Landing page – more traffic and conversion for online shops

If you are looking for a way to increase your traffic and especially your conversions, a landing page can be an effective tool. Your only task is to convince visitors, who usually arrive at the landing page via the search engine or advertisements, of your offer placed here and to persuade them to take action. It is important that you present your landing page as clearly and structured as possible. Features such as exit intent pop-ups can also increase interaction and prevent customers from leaving the page without taking action.

In this article, we will tell you what a landing page actually is, what advantages a landing page has for an online shop and what you need to consider when designing it.

What is a landing page?

A landing page is also called an arrival or landing page. Users who have clicked on your link or your advertisement via a query in a search engine do not “land” on your main page as usual, but on the landing page. The landing page is therefore an independent page that is independent of your online shop. This landing page usually contains target group-oriented offers that are intended to invite the visitor to perform an action – be it signing up for a newsletter or downloading an e-book, or they present certain products or services, to name just a few examples.

What are the goals of a landing page?

The main goal of a landing page is that the user performs an action you want them to take. To achieve this, it is elementarily important that you address the needs of your target group with the content of the landing page. You determine the needs by carrying out a target group analysis in advance. Only in this way will you succeed in triggering an incentive for action that moves the visitor to take action.

Users come to your landing page for these reasons:

• They are looking for a solution to a specific challenge.
• They want information.
• They want to buy a product.
• They want to register for a service.

As an online merchant, you want to use a landing page:

• Generate qualified leads
• Sell products and services
• Win new customers by satisfying user needs
• Increase your conversion
• Increase your brand awareness
• Collect email addresses
• Pre-select visitors from real prospects
• Offer special products and offers
• Target specific customers or prospects

What are the advantages of a landing page for an online shop?

In contrast to “conventional” sub-pages of your online shop, a landing page has some noteworthy advantages that you should be aware of:

• With a landing page, you directly address the needs of your target group.
• You create a page on which potential customers can find the information, offers or impulses they are really looking for with just one click.
• A landing page is easy to manage and can be updated continuously without effort.
• With tracking tools, success can be measured precisely and you can use potentials that have been uncovered for optimisation.
• Creating and maintaining a landing page is inexpensive.
• All content can be optimised for search engines, giving you better placement and more visibility.
• Visitors can get a better picture of your offer or the advertised product with the reduced and clear content of a landing page and recognise the USPs for you at a glance.
• A landing page invites targeted interaction.
• You can use the landing page in many ways.
• With a landing page you increase attention.

How do visitors get to a landing page?

You can direct your visitors to your landing page in different ways. How you communicate a landing page should be determined in advance in your marketing strategy. Ideally, you mix the means to draw attention to your landing page.

You can use the following methods:

• organic search ads
• Advertisements such as Google Ads and Facebook Ads
• Links on your social media profiles
• Links below videos
• Links in emails and newsletters
• QR codes

What belongs on a landing page?

If you want to design a landing page, you should pay special attention to the structure, which differs significantly from a “normal” page. There are some elements that are important to encourage visitors to take the desired action. Otherwise, the landing page will quickly fail to be effective. Below we have summarised what belongs on a landing page.

Headline

The headline on a landing page should arouse the visitor’s curiosity within seconds. In the best case, the visitor will already recognise its advantage and will want to delve further into the content of the landing page and thus into your offer. When creating the headline, make sure it is short but concise.

Header image

Images have a special effect on people. You should also make use of this on your landing page. For example, place a suitable product image directly in the upper area that directly triggers a positive feeling in the viewer in accordance with your offer.

Advertising text

The next step is the supreme discipline: writing the content on your landing page. The text should not be too long, but at the same time provide the visitor with added value. Make sure you address the target group appropriately and emphasise the unique selling points. Build up the content systematically and work with short, compact sentences that get to the point. You can also use lists or icons on a landing page.

Form

If you want to generate leads or attract new newsletter subscribers with a landing page, insert a form that is clearly visible and that visitors can fill out and submit with just a few data entries.

Social Proof

By including customer experiences, feedback from users and testimonials as well as well-known trust elements such as quality seals on the landing page, you increase the trust of visitors.

Call-to-action (CTA)

The call-to-action (CTA) is of elementary importance on a landing page. With it, you specifically ask your potential leads and interested parties to take an action and create the possibility that they can also carry out this interaction. As a rule, this is done via a button that you separate from the rest of the landing page by colour and mark with words such as “Register”, “Test” or “Download”.

Exit Intent Popups

Another tool that supports you in increasing the conversion of your landing page are exit intent popups from uptain. If a visitor wants to leave the landing page without taking any action, a window pops up with an individualised content that leads the interested party back into the process. The user-friendly mouse-out trigger ensures a targeted user experience without being intrusive. Thanks to the clever uptain® ALGORITHM, every visitor is shown the right content at the right time. Fully automated.

Avoid overloading a landing page. No navigation menus, superfluous links or social media buttons belong on a landing page. Everything should be geared towards providing the user with all relevant information in a compact form that gives him added value and leads him to action without further detours and distractions.

Make sure that the presentation is clear and mobile-friendly. You can programme a landing page yourself, have it programmed or use special software.

Harnessing the power of the landing page for the online shop

With a landing page, you have an attractive tool at hand to increase the conversion rate, place special offers and address your target group directly. A landing page requires little effort and is cost-effective. Our Exit Intent Popups help you to return visitors who want to bounce, so that the effectiveness of the landing page is increased even more. Use the power of the landing page to your advantage.