Boost eCommerce landing page conversions: 18 scientific strategies

eCommerce landing pages don’t even look like SAAS landing pages. You’ll be stuck with a 2% conversion rate if you’re employing strategies for SAAS on your eCommerce site.

In this article, we dive into what it takes to improve your conversion rate on your eCommerce landing pages – but first:

Why do some eCommerce landing pages get low conversion rates?

→ Those landing pages are just too salesy – they don’t even try to explain what the product on offer is all about or the benefits

→ People don’t see any connection between the ad and the landing page – the offer they clicked on isn't just there or the color doesn't match

→ There are too many pop-ups, way too fast – giving them not enough time to read the headline 

→ The headline is built out of a product name – because the landing page is actually your product/category page

→ The product images don’t explain the benefits – and neither does any other section

→ The landing page skips key details – like how to use the product on offer, delivery information, etc. 

→ There’s no incentive to sign up – because the page is just focusing on getting a sale – and skips the quiz, which runs on the homepage

→ The landing page uses infinite scrolling – people get tired and leave – or worse, the landing page is just too short

→ All the CTA buttons are of the same size – which leads to even more confusion among users

18 ways to increase eCommerce landing page conversions

1. Create more than one format for your eCommerce landing page

2. Personalize your eCommerce landing pages by history

3. Change your headlines to show the outcome

4. Don't try too hard to establish features – talk benefits instead

5. Induce the scroll with visual cues

6. It’s all in the detail

7. Add a video – preferably from a customer

8. Use trust badges to alleviate tensions

9. Reduce choice paralysis with a product comparison chart

10. Show your cause

11. Use some persuasion triggers – like price anchoring, free samples, and shipping

12. Look at your session time and percentage of page scrolled

13. Get them to complete checkout as smoothly as possible

14. Include important stuff like shipping policies and contact details on your footer

15.  Target exit intent with live chat instead of a form

16. You can use only one pop-up – make it count

17. Autofill form fields

18. Optimize your landing page’s adaptability for speed and mobile viewing

1. Create more than one format for your eCommerce landing page 

Most eCommerce landing pages fail because they don't account for who the user is – or where they may be coming from. It’s also why most eCommerce brands just end up using one single format for most of their landing pages. 

If you're running retargeting ads, would you want an existing user to see an ad with a welcome discount? The answer is probably no. The way out? 

💡 Try these segmentation ideas for your eCommerce landing pages:

• For retargeting landing pages – skip educating people on the product fully, and, offer more direct incentives instead 
• For repeat purchasers – change content by engagement – high engagers need to feel rewarded 
• For top-of-the-funnel landing pages – show collections or product explainer pages
• For repeat purchasers – show giveaways, loyalty program, referral bonus landing pages
• For shoppers from social sites – show shorter pages; aim for quick scannability and educate those who arrive
• For visitors from search engine ads – show more offer-oriented landing pages because chances are they searched for it (which means they just need an incentive and a confirmation that they’re in the right place)

2. Personalize your eCommerce landing pages by history

80% of consumers are more likely to buy from brands that provide personalized experiences. However, according to Bilal Jaffery of Deloitte, “Mass campaigns, and even personalized campaigns that group customers by persona or segment are no longer hitting the mark.” 

This is why you should personalize your landing page not only by where a user is coming in from but also by the user's history. 

History like physical location, browser/device used, URL(s) previously viewed (if any). The goal here is to trigger different versions of your landing pages for each type of user. 

💡 Here are some ideas for personalizing your landing pages: 

• Offer an option to update currency and delivery timelines by location – try ensuring that you don’t lead users away from your landing page
• Show different product images by location – change the ethnicity of the models/background to make it feel more relatable 
• Offer a specialized trigger to log in through a non-intrusive pop-up – use copy like “Got an account? Log in to get up to $XX off”
• Show loyalty points a user can redeem, if they sign in – along with a discount

FURTHER READING: 31 Brilliant Examples of eCommerce Personalization

3. Change your headlines to show the outcome

Want more conversions from your eCommerce landing pages? Write your headlines for skimmers first. 

Aim to get the theme of your landing page clear in under 5 seconds. Need some inspiration? Check these two examples:

Example A:

Example B:

If ‘example A’ seems better, it’s because it paints a picture of what the product is meant to do. All while showing a sub-header with social proof in the form of a review count and a mention of an award.

Whereas, ‘example B’ just tells what the product is – but doesn't go deep into what the product is meant to do. For the layperson, “tri-core” could be anything. 

