landing page.

Pre-cart landing pages can be especially helpful for complicated products, or products with multiple use cases. Maybe instead of a bike meant for commuters, you’ve got the most impossibly awesome bike that’s great at everything: road biking, mountain biking, sky biking. You can create specific ads and pre-cart landing pages for each product use case—that way, prospects will see what makes your bike a good choice for whatever they’re doing. (Or learn exactly how a three-speed can let them soar like Icarus.)

Getting super granular with your ads and landing pages like this can also save you money. A component of Google’s Quality Score is landing page experience and relevance—so, the more you can match ads with very specific pre-cart landing pages, the higher your Quality Score and the lower your cost-per-click. (Facebook factors in relevance for its ads, too.)

All of this is to say: if your ecommerce brand is running paid search and social ads, you really, really oughta be using pre-cart landing pages. But maybe the best way to understand pre-cart pages is to see them in action. And so, without further ado:

4 Ecommerce Pre-Cart Landing Pages Built with Unbounce

#1. Perfect Keto

High-Converting Landing Page: Promo
Image courtesy of Perfect Keto. (Click image to see the full page.)

The Context:

Perfect Keto sells snacks and supplements geared towards the keto crowd—that is, people on a ketogenic diet who don’t eat certain types of food, particularly carbs. This pre-cart landing page for Perfect Keto’s protein bars was built by CRO and PPC management agency Webistry, who here uses a combination of Google and Facebook ads to drive traffic. Search ads target terms like “low carb protein bars” and “things that taste like foods I miss”:

One of Perfect Keto's Google search ads.
Here’s an example Google search ad from Perfect Keto.

Meanwhile, Perfect Keto’s social ads (which include a ton of video content) talk about the benefits of their product in an engaging, lighthearted way. Here’s a screenshot from a recent Facebook ad for a new bar flavor, chocolate chip cookie dough:

A Perfect Keto Facebook ad featuring their new chocolate chop cookie flavor.
Perfect Keto’s social ads typically use video to demonstrate some of their brand personality.

The Page:

From the matching imagery and copy to the defined call to action, check out how Perfect Keto’s pre-cart landing page provides a consistent and accelerated path to purchase:

Screenshot of the above-the-fold content on Perfect Keto's pre-cart landing page.
Here’s what potential Perfect Keto customers see when they first land on the pre-cart page.

When someone clicks one of these ads, they wind up on the Perfect Keto protein bar pre-cart landing page. The header copy tells you why this product is worth your attention—it’s “your new keto secret weapon”—and the hero image shows you exactly what you’re getting, mirroring the chocolate chip flavor featured in many of the social ads. Clicking the “Buy Now” call to action bumps you down the page, where you can add the product directly to your cart.

Perfect Keto's on-page checkout functionality in action.
Ready to buy? This pre-cart landing page lets visitors add items directly to their shopping cart, shortening the buying process.

Jonathan Naccache, President of Webistry, explains how this helps drive more ecommerce conversions:

Jonathan Naccache, President of Webistry

On-page checkout streamlines the customer’s journey. We let them choose their flavor and quantity, then they can check out right from the page. That way, we can avoid overloading them with too much information and keep them focused on the purchase.

Since ketoers—ketoites?—tend to be a savvy bunch, this page gets into the nitty-gritty, listing the ingredients and nutritional value of each bar. Perfect Keto describes how the product can improve your lifestyle, helping you stick to your diet while still satisfying your sweet tooth. It’s these kinds of details that really help prospects understand the value and make them much more likely to buy.

Now that we’ve talked about the pre-cart landing page, take a look at Perfect Keto’s homepage:

Screenshot of Perfect Keto's homepage.
Perfect Keto’s homepage has a ton of distractions that could prevent visitors who clicked an ad for protein bars from converting.

It looks awesome, sure, and the imagery currently matches the chocolate chip flavor our visitors were after—but you can see why this wouldn’t be a great spot to send someone who clicked one of those earlier ads. The other products, the educational content, and the limited-time promotions are only distractions for a visitor who’s already demonstrated buyer intent for protein bars. In contrast, the pre-cart landing page speaks directly to that product, provides all the information a visitor could need, and simplifies the buying process.

#2. Mizzen+Main

Pre-Cart Landing Page: Mizzen+Main
Image courtesy of Mizzen+Main. (Click image to see the full page.)

The Context:

Here’s an example from Mizzen+Main, a performance menswear retailer that does a ton of its business online. The brand has a monster social following across Facebook and Instagram, where it runs targeted ads like the one below:

A Mizzen+Main Facebook ad for $50 off dress shirts.
Mizzen+Main promote exclusive deals to their huge social following with ads like this one.

When a prospect clicks through this Facebook ad for dress shirts, they find themselves on a pre-cart landing page (built by Agency Within) specifically for that collection.

The Page:

The above-the-fold content of Mizzen+Main's pre-cart landing page.
Mizzen+Main shows off their style with this slick design above the fold.

This Mizzen+Main pre-cart landing page uses a hero shot of a sharp-dressed guy with a crisp shirt on his way to do something important. (Lower, we see the same guy from the Facebook ad—nice message match.) The headline tells us we’re in the right place while cleverly speaking to the main product use case: “The business of dressing up.”

And, if we’re ready to buy right now, we can click the “Shop Now” call to action and immediately see Mizzen+Main’s full selection of dress shirts.

Screenshot of Mizzen+Main's shirt catalog on their main website.
This more traditional store page is great for visitors who are ready to buy, but it’s not so great at persuading those who aren’t.

But most people still need some convincing before they make a purchase, and that’s when the rest of this pre-cart landing page goes to work.

Mizzen+Main knows that their clothing is all about the visual, so they don’t commit much space to copy. Instead, they highlight just their top three value points—wrinkle resistance, moisture-wicking, stretch fabric—then they get right to what visitors want to see: the shirts in action.

Instead of flat, folded dress shirts, Mizzen+Main uses this space to show off their product in the context of use. Each image is hyperlinked, so visitors who are interested in a particular shirt can click right through to the product page. Add a logo bar featuring authoritative brands like AdWeek and Esquire, and Mizzen+Main closes out with XL social proof that’s sure to help their sales.

Langston McCullough, Digital Marketing Manager at Agency Within, elaborates on the importance of pre-cart landing pages:

By building a cohesive experience between our ads and this landing page, we were able to effectively reinforce our messaging while differentiating Mizzen+Main from competitors.

Something that might make this pre-cart landing page even more effective? Using a popup or sticky bar to reiterate the offer made in the ad and incentivize the purchase each step of the way. Another idea could be to create a variant of the landing page so the headline can match the Facebook ad copy exactly—for example, the “wrinkle resistant” message could replace “the business of dressing up.”

#3. Samuraw

Pre-Cart Landing Page: Samuraw
Image courtesy of Samuraw. (Click image to see the full page.)

The Context:

Samuraw is a nutritional supplement with two main audiences: one option for adults, one for kids and teens. The brand runs some ads on Google, but unless someone is already searching for something like this product, they’re not likely to see it. Social media, on the other hand, lets Samuraw reach out to their core demographics with messages that resonate.

Check out this ad they’re running on Facebook:

One of Samuraw's Facebook ads appealing to young mothers.
This Samuraw ad is a great example of how ecomms can reach out to their ideal customers with super-targeted messaging.

Samuraw explicitly appeals to one of its key audiences—the “supermoms”—and describes the key benefits of Samuraw for children, differentiating itself from competitors that might “cause more harm than good.” Throw in a picture of cute kids enjoying the product and you’ve got yourself an attention-grabbing ad for a nutritional supplement.

The Page:

So, where do people end up when they click one of these ads?

Above-the-fold screenshot of Samuraw's pre-cart landing page.
Samuraw uses this space above the fold on their pre-cart page to tell visitors exactly what the product is.

Samuraw’s pre-cart landing page (another built by Webistry) looks a lot like what you’d expect to see. The headline uses language from the ads word-for-word—like “the highest quality multivitamin mineral and probiotic formula ever created”—and the hero image shows the product from the ads alongside a bunch fruit, signaling its nutritional content.

There’s a call to action above the fold prompting visitors to add Samuraw to their cart (and it’ll follow us as a sticky bar as we scroll the page), plus free shipping on orders over $50 as an extra incentive to make the purchase. Like with the Perfect Keto example, this pre-cart landing page accelerates Samuraw’s customer journey from ad to purchase by letting people add products right to their cart.

Moving lower, a series of sections tell us everything we need to know about the product: the main differences from other supplements, the ingredients and nutritional value, the customers and health experts who swear by it. It’s a long page, no doubt. But nutrition is a complex industry, and transparency is essential in establishing trust with potential customers.

Jonathan Naccache, President of Webistry

This isn’t your conventional landing page. It’s much longer than what we’re used to building, but we wanted to focus on educating the visitor and validating our core differentiators. Our hunch was that our target market is well-read and educated, and they’re wary of false promises. They value being informed.

This was actually our variant page, which we tested against a much shorter counterpart. This version won by a landslide.

Samuraw’s homepage, which is comparatively light on copy, doesn’t as convincingly convey the product value to people who are on the fence.

Screenshot from Samuraw's homepage.
Someone who doesn’t know much about supplements probably isn’t going to be persuaded by Samuraw’s homepage.

With added complex nutritional information and added navigation, pointing Samuraw’s Facebook ads here would just as likely distract a prospect as result in a sale.

#4. Cramp Defense

Pre-Cart Landing Page: Cramp Defense
Image courtesy of Cramp Defense. (Click image to see the full page.)

The Context:

Cramp Defense is a magnesium-based supplement that helps people—you guessed it—defend against cramps. As you might imagine, it’s an ecomm product that absolutely benefits from further explanation. Here’s one of the ads you might see if you search “stop leg cramps” on Google:

A Google search ad from Cramp Defense that points visitors to the pre-cart landing page.
An example of the Google search ads Cramp Defense is using to drive traffic to the pre-cart page.

As with any health-related product, one of Cramp Defense’s main challenges is convincing people that it works. That means the company spends a lot of online real estate providing evidence from medical studies and answering frequently asked questions. The result is a website that’s really informative, but not exactly optimized for sales.

A screenshot from Cramp Defense's product overview page on their website.
This is just a small part of Cramp Defense’s product overview page. (You get it.)

The Page:

Unlike other ecommerce examples, Cramp Defense’s pre-cart landing page isn’t about providing additional product information. It’s about distilling the information that already exists (like from that product overview page) into something more manageable. It’s also about establishing trust with the company’s potential customers.

Above-the-fold content for Cramp Defense's pre-cart landing page.
Cramp Defense establishes credibility above the fold of their pre-cart page, assuring visitors they’ve found a legitimate leg cramp solution.

This page does a lot of work above the fold. The headline introduces the product through a question people probably haven’t asked themselves: “Do your cramps need magnesium?” (Spoiler, yes.) Bullet points quickly highlight some of the key benefits, like “fast results.” There are also a bunch of indicators of legitimacy: “Made in the USA,” “Over 500k Sold,” and the Amazon review score. That’s all followed by a logo bar that features brands like WebMD, BBC, and the Chicago Tribune.

The rest of the pre-cart page explains the science behind the product, but it makes clever use of footnotes (plus an expanding “Read the Full FAQ” button) to lighten the copy and keep people focused on converting. There’s also a sticky bar, which ensures that purchase incentives like free shipping and a money-back guarantee stay top-of-mind.

When someone clicks the “Buy Now” call to action, they’re taken to a page that presents another incentive: discounted prices for buying in bulk. Having already demonstrated their intent to buy, the visitor is a lot more likely to take Cramp Defense up on the offer.

Screenshot of Cramp Defense's post-click upsell page.
After someone has clicked the call to action, Cramp Defense makes one final upsell attempt with this clever page.

Top-Selling Ecommerce Brands Use Pre-Cart Landing Pages

Let’s close out with a few more ecomm marketing statistics, shall we?

The average cost per click (CPC) for Google search ads is currently around $2. (Same with Facebook ads.) And that number has been rising for years.

Competition for people’s attention online is already fierce, and it’s only getting worse. Successful ecommerce brands are the ones that make the most of every paid click they get. Often, that means using pre-cart landing pages to reflect visitor intent, expand on product value, and streamline the path to purchase.

If your ecommerce brand isn’t already pairing search and social ads with pre-cart landing pages, it’s a great time to start. And with Unbounce’s 100+ high-converting templates, it’s a lot easier than you think.

