online-marketing-strategies4

20 Ways to Create the Perfect Thank You Page (with Examples)

Success: the feeling you get when someone fills out your opt-in form, completes a purchase, signs up to your email, or whatever the desired end goal is on your website. You created the perfect landing page and got your visitor to sign up. Congrats! But what else did you do? Did you take full advantage of that conversion? Likely not.

Typically, when a visitor completes an action on your site, they’re immediately sent to a thank you page. Most websites, however, have lackluster thank you pages that barely meet the expectation of the visitor.

They also miss the chance to further engage with visitors, move them along to another section of the website, make a sale, make it easy for them to follow the brand on social media, and so on.

All those missed opportunities that could have been taken advantage of with a good thank you page. A simple “thanks, and here’s your ‘whatever’” just doesn’t cut it. A visitor who has already completed an action on your website is much more likely to go a step further but if all you offer is thanks, you leave them hanging.

In this article, I’m going to show you what you need to create the perfect thank you page. From the simple “What is a thank you page?” to ideas on how to optimize your thank you page for engagement and conversions, I’ll cover it all.

Let’s do it.

Table Of Contents

What is a thank you page?

First up, what is a thank you page?

Simply put, a thank you page is a page that website visitors are sent to directly after they’ve completed a goal on your website.

how to create the perfect thank you page

That could be signing up for your newsletter, opting in to receive your free guide or ebook, completing a purchase, reserving a spot in your webinar, etc.

Whatever the end goal is, your visitor should be directed to a thank you page immediately after completing the required action (likely filling out a form).

Why do you need a thank you page?

So why do you need a thank you web page?

One of the most fundamental feature of a thank you web page is to verify the activity the site visitor just finished (i.e. “Many thanks for subscribing to our newsletter!” or “Your order is validated”).

But, in truth, it ought to do a lot more than that.

Have you ever before filled out a kind or completed an acquisition then were guided to a web page that was uncertain, messy, or unprofessional?

Possibly an easy white web page that simply claims, “Thank You” or “Order Confirmed”.

Most of us have. What kind of sensation did that page motivate? Did it attract a response? Did it leave you feeling reassured you made a great decision? Did it make any kind of connection with you?

 

Likely not.

 

A page like that fails to connect with people and, ultimately, leaves your visitors left high and dry.

It leaves a huge opportunity on the table and all that effort and energy trying to get that person to convert is wasted.

Not only that, a poor thank you page can leave a bad feeling in your visitor’s stomach. A page like that fails to reassure the visitor that they made a good decision (typically referred to as “buyer’s remorse”).

They may even decide to forgo engaging with the thing they just signed up for (if it’s guide, maybe they end up deleting or never reading it, if it’s a product, maybe they decide to cancel the order).

It’s clear that the visitor is engaged with your offer and your company. They went so far as to complete whatever action you required of them. So why wouldn’t you put more effort into your thank you page?

A thank you page is an opportunity for so much more.

To propose that question again, why do you need a thank you page?

It’s not to just simply confirm a completed action, but also an opportunity to engage with your visitors more and ultimately, a chance to move your visitors along and deeper into your sales funnel.

But not only do you need a thank you page, you need a good one.

So, let’s cover what you need to start:

What your thank you page should include

First, your thank you page should include the obvious, “thank you” in one form or another (thanks, congratulations, order confirmed, etc.).

This confirms the visitor has completed the desired action.

Next, the page should include clear instructions on how to proceed. If they just signed up for a free ebook, let them know that it’s on its way to their inbox and they can expect it shortly. Or, include a clearly-stated, easily visible button that says “Download your guide”. Whatever it is, make sure the visitor knows exactly what to do.

Finally, it should include a strong call-to-action (CTA). Your CTA should be easily visible, well-defined, and move the visitor to the next step. This might be a further resource (like a blog post), checking out your product, or even just sending them back to the homepage.

To reiterate, your thank you page at the very least should include:

  1. Thank you (to confirm)
  2. Exact instructions on how to proceed
  3. A strong call-to-action

But, that’s just the start.

A good thank you page offers more. It offers a way to further connect and add more value. It can be an opportunity to drive traffic to other content, nurture leads, get someone to purchase something, acquire customers, and so on.

So let’s move onto some ideas for doing just that.

Thank you page ideas (to increase engagement & conversions):

Below, is a list of ideas to consider adding to your thank you page. At the very least, you should include the points I mentioned above (and will further detail below).

Beyond that, think about how these ideas will work for your company and how you can implement them into your own page. Don’t go overboard adding every last idea. Think about what you want the visitor to do next after visiting your thank you page and go from there.

1. Thank or confirm

I want to reiterate to actually include a thank you or confirmation message of some sort.

This should be as clear as possible. This lets the visitor know they’ve completed the required action and they can expect whatever it is they’ve signed up for.

2. Provide clear instructions

Going along with the first point, you need to make sure you actually provide the value you promised and the visitor knows how to get it.

If it’s a free guide or ebook, include a large button on the thank you page that says, “Download your free guide” so the visitor knows right away how to get it.

Or, if you’re sending it via email, tell them exactly that and when to expect it: “You will receive your free guide in your inbox shortly.” Also, think about including a contact email if they having any trouble downloading it or never receive it.

3. Restate value of original offer

Next, you want to restate the value of the original offer. If it’s an ebook, state what it is, what is included inside the book, and what the visitor will learn by reading it.

You want to make sure the visitor actually reads the ebook they just signed up for. You, or someone within your company, likely spent a lot of time creating it. Plus, it’s a chance to educate your audience and position yourself as an authority.

Also, if this free offer is part of your sales cycle, you will likely have an easier time reaching out to them if they actually engaged with your content and found it useful.

By restating the value, you can curb any hesitation or “buyer’s remorse” the visitor may have, and make sure they take advantage of the resource they signed up for.

4. Recommend additional articles or other resources

Your thank you page can be a great way to direct people to further content. They already found your offer enticing enough, they will likely be interested in others you have to offer.

You may consider adding some of your most popular posts to the page or you can get a bit more specific like adding content that relates to the offer they signed up for. For example, if they signed up for a landing page optimization guide, you can direct them to your post on landing page design tips.