💡 Here are some ideas on how to increase conversions from your landing page using your heading:

• Use a hook – try showing how the product is going to feel for a potential user’s problem
• Add specific numbers – like measurements, number of people using a product
• Make a bold claim – if you're using a product page-style landing page, use your images to draw attention to the text

FURTHER READING: eCommerce Copywriting: 20 Inspiring Examples from the US

4. Don't try too hard to establish features – talk benefits instead

You have to assume that people who have arrived at your landing page haven't seen your ad all too well. 

Your landing page has to be a continuation of your ad – start with the benefits. For example, if it's about creating a healthy diet, show how your product helps do that. 

💡 Try these ideas for establishing benefits on your landing page and increase conversions:

• Affirm they are in the right place – show the offer they saw in your ad on your notification bar to help them get started:

• Show some visual cues to establish features – use icons for showcasing your product and brand USPs
• Use a quote from a user in the first fold – showing the outcome or benefit

FURTHER READING: Convert More Paid Traffic—9 Strategies That Always Work (eCommerce)

5. Induce the scroll with visual cues

The idea here is to not fit every possible information within the first fold. Your goal here is to get them to scroll. 

How? Use a floating coupon – or a sneak peek of your CTA – or some visual cues. 

A bold claim. Directional cues. This example has it all:

💡 Here are some ideas for using visual cues in your landing page to increase sales:

• Show the steps, but leave something below the fold – note how ‘Step 2’ and ‘Step 3’ are grayed out
• Keep the cues simple to avoid overcomplicating things and unnecessary distractions – use an abundance of white space as well
• Make your cues more visual and louder with color contrast – and make them align naturally to the pages’ design to knock it off the park
• Use microcopy to make your visual cues more effective – note the “Add more to your order and save” and “Satisfaction guaranteed”:

• Keep your most important CTA’s clean and clear – note how the “proceed to checkout” is larger here ↑

FURTHER READING: Above the Fold: 12 ideas for better conversions (+ amazing examples)

6. It’s all in the detail

We have seen eCommerce landing pages that end in 2 scrolls – without going into any form of detail about what the product is all about. 

While unnecessary information isn’t exactly desirable, leaving out critical information is essentially leaving money on the table. 🙂

💡 Try including these compulsorily to increase your landing page’s conversion rate:

• A product carousel – which shows the product in use
• At least one product demo video – showing why the product came to be, or how to use the product 
• Information about your product’s manufacturing process – like sections on ingredients, fitting information, etc
• Some form of social proof – it can be reviews, trust badges on product listings, etc. 
• A comparison chart – comparing your own product ranges 
• A FAQ section – explaining your product

FURTHER READING: 26 Amazing Product Page Design Examples in eCommerce (+ Expert Advice)

7. Add a video – preferably from a customer

Other than your product images, videos are super effective – but where exactly are they most potent? 

Well, in reviews and product review videos. 82% of customers have been convinced to buy a product, after watching a video. Meanwhile, nearly 100% of users who interact with user-generated content, end up converting. 

💡 Here are more ideas for adding videos to your landing page to increase conversions:

• Add product demos on image galleries – use animated images to make users expand the video
• Try enabling autoplay with captions turned on and audio turned off – this helps increase clicks 
• Consider showing samples – like microphone sound samples, or YouTuber reviews of your products
• Try making your image carousels auto-scrolling – this helps you create an Instagram post like effect
• Add in reviews from influencers and YouTube creators – this helps build trust and make your product more relatable

FURTHER READING: eCommerce product videos: 28 brand examples to learn from

8. Use trust badges to alleviate tensions

Most eCommerce sites assume people will immediately trust a brand name they have never heard of before. The reality is that they don't. 

This is why it's immensely important to keep a trail of proof – that your brand is actually trustworthy. 

💡 Try these ideas for increasing trust as well as conversions on your landing page:

• Use an “as seen on nudge” – show publications that have covered your product, or show product certifications 
• Show that you have more than one product on offer – show some accessories if needed 
• Display the total review count – but don't overwhelm users by making them read every single review 
• Show policy badges – this helps reduce trust issues, but make sure you’re not using them in one place only: 

FURTHER READING: 30 Ways to Build Trust FAST (On Your eCommerce Store)

9. Reduce choice paralysis with a product comparison chart

This is especially useful if you're creating a collection landing page (a landing page that looks like a category page).

💡 How to improve conversions on your landing page with a product comparison chart:