Original Article

Marketers Need an Easier Way to Optimize Landing Pages [Introducing Smart Traffic™]

Want to capture more conversions with your landing pages? (Silly question, right?)

The received wisdom is that you should A/B test and optimize until you’re converting as many visitors as possible. For years, you’ve been told by industry leaders (and, yes, by Unbounce) that A/B testing is essential to your digital marketing practice.

And why not? There’s plenty of evidence that shows A/B testing works by letting you squeeze more conversions from your existing assets. Brilliant.

But if you’re on a small marketing team—heck, you just might be that proverbial “I” in a team of one—then running tests also demands time, high volumes of traffic, or CRO expertise that you might not have.

For some marketers, a typical landing page converting at 5% might see 50 visitors a day. To see a lift of 20% to your conversion rate in these circumstances, you’d have to run an A/B test for 304 days (to reach 95% significance, according to our A/B test duration calculator). Waiting for almost a year for a test is not viable, especially since these tests don’t always produce useable insights.

Plus, what happens while you wait for the results to roll in? Your time-sensitive campaigns (like that big Black Friday sale) begin to wither on the vine before you can optimize them. Your offers can expire. And you’re potentially delaying decisions you could make about updates to your positioning until you crown a winner.

It’s something of an open secret that, for marketers with limited resources, the experience of A/B testingcan be disappointment and frustration. Like cardio, it’s something you know you should be doing on the regular—people keep telling you that you should be doing it—but the reality is that you’ve got too much to do already.

Can anyone blame you for accepting a certain flabbiness to your landing pages? (Not when the current, most standard way to optimize can be so complex, no.)

Despite all the hard work it requires, the truth is that…

A/B testing isn’t your only option.

At Unbounce, we’ve been advocating for A/B testing for a long time. (For as long as there’s been an Unbounce.)

It was easy to obsess because it works: marketers who optimize landing pages in this way see significant lifts in their conversion rates. They’re able to experiment with different layouts, offers, and content to find the most effective approach for their visitors.

Today, we still stand behind A/B testing as a great tool for confirming an informed hypothesis. It totally works when you’ve got the traffic volumes and expertise to interpret your results properly. But we’d be remiss not to address the fact that plenty of marketers have felt left behind by the A/B testing revolution.

Even its devotees will admit that A/B testing isn’t perfect.

For all its good, A/B testing has a fatal flaw.

As we explored new ways to help you convert more, Unbounce kept running up into the limitations of A/B testing. Even if your business gets boatloads of traffic and can sustain long test durations, optimizing with A/B testing helps you serve up a single landing page that appeals to as many visitors as possible.

By trying to create a champion landing page that tries to target most people, you’re actually just targeting the average person. That means that you end up not converting to your potential.

This “one-size-fits-all” approach to optimizing means you’re letting potential customers slip right through your net: the people who’d never convert on your so-called champion.

You know your customers aren’t all the same. They come from different places, use different devices, have different motivations, respond to different offers, etc. So why send them all to the same page?

An illustration of A/B testing

No matter how easy Unbounce makes it for you to A/B test, optimizing only works under the right circumstances and with the right goals.

So let’s recap. If we’re being real, A/B testing can let you down in three big ways:

  • It’s very complex. If A/B testing inspires imposter syndrome in you, you’re not alone. While 95% of marketers recognize A/B testing has value for their business, 42% think it’s too difficult. From the initial hypothesis, what to test, isolating just one item to test, calculating the duration of time you need, and interpreting results, it’s no joke and definitely not for everybody.
  • It can devour your time and demands tons of traffic. It’s the small and medium businesses—ironically, marketers who need to move faster and smarter than the big guys—who tend to hit this obstacle hardest. If you’re a David looking to topple a Goliath, you’ve got other things on your mind.
  • It leads to “optimized” pages that aren’t actually optimized for each and every visitor. Sure, you can personalize in other ways—even manually—but that just leads to more headaches as you further split the crucial traffic that you need to run A/B tests.

If you’ve been vigorously nodding your head as you read along, it probably feels easy to shrug your shoulders and accept that conversion optimization isn’t right for you. As a small biz, you may feel like you’ll never have the time, the traffic, the expertise, or the resources to make it happen.

But…

What if Unbounce taught a machine to optimize your landing pages for you?

Today, we’re proud to bring you Smart Traffic™, a proprietary landing page optimization tool built on machine learning.

Powered by AI, Smart Traffic automatically optimizes your landing pages by sending each and every visitor to a page variant where they’re most likely to convert. It avoids the problem of optimizing for the average visitor with a “one-size-fits-all” champion.

It’s also dead-simple to use. And it starts optimizing quickly, after as few as 50 visits, without the need to babysit or manually apply your learnings.

Best of all, customers in our beta saw an average 20% lift in conversions compared to an A/B test. (We don’t call it an easy button, but it’s an easy button.)

Here’s how it works:

1. You create landing page variants.

You’re not constrained to just one change at a time—or just one variant—so get creative. Just want to make a small tweak? Do it. Looking to get wild? Heck yeah. Your team can’t decide between two options? Why not both? You can even add new variants at any time—which is perfect for people who’s best ideas come to them in the shower, or in traffic, or during the duller moments of Thanksgiving dinner.

Screenshot of creating landing page variants

2. Set a conversion goal, then turn on Smart Traffic.

Make sure your variants have a conversion goal so that the tool understands your desired outcome. Then just publish (or, if you’re adding Smart Traffic to an existing campaign, republish) your landing page. Our machine will immediately begin a short learning phase where it explores the possibilities.

Screenshot of turning on Smart Traffic

3. Smart Traffic optimizes automatically.

Here’s the best part: you’re done.

You’ll start to see better conversion rates once Smart Traffic starts applying its learnings about your visitors. With the magic of machine learning, the tool will also continue to adapt and improve over time. This way, it better understands where visitors will convert—even if your traffic sources change. In other words, you’ll see a lift in your conversions, no further actions required. This thing’s pretty clever.

Oh, and it’s available to Unbounce customers right now—as you read this very sentence. So if you want to quit reading and go flip that switch, I wouldn’t blame you.

For CRO aficionados or those who already have the benefit of tons of traffic, Smart Traffic has potential as a hands-free way of setting up your already optimized campaigns for progressive, long-term improvements. By using Smart Traffic alongside classic A/B tests, you can see the benefits of both worlds. (We’re very excited to see what the experts can do with it.)

But for small yet scrappy marketing teams—or really anyone tight on time and resources—Smart Traffic is a freakin’ game changer because it lets you optimize your pages without the stresses associated with A/B testing.

Create your variants. Turn it on. See results.

Speed up your time to results. If you build landing pages with Unbounce, you can start using AI-powered Smart Traffic today to optimize for better visitor experiences and more conversions. Find out more about how Smart Traffic helps marketers reach their conversion potential.

A Smarter Way to Optimize

Everything you’ve just read is all you need to know to get started. For the curious, though, let’s go into a little more detail about how Smart Traffic makes optimizing your landing pages easy.

Smart Traffic knocks down the barriers to entry.

As Carl Schmidt, CTO and co-founder of Unbounce, describes it, “Smart Traffic is the first step on our journey towards turning the tides for small businesses by enabling [you] to achieve unprecedented results using the power of AI.”

You don’t need an unrealistic amount of visitors to start seeing results. (It definitely won’t take 305 days.) But there’s also another time gain worth noting. Because, unlike traditional A/B testing, there’s no lengthy exploration phase in which you’re sending 50% of your traffic to the eventual loser (potentially missing out on yet more conversions).

By design, A/B testing splits all your visitors randomly between multiple variants.

With Smart Traffic you’re off to the races and optimizing (almost) right away. Compare it to traditional A/B testing, and the difference becomes very clear:

Comparison of A/B testing, Multi-Armed Bandit testing, and Smart Traffic

On the left, you see the explore/exploit pattern of a typical A/B test. Protracted periods of random testing are required before each learning can be confidently applied via manual intervention. (And there’s no guarantee any given A/B test will produce significant results.)

On the far right, you can see how Smart Traffic uses machine learning to conduct continuous (contextual multi-armed bandit) optimizing for you. It begins applying its learnings to your conversion rates with a sample as small as 50 visitors, so you can boost your conversion rates on campaigns of all sizes. Every subsequent visit represents another chance to learn and optimize.

You’ll see better results than an A/B test in less time and with less work. Some beta testers saw incredible gains with little time or effort when they applied it to existing pages.

The fact we got 10% more conversions without doing any work is a big deal. You can’t ignore that.

Kyle Carline, Brand Manager at Salem Web Network

Smart Traffic matches visitors with the variant most likely to convert.

Instead of optimizing for the average person, Smart Traffic starts matching each and every visitor to the landing page variant that’s right for them, based on the unique attributes that set them apart from the crowd.

An illustration of Smart Traffic

You win more conversions because the experience will be more relevant. So Sally from Brooklyn and Peter from Kansas City will each see the landing page that right for them—instead of one “champion” page that appeals to the masses. There’s no guarantee they’ll convert, but Smart Traffic gives you the best possible chance of converting as individuals.

Finally, Smart Traffic frees you to do great marketing.

It took a team of data scientists—including a literal string theorist—and three years of research, but Smart Traffic’s patent-pending machine learning algorithm puts the complexity back where it belongs: behind the scenes. It’s all kinds of automagical that way. By crunching data and dynamically matching visitors to variants, it’s doing something that no human being could.

But Smart Traffic has value beyond the technology: it frees you to do things that machine learning algorithms simply can’t. Itfrees you to engage with the human part of marketing—the better part of marketing, I’d say—like creating innovative campaigns and strategy, smarter and more engaging content, and more compelling visitor experiences.

So go ahead and leave the complex stuff to us.

Photo of Carl Schmidt at CTAConf
Carl Schmidt (Unbounce Co-Founder & CTO) points out the creative drawbacks of A/B testing at this year’s Call To Action Conference.

The World’s First AI-Powered Landing Page Product

It’s easy to get over-hyped when it comes to AI and machine learning, but that’s not why we’re so proud to bring Smart Traffic to you today.

You see, Unbounce was founded on the idea of helping businesses of all sizes achieve better marketing. We strongly believe that insights and actions drawn from data will be the key.

The goal behind introducing machine learning into our product is to enhance your capabilities as a marketer.

You may not have time to learn the nuances of A/B testing. You may not currently see the traffic volume you need to split test successfully. And you may have a hundred other things on your plate.

But now, you too can optimize. (And really, you should optimize.)

By reducing manual hassles involved with optimizing, AI helps you deliver better, more relevant experiences, connect with your customers in personal ways, and—yep—score more conversions. (I’d love to teach the machine 🤖 to bring me my coffee in the morning, but the team assures me they have bigger, better plans.)

Just in case you were wondering, we’re just gettin’ started.

Original Article

10 Ecommerce Landing Page Examples That Maximize Sales

The best ecommerce landing pages don’t just convert better—they make you more money. (Cha-ching!) Take a look at some of the best-selling examples from other marketers in the biz, and see how you can get more shoppers to click on that “Buy Now” button.

Why Not Just Use Product Pages for Your Ecommerce Campaigns and Promotions?

Pairing ads with product pages can lead to some pretty underwhelming results. According to Monetate, visitors convert half as often when they’re on a product page compared to a custom landing page experience.

That’s because most product pages don’t follow ecommerce best practices. They have boilerplate copy and design that tries to target everybody at the same time (and doesn’t sync up with your paid advertisements). Even worse—most product pages are stuffed with shiny links that end up distracting shoppers and keep them browsing instead of buying.

With landing pages, you can focus a visitor’s attention on a single product or offering and lead them on a personalized journey to purchase. They’re more targeted, customizable, and twice as likely to convert.

Not getting the results you want from sending traffic to your online store? Start building your own ecommerce landing pages today with a free 14-day trial of Unbounce.

10 Ecommerce Landing Page Examples

  1. LIV Watches
  2. TRIBE
  3. Ascent Footwear
  4. BoxyCharm
  5. Thistle
  6. waterdrop
  7. Infinite Moon
  8. Solo Stove
  9. Nathan Sports
  10. Meowbox

Example #1: LIV Watches

Industry: Apparel
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: LIV Watches

Image courtesy of LIV Watches. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Need to Show Off Your Product in Different Ways

Typical online storefronts have a pretty standard approach to showing off their products. There’s probably a carousel of images at the top of the page and… well, that’s about it. But this example from LIV Watches shows how powerful it can be to spotlight your product throughout the page in multiple ways.