Additionally, if the visitor just signed up for your product or service, you may include resources on how to get started, FAQs, or other help related pages.

Finally, you may even want to consider how your thank you pages fit into your overall content strategy. For instance, you may want to create content specifically for these visitors (optees) only. This might be an article (related, helpful tips), a further free offer (like a template), or an exclusive video course. By offering an exclusive piece of content to only those who signed up, you can create a stronger connection and give the visitor a feeling of being valued.

5. Add social sharing buttons

This is a place where a lot of pages fail, surprisingly, since it’s so simple to set up.

Adding social sharing buttons to your page makes it easy for visitors to share your offer. Even if you included social buttons on your landing page, it’s a good idea to include them on the thank you page as well.

The visitor may not think about sharing until after they sign up or they may want to complete the form to see the next step before sharing with a friend or colleague.

Ideally, you want to set the social sharing buttons to share the original landing page and not the thank you page.

6. Invite them to follow you on social media

This too is another simple one that I’m surprised more companies don’t implement. The visitor is already engaged with your content and your company. Thus, they are much more likely to follow you on social media.

By simply including a few links to your social media profiles (choose a select few, don’t list every single network out there), you give the visitor a chance to easily follow your brand and get updates on your new content.

7. Refer a friend bonus

This method was instrumental in helping Dropbox grow to the hugely popular cloud storage platform it is today. The idea, essentially, is to offer the visitor extra value for referring a friend and getting them to sign up too.

In Dropbox’s case, they offered (and still do) additional storage space for free if you referred a friend and that friend signed up for a Dropbox account.

This created a viral campaign that helped Dropbox explode in popularity.

However, it’s a strategy that you could implement into your thank you page. By simply offering added value (like a coupon code, free sample, extended free trial, extra credits, even additional free content) in turn for referring a friend, you encourage the visitor to share your offer, engage with your company more, and get some “free” promotion in the process.

The example below encourages visitors to refer friends and earn free products. They make it easy for them to share by including a copy & paste link as well as Facebook and Twitter sharing buttons.

thank you page epic guide

8. Include social proof

Remember when I said that a poor thank you page can sometimes leave you regretting your decision (resulting in “buyer’s remorse”)?

One of the best ways to curb that feeling, and let visitors know they’ve made a good decision, is with some social proof.

By adding positive testimonials (from real people, don’t make them up), the visitor can get real feedback and confirm they’ve made the best decision.

If your offer was a free ebook, then include some testimonials from people who read it and found it useful. This lets the visitor know it’s worth reading.

You may also include testimonials about your business (like how great your customer service is) or product as a whole. This can encourage visitors to move further along in your sales funnel and check out your product.

9. Add comments

It may not be the first thing that comes to mind, but adding comments to your thank you page can be another way to engage visitors.

Let’s say you’re offering a free ebook, by allowing comments on your thank you page, you can give readers the chance to comment what they thought of the book, share their own ideas, or ask questions.

Just be sure to provide some text encouraging visitors to comment and allow them to come back to the page so they can comment later.

The example below by Social Triggers uses this method. The page allows people to comment with their excitement and what they think of the book. It’s also a chance for further communication between them and Social Triggers.

thank you page epic guide comments

10. Ask to sign up to newsletter

If your opt-in process did not automatically add visitors to your email newsletter, then this would be a good time to do so.

They already find your content useful and are engaged with your company, by simply including a signup form for your email newsletter, you can get additional signups and grow your list.

11. Add to calendar option

If you’re offering a free webinar, or maybe even a free event, adding an “add to calendar” option on your thank you page is a must.

Often, people can sign up for a webinar and never actually attend. They get caught up and forget all about it.

However, adding an “add to calendar” option, for say Google calendar, can ensure the event is put on their schedule and they won’t miss it.

12. Sign up for a webinar

If you offered a free piece of content like a guide or ebook, you could also include a related webinar you have on your thank you page.

The visitor already found your content useful and enticing enough, they will be much more likely to sign up for your webinar add this point.

13. Create an account

If your visitors landed on a thank you page because of a purchase they just made, then this can be a good time to get them to sign up for an account for your site.

For instance, if you’re an e-commerce site, you may include a form for visitors to create an account immediately after purchase (if they did not create one during the buying process).

However, make sure to educate them on the value of doing so. You may include something on them having the ability to check the status of their order, see tracking info, or earn rewards. This will make it more likely they’ll sign up.

The example below does just that. After completing a purchase, the visitor is presented with an option to create an account. There’s even a strong indicator (in the form of an arrow and large, orange box) directing the visitor’s attention to the signup. They tell the visitor they can earn loyalty points and receive future discounts to encourage signups.

thank you page epic guide create an account

14. Include related products or up-sell

Again, if you’re an e-commerce site, you want to take advantage of that precious space on your thank you page, rather than simply confirming the order.

Now is a good time to showcase any related products or products that go hand in hand with the one the visitor just purchased. For instance, if someone just bought a grill, you may show a few grilling accessories like a grill spatula, tongs, an apron, charcoal, etc.

These are all things they may need and including them on the thank you page can lead to another sale.

Also, you can use this opportunity to upsell a product. This can be especially useful for a SaaS company. Say a customer just purchased your lowest plan, you may offer the chance to upgrade while including some information on the benefits of doing so. Maybe you offer a special offer or discount at this point to get them to upgrade.

Or you may offer an a-la-carte option to go on top of their subscription plan. For instance, if you have an email tool that allows users to find email addresses, and the lowest plan includes finding 50 emails a month, you can include an option to buy another 25, 50, or 100 emails.

15. Include a survey

You can also use your thank you page as a feedback and research tool.

By including a survey, you get can some much-needed insight into your customer’s problems and whether you’re helping to address them.

Visitors are already engaged at this point, so they’re much more likely to provide some feedback or fill out a survey.

The example below from Harry’s includes a simple one question survey at the bottom of the thank you page. However, visitors are more likely to answer the survey at this point and Harry’s gets some customer feedback that can help them decide what type of subscription plans to offer.

thank you page survey example

16. Offer a coupon code

Offering a coupon code on your thank you page can be a good way to push the visitor deeper into your sales cycle and get them to make a purchase.