In this case, LIV is featuring a special edition wristwatch in partnership with pro cyclist TJ Eisenhart. Notice how, as you scroll down, they show the watch featured in different lights, different scenery, and different situations. You get to see a video overview of the watch, close-ups of the various features, and even a pretty slick side-profile that really shows off the craftsmanship.

It’s a great example of how ecommerce marketers can break the mold of “traditional” product landing pages to show customers the details they actually want to see.

What Else We Love About This Landing Page:

  • LIV creates a sense of urgency with this limited edition product. If you want this particular wristwatch, you know that you need to make a purchase decision fast. (Tick, tock.)
  • This brand is—in part—about lifestyle. That really comes through in the video, which explores idealistic sentiments like passion, aspiration, and truth to oneself.
  • All of the photography (along with the video and additional animations) really gives customers an up-close look at the craftsmanship, so they know exactly what they’re buying.

Example #2: TRIBE

Industry: Food & Beverage
Model: Storefront & Subscription
Page Type: Click-Through

Ecommerce Landing Page: TRIBE Image courtesy of TRIBE. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Make Special Offers to Close More Customers

Setting up limited-time deals or special offers on your regular ecommerce shop can be a huge pain. Standard product pages often don’t properly show off a deal, and they can be pretty rigid if, for example, you only want certain people to be able to access the promo.

That’s why this example from TRIBE is worth looking over. Their marketing team set up an “Exclusive Shortlist Offer” on a landing page, so they could carefully control who the promotion went out to—rather than make it available to every single visitor who happened across their website.

Better still, because this is a landing page built using Unbounce, the team from TRIBE had complete control over how they presented the promotion. To help sell the offer, the team incorporated the value of the deal into everything from the CTA (“Enjoy Your First TRIBE Box for £2”) to the subscription details (“Custom built pack and tailored to your needs”). Very smart!

What Else We Love About This Landing Page:

  • The focus on athletics throughout the page—including a great training photo underneath the hero section—helps visitors understand the value of these natural performance products, and who they are meant for. (Hint: not me.)
  • The emphasis on social proof helps make the offer more compelling as well. Not only are there testimonials from a recognizable customer review website, but there are also familiar media outlets and supermarket logos to increase your confidence.

Example #3: Ascent Footwear

Industry: Apparel
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: Ascent Footwear

Image courtesy of Ascent Footwear. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Focus on the Product Details Your Customers Care About Most

If you’re selling apparel that’s more function than fashion (like a shoe that’s designed to correct your walking stride), it’s important to put emphasis on the mechanics of how your product works. Case in point: this example from Ascent Footwear.

Not only does this landing page show off exactly what goes into each shoe, but it also explains why that makes such a difference. (Now, I just need to figure out what the heck “ample lateral stability” means.) The page removes all the fluff and focuses on answering one very specific question: How does this shoe actually work?

Compare this to most product pages, which often get lost in the details that don’t matter as much. Manufacturer references, lengthy product descriptions, related products—if your customers don’t actually care about these things, they might just be distracting them from making a purchase.

What Else We Love About This Landing Page:

  • Ascent uses an expanded view of its shoe to showcase the technical components that contribute to its comfort and durability.
  • By including an explainer video, Ascent is able to elaborate on the value propositions of the product without taking up much space on the page.
  • The clean, single-column layout and short length mean that visitors aren’t being overloaded with information. That way, they can focus on Ascent’s core message.

Wanna see all 27 ecommerce landing page examples? Download The Ultimate Ecommerce Landing Page Lookbook to help inspire your next high-converting masterpiece.

Example #4: BoxyCharm

Industry: Cosmetic
Model: Subscription
Page Type: Lead Generation

Ecommerce Landing Page: BoxyCharmImage courtesy of BoxyCharm. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Use Landing Pages to Build Hype for Product Launches

Launching a new product is always exciting—but getting the word out to customers can sometimes be a challenge. That’s where this example from BoxyCharm comes into the mix.

To help promote their new upscale beauty subscription box, their marketing team put together a promotional landing page that builds anticipation for the product and directs interested shoppers to enter their email address. This lead generation tactic proved to be quite useful—when the subscription box officially launched, the team at BoxyCharm already had a big list of shoppers who were interested.

Brains and beauty? This example really is the full package. 😉

What Else We Love About This Landing Page:

  • The sleek layout, on-brand color scheme, and parallax scroll effect all demonstrate that BoxyCharm has a flair for design. Nice.
  • The landing page copy helps BoxyCharm’s brand identity with the #hashtag generation, and the social links included make it easy for visitors to engage further.
  • The video gives us a look at the process behind the product and shows that BoxyCharm hears (and acts on) customer feedback.

Example #5: Thistle

Industry: Food & Beverage
Model: Subscription
Page Type: Click-Through

Ecommerce Landing Page: ThistleImage courtesy of Thistle. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Always Optimize Your Landing Page for Mobile Devices

Making purchases on your phone is the new norm. According to Google, when people have a negative experience on mobile, they are 62% less likely to make a purchase from your brand in the future. That means for every page you create, you should be optimizing it for smartphones and tablets as well.

This example from Thistle shows how simple it can be to optimize your page for mobile devices. Using Unbounce, they created a landing page for their plant-based meal subscription service that looks stunning regardless of which type of device you’re using.

What Else We Love About This Landing Page:

  • The page does a great job highlighting the unique value proposition of this meal subscription service: nutrition-optimized, ready to eat, plant-based meals made with high-quality ingredients.
  • Thistle knows its audience. They understand how health-conscious their subscribers are, and made sure to include extra info about how each Thistle meal is curated to include the right mix of macronutrients, vitamins, and minerals.

Example #6: waterdrop

Industry: Food & Beverage
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: WaterdropImage courtesy of waterdrop. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Target Specific Audiences to Get Better Results

While your product pages typically have to be generic enough to speak to everybody at the same time, you can build landing pages to speak specifically to one particular audience or use case. This example from waterdrop sets the bar for targeted messaging—and, by converting more than half of all visitors, it makes a compelling case for you to do the same.

Everything on this page is meant for one audience: women. Contextual shots? Women. Testimonials? Women. This brand knows who they’re talking to, and their strategy seems to be working.

What Else We Love About This Landing Page:

  • The design is spectacular and complements the product well. Can colors be flavorful? This landing page says they can, and our abrupt craving for something sweet and fruity makes us believe it.
  • The page also does a good job of leveraging social proof by including recognizable media logos and positive customer reviews.

Example #7: Infinite Moon

Industry: Home
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: Infinite MoonImage courtesy of Infinite Moon. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Always Back Up Your Claims with Your Best Testimonials

Any ecommerce marketer will be able to tell you that reviews and testimonials are some of the most powerful tools in your arsenal. And this example from Infinite Moon and Wallaroo Media shows how you can use them more effectively on a landing page to make a sale.

Whereas on a typical product page you might just automatically surface up the latest customer reviews, the testimonials on this page have been carefully curated to help tell the brand story. Each one touches on an important benefit of Infinite Moon pillows: maximum comfort, serious pain relief, and high-quality materials.

What Else We Love About This Landing Page:

  • Using lightboxes to give visitors an up-close view of the product and provide additional information means that the page isn’t cluttered.
  • InfiniteMoon makes good use of the space above the fold, communicating their value prop through a punchy headline and emotive hero shot.

Example #8: Solo Stove

Industry: Cookware
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: Solo StoveImage courtesy of Solo Stove. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Overcome Purchase Objections Using Photos and Other Multimedia

Are you relying on the fact that visitors will actually read your product descriptions? As a copywriter, I know as well as anyone that (and this is hard to admit) text and bullet points will only get you so far when it comes to overcoming purchase objections. A lot of shoppers skim or skip over the content you write, and they usually end up missing those key product details.

With ecommerce landing pages, you have the flexibility to overcome purchase objections in whichever ways you think will resonate most with your shoppers.

In this example from Solo Stove, their marketing team uses a combination of text and visuals to answer every possible question you might have about the product as you scroll down the page. (“What does it do?” It protects you from the flame. “Where am I gonna store all this?” It all nests inside the stove. “Can you still roast weiners?” With grooved ridges, this shield makes it easier than ever to get your wiener roast on.)

What Else We Love About This Landing Page:

  • Combining this product promotion with a limited-time 20% off pre-sale offer is a great way to encourage visitors to click through today, rather than wait until tomorrow.
  • The footer at the bottom of the page reminds shoppers that they’ll get free shipping, free returns, and a lifetime warranty. All of these promises help to eliminate risk and build trust in the brand.

Example #9: Nathan Sports

Industry: Sport
Model: Storefront
Page Type: Click-Through

Ecommerce Landing Page: Nathan SportsImage courtesy of Nathan Sports. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Get More Creative with Promotions on Landing Pages

Consistent visual branding is more important than ever, but it does place limits on how imaginative you can be with your product pages. After all, they have to exist within the greater ecosystem of your online store. You can’t just go changing up the color schemes or formatting for every new product release!

But that’s why so many marketers are flexing their creativity with their ecommerce landing pages instead. Take this campaign from Nathan Sports, for example. It’s so different from the rest of their online store that it demands you take notice (and maybe put on some retro 3D glasses while you’re at it).

What Else We Love About This Landing Page:

  • The theme is so cool, and Nathan fully commits to it—from the loud, neon visuals, to the flashy animations, to the campaign slogan. Awesome.
  • This page might feel like it’s from another era, but today’s best practices still apply. Strong headline, benefits-oriented copy, rule- of-three layout—it’s all here.
  • Nathan even includes a custom playlist to help runners get pumped with retro jams from Duran Duran, Blondie, and Run DMC. Someone teach us how to run right now!

Example #10: Meowbox

Industry: Pet
Model: Subscription
Page Type: Click-Through

Ecommerce Landing Page: MeowboxImage courtesy of Meowbox. (Click to see the whole thing.)

What This Ecommerce Example Reveals: Any Landing Page Can Be Improved With a Couple of Cat Photos

OK, I’m going to level with you. I was pretty much ready to finish this article… but I just couldn’t resist including this example. Meowbox is a monthly subscription box with toys and treats for your favorite feline. What’s not to love?

What Else We Love About This Landing Page:

  • It’s one thing for pet owners to say that Meowbox is wonderful, but pairing customer testimonials with pictures of their cats enjoying the treats adds another level of credibility.
  • The headline conveys Meowbox’s main value proposition and, paired with the hero shot, helps visitors understand what they’re getting as soon as they hit the page.
  • This is a click-through landing page, but Meowbox includes a newsletter signup form as a secondary conversion goal to try and capture those precious email addresses. No lead left behind.

What Do the Best Ecommerce Landing Pages Have in Common?

The best ecommerce landing pages target one specific audience, focus on a singular CTA, and include just enough persuasive elements to help a shopper convert. They also:

Oh, and I should also mention that all of the examples featured in this article were built using Unbounce. If you’re interested, you can check out some of our high-converting ecommerce landing page templates to get started on your own today.

 

Original Article

9 Creative Popup Ideas to Make More Money for Your Ecommerce Store

While you may have lots of ideas for running high-converting promotions, making changes to your online store to implement said promotions can be time-consuming and tricky depending on your shop setup.

Lucky, you can quickly and easily create targeted popup promotions that spur sales directly, or nurture relationships with prospects until they’re eager and ready to buy, increasing your sales and order values.

Let’s take a look at nine powerful popup ideas that you can get up and running today to boost your business’s bottom line. But first…

What Makes an Effective Popup Promotion?

(“Show me the money—err, examples!”)

Not all popups are created equal. (We’re not the first to point this out—a recent study revealed that popups triggered in context convert 40% better than popups without.)

To create truly contextual popups, you should keep these three principles in mind:

  • Be targeted. Target your popup to appear based on who your prospects are, where they are, and what they’re doing. This will help your message appear for and appeal to the right people, like visitors on a specific page, in a specific location, or from a specific referral source.
  • Be generous. One of the best ways to get your prospects to take action is to make them an offer they can’t refuse. (Cue The Godfather theme.) For example, you can sweeten your popup promotion with a discount, free shipping, or even the opportunity to subscribe for relevant, valuable content.
  • Be friendly. When you’re writing your message, you want to convey it in as few words as possible. But this is also your chance to build rapport with your potential customers. Choose warm and inviting words that showcase your brand’s personality. You can even make things personal (and increase message match) by populating your popup with your visitor’s first name or the search terms they used to find your offer.