Also, it may be an added value they weren’t expecting when they signed up for your offer. Thus, creating a feeling of excitement.

If visitors aren’t acting on the offer, you may include an expiration date or countdown timer to encourage them to act quicker.

17. Include video

Video can be a great way to further connect with your visitors. Video offers you a chance to represent your company or get across a point that you just can’t do with text.

For instance, if you want to give the visitor a deeper understanding of your brand culture, video is a great way to showcase the personality and characteristics of your team.

Or, you may use this as a chance to educate the visitor about your product.

Video also tends to convert better. In fact, including a video on a landing page can increase conversion up to 80% and 64% of visitors are more likely to buy a product online after watching a video (Source).

18. Include a low-price offer

Another idea is to include a low-price offer. Customers who purchased from you before are more likely to purchase from you again than a 1st-time buyer. Repeat customers also tend to spend more.

You can facilitate this process by offering a low-price item on your thank you page. It’s an easier decision for the visitor to make and they get a chance to see the value you provide, how you deliver the goods and possibly address any other concerns they might have with purchasing from you.

The example below from Digital Marketer lists a low-price offer on their thank you page. At just $7, you can get their course on social selling. It’s way to get their foot in the door with the visitor and showcase the value they provide. A method that can lead to a future purchase of their more expensive courses.

thank you page low price offer

19. Free consultation/demo

Another good idea for consultants, agencies, even SaaS companies, is to offer a free consultation or product demo.

By offering a free 30-minute consultation or demo, you get a chance to interact with the visitor more and move them along in your sales funnel.

The visitor is already engaged with your content and likely finds your company reputable. Now is the time to get them to sign up.

20. Automatically redirect

Instead of optimizing your thank you page, you may find it’s a better option to redirect the visitor to another page a few seconds after visiting the thank you page.

This would work for additional content that may lend itself to the offer the visitor signed up for.

Thank you page examples (to learn from and copy)

Finally, let’s take a look at some thank you page examples (so you can learn from them and “steal” their ideas). First, I’ll start off with the more mediocre or basic thank you pages. Then, I’ll progressively move on to the best ideas that have taken full advantage of their thank you pages.

Let’s take a look.

Example #1: Sage

thank you page sage

This first example by Sage is presented after signing up for a free guide. The page is simple but does meet the basic requirements of a thank you page.

It thanks the visitor and provides them with the downloadable resource they signed up for. However, the overall design is very bland, and while they do have a link that directs the visitor to further resources on the Sage website, the link could be more prominent.

Sage, could instead, create a large, brightly colored button that directs the visitor to the next step (in this case, more helpful content on their site).

Additionally, while the page does include some social sharing buttons in the page footer, these appear to be more of an afterthought and are so tiny, could easily go unnoticed. Making these buttons larger and more prominent in the page body text (perhaps under the thank you message) could entice visitors to share this page (and the guide they just downloaded).

Example #2: Zappos

thank you page example zappos

This thank you page is presented directly after signing up for the Zappos email newsletter. They touch the few basic requirements for a thank you page: thanking the visitor for signing up, restating the value the visitor is getting by signing up, and what to expect. They also provide details on how to contact the company if needed.

However, Zappos could still make better use of the page. They may consider adding extra value by offering a special coupon code just for email subscribers.

Also, while their main navigation is still present, there are no recommendations to direct the visitor further along. Zappos could instead include some graphics of different product categories for the visitor to navigate to. Or they might include a “check out our latest sales” link.

Finally, no social sharing or “follow us” buttons are present. The visitor already signed up because they’re interested in following Zappos. Therefore, they’re already engaged with the brand and would likely follow Zappos on Facebook or Twitter. However, they don’t offer an option to easily follow them, so they miss out.

Example #3: CopyBlogger

thank you page example copyblogger

Taking a look at this thank you page, presented by CopyBlogger after creating a new account, we can see they have a simple design yet manage to hit the few basic requirements. They thank the visitor for joining, include detail on what to expect from the membership, and include a clear call-to-action (in the form of a large, red button) to proceed through to the site.

However, CopyBlogger might take this opportunity to showcase a few of their featured posts rather than having the visitor click straight through. Also, it would be a good idea to include some “follow us” buttons for their social media accounts so visitors can quickly and easily follow the brand.

Example #4: Infamous Musician

thank you page example infamous musician

This thank you page is presented after signing up for a free PDF from Infamous Musician. The page thanks the visitor, lets them know how they can get their PDF (by email and downloading it) and restates the value.

Not only that, it also provides a few more blog posts to check out and a chance to comment at the bottom of the page (there is even a link in the PDF back to this page so people can return to comment after reading).

Still, the page is missing social sharing and “follow us” buttons missing the chance for free promotion and getting visitors to follow them on social media.

Example #5: Backlinko

thank you page example backlinko

The above page is presented directly after signing up to Backlinko’s email newsletter. The page is basically part of a two-page process. However, I included the above screenshot because I wanted to showcase the detailed instructions.

After signing up to the newsletter, the visitor is provided with very clear instructions (with accompanying screenshots) on what to do next. There is no confusion on what to do next. The visitor knows they need to confirm their email and this ensures they don’t forget.

Example #6: Consulting Success

thank you page example consulting success

This thank you page by the Consulting Success is presented to the visitor after subscribing to their email newsletter. Rather than simply saying thanks, the founder, Michael, greets subscribers with what to expect from signing up.

The video offers a more engaging medium than simple text. In addition, the page also provides a clear call-to-action with a large, blue button that states, “Learn how to attract more clients.”

It’s an enticing offer that directs visitors to the next step, keeps them on the site, and moves them further along in their sales funnel.

Example #7: Neil Patel

thank you page example neil patel

The above thank you page by Neil Patel is presented after signing up for one of his webinars. Rather than just thanking visitors for signing up, he also provides additional details on what to expect from the webinar and the value you will get by attending it (in text and video).

He also includes options like “add calendar reminder” and text message notifications to ensure visitors don’t miss the webinar.

Finally, he includes a survey at the bottom of the page to get feedback from visitors to answer their specific questions and provide the best possible experience.

Overall, the page offers good detail and further engages the visitor. However, Neil might also think about including some social proof (in the form of testimonials) possibly from past webinars. This would help reassure the visitors they made a good decision to sign up and encourage them to show up to the webinar.

Also, he might think about including social sharing buttons to encourage visitors to share the webinar with friends, colleagues, or members of their team.

Example #8: Freshbooks

thank you page example breaking the barrier

This thank you page by Freshbooks is presented after signing up for their free ebook, “Breaking the Time Barrier”. Rather than thanking the visitor, they congratulate them for signing up for the book.

Not only that, they provide social proof for reading the book. Positive testimonials from those who have read the ebook reassure the visitor that they’ve made a good decision and should proceed with reading the book.

People can sign up for these ebooks but never commit to reading it. The added testimonials give the sense that the visitor needs to read the book and that it’s worth dedicating their time to doing so. Ensuring the ebook (that someone likely spent a ton of time creating) actually gets read and gives the company a chance to connect with readers.

Example #9: Impact

thank you page example impact

This thank you page is shown to the visitor directly after signing up for a free ebook from Impact. While the overall design of the page could maybe use some work (it’s a bit bland and unappealing) the page does make an effort to move visitors further along.

In addition to providing clear instructions for accessing the ebook and a large, clearly-stated download button, the page provides additional resources the visitors may enjoy.

These resources are additional ebooks the visitor may be interested in reading. The page also has “follow us” buttons so visitors can easily follow the brand.

Example #10: Optimizely

thank you page example optimizely

This thank you page is presented after signing up for a free guide from Optimizely. Instead of simply saying thanks (which they do) they also take the opportunity to present a few additional resources to further engage with visitors.

They provide an additional set of tools to download for free, give the opportunity to register for a contest they are offering and encourage the visitor to explore their community.

Also, they provide clear instructions on how the visitor will receive their new guide (via email) but also give them the option to download it from the page in the form of a clearly-stated, large blue button.

Overall, the page does a good job in trying to further connect with visitors and direct them to additional pages on their website.

However, one more thing they could consider adding are “follow us” buttons. They have some in the page footer but making them a more prominent feature on the page would encourage visitors to follow their brand.

Example #11: Uscreen

thank you page example uscreen

The above thank you page by Uscreen is presented after signing up for a free PDF. The page has a similar layout to the Optimizely page above. It thanks the visitor but also uses the opportunity to offer them a free trial signup.

This is a good place to get the visitor to sign up. They are already engaged at this point and since the book is related to their service, the visitor is likely interested. By giving them an easy option to sign up and listing the benefits of their service, they can increase subscribers.

Example #12: Wordstream

thank you page example wordstream

Here is another great thank you page example. This one is presented directly after signing up for a free guide from WordStream.

The page hits all the basic requirements: it thanks the visitor and tells them how to download the guide by putting “click here” in giant lettering.

However, it also provides additional detail to further engage with visitors. First, they offer a video to learn more about their product and the benefits they provide.

They also include an additional form to receive a “Free Adwords Performance Report” that is clearly visible and drawn to by the large, bright, orange button to the right.

This allows WordStream to further engage with visitors who may be potential customers and put them into a lead nurturing process.

Finally, they have social media icons for visitors to easily click in order to follow them on Facebook and Twitter.

Example #13: Kissmetrics

thank you page example kissmetrics

One of the better examples in this guide, the above thank you page by Kissmetrics is presented after signing up for their email newsletter.

The page first confirms that the visitor is subscribed. Next, they use the page to talk more about their product, what it is, the features, and the value you will get by using it. They also include a clear call-to-action to start a free trial for the product.

Finally, social media icons are present on the page (albeit in the footer) to allow visitors to easily follow the brand.

Example #14: Fizzle

thank you page example fizzle

Finally, this last thank you page by Fizzle, is what I believe to be the best example on this list. The page meets basic requirements like thanking the visitor but offers a ton of a value beyond that.

First, they provide a few recommended articles (drawn from their most popular posts) for the visitor to continue onto. Next, they include a video that showcases their brand and who they are as a company.

Finally, there is a note from the CEO at the bottom with a special offer for blog subscribers.

Fizzle does a fantastic job of optimizing their thank you page to further engage with their audience. Their additional content offers extra value to subscribers and lets them get to know more about the company and what to expect.

Stop creating terrible thank you pages.

Now you know just about everything there is to know about thank you pages and what makes a good one.

So stop creating lackluster, boring thank you pages and create one that engages with visitors and moves them to further action.

You’ve got a list of ideas, and examples to copy, so go put them into action.

What has been your most successful thank you page tactic? Share your thoughts in the comments below.

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

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

A Beginner’s Guide to Squeeze Pages

Are you unhappy with the number of leads your company website’s generating for you?

If driving traffic isn’t the problem, then I’ve got bad news for you – it’s your website.

*dun dun duuuun*

Don’t worry, though. I’m not going to tell you to redesign it.

Instead, I suggest that you create a squeeze page. And then drive traffic to it, skipping your company homepage.

Feeling slightly hesitant? Good, we’ll answer all the questions that might be popping into your mind right now.

In this beginner’s guide to squeeze pages, we’ll cover the following topics:

Want to skip one section or the other? Just click on one of the quick links above to jump right to the part you’re most interested in.

Let’s begin with some theory.

What is a squeeze page

A squeeze page is a landing page created with the sole purpose of convincing a visitor to leave their contact details – usually an email address.

While other types of landing pages may be designed to generate click-throughs, video views, or some other kinds of user interactions this isn’t the case for squeeze pages.

They are used exclusively to capture an email address and start a conversation with a potential lead or prospect (ideally, this should all be part of carefully planned marketing funnel).

Squeeze pages are sometimes referred to as signup pages or opt-in pages.

Some marketers also use the term landing pages interchangeably with squeeze pages. Personally, I don’t think it’s the best choice and consider squeeze pages to be a type of landing pages, similar to thank-you pages, click-through, or viral landing pages.