9 Popup Ideas You’ll Want to Steal (and Make Your Own)

Now, on to the good stuff. As promised, here are nine powerful popup ideas you can set up quickly on your own ecommerce site.

1. Increase first-time purchases with an upfront offer

You know how the saying goes: you never get a second chance to make a first impression. Well, in ecommerce, you never get a second chance to spark a relationship with a new prospect and get that first sale. The good news is that you can greatly increase your likelihood of converting by implementing a first-time purchase popup.

This means that when a new visitor lands on your website, you’ll offer them an incentive (like a discount) to buy their first item. This can have a domino effect, where people who purchase once are more likely to purchase again and become long-term customers.

One of my favorite examples is from clothing brand Chubbies:

Creative Popup Examples - Chubbies

The popup is eye-catching and straight to the point. The tone is also warm, fun, and playful. Language like “give it a whirl” and “because a weekend is a terrible thing to waste” showcase the brand’s quirky nature. Most importantly, new customers can immediately see the value they’ll get by signing up: $10 off their first order.

Tips for creating your first-time purchase popup:

  • Give new visitors a little time to get grounded and start browsing your website before triggering the popup. We recommend a 5- to 10-second delay.
  • Offer an incentive for new visitors to stick around and buy their first item. That could be a discount, free shipping, a small gift, or anything else you think will resonate.
  • When it comes to writing copy, keep your tone warm, inviting, and on-brand, but also get to the point fast. If your copy is too long, your visitors will get distracted and bounce. (Cat gif, anyone?)

2. Boost cross-sell purchases with a related product recommendation

Amazon, the world’s largest online retailer, attributes 35% of its revenue to cross-selling. If it works for Amazon, you’d better believe it can work for you, too.

By implementing a cross-sell popup, you encourage customers to add relevant items to their cart. This helps folks find related products they’ll love and bumps your average order value. Of course, your cross-sell popup will work best when it’s something customers genuinely want or need to pair with the product they’re about to buy.

Amazon does this really well. For example, if someone adds a tablet case to their cart, Amazon recommends an SD card that provides extra memory for tablets (shown below). Granted, it’s not the prettiest popup in the world, but it’s still a great example of how you can recommend products that are super relevant to your prospects’ purchase intent.

Creative Popup Examples - Amazon

Or check out this creative idea, again from Chubbies:

Creative Popup Examples - Chubbies (Again)

When customers add an item to their cart, a popup-like slider appears on the right side, offering a chance to unlock a free gift when they spend $99. Then, they recommend a series of t-shirts that would look good with that piece of clothing.

They’re playing with that element of intrigue, too. If you’re naturally curious (like I am), you’re going to want to buy another product just to see what surprise gift is in store.

Tips for creating your cross-sell popup:

  • When prospects add an item to their cart or scroll down to look for product details, they’re showing an intent to buy. That’s the perfect time to trigger this type of popup to appear.
  • Recommend an add-on product related to the one your prospect is looking at. If you’re not sure which products pair well, take a look at your analytics or talk to some of your customers.
  • Offer prospects a gift or discount if they buy products as a bundle.

3. Get visitors’ email addresses before they leave

The harsh reality is that, for most ecommerce sites, many first-time shoppers will browse, leave, and never come back. Ouch.

Thankfully, you can create an exit-intent popup to re-engage visitors who show signs that they’re about to leave. When done right (think more value-focused, rather than breakup-sad), this can help you reduce your website abandonment rate and capture more email subscribers—then you can nurture them and keep them warm until they’re ready to buy.

This is a great example from hannahpad:

Creative Popup Examples - hannahpad

The casual “leaving already?” is enough to grab the visitor’s attention. That’s quickly followed up with a snappy, lighthearted description of why they should stay. That $10 discount coupon does sound appealing, huh?

Tips for creating your exit-intent popup:

  • If a prospect is looking for the exit sign (i.e., hovering over the exit button or opening a new tab), they’re in danger of leaving. There’s no better time to trigger this popup and keep them on your website.
  • Have you heard of the concept of reciprocity? By offering your prospects something valuable first (like a discount or gift), they’ll be more likely to return the favor by handing over their email address.
  • Keep your copy fun and lighthearted. Lots of ecommerce companies beg or plead for their customers to stay. It’s far more effective to give them a reason to stay.

4. Upsell customers with additional products or a high-value version

There’s no better feeling than when a prospect is at your checkout, about to buy a product they’ll love. But what if you could get more value from the sale and help potential customers find the right product at the same time? That’d be much sweeter, right?

You can create an upsell popup that shows prospects an alternative (more expensive, higher-quality) product before they buy. Or you can even prompt them to buy more of the same product.

How cool is this idea from personal grooming company Dollar Shave Club?

Creative Popup Examples - Dollar Shave Club

When a prospect adds a product to their cart, this popup poses a simple question: “How many do you need?” It makes the prospect think twice. Maybe they were about to buy one hair gel product, but realize they could benefit from three. (You know, just in case they’re having a bad hair… year.)

This example also shows that you don’t always need to offer a discount to spark action. By getting a little creative and thinking outside the box, you can create genuine enthusiasm and I-simply-must-have-this desire.

Tips for creating your upsell popup:

  • Just like in real life, when a prospect adds an item to their shopping bag or looks at a particular product for a while, they’re showing intent to buy. That’s the ideal time to trigger this popup—right before the purchase.
  • Recommend a high-tier version of the product your customer is looking at, or ask how many they’d like to buy (like in the Dollar Shave Club example above).
  • Adding an extra incentive, like a discount, will increase your upsell revenue. At the very least, you’ll have some very happy customers who’ll rave about their purchase.

Make more ecommerce sales with popups. Get started quickly and easily with our high-converting popup templates. Once you have a template you like, tailor the copy for your offer and add specific targeting filters (like in the examples here).

5. Reduce abandoned carts with a well-timed incentive

The average cart abandonment rate for ecommerce stores in 2019 is 69.5% across all industries. Reducing cart abandonment is one of the toughest jobs you’ll face as an ecomm marketer. We feel you.

Thankfully, you can trigger an abandoned cart popup to recapture visitors who are just about to leave by incentivizing them to complete their purchase.

Check out this example from Kate Spade:

Creative Popup Examples - Kate Spade

This popup appears when a prospect indicates that they’re about to leave. It highlights that the prospect qualifies for two-day free shipping and free returns—important details they might’ve otherwise missed.

Giving potential customers the option to leave their email address is particularly clever. Armed with that, Kate Spade can send follow-up messages and reignite prospect interest in their abandoned purchase.

Tips for creating your abandoned cart popup:

  • Trigger this popup to appear on exit, when a visitor indicates they’re about to leave their cart. This could be when they move their cursor over the exit button, or when they hover over the navigation to another part of your website.
  • Offer or highlight an incentive for completing their purchase, like free shipping or a discount coupon.
  • If the offer is temporary, consider adding a countdown timer to convey a sense of urgency. This works especially well for limited sale items or additional incentives, like a free gift.

6. Encourage sales with a time-limited offer

Holidays like Christmas, Black Friday, and New Year’s Eve bring peaks in website traffic, especially for ecommerce stores. This provides the ideal opportunity for ecomm marketers to capture more sales with timely, targeted offers.

Check out the example from mattress company Leesa below. The clear, concise, and straight-to-the-point language (“$130 off a Leesa mattress”) makes the offer hard to miss. Plus, the “expiring soon” text—coupled with a timer—generates urgency for the prospect to act soon or risk losing out.

You can create a time-limited offer popup to showcase a sale, creating a sense of excitement and urgency for prospects. This type of promotion will help you boost sales within a specific time period. Talk about a win-win.

Creative Popup Examples - Leesa

Tips for creating your time-limited offer popup:

  • If your offer won’t appeal to everyone, target your popup to appear on a relevant product page or category during your limited offer time period.
  • Leave a slight delay (about 5 to 10 seconds) before triggering your popup to give people a chance to orient themselves first.
  • Highlight your offer upfront, simply and clearly. For extra impact, show a photo of the item that’s up for grabs.
  • Add a countdown timer to create urgency and prompt prospects to act now.
  • Keep it ethical. Don’t mislead prospects about the amount of time the offer is available for just to elicit panic purchases. Remember, the keys to building long-lasting relationships with customers are honesty and transparency.

7. Capture newsletter subscribers with a fun, value-packed popup

Some browsers aren’t ready to buy just yet, but they still want to stay up-to-date with your brand. By reaching out to them while they’re engaging with your content, you have the chance to capture them as newsletter subscribers. That way, you’ll be top of mind as soon as they’re ready to buy.

This Poo-Pourri newsletter subscriber popup (or should I say poopup?) is genius. It’s fun, relevant, and super funny.

Creative Popup Examples - Poo-Pourri

From the shape of the popup to the headline (“Join the Potty”), everything is perfectly on-brand. However, the best thing is how the intriguing description pulls the reader in: “Sign up for our newsletter to get the scoop on new products and (super secret) sales.” Who wouldn’t want access to super secret sales?!

Tips for creating your newsletter subscriber popup:

  • When someone scrolls through a certain percentage of a relevant page (like a blog post), it’s safe to say they’re interested in your content. This is a great opportunity to reach out and offer them more content (like your value-packed newsletter). Ensure what you offer is connected to what they’re currently viewing—in this case, consuming more rad content they clearly like, maybe of the exact topic they’re interested in vs. something very broad.
  • Make the value you’re offering extremely clear. Offer an incentive, like a coupon code or the chance to access exclusive offers.
  • Ensure the subscriber understands what they’re signing up for, whether it’s your latest tips, blog posts, or industry news.

8. Capture high-intent email subscribers with an exclusive content offer

If a prospect is viewing a specific product page for a long period of time, they might need a little nudge to get them to buy. This is particularly true for very high-value products, like engagement rings.

Reach these prospects with an exclusive content popup that promises to help them make a decision with a guide or ebook. Then, once they hand over their email, a member of your sales team can follow up to help answer additional questions (and possibly close the sale).

Along these lines, this popup from Long’s Jewelers is genius:

Creative Popup Examples - Long's Jewelers

It appears after a prospect has been viewing an engagement ring for a while and appeals to the “rookie” buyer (likely a significant chunk of their business). The copy is fun and casual, and it speaks to the reader’s pain points. The image even reveals a sneak peek into the content, which is sure to stir up some level of curiosity.

Tips for creating your exclusive content popup:

  • If your prospect has been viewing a high-value product page for a significant amount of time, they might need more information. This is the best time to reach out with a popup that proactively answers their questions.
  • Offer a guide or ebook related to the product in exchange for their email address, which’ll let you follow up with them later.
  • Be sure to provide a sneak peek to intrigue prospects and encourage them to take you up on the offer.

9. Remind prospects about deals so they don’t miss out

The internet has robbed us all of our attention spans. (Cat gifs, remember?) Just because a prospect has been eyeing up a specific sale item doesn’t mean they’ll remember to actually buy it.

The good news is that you can increase the chance of that prospect remembering a deal by prompting them to add a reminder to their calendar.

This is the premise behind one of Unbounce’s flexible popup templates: the calendar reminder popup. The popup works well because the design is simple and eye-catching while the copy is casual, friendly, and focused on helping the prospect. All you have to do is tweak the imagery, targeting, and copy to suit your ecommerce site and offer.

Creative Popup Examples - Unbounce

Tips for creating your calendar reminder popup:

  • When a prospect looks at a specific deal for some time, they’re probably considering a purchase. Help them out by giving them an opportunity to set a reminder and make their purchasing decision later (before the offer ends).
  • Remind prospects that the offer won’t last forever. If your deal is due to expire soon, consider highlighting the expiry date in your popup.
  • Focus your language on what’s in it for the prospect—not what’s in it for you. Play into their worry of missing out.

Test and Iterate Your Popup Ideas

Your popups are living, breathing entities on your ecommerce site. When done right, they have the power to significantly boost your business’s bottom line. So, make sure to review them and see how they’re performing regularly.

If a popup isn’t doing as well as you’d expect, why not A/B test it? You’ll soon spot trends in what works best (and what doesn’t). Armed with this knowledge, you can tweak your popups to take them (and your creative reputation) to the next level.

Original Article

4 Power Plays for Driving Qualified Google Traffic (Even When No One’s Looking for You)

We learned from the 2010 sci-fi classic Inception that it’s nearly impossible to plant an idea in someone’s head (even for professional dream architects).

This is bad news when you’re on the hook to deliver a high-performing landing page for a new product or service. If no one is searching for your offer, then no matter how brilliant your page, it’s much harder to get the traffic you need to validate, test, and scale.

A quote from Inception.
Source: Advertising is Inception (SlideShare)

Even Google, the search engine powerhouse, can’t create demand where none existed before.

…Or can it?

SEO and paid search get so much attention, it’s easy to forget that Google’s coverage actually extends far beyond organic and paid SERP listings.

Not only does Google’s advertising network reach 90% of internet users, but the cost can also be pennies on the dollar compared to other platforms (like social). And by using Google Ads’ advanced targeting options, you can attract the perfect audience to your landing page and offer.

The opportunity to drive targeted, affordable traffic with Google Ads is massive—even if no one is entering your product or service into a search box. Here are four types of Google Ads that will deliver a real bang for your buck.

1. Drive Desire with YouTube Ads

More than a billion people watch over 30 billion hours of YouTube each month. Since Google owns YouTube, you can easily reach a very targeted audience with your video ads.

The Opportunity:

YouTube ads are a great way to drive awareness of your new offer by providing context and visuals in a way that text ads can’t. Targeted ads not only earn views, they can bring new engaged audiences to your landing page, ready to buy.

Here’s a client screenshot of their video campaign performance. With a low average cost per view (CPV) of only $0.05, the $25:1 ROAS absolutely justifies the investment.

A screenshot of video campaign performance

You have several options for video ads, including bumper, outstream, and video discovery.

The most popular format is skippable in-stream. These ads are skippable after 5 seconds, and advertisers are only charged if someone engages with the ad, watches to the end, or watches past 30 seconds (whichever comes first).

Examples of YouTube ads

With YouTube Ads, Watch Out For:

The first 5 seconds of your ad are critical for hooking your viewer. If your ad takes too long to tell your story or introduce your brand, your target audience will skip it.

If we’re being honest, though, you probably don’t have a “first 5 seconds” of a video ad to optimize. Creating video ads is expensive and time-consuming. It’s easy to de-prioritize and procrastinate production even if you know “it’s important.”

Fortunately, you don’t need a million-dollar ad to grab your audience’s attention.

The video software company Wistia tested the impact of production budgets on performance by creating 3 ads at dramatically different costs ($100K, $10K, $1K). They found that a big-budget ad can actually backfire by feeling too polished.

So, remember, the best ads are those that connect with the audience, and that can be done on almost any budget.

Get Started with YouTube Ads:

To run YouTube ads, select the Video campaign type in Google Ads.

Select campaign type: video

Your videos will need to be hosted on YouTube. You can use unlisted videos, but they can’t be private. You can find complete instructions for launching YouTube Ads here.

Keep in mind that even if your videos are just halfway-decent, they’ll do more to grow awareness than not running videos at all.

Editor’s note. Amy focuses on using video to drive visitors who aren’t aware of your product or service to your landing pages, but you might also consider targetting people who’re already actively searching (if you’re not already). Joe Martinez has some killer advice on how to use custom intent audiences. Worth a read if video is your thing!

2. Be Newsworthy with Discovery Ads

Discovery campaigns are Google Ads’ newest campaign type (and the unofficial competition to Facebook’s feed).

The Opportunity:

Until recently, social media channels had somewhat of a lock on serving hyper-targeted ads directly in a user’s news feed. But Google’s ramping up its options, and its Discover feed serves content to 800 million users based on their interests.

You can reach targeted users as they consume personalized content on Discover, YouTube, and Gmail with Discovery ads, featuring your product alongside other curated topics based on rich signals (such as web activity and location).

A comparison between feeds

With Discovery Ads, Watch Out For:

Machine learning attempts to serve the right ad to the right user at the right time, but that doesn’t mean you can be “hands off.”

Notice the ads above. I was served a discovery ad for a Business Analytics degree around the time I was researching MBA programs, so this ad feels very relevant to my interests.

The laundry ad, however, is a definite miss (punctuation mistake included). The promoted laundromat is 30 miles from where I live; so, even if I were “in-market” for a laundromat (which I’m not), the distance would be a deal breaker.

Google gives you the tools to reach your ideal market, but it won’t tell you that your geography is wrong or that your targeting is too broad. This is true for all ad formats, but it’s a needed reminder when Google suggests its internal signals will do the heavy lifting of targeting.

Get Started with Discovery Ads:

Because Discovery ads are still in Beta, your first step is to work with your Google rep to get whitelisted. These ads also have their own campaign type, so select Discovery.

Campaign type: Discovery

Follow these instructions for Discovery campaigns. Avoid ad disapproval by paying close attention to the image requirements, which are slightly different than they are for other ad types on Google Ads.

3. Get Email Opens (with No List) Using Gmail Ads

You don’t need a big list (or any list at all) to send targeted email promotions with high open rates.

The Opportunity:

With more than 1.5 billion active users worldwide, Gmail is one of the most popular websites in the United States. You can reach your target readers at the top of their inbox and only pay when they open your ad, which expands like regular email.

An example of Gmail Ads

While you can no longer target keywords within Gmail content, you can still use “audience keywords” and many other personalized targeting options to capture your ideal audience’s attention and direct them to your landing page.

With Gmail Ads, Watch Out For:

When ads are served in Gmail, you’re charged for the click that opens the email to expand your message, not the click that drives to your landing page (those clicks are free). This can be very confusing to marketers!

Also, be aware that only free Gmail accounts receive Gmail Ads: if you’re primarily targeting B2B clients using the paid G suite (or non-Google email) accounts, you may want to skip this method.

Get Started With Gmail Ads:

You don’t need to set up a dedicated campaign to run Gmail ads. Discovery ads (above) and Responsive Display ads (below) both automatically give you coverage in Gmail inboxes.

If you’d like more control over the way Gmail ads run, including using custom HTML files, you can do that by creating a dedicated Gmail campaign after you select Display.

Campaign subtype: Gmail campaign

Remember that you’re writing for an inbox, so write a headline that feels like a subject line, not a headline. “Grocery delivery on your schedule” works. “Packed with protein” doesn’t.

4. Amplify Your Offer with Responsive Display Ads

Responsive display ads are the default ad type for the Google Display Network. They let you easily create ads that can meet the publisher specs of the 2 million sites included in the network.

The Opportunity:

With Google’s automated responsive display ads, you can input multiple assets for a single ad (15 images, 5 logos, 5 videos, 5 headlines, and 5 descriptions).

Google will adjust and optimize the size, appearance, and format of the ad to fit the available inventory on the publisher site, meaning you don’t have to create multiple ad sizes of each creative variant.

Here are examples of how a responsive display image ad, text ad, and native ad can look on a mobile device:

Comparison of image, text, and native ads

With Responsive Display Ads, Watch Out For:

If you’re like most advertisers, you don’t think the pure text ad (shown above in the center) is great for branding. Unfortunately, there’s no way to opt out of that or any other ad combination using RDAs.

If you need full branding control for your ads, image ads would be a better choice. They’re more work to set up but allow you to ensure brand guideline compliance.

Get Started With Responsive Display Ads

Responsive display ads are easy to create. Select the Display campaign type and follow these instructions to set up responsive display ads.

Campaign Type: Display ad

With responsive ads, you’ll have one URL for any headline-image-description combination, so use assets that can work interchangeably.

Keep Bad Traffic Off Your Landing Page

Now that you know the types of Google Ads you can use to grow awareness and interest for your offer, let’s review how to make sure you get the right traffic.

A shot from Inception
Source: IMDB

The best ads and landing pages won’t drive conversions if you’re reaching the wrong audiences. Worse yet, unqualified traffic will skew your conversion rates and make it harder to improve your landing page.

You can layer audience and content targeting to reach new relevant audiences with precision, including:

  • Demographics
  • Affinity
  • In-market
  • Custom intent
  • Topics
  • Placement
  • Content keywords
  • Display expansion

Refine your targeting strategy, so you don’t waste budget or capture the wrong audiences.

As we saw in the laundromat example, just because someone is in your county doesn’t mean they want to drive an hour for your coin-op laundry service.

But tighten the geography to a 5-mile radius, and serve ads to people who are actually in-market for laundromats, visiting the websites of your competitors, or researching how to fix a broken washer/dryer… and suddenly you’ve got some viable targeting.

A meme from Inception
Source: MagicalQuote

Enjoy the Fruits of Early-Funnel Google Ads

Ads targeted to the right audience at the right time can create awareness where none existed before. This ultimately drives organic searches, builds effective remarketing lists, and creates a new audience to reach.

Smart paid marketing not only solves the problem of generating landing page traffic, it also closes the loop on our inception problem, planting the seeds of future loyal audiences.

Landing pages with PPCOriginal Article

2020 Ecommerce Landing Page Best Practices (with 27 Examples)

Everything You Need to Know About Ecommerce Landing Pages (But Were Afraid to Ask)

If your online store isn’t generating a ton of sales, it might have something to do with where you’re sending your traffic.

As an ecomm marketer, there’s a good chance you’ve advertised a product through paid search or announced a seasonal promotion via email—and, maybe, been less than delighted with the results. These campaigns can sputter for all sorts of reasons, but there’s a common blunder that tons of marketers make: they send their traffic directly to product pages on their ecommerce storefront. And that’s a problem.

Here at Unbounce, we want to answer some of the most common questions about poor ecomm performance (plus explain how landing pages can help), including:

Why Isn’t My Ecommerce Website Selling?

First things first. Why doesn’t your ecomm storefront convert as well as you’d like?

Your website (and the product pages within it) has a ton of distractions that can throw your prospects off course and away from purchasing. Think top-level navigation, related merchandise, external links to follow, and a dozen other shiny redirections. Ideally, you only want to present one path for your shopper to take—not the thousand options your website inadvertently presents.

Your online storefront’s messaging will also tend to be pretty broad, lacking the sort of persuasive details that different segments of your audience need to make a purchase decision.

Consider a pay-per-click (PPC) use case. If a potential customer was searching for “bikes for commuters” and clicked on your paid ad, they’d expect to land on a page showcasing bikes built for riding on the road, plus a clear way to redeem the 15% discount that you promised. Instead, they find themselves on your homepage, swamped by a ton of products they weren’t ever looking for: bike helmets, outerwear, and other sports accessories.

Where are the commuter bikes from the ad? How does this visitor claim the 15%-off discount? As you can see below, the message falls apart.

Why Isn't My Ecommerce Website Selling? (Bad message match!)

Research suggests that you’re better off sending traffic to ecommerce landing pages, which have been shown to double conversion rates and average order value. Landing pages focus on just one conversion goal at a time—and because you can build them separate from your ecomm store, you can launch promotional campaigns and test new products faster. In combination with the ads or emails you’re running, landing pages help you learn what type of messaging your visitors need to convert.

What’s an Ecommerce Landing Page?

An ecommerce landing page is a page that has been specifically designed to drive sales by matching your visitors’ search intent, showcasing the benefits of a product, and prompting conversion with a clear call to action. By building a unique landing page for each of your paid ads or ad groups, you can dramatically improve the chance that any given visitor converts.

Remember our PPC use case? Let’s look at an improved experience:

An example of an ecommerce landing page

In the example above, your visitors are directed from your ad targeting “bikes for commuters” (the keyword you’re bidding on) to a dedicated landing page that aligns perfectly with the search term and the visitor’s intent. From the slick imagery that screams “commuter bike” (as much as a bike can) to the descriptive copy and sticky bar focused on ordering now, your page gives visitors exactly what they expected to find. With fewer distractions (there’s no top-level nav and all of the links point to purchase), you’re far more likely to make the sale.

Landing pages aren’t just for paid search and social ads, either. Because they’re separate from your storefront and so quick to build, the ecommerce use cases for these pages are practically limitless. Linking out to a seasonal campaign from your website, or promoting a new product through an email blast, are also great opportunities to boost your sales with conversion-optimized landing pages.

Unless you’re working with one of the top-cheese ecomm platforms like Shopify or BigCommerce, implementing changes to your storefront can require some serious technical know-how. There’s also a certain amount of risk in making tweaks without truly understanding the impact they’re going to have. With landing pages, your ecommerce brand can build pages and validate new products or promotions in a jiffy.

What Are Some Ecommerce Landing Page Best Practices?