Naturally, you may disagree with this distinction.

To make sure we’re on the same page, here’s a squeeze page example, created by Smart Insights.

smart insights optin page.

Squeeze page vs homepage

Why or when should you use a squeeze page instead of your homepage?

The squeeze page definition already hinted toward the right answer.

Your homepage has a different purpose than a squeeze page (in most cases, at least).

It’s designed for many types of users and various goals. There are additional elements like a navigation bar, potentially tons of links, images, and maybe even multiple calls-to-action (CTAs).

Even if you do have a primary CTA or even a signup form in the above the fold part of your page, it’s probably not optimized for capturing email addresses.

And all of these individual elements compete for your user’s attention, while they’re checking out your homepage.

Remember the example I’ve shared above from Smart Insights? Let’s take a look at their homepage now.

smart insights homepage.

You see right away that there are many more elements competing for your attention. That’s because they choose to communicate other things there.

Elements like the navbar, login or blog links, multiple CTA buttons, or the search bar could potentially take away the attention from a signup form – if they had one there.

But they didn’t place a signup form on their homepage. On purpose.

Because that’s what they use squeeze pages for.

Squeeze pages are free of excessive content, links, and any other elements that could potentially distract users from the main goal – providing their email address.

This is critical, especially when you’re running paid ad campaigns to drive traffic to your pages and you have to be careful about your budget.

Before digging deeper into the topic of squeeze pages, I’d like to note that this distinction isn’t always as clear-cut as it may seem.

Sometimes companies design their homepages so that they resemble a typical landing page.

It’s usually the case when the company’s still developing its product, like in the following example from SparkToro.

spark toro signup page.

Or when their primary goal is to generate conversions and new registrations, like in this example from Spotify.

spotify homepage.

And as always in the online marketing world, landing pages, homepages, and squeeze pages come in all shapes and forms.

How to create a squeeze page

Now let’s look at all the elements your page should include and best-practices to follow when creating high-converting squeeze pages.

1. Make an offer they can’t refuse

The most important element of your squeeze page is the offer.

What is it that the user will get in exchange for their contact details?

This is what we call a lead magnet or a signup incentive. A freebie that’s meant to convince the potential subscriber to leave their email address.

A few examples you might have come across include ebooks, spreadsheets, and email courses.

Here’s one squeeze page example where the lead magnet is a report.

report landing page.

There are many other, however, and it’s important that you use the right lead magnet for your target audience and your campaign.

To learn more about this, read our blog post on lead magnets.

2. Start with a powerful headline

How long do you usually spend on a page before you decide to exit it or fill out the form?

Not much, that’s for sure.

Your headline has to seize that moment. Capture your user’s attention, spark interest, emphasize the value or pain points you’re helping with, and convince them to read more or go right to the form.

Take a look at this squeeze page example that stresses the value right from the start.

smartpassiveincome lead magnet.

Bonus:

Want to generate more leads with your landing pages? Join our free email course:

Essential Landing Page Course

3. Write convincing copy

Writing copy that turns landing pages into conversion machines is both an art and science.

Your supporting copy has to convince users that the offer is exactly what they need and it’s in their best interest to fill out the form right away.

netflix homepage.

Other times you just need to emphasize the value and minimize the perceived-risk. That’s what Netflix does on their homepage.

4. Use social proof

Marketing copy isn’t always sufficient. Sometimes users need to hear the voice of other customers or users to decide whether filling out the form is the right thing to do.

That’s where social proof comes into play.

Customer quotes, testimonials, and case studies can help you fulfill that need.

Consider this example from Ahrefs, where they’re showing tweets about their blogging course.

social proof ahrefs landing page.

5. Add trust and authority elements

Your offer sounds fine, the copy is convincing, and there are even some customer reviews on the page, but that’s still not enough for certain customers.

They want to see what other brands, companies, or people you’ve worked with said about you.

This is especially important if money is involved.

transferwise authority elements.

Not exactly a squeeze page, but here’s how Transferwise is using FCA, Bloomberg, Financial Times, and information about the number of their customers to help them minimize customer hesitation.

Here’s how Brian Dean uses authority elements to collect more email signups on his homepage, which is designed pretty much like a squeeze page.

lead capture page.

6. Cut down the deadweight

Since squeeze pages are meant to convert as many website visitors into email subscribers, it’s only natural that everything you place on that page should point towards the primary goal.

At the same time, everything that could potentially distract your users from leaving their email address should either be removed or placed somewhere where it’s not going to collide with your primary goal.

What kind of elements do I have in mind?

Think of all the extra links that you have. Your resources, blog, social media, careers page, contact us page, etc. All of these are useful links, but not in that particular moment.

The same goes for all the other content or products you may want to promote along with your lead magnet. If they’re not essential, keep them for later, and consider showing them on the thank you page instead.

You’ll have to approach this individually. See what’s critical for your audience and make a decision yourself.

As an inspiration, consider this squeeze page example from BigCommerce.

Notice that they’ve skipped the navbar or any other irrelevant links here?

bigcommerce dedicated landing page.

As you can see, there are a number of elements and best practices that most high-converting landing pages include.

You can learn more about them in our post on the anatomy of a landing page, written by Pam Neely.

As for design inspiration, here’s an awesome post from Brea Weinreb from 99designs on the landing page design trends for 2019.

List of tools that’ll help you create squeeze pages

You’ve learned why squeeze pages are important and the best practice should follow to design them.

Now it’s time to look at the how part of creating the best squeeze pages. Here are some tools that’ll help you with the process.

Squeeze page builder

GetResponse offers a set of solutions that’ll help you build and promote your squeeze pages with ease.

Here are the main ones:

Landing Page Creator is a squeeze page builder that lets you create landing pages both from scratch or using one of many mobile-responsive templates.

Packed with 5,000 free Shutterstock images, intuitive drag-and-drop editor, and built-in A/B testing capabilities, it’s got pretty much everything you’ll need to design an effective opt-in page.

Here’s what it looks like in action:

Autofunnel lets you run your entire lead generation campaign using just a single dashboard.