“Hey, that’s great, Unbounce,” you say aloud, prompting concerned looks from nearby coworkers. “I want to build my page. But where can I learn more about incredible landing page design?”

We’re so glad you asked.

The team here at Unbounce is pleased to bring you The Ultimate Ecommerce Landing Page Lookbook, which includes some of our favorite landing pages from ecomm marketers in apparel and footwear, home decor, food and beverage, and everything in between. We’ve got spectacular examples from loads of brands you may already be familiar with, including wedding marketplace Zola, shirt brand Twillory, and sweet, sweet Drizzle Honey.

Unbounce Ecommerce Landing Page Lookbook - Preview

The Ultimate Ecommerce Landing Page Lookbook is presented in partnership with our friends at KlientBoost, an agency that specializes in helping your ecommerce company get more from your PPC ad spend.

Inside the lookbook, KlientBoost’s Director of Ecommerce, Reese Garcia, shares some of his best practices for creating a landing page that sells—and we’ve got a quick preview for you below.

A Great Ecommerce Landing Page Is:

#1. Perfectly aligned with your paid advertisement

This is all about message match, which we touched on earlier. When someone clicks through one of your search ads (or social post, or promotional email—whatever), you’ve already shaped their expectations for what they’ll see next. Ensure the copy that motivated their click is mirrored on your landing page. That way, you can indicate to potential customers that they’ve found what they’re looking for.

#2. Easy to follow with straightforward and concise messaging

It’s pretty unlikely that your visitors are going to read all of the copy on your landing page. Instead, they’ll skim for the information they want to see: your product’s differentiators, your promised benefits, and your price. Stick to the value of your offer. Keep things digestible with section breaks, headers, and bullet points.

#3. Optimized for desktop and mobile visitors alike

More of your visitors are on-the-go than ever before, and you need to make sure that your landing page delivers a positive mobile experience. If you’re not building separate pages for smaller screens, you need to at least make sure the pages you do have are responsive. Use a simple layout and keep load times as short as possible.

#4. Laser-focused on its primary goal: conversion

Every element of your landing page should be nudging visitors towards making a purchase decision. Remove unnecessary navigation and exit points to keep potential customers on the page. Consider using additional calls to action (like sticky bars or popups) to keep your offer top-of-mind.

Make more ecommerce sales with popups. Get started quickly and easily with our high-converting popup templates. Once you have a template you like, tailor the copy for your offer and add specific targeting filters (like in the examples here).

Where Can I Find Awesome Ecommerce Landing Page Examples?

It’s one thing to read tips for how to create an awesome ecommerce landing page. It’s another thing to see those principles come together in a way that not only looks great but also prompts action and drives revenue. That’s why the Ultimate Ecommerce Landing Page Lookbook (from Unbounce and KlientBoost) includes 27 jaw-dropping and high-converting examples from the top bananas of online retail.

Here are just a few ecommerce landing page examples from brands you’ll find in the lookbook. Follow their lead and you’ll be well on your way to building like the best of ’em.

Alps & Meters

Industry: Apparel
Model: Storefront
Page Type: Click-Through

ecommerce landing page alps and meters

One look at our example from Alps & Meters and you’ll instantly understand how landing pages can elevate your product in ways your storefront rarely does. The luxury sportswear brand uses this opportunity to tell a story, imbuing their clothing with the emotional power of pioneering female athletes. Pair that with striking photography, plus big-name social proof, and you’ve got yourself a winner.

SnackNation

Industry: Food & Beverage
Model: Subscription
Page Type: Lead Generation

Ecommerce Landing Page SnackNation

This example demonstrates how you can use landing pages to run limited-time promotions and crank conversions into overdrive. SnackNation captures our attention with an unbelievable offer above the fold, then tackles objections by explaining exactly how their subscription service works and what’s included. Add in bold, colorful visuals and this whole page feels like a celebration.

This is just a taste of the insight you’ll find in The Ultimate Ecommerce Landing Page Lookbook. Download the full thing for Unbounce-certified critiques and reccos on 27 top-notch pages.

Alchemy Fine Home

Industry: Home
Model: Storefront
Page Type: Lead Generation

Ecommerce Landing Page Alchemy Fine Home

Even with sparse copy, this landing page from Alchemy Fine Home (built by KlientBoost) does an amazing job of attracting new customers with a 15% first-order discount. Not only does it incentivize a purchase, it gets visitors onto the email list regardless of whether they actually buy something. Smart.

This page also makes terrific use of photography, visually conveying the sense of elegance that’s central to Alchemy’s brand.

Want to Build Ecommerce Landing Pages Like the Pros?

“Good ecomm marketers copy; great ecomm marketers steal.” — Picasso, probably.

Creating a masterpiece is a lot easier once you’ve found a little inspiration, and landing pages are no different. That’s why we created The Ultimate Ecommerce Landing Page Lookbook: to help marketers like you find your ecomm Erato, your online retail muse.

Unbounce - The Ultimate Ecommerce Landing Page Lookbook

What’s Inside the Lookbook?

  • Our hand-picked selection of 27 ecommerce landing pages from a bunch of different product segments and retail models.
  • At-a-glance insights into what makes these pages work so well (plus recommendations from the marketers who built them).
  • Heaps of amazing ideas for your own landing pages, including persuasive copy tips and gorgeous design techniques.

Don’t let your next ecomm product launch or promo campaign fizzle. Download The Ultimate Ecommerce Landing Page Lookbook and get the inspiration you need to build beautiful, high-converting pages that turn looky-loos into customers.

Original Article

4 Lessons We Learned in 2019 (and How Marketers Can Apply Them in 2020)

It’s been a heck of a year, hasn’t it? And it’s not over yet.

Even if you’re still knee-deep in holiday and end-of-year promotions, it makes sense to take time to pause. Now’s the time to reflect on the challenges, opportunities, and accomplishments of 2019—before the crazy starts up again.

With that in mind, we’re revisiting the big lessons drawn from our most popular pieces on digital marketing and landing pages. For each, we’ll talk about how you can best apply these lessons in 2020 and beyond.

Lesson 1: Slow page speed is killing your conversions.

Unbounce predicted that 2019 would be “the year when the difference between fast and slow content becomes the difference between showing up in the search results (whether paid or organic) or disappearing completely.”

In January, we also published Think Fast: The 2019 Page Speed Report to shed some light on how slow loading times are impacting conversion rates.

We wanted to know where improving page speed was falling in the marketers’ yearly priority lists—as well as what their customers experience (and how they behave) when a website is slow to load.

This research stirred up all kinds of reasons why you definitely need to keep speed in mind when creating landing pages. For instance, Google says 53% of visitors will bounce after three seconds of waiting. But our check-in at the Call to Action Conference in late 2018 revealed that 85% of participants’ pages came in slower than 5 seconds at a 3G connection. (We’re not naming names, but some took more than 20 seconds.)

The survey results also revealed that consumers are pretty frank about the impact that slow ecomm sites can have on their willingness to buy:

Slow load times lead to fewer sales
Source: Think Fast: The 2019 Page Speed Report (Stats and Trends For Marketers)

What surprised us most, however, is that improving load times remains an overlooked way of optimizing the visitor experience. Very few marketers we surveyed identified it as a priority for the year, even though those who did have likely seen the benefits.

What Marketers Can Do in 2020

The thing is, these page speed concerns aren’t going away.

The average time for a web page to load is actually slower at the end of 2019 than it was a year ago. Some marketers have resisted making big improvements to loading times in the hopes that technology will save them (“5G is coming any day now!”). But speed remains a competitive differentiator.

Google hasn’t backed away from forcing the issue, either. They’ve always said that speed matters, but in November, they outlined plans to indicate when a site has been historically slow to load using badges in Chrome: “We think the web can do better and want to help users understand when a site may load slowly, while rewarding sites delivering fast experiences.”

Chrome testing speed warnings
Source: Google Chromium Blog

All of this adds up to a continued need to boost speed on your landing pages and website. To help, Unbounce’s Garrett Hughes put together a shortlist of page speed fixes (plus a downloadable checklist). And if you want to achieve blazing speeds on mobile devices, you’ll also want to investigate using Accelerated Mobile Pages (AMP) as well.

Marketers need to get faster and stay that way.

Let’s make speeding up a habit in 2020.

More Reading About Page Speed

  1. Think Fast: The 2019 Page Speed Report (Stats and Trends For Marketers)
  2. 2019 Is the Year of Page Speed. Are You Ready?
  3. 7 Page Speed Stats Every Marketer Should Know
  4. Increase Your Landing Page Speed (By Stealing Our Homework)
  5. Your Shortcut to Lightning-Fast Speeds. AMP Landing Pages Come to Unbounce.

About Unbounce Speed Boost. We’ve made backend improvements to the landing page builder to ensure that, under the hood, every landing page you create is designed to follow Google’s best practices for performance. So you don’t have to think about it. You can read about these improvements here.

Lesson 2: A/B testing isn’t your only optimization option.

At Unbounce, we’ve been preaching the gospel of A/B testing for a very long time. (For as long as there’s been an Unbounce, as a matter of fact.)

Here’s a snippet from our very first website, ten years ago: “With built-in A/B testing as a standard feature, you can experiment with unlimited variants of your page until you achieve the optimal design.”

In those days, we saw the promise of a “no-nerd approach to landing page construction” that included “a digital dashboard to rival the Starship Enterprise.” (No-nerd? Riiight.)

Unbounce.com circa 2010

Today, A/B testing remains an incredible way of testing an informed hypothesis about your landing page. For many people, though, the number of visitors you need (and the time necessary) can put it too far out of reach. No wonder while 98% of marketers recognize testing has definite value for their business, 42% say it’s too difficult for them.

But optimizing and A/B testing aren’t the same thing. And smaller teams and businesses that don’t get the critical mass of traffic to test efficiently should still make optimizing part of business as usual.

What Marketers Can Do in 2020

Nobody would blame you for taking a one-and-done approach. If you find yourself in the camp of marketers who’ve struggled to A/B test in the past, the good news is that the times are a-changin’. New pathways to optimizing your landing pages are opening up as you read this.

In November, we made Smart Traffic™ available to Unbounce customers. Powered by machine learning, this tool dynamically sends each and every visitor to a page variant that’s right for them. Plus, while running A/B tests requires tons of traffic, Smart Traffic starts optimizing after as few as 50 visits.

It’s not only extremely rad, it’s also bone simple: build some variants, set a conversion goal, and turn it on. I encourage you to try it out for yourself.

Beyond Smart Traffic, it’s almost guaranteed that machine learning (from us, from elsewhere) will continue to reshape your marketing stack and enhance your marketing practice. In 2020, you can expect more options when it comes to optimization, personalization, and automation.

The takeaway: adopting a growth mindset means making optimization an everyday practice. Thanks to new technologies, the barriers are beginning to topple—so keep an eye out for opportunities.

More Reading About Marketing AI

  1. Marketers Need an Easier Way to Optimize Landing Pages
  2. Match Each Visitor with the Landing Page Most Likely to Convert [Introducing Smart Traffic™]
  3. How Marketing AI Will Transform Your Lead Generation (and Conversion)

Lesson 3: We all need to raise our marketing IQ.

According to a recent paper published by 13 marketing scholars with the Harvard Business School, marketers see the most potential gains when machine learning technologies enhance human capability: “The brightest future,” they write, “is based on the synergy of what the machine can do well and what humans do well.”

Machine learning will free us from the grind, allowing us to do more of what humans do best. But this also means that it’s more pressure than ever to become the best darned human marketers we can be.

It’s time to raise our marketing IQ. That means moving beyond best practices, received wisdom, and going with your gut. It means making smarter, more informed decisions based on a highly developed skillset. And it means optimizing yourself as a marketer, not just your landing pages.

We think it’s incredibly important, which is why raising your marketing IQ was the theme of this year’s Call to Action Conference.

Over three days, we sought to bring marketers and industry leaders together to talk and sharpen our skills in six vital categories: design, copy, analytics, process, emotion, and strategy (which ties ’em all together).

Unbounce Co-Founder Oli Gardner summed up the benefits of high IQ marketing in a blog post earlier this year: “This is marketing that takes things to a new level, going past surface-level findings to understand the true value of your generated leads.”

Oli Gardner at CTAConf
Oli Gardner at CTA 2019

What Marketers Can Do About It in 2020

In 2020, BYOTL (be your own thought leader). Keep devouring blog posts and other content from the experts, sure, but look for those sources that challenge the status quo and go beyond the best practices. (If you’re looking for some blog recommendations, I think this list from The Search Agency is a pretty good place to start.)

Finally, if you weren’t able to join us at CTAConf in 2019, you can also get caught up on all 20 speakers, watch videos, and review slide decks on our recap site. This includes experts like Joanna Wiebe, Larry Kim, Ross Simmonds, Nadya Khoja, Jason Miller, and Andy Crestodina—as well as a few surprising perspectives on marketing today.

(Finally, binge-watching you can feel good about.)

More Reading About Marketing IQ

  1. Call to Action 2019 Speaker Videos and Slides
  2. The Simple Reason Why Your B2B Lead Gen Conversion Rates Are Completely Wrong
  3. Raise Your Marketing IQ at CTAConf 2019

Lesson 4: SaaS rebrands are a huge challenge.

This lesson became immediately apparent when people began to take notice of a single illustration trend that dominated SaaS branding in 2019.

As Unbounce’s Luke Bailey wrote in a post back in August, “Depending on who you ask, these drawings and animations are either fun and whimsical, or strange and faceless. Maybe you see them as friendly-looking doodles … or maybe you see them as just plain weird.”

Image courtesy of the Stubborn Free Illustrations Generator

It was the sheer ubiquity of these “little buddies” in 2019—especially given the time and thought that SaaS marketers put into standing out from the crowd—that’s particularly striking.

Jimmy Daly, Marketing Director at Animalz, first called out how common the style was becoming:

i genuinely respect all of these companies and use these tools but saas websites are perpetually homogenous. what gives?

— Jimmy Daly (@jimmy_daly) June 4, 2019

Like many of us, Daly doesn’t necessarily dislike this trend, but he isn’t sure how these illustrations were suddenly everywhere. In his words, what gives? Should SaaS brands even care about achieving originality? And if not, where should there focus lie?

These are some big questions, it turns out, and I’d recommend checking out Luke’s epic post for the details on his quest for answers. (There’s some interesting speculation in the comments too.)

What Marketers Can Do About It in 2020

Given the enormous pressure to carve out an identity that’s distinct from competitors, marketers might be tempted to try to avoid all influence from others in their space. Even if this were possible, though, it probably isn’t the best approach. Wildly different branding isn’t necessarily what your customers want from you.
Instead, Luke advises taking a more thoughtful approach to your SaaS rebrand:

If you’re planning to launch a new version of your website in 2020, there’s nothing wrong with looking to other companies you admire for inspiration. But, at the same time, you’d be doing your own brand a disservice if you just try to straight-up swipe someone else’s style.

Luke Bailey, Unbounce Content Team

Luke says to consider your product, your place in the market, your target audience, and your brand personality before jumping on any design trend. Striving for some originality makes sense, sure. But matching your brand with your audience is more important.

Whether the cycle of SaaS rebrands in 2020 brings us more of these little buddies or something a little more out there (“What if our new website was, like, entirely turnip-based?”), it makes sense to keep your eyes on the prize: converting visitors into customers.

More Reading About SaaS Branding

  1. Here’s How the Illustration Design Trend Caught Fire and Why Every SaaS Is Rebranding
  2. [Brand Reveal] Celebrating You with a New Look

Get Ready for 2020…

The lessons you’ve learned from 2019 don’t stop being relevant at 11:59pm on December 31st. It turns out that the earth orbits the sun all the time, and we’re just marking the time.

So how will what you learned in 2019 transform how you do your job in 2020? What are your own marketing lessons going into the new year? What are your marketing resolutions? Now’s the time to start thinking…

We’d love to hear your answers in the comments below.

Original Article

Evergreen SaaS Landing Pages You Should Have Running at All Times [Examples]

It’s a vicious cycle that many SaaS marketers fall into—you’re trying to hit your lead-gen targets, but your budget and resources are tight. So you turn to a quick, one-off campaign to generate some leads.

Then, once that campaign runs its course, you start planning the next one.

And so on. (And so on.)

While this cycle can be effective in the short term, it’s just not sustainable. Running campaigns in this way create spikes in traffic that can quickly die out if you don’t invest in ongoing promotion. They also take a lot of effort to execute (and don’t guarantee returns).

Cue the infomercial voiceover: “There has to be a better way!”

Pictured: A typical SaaS marketer workin’ the lead-gen funnel.

Turns out, there is a better way.

If instead, you invest some time developing ‘always-on’ campaigns, you can drive consistent growth in a much more efficient, scalable way. For instance, if you have core assets (like a webinar, newsletter, or demo page) that you routinely drive prospects to, you can make these work year-round by creating some landing pages that run on auto-pilot.

There are tons of evergreen landing page campaign possibilities, but we’ve rounded up five that we think every SaaS marketer should have in their arsenal. Keep these ones running 24/7/365 for steady lead generation all year long.

1. The “We Solve Your Problem” Long-Form Landing Page

Do your prospects tend to do a lot of research before they start a new trial or demo your product?

This is where an evergreen, long-form landing page shines. Evaluation-stage prospects are hungry for details, proof of results, examples, and info tailored to their experience. They need to be persuaded to choose your offering over the alternatives.

So, for paid search ads targeting transactional keywords, you may want to create a standard SaaS long-form landing page explaining your offer.

Like this one:

A Pitchbook Page

Image courtesy of Pitchbook. Click it to see the whole thing.

The SaaS sales page above from Pitchbook has a preview video, a customer testimonial, and a logo bar of social proof to build credibility. It does a great job giving visitors a comprehensive rundown of the product’s features and benefits. All in support of that awesome ‘request a free trial’ call to action.

Why should you build one?

Long-form landing pages help your audience make more informed decisions by providing in-depth information about your software. With more sections on the page, you have room to expand about what sets your offering apart from competitors and the value you deliver.

As a bonus, these pages aren’t just effective for middle-of-the-funnel prospects. They can also help folks at earlier stages of awareness. For instance, people in the discovery stage may not know they have a problem, but they’re likely experiencing the symptoms. The extra length lets you conduct a thorough investigation and lead visitors down the path from the symptoms to the problem to (hopefully, your) solution.

With a long-form landing page that runs 24/7/365, you can show potential customers how their current situation is costing them money, time, resources—or any other problem you’ve helped them identify. You can also anticipate the objections your target customer might have about your software and address them with compelling, long-form storytelling.

2. The “Weekly How To” Webinar Landing Page

You can raise awareness of your webinar through your email and social media channels, and you’ll definitely see some engagement for your effort. (After all, how hard is it to click a little ♥ icon?) But without a dedicated landing page, it can be tough as old leather to convert interested people into actual registrants.

It’s easy to forget that once you finalize your content and secure your speakers, you still have to convince your visitors to register to attend.

This webinar landing page that Thinkific built with Unbounce gets it right:

A Thinkific Page

Image courtesy of Thinkific. Click it to see the whole thing.

Promoting an entire digital summit, this page has a large, eye-catching header section that tells the viewer exactly what they’re going to get out of this online event. It also has strong calls-to-action placed above the fold and below the body copy, plus detailed descriptions of the speakers.

Thinkific even includes an FAQ section to help potential registrants get as much information as possible before they make the decision to sign up.

Why build your own webinar page?

If you’re asking prospects to give you their email details and an hour or more of their time, you need to make it clear what they’re getting in return. With a landing page, you can communicate the value of registering for an online or offline event using persuasive elements like benefit-oriented headlines, social proof, and testimonials.

You can also use these pages as an entry point for visitors to explore other relevant content. For example, the bottom of the Thinkific webinar landing page features a short value statement that highlights the benefits of their product in a call-to-action to start a free trial.

Editor’s note. Looking for some advice on how to run a webinar for your SaaS brand? We’ve got you covered: How to Build a Great Webinar from the Ground Up + 8 Examples That Don’t Suck.

3. The Interactive Lead Magnet Page

Let’s face it: the traditional lead magnet is losing its pull. Years ago, you could offer a simple downloadable piece of content like an ebook or a PDF resource and watch your conversions soar.

Today, it’s often a different story. Fewer visitors are willing to part with their email addresses—and if they are, you better have something truly valuable to offer in exchange. To address this, SaaS businesses are upping their lead magnet game by trying out quizzes and other types of personalized, interactive, or tool-based marketing elements.

Here at Unbounce, for example, we developed a free analyzer tool that offers insights on how you can optimize your landing pages:

While an ebook or downloadable PDF can also help to educate visitors, what happens once they finish with that static piece of content? It’s up to each individual to figure out how to apply the learnings, and they’re not always motivated to follow through. That means it’s often the end of the road. They close the book, and they’re done. That’s not great for engagement.

People also have to set aside some time to actually read through your material. In comparison, a quick tool like the analyzer provides each visitor with a personalized report on their specific pages—instantly. No pain, all gain.

And we serve this tool up on an Unbounce-built landing page that converts almost 30% of all visitors. It’s a great way to offer value, all the while serving as an evergreen awareness campaign that’s directly plugged into what we do.

Why should you consider a tool on a landing page like this?

Calculators, quizzes, and other tools are a great way to inject a little fun and—ideally—high value into your lead-gen or awareness strategy. They empower your visitors with insights on their specific situation. And they give you more info about your audience than you could get from a piece of static content.

Interactive lead magnets can also reduce the time your business spends on sales queries and save you time by automatically sending someone’s contact information through your funnel via integrations with your CRM or email marketing platform.

Finally, an interactive lead magnet can help instill loyalty in your visitors. If you’ve helped someone solve a problem, they’re much more likely to bookmark your page and remember you for next time. Plus, you get more credibility because you’ve proven that you know your stuff and understand your audience’s needs

4. The “Newsletter Audience-Builder” Landing Page

These days, you’d be hard-pressed to find a company without an email newsletter. It’s one of the most efficient, cost-effective ways to stay top-of-mind with your audience.

But people also find these newsletters increasingly easy to ignore, easy to tag as spam, and easy to unsubscribe from. That’s why it’s imperative that you keep your list fresh by adding new subscribers.

It’s easier than ever for someone to unsubscribe from your newsletter. (Source: AndroidPolice)

Sure, you can put a newsletter sign-up button on your website and call it a day. But if you really want to grow your mailing list, you should consider adding a dedicated landing page into the mix. With a landing page, you can experiment with copy and compelling visuals to ensure your newsletter’s differentiating value really comes across.

For instance, Pitchbook’s newsletter sign-up (which is another hit landing page from their team) checks all the boxes. It has a clear headline, uses visuals to show what the newsletter looks like in different formats, and has a short-but-sweet form:

Image courtesy of Pitchbook.

If you prefer to keep things simple, though, you could follow this example from Later. There’s not a lot of text on this page, but each piece of copy serves a purpose. The headline (“Never miss an Instagram trend again”) drives home the key benefit of signing up for their newsletter. And the subheading acts as social proof. (After all, a million-marketer-strong email list is nothing to scoff at.)

Image courtesy of Later.

The last section sets expectations around frequency, so potential subscribers can feel confident knowing Later won’t spam their inbox with multiple messages a week. And by only asking for an email, they make signing up even more enticing to their audience of marketers (who are usually wary about giving up their personal info, but often do so when it’s in exchange for more data).

5. The “Sign Up For a 1:1 Demo” Landing Page

While you can give your website visitors a small taste of what you offer through videos and webinars, this often can’t compare to leading someone through your product personally—where your guest can ask questions live. This is why offering a free demo is a common step in the SaaS buyer journey and a key landing page you’ll want to have available evergreen.

Visitors at this stage can be pretty close to making a purchasing decision, so your number one priority should be to make this process as frictionless as possible. Fortunately, a landing page is one of the easiest ways to do this:

Image courtesy of Skillshare.

The most effective demo landing pages are pretty straightforward. They typically have a clean and simple look, a form, a phone number field for an alternative form of contact, social proof, a video, bullet points, or another short message that outlines what users can expect from the demo.

While the “request a demo page” from Skillshare above is missing some social proof in the form of testimonials, all the other important elements are present. It’s easy to follow and the lead-gen form is a reasonable length to help the Skillshare team understand how to tailor the demo.

Conversion tip. You can take things a step further for your always-on demo landing pages by adding a pop-up. For example, you could use this calendar notification pop-up template and have it appear after someone converts. This would prompt your visitor to add a calendar reminder to join the session and ensure your live demo attendance is high.

Evergreen Your SaaS Landing Pages

If you set up these evergreen landing pages as a first step, you can generate a ton of leads for your software without developing campaigns on a typical one-by-one cadence.