By combining elements like the funnel creator, Facebook and Instagram ads, autoresponder sequences, social ads creator, and more – it helps you drive traffic and build your email list fast.

You can learn more about from our post on lead funnels.

Tracking and conversion optimization tools

GetResponse squeeze page builder comes with built-in analytical reports that keep you informed about the number of people who visited your page and how many of them signed up to the list.

If you’d like to gather more analytical data, you can use:

  • Google Campaign URL Builder to add campaign parameters to URLs to track custom campaigns in Google Analytics.
  • Google Analytics to learn more about where people are visiting your squeeze page from and how they’re behaving
  • Google Tag Manager to add other tracking codes or track events, e.g., when someone clicks on a specific link, interacts with your content, or scrolls to a certain part of your page
  • CrazyEgg to create heatmaps and record user sessions to learn more about their behavior
  • Facebook Pixel to drive more sales, e.g., by showing them to those who visited your website but haven’t converted

Creative and design tools

Last but not least, you’ll also need to be able to design your lead magnets and maybe additional assets for your squeeze pages.

Here are several tools that’ll help you along the way:

  • Visme and Venngage – they’ll help you create ebooks, infographics, and other downloadable content you may want to promote on your squeeze page
  • Coolors – with this tool, you can quickly generate color palettes you can use throughout your pages and all the content formats
  • Unsplash and Pexels – two of my favorite sites containing royalty-free stock photos.
  • Squoosh – want to make your squeeze pages faster and lead magnets lighter? Squoosh is the tool we use to make our content user and SEO-friendly.

Squeeze page templates

Now that you know how to make squeeze pages, I’d like to provide you with some more inspiration.

Below you’ll find squeeze page templates that ready to use in GetResponse.

As you’ll see, they’ve been prepared to fit several different industries, but you can adjust them easily to fit any other vertical, too.

Want to give it a try? Go ahead and sign up for a free trial account to access these templates right away.

Fitness coaches

fitness signup page.

 

Use this squeeze page template »

 

Online coaches

online coach signup page template.

Use this squeeze page template »

 

online coach template.

Use this squeeze page template »

Real estate

real estate squeeze page template.

Use this squeeze page template »

 

Non-profit organization

non profit opt-in page.

 

Use this squeeze page template »

 

Professional services

professional services optin page.

Use this squeeze page template »

 

Promoting an ebook

ebook squeeze page template.

 

Use this squeeze page template »

 

Ready to create your first squeeze page?

Now that you know the basics, you should be fully equipped and ready to create epic squeeze pages that’ll help you generate tons of new leads.

Now, keep in mind that you rarely hit the home run on your first attempt.

That’s why when you’ve successfully launched your first squeeze page, make sure to check out these more advanced materials:

Essential landing page course

Landing page optimization: A step-by-step process for optimizing your landing pages

The Beginner's Guide to Squeeze Pages.

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The post A Beginner’s Guide to Squeeze Pages appeared first on GetResponse Blog – Online Marketing Tips.

Original Article

How to Design a High-Converting Ecommerce Landing Page

The goal of every ecommerce page is to sell. Nevertheless, sometimes you need a page that fits a particular stage of your sales funnel. That’s why landing pages are essential for every ecommerce marketing strategy.

Landing pages seem to be very easy to design, and the market has plenty of intuitive tools that can help you prepare them. On the other hand, it takes some time and knowledge to create a high-converting ecommerce landing page. Read on to find out how to do that.

Let’s define a landing page

A landing page is the first touchpoint for new visitors. It’s a place where marketers direct recipients in their social media, email marketing, Google Ads, and many other types of campaigns. Its goal differs depending on the campaign’s purpose. Also, it’s designed to achieve a certain action from the visitors.

Although some other types of pages can also become a landing page due to their use in a campaign, there are a few specific characteristics of a high-converting ecommerce landing page.

Simply put, landing page traffic is targeted, so it comes from a buyer’s history or other sources of data about customers. Moreover, a landing page needs to have one objective and a clear design. It doesn’t have to be meticulously optimized for search engines because its traffic is generated via different channels. A product page can be entered via search engine page results, third-parties or directly from a browser, it can also be more complex.

It encourages shoppers to buy a product and gives more information about it in a description. A product page can have a section with opinions and recommendations. So, it can educate about the product and the brand, while being designed for visitors interested in shopping.

A landing page has to be dedicated to a certain campaign. The point of creating a landing page specifically for the purpose of a given campaign is that most first time visitors are not ready for purchasing. Therefore it can increase the return on investment when it comes to ad campaigns.

Want to practice while you learn? Take GetResponse Autofunnel for a spin and start selling products through your sales pages in minutes.

The advantages of ecommerce landing pages:

  • personalization: you can adjust your copy, visuals, and call-to-actions for the chosen audience. This way your ads can be more effective and you can increase your page click-through rate.
  • opportunity for testing: running A/B tests makes sense when you change one element, so that you can easily compare the performance of two (or more) versions of a page. Thanks to controlled traffic generated via paid campaigns, you can analyse which version is more profitable for your company.
  • wide range of possibilities: you should also use landing pages when creating campaigns directed to existing customers. By using segmentation you can prepare many customised landing pages with special offers for returning shoppers.
  • ease of developing: the process of creating a landing page is much simpler and faster than for “full” websites. It’s also relatively cheap. You can also prepare one template and edit it depending on the details of a given campaign.
  • higher conversion: because of a clear objective tailored towards a given segment of customers or characteristics of potential shoppers, it can be more engaging and successful.

8 tips for creating a high-converting ecommerce landing page

Unfortunately, there is no single guide that would fit all online stores. But there are a few tips that every marketer should take into consideration when designing a strategy including the usage of a landing page.

Tip #1: Define your target group

By knowing who are you going to direct your campaign to, you will be able to design a personalised landing page suitable for segments of customers. You can not only personalize special offers and recommendations, but also text and visuals. Depending on demographics and interests you can adjust the communication.

The more you know about your recipients, the better. Use all available sources of knowledge (for example, Google Analytics, Customer Relationship Management systems, social media reports) to get more data and find out more about people you want to get into the next stage of your sales funnel.

For example, ETQ store prepared a specific landing page dedicated to the latest men’s collection.

ETQ landing page

Tip #2: Choose one objective

Depending on the purpose of a given campaign, an ecommerce landing page should have one goal and a form adjusted to it. There are several types of landing pages, so when focusing on the one you should keep it in mind while designing. You can use several elements that can help you achieve your goal.

For example, if you build a subscribers base for your newsletter, you can use a simple sign-up form on your squeeze page. Customize the call-to-action and labels to make it the most efficient for your audience.

signup form landing page for ecommerce

Another idea is to create an ecommerce landing page dedicated to each segment of your existing customers. You can personalize discounts, for example, depending on how many transactions a given shopper has already made.

Tip #3: Get straight to the point

Focus on the goal of a given landing page. Use only one call-to-action so that visitors can be sure what action you expect them to take.

CPJ uses minimalistic design and shows CTA button with simple encouragement “Order Now”.

cpj landing page design

Minimise distractions, like sliders, pop-ups, chatboxes, too many social media icons, and other links, to draw attention to the main point of the page. These additional elements can be helpful on the home page, but they are not supposed to appear on a landing page. Customers should be able to get all the essential information and perform the action effortlessly.

Tip #4: Use high-quality visuals

It’s an absolute must-have. To attract customers you need to show beautiful images or videos to make your landing page uncluttered and aesthetic. High-quality visuals are extremely important, especially when you present your products because they create the first impression of your website. They represent professionalism and engage potential shoppers. In the end, a picture is worth a thousand words. Let it speak to your advantage.

Abbott combined beautiful nature pictures with products’ packshots and suitable colors.

abbott landing page.

Tip #5: Build trust

As this might be the first touchpoint for potential customers with your brand, you should first and foremost build up trust. Add a logo of a well known and trusted company that supports your online payments. Consider implementing chosen testimonials and reviews on a product page to add some credibility to your online store.

On Beats headphones’ landing page you can not notice information about their award.

beats landing page.

Tip #6: Highlight benefits

If you offer any extras, you should inform people about them. To get more shoppers you can offer discounts for returning customers, free shipping or any other benefit. You have the opportunity to attract customers in a few seconds. This is the place to highlight all the advantages of your online store.

Amazon presented all the significant pros of its wedding registry service.

amazon wedding registry landing page example.

Tip #7: Pay attention to the user experience

A landing page, like every other website, has to be optimized for the best possible user experience. Besides intuitiveness mentioned before (clear CTA) and beautiful visuals, you should check the page’s loading time and make sure it’s created with responsive web design.

responsive web design.

Tip #8: Trigger shopping impulses

Create urgency to give visitors no time for hesitation. If you offer a special deal for returning customers or any other promotion, you should make it temporary and inform them about it on your landing page. A great way to do so is to place a countdown timer on it. Make your offer irresistible! No worries – online landing page editors (like GetResponse) provide such elements.

Tesco used a countdown which creates excitement. It was followed by two clear CTA buttons.

tesco countdown timer on landing page.

Think twice

Last but not least. Make sure your landing page links directly to a campaign. If there is no connection between an ad and the link shared with it, you might cause frustration for your customers. Do not deceive and manipulate your recipients with inadequate ad creations to get traffic on your landing page. Remember that your real goal is conversion.

Even if you have an excellent home page and detailed product pages, you still need an ecommerce landing page for your campaigns. To convert more efficiently and increase sales, you should remember about the sales funnel and build a relationship with your potential customers.

By reaching the right target group with accurate content you can increase ROI, CTR and in the end get more customers. Make the buyer’s journey as intuitive and personalised as possible.

Creating a landing page according to the aforementioned tips is not enough to fully succeed. You need to constantly test and optimize landing pages in order to improve the results of your campaigns. The more you find out about your target groups and their preferences, the better landing pages you can provide. Don’t wait any longer – start designing your ecommerce landing page today!

Sell your products with ecommerce landing pages

Paweł Ogonowski

Author: Paweł Ogonowski

Pawel is the co-founder of Growcode, the first conversion rate optimization System as a Service that guarantees revenue growth for B2C online stores. With 10+ years of ecommerce experience, Pawel has been helping companies (e.g., Limango, Virgin Mobile, Eniro, 4F, Showroom, Budapester) leverage data from their online channels to improve user experience that results in higher conversion rates, average order value and customer lifetime value.

How to Design a High-Converting Ecommerce Landing Page.

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The post How to Design a High-Converting Ecommerce Landing Page appeared first on GetResponse Blog – Online Marketing Tips.

Original Article

Your Shortcut to Lightning-Fast Speeds. AMP Landing Pages Come to Unbounce.

In 2019, more than half of all web pages will be loaded on smartphones. This means more prospects than ever before will connect to your business while on the go.

But it also means more of ‘em will connect while hurrying between appointments—or while fighting for a seat on public transit, or while struggling with spotty Wi-Fi at the local Starbucks. So they’ll have much less patience for your slow-loading web pages, no matter what you’re offering. (In fact, Google tells us that 53% of your potential mobile conversions are gone after the first three seconds of waiting. That ain’t long.)

Surely, then, you want to speed up your load times. Otherwise, you’ll end up spending money driving traffic to landing pages that are never even seen and don’t convert.

Exporo, an innovative real estate crowdfunding platform based out of Germany, jumped on the speed wagon early. They knew mobile speeds impacted their conversions, and they were very interested in using Accelerated Mobile Pages (AMP) to create engaging, faster-loading experiences. Backed by Google, AMP pages load in less than half a second—85% quicker than normal pages—so they’re a solid option for anyone looking for mobile performance.

In practice, though, the framework’s restrictive code seemed like a pain. Many companies like Exporo quickly realize that coding AMP pages from scratch isn’t going to be as efficient as they need—and will take up developer resources they can’t spare. We don’t blame ’em one bit for holding out: implementing AMP can be pretty tough.

According to Marcel Heymuth, Exporo’s Senior Performance Marketing Manager, being able to create AMP-ready experiences with Unbounce changed their mind:

Fast mobile pages are essential for good user experience, so when Unbounce announced that they were offering AMP we were thrilled! Now all of our landing page specialists can
build AMP pages quickly and easily without having to resort to IT resources!