As with any other type of campaign though, it’s a great idea to optimize these pages to ensure you’re getting the best results possible. Experiment with on-page elements, the copy on the page, or adding social proof. Even tiny tweaks can have a big impact.

The work of a SaaS marketer is never done, but by building pages for the long term you can create conditions that help you generate leads and conversions—without climbing on the campaign hamster wheel.

Find out how to build high-converting Unbounce pages without disrupting a single developerOriginal Article

Not Using Landing Pages in Your Ecommerce Email Marketing? Here’s Why You Should

So, you’re not using your Landing Pages with your Email Marketing?

We’ve all had it happen. You meticulously craft an ecommerce email campaign that’s gonna help you sell a ton of products. You build a beautiful HTML template, write engaging copy, and A/B test your subject line. You implement an obvious and compelling call to action.

And after all that work, the landing page that your email directs folks to has a high bounce rate—or worse, a low conversion rate.

What gives?

It could be that your emails are writing checks your click-through destination can’t cash. If you send out a 15% off promotion for dog treats and link your audience to someplace with no mention of the discount, visitors are gonna be confused—and they’ll lose interest in a hurry.

Bottom line: Failing to match the messaging in your email with the copy and visuals on your landing page will hurt your conversion rate.

Maybe you already know it’s a problem, but you feel like you don’t have the resources to pair all of your offers with campaign-specific pages. Fortunately, there’s an easy fix. Here’s why you need to match your emails to your landing pages in your next ecommerce campaign, and how you can do it really, really well.

The Real Reasons Your Email Subscribers Aren’t Buying

Let’s be honest. Sometimes in marketing, you can get away with doing less—and that’s a problem.

Email marketing offers some of the best ROI in the business. When you’ve already got someone’s email address, you can expect them to open 14% of the emails you send, with click-through rates just under 7% overall. Estimates suggest that there’s $44 of revenue generated for every dollar spent on email marketing.

With stats like these, you can just half-butt your ecomm email promotions and still do pretty good, right?

Not exactly. If your emails are paired with landing pages that have high bounce rates or low conversion rates, you’re not just leaving money on the table—you’re also bombarding your potential customers with marketing that just doesn’t resonate.

Here are some of the common reasons email promos underperform:

1. Your storefront product page isn’t enough

Data indicates the average bounce rate is 9%, even with load times of less than two seconds. If you’ve seen higher bounce rates on the destination page of your email promos, it might be that you’re not linking to a relevant enough page in the first place.

Your online store’s product pages are specific no-no’s for this purpose. They’re often short, lack details mentioned in your email, and don’t create a consistent experience from click to click.

2. You’ve got too many escape routes

Another problem with your online store’s product pages is that it’s too easy for customers to get distracted and leave. Think about all of the escape routes: website menus, product navigation, highlighted deals that have nothing to do with your email.

Your ecommerce landing page needs to be built as a distraction-free, conversion-optimized funnel. Always encourage your customers to go forward, not sideways.

3. You’re a victim of the paradox of choice

Even if you cut down on the escape routes, too many options can lead to fewer conversions. As Barry Schwartz explains in his book, The Paradox of Choice: “What we don’t realize is that the very option of being allowed to change our minds seems to increase the chances that we will change our minds.”

The same is true for your visitors. Landing pages with just one call to action have been shown to have 2% higher conversion rates than those with five or more.

4. Your landing page is trying to do too much

When your landing pages are more specific, you can get away with using fewer words. You may also find that it’s better for your conversion rates: landing pages with less copy tend to outperform pages with too much copy at a rate of 14% to 11%.

Josh Garofolo, CRO expert at Sway Copy, explains:

A product page will never do more than an “okay” job because it needs to cater to everyone—every persona, every use case, every traffic source.

Sending subscribers to a focused landing page that leverages everything you know about them—including the context behind the link they’ve just clicked—is the most reliable way to increase conversions.

Why Every Ecommerce Email Marketing Campaign Needs Its Own Landing Page

To summarize some of the things we’ve already covered, here are some of the biggest reasons that you should be pairing email promotions with dedicated landing pages:

  • Avoid confusion and frustration. When someone clicks a CTA in your email for a specific offer, they don’t want to end up on a page that doesn’t mention that promo. They may wonder if the offer is even valid.
  • Target specific customer groups. More specific landing pages help you hit on more customer segments. In one example below, you’ll see how Samuraw targeted specific customer groups with unique pages for each.
  • Maintain purchase momentum. A customer clicking your email offers is further in the sales cycle than a customer who just discovered your product pages. Creating specific landing pages helps you target those customers who are more prepared to buy and streamlines their path to purchase.

B2B email expert Sophia Le makes the case for pairing emails with landing pages this way:

If ecommerce brands take the extra step to make a landing page, it allows them to create a consistent story arc between the email copy and the actual conversion goal.

The more seamless it is, the more likely the conversion. Plus it’s less jarring for the email subscriber when the transition from email to landing page is a smooth one.

How to Match Your Emails with Your Landing Pages (& Maximize Conversions)

Here are some quick tips for creating landing pages that convert more of your email subscribers:

  • Be consistent in design. The first thing that visitors are going to internalize is how the landing page actually looks. When someone clicks on your CTA in the email, the last thing you want to do is surprise them. To create a seamless experience, include consistent design elements like colors, fonts, and images.
  • Minimize navigation. This is a landing page, not a launching page. Yet too few ecommerce marketers seem to realize that: only about 16% of landing pages are free of a navigation bar. Be sure you’re not in the other 84%.
  • Reduce friction. Automatically fill in whatever information you can for visitors on your landing page. For example, if they clicked on a coupon code, make sure it’s already applied to their cart. This reduces the amount of clicking a customer has to do when they’re placing an order.
  • Make one offer per landing page. While 48% of landing pages make multiple offers, you can reinforce the specificity and consistency of your own promotion by focusing on just one offer per page.
  • Make sure the offers match. Don’t make the mistake of promising a discount in an email without also mentioning it on the landing page. Keep the messaging precisely matched so customers don’t have to wonder if they’re in the right place.

Val Geisler, email expert at FixMyChurn, offers this advice:

Landing pages help you be super specific with your audience, and they help your audience feel seen and heard. You can create custom landing pages for various segments of your email list and—using targeted content based on what you know about them—speak directly to their needs.

So, what should a great ecommerce email landing page look like? Let’s check out some examples.

Ecommerce Email Marketing & Landing Page Examples

Example: Codecademy

Let’s kick things off with an incredible example from Codecademy, an online learning platform with courses in programming languages like JavaScript and Python.

This email promotion offers a 25% Black Friday discount on annual memberships for Codecademy Pro, a paid subscription that unlocks all of the platform’s educational coursework. In addition to the savings, Codecademy’s pitch here is all about reaching your potential: unlock the tools, get an actionable plan, achieve your goals.

Recipients who click on Codecademy’s email call to action are directed to an attention-grabbing landing page that expands on the email offer:

Ecommerce Email Marketing - Codecademy Landing Page

Image courtesy of Codecademy. Click it to see the whole thing.

Yeah, it looks great—but this Codecademy page is also converting almost half of everyone who lands here. This is why the promotion works:

  • Incredible design from start to finish. Codecademy uses bold colors and layered patterns to create a promo email that jumps right out of your inbox. Those elements carry over to the landing page, delivering a seamless experience throughout.
  • No introduced distractions. There’s no navigation on the landing page, and none of the ideas are new—just more information about the things we saw in the email. Codecademy repeats its pitch around harnessing your potential, explains its value props, and includes a testimonial as social proof.
  • Focused call to action. There are three buttons on this landing page, but they all point to the same place: checkout. Codecademy uses a sticky bar to remind visitors about the email discount and keep the savings top-of-mind.

Example: Samuraw

Next is Samuraw, a multivitamin and probiotic formula that comes in two versions: one for children, one for adults. The challenge? Addressing each of those target segments with a single campaign.

Another Black Friday email marketing promotion, Samuraw starts by highlighting its holiday discount. Scrolling down, customers find two specific offers—one for each version of the formula.

When someone clicks either “Add to Cart” buttons, they’re taken to a landing page (built by Webistry) that corresponds with the selected formula.

Ecommerce Email Marketing - Samuraw Landing Page

Image courtesy of Samuraw. Click it to see the whole thing.

Pretty intuitive, huh? But that’s not the only reason this example from Samuraw is awesome. Here are some other things they’re doing right:

  • Consistent branding and messaging. The offer being highlighted appears above the fold in the email and on the landing page. The color schemes are the same. Even the product pictures don’t vary. It’s hard to imagine any visitor getting confused when they wind up here.
  • Reduced friction and streamlined checkout. The discounts offered in the email are automatically applied once someone clicks through to the landing page. Samuraw makes it simple for customers to reach the final purchase decision.
  • Segmented customer messaging. “Add to Cart” is a call to action that almost begs to point to a product page, but Samuraw instead links to two specific landing pages aimed at either adults or kids to close the sale. With added details, these pre-cart landing pages do a better job of selling than online store pages.

Example: Great Wolf Lodge

Next up is Great Wolf Lodge, a family of indoor water parks and resort hotels.

Over the summer, they drive bookings through an email marketing campaign that touts their Summer Camp-In event, which includes campfires, pool parties, BBQs, and all kinds of other outdoor fun—only, y’know, inside.

To spur interest, Great Wolf Lodge sent out this well-designed email campaign that highlighted some of the main activities going on, as well as lots of images showing families having an awesome time.

From here, recipients are invited to “Book Now” through the email’s CTA button, which leads to the following tailor-made landing page:

Ecommerce Email Marketing - Great Wolf Lodge Landing Page

Image courtesy of Great Wolf Lodge. Click it to see the whole thing.

As they scroll down the page, the potential booker gets lots of details about what’s included during the event, sees compelling visuals that evoke positive feelings, and even gets a coupon code for a summer-themed suite.

So, well else is working well here?

  • Seamless look and feel. The custom graphics create a consistent experience across the two different touchpoints and generate a feeling of nostalgia with their classic 1950s look.
  • Strategic call to action. The booking CTA on the landing page becomes a sticky bar as the visitor scrolls, so it’s always right at the top of the page and never out of sight.
  • Reinforced discount offer. The coupon code offer is consistent and referenced both in the email and the landing page, helping keep the promotion top of mind.

Looking for more ecommerce landing page examples? Check out our Ultimate Ecommerce Landing Page Lookbook, which features pages from 27 of the top online retailers.

How *Not* to Match Your Emails with Landing Pages

The examples above show a few companies who understand that it’s not enough just to send a great email. Your landing page has to reflect that email if you want to convert your subscribers.

Let’s look at an example of an email and landing page mismatch. Motorsport.com recently ran a Cyber Monday email promotion that promised “better than half price” discounts for customers. Here’s a snippet:

Interesting visuals and a clear call to action make this good so far. But when you click “Subscribe Now,” you’re linked to a landing page with this pricing overview:

It’s great that the link to subscribe sends you to a subscription page. But pay attention to the subtle messaging inconsistencies:

  • Where’s the mention of the “better than half price” sale? Cyber Monday customers that wind up here might wonder if they’ve missed their chance. Are they receiving the discount, or not? This sort of confusion can lead them to bounce.
  • If a discount was applied, is it the one we were promised? Is $8.60 per month “better than half price”? Is so, there’s no indication of that here.
  • Why is there a different call to action? “Subscribe Now” becomes “Get the Full Story” and “Select Package.” There’s a missed opportunity here to more carefully match the messaging and imagery from email to landing page.

Visitors who wanted a unique deal might click anyway, but since the landing page doesn’t even mention the discount, lots of people are going to conclude they’re in the wrong place.

Turn Ready-Made Email Clicks Into Ecommerce Sales

Email conversion expert Laura Lupoch sums things up nicely:

To get an email subscriber to make a purchase, you need a series of touchpoints where they keep saying “yes” to you. That sets the stage for the big “yes” at the end when you ask them to buy.

Think of your landing page as another major step in that “yes” journey towards making a purchase.

If you see high click rates on your emails but not high conversion rates on your landing pages, it doesn’t necessarily reflect on the quality of your emails. It might just be that your emails have promised something your landing page failed to deliver—and that’s hard to say “yes” to.

This is where a landing page builder helps. You can quickly drag-and-drop together specific pages for each email promotion (all without a developer) and deliver a consistent purchase path from inbox to checkout.

Original Article