If, like Exporo, you’ve been waiting for AMP to become more accessible and easier to test, consider this post to be your starting pistol. Because at Unbounce we’ve been working hard to make creating AMP landing pages as simple as possible. (Bang!)

Now you can easily drag and drop together AMP experiences

After a successful beta run, we’re excited to announce AMP landing pages are officially available on Premium or Enterprise Unbounce plans. Like, right now.

Using the drag-and-drop builder, you can now create near-instant experiences that dramatically shorten the time it takes for visitors to see your content. AMP landing pages can improve conversion rates (faster loads means less frustrated visitors), increase your Quality Scores in Google Ads, and ensure you’re not spending money on traffic that doesn’t see your content.

Not an Unbounce customer? Take the builder for a spin—and start creating AMP landing pages—with a 14-day free trial.

Say goodbye to complicated

We’re not gonna lie—while AMP has clear benefits, hand-coding AMP landing pages from scratch can be a pain in the butt. (I’d use stronger language here, but my mom’s a reader.) The AMP framework limits your HTML and JavaScript to only the essentials, and Google’s AMP Cache requires validation before it will ever serve up your pages. Ironically, this slows you down when you create these fast pages.

As Joe Savitch, Marketing Services Manager at Altos, puts it:

AMP is a powerful markup language… but it is also VERY precise. One validation error and poof… your page is worthless. In Unbounce you can focus on building a high-converting landing page, not learning a new markup language.

Given how many marketers told us they were hesitant to try AMP because of these technical hurdles, we wanted to make it easier. Whether or not you have a crack team of web developers behind you, Unbounce helps you get your marketing campaign AMP-ready sooner.

Now you needn’t wait for a developer to start creating AMP landing pages. You can fire up the builder and drag something together all by your lonesome. It’s not a bad way to secure better results. And there are some other benefits to doing it in Unbounce:

Customize as much, or as little, as you want

Unbounce features ready-to-go templates that let you create an AMP-validated landing page in minutes. If you’re already using Unbounce, you can even copy and paste page sections or elements from existing landing pages.

If you want to get fancy about it, though, you can also always add AMP-compatible HTML, CSS, or JavaScript. While the point of AMP is to be restrictive, we recognize that there are still scripts you’ll want to include or experiment with—which is why we didn’t set limits on what you can do with your AMP pages. If you can validate the page you want, then go ahead.

(But you probably shouldn’t go crazy here. These pages are intended to be simple so they load fast.)

A handy Zapier workaround

Some third-party integration scripts are not currently AMP compatible—we wish they were, frankly. If we could get every part of your marketing stack aboard the AMP train tomorrow, we would.

But our 1000+ integrations with Zapier provide a nice workaround. Using zaps, you can send leads from your built-in-Unbounce AMP pages to apps and tools like Mailchimp, Hubspot, Marketo, Campaign Monitor, and tons of others. In other words, you can ensure seamless lead management from your campaigns.

And Zapier also lets you add analytics and tracking to your AMP landing pages, which is much trickier if you’re coding these pages from scratch.

How to get started with AMP landing pages

If you’re an Unbounce customer, chances are good you know the drag-and-drop builder. (If not, start a free trial to check it out.) Once you’re in, creating your first AMP landing page is not a heck of a lot different than creating a standard landing page, popup, or sticky bar.

1. Select AMP in the Unbounce Builder

You can find AMP in the side panel. Select it, then click “Create New” to get started.

2. Choose a Template

Pick a ready-to-use template that you’ll customize to fit your brand. Or if you’ve got something entirely new in mind—you are no mere marketer, you’re an artiste, we feel ya—go for it. Just click “Start from Scratch” for a blank page.

3. Drag and Drop Together Your AMP Page

Add images, text, lead gen forms, and other elements to your AMP page using the simple drag-and-drop editor. Any images you add will be automatically optimized for performance.

4. Validate with Google

Once your page is ready, click the “Validate” button to check with Google that your landing page meets all the standards required by the AMP framework. Then publish.

Create Your AMP landing pages now

It’s 2019 and delivering the fastest possible page speeds is not optional. Your prospective customers are fresh out of patience, and Google is putting more and more pressure on marketers to get faster as a result. Though Accelerated Mobile Pages aren’t a magic bullet, for most us they’re an opportunity to get ahead of the pack. Create smoother, faster, more engaging landing pages for mobile devices.

But the proof is in the pudding, as they say, so why not see for yourself? If you’re on a Premium or Enterprise plan with Unbounce, AMP is available to you right now. (No, seriously. Check the builder. We think you’ll love it.)

And if you’ve yet to give AMP try, let alone with Unbounce, don’t be shy. We highly encourage you to start a free trial and drag and drop together your first AMP landing page. You can recreate an existing destination URL for one of your ad campaigns, for example, and compare the difference over the next month. Let us know what you think!

Additional Resources

Original Article

Just Landed: Landing Pages on WordPress

We know seamless integration matters – and makes your marketing much easier. That’s why we’re always working hard on our WordPress plugin.

And today, I’m excited to announce you can now use it to publish your landing pages within WordPress.

That means no more coding each page. Just create one in the easy GetResponse landing page editor, then pick your page in WordPress, assign a directory name, and publish it.

Better yet, you can use your own domain. So for example, your landing page can be found at http://yourdomain.com/your-landing-page.

And the best part? Each new signup from your landing page will drop into your GetResponse account. So you can say goodbye to third party integration tools.

Here’s what you can do with GetResponse and WordPress:

  • Build webinar, signup, promotion, download, and sales pages.
  • Use popups, exit popups, and fixed bars to get more conversions.
  • Create A/B tests to check your design converts.

We hope you enjoy using the plugin to get more conversions and grow your audience. Want to learn more? See our Help Center article.

Have WordPress and want to connect your GetResponse account? Get our official plugin here.

Just Landed_ Landing Pages on WordPress (1)

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The post Just Landed: Landing Pages on WordPress appeared first on GetResponse Blog – Online Marketing Tips.

Original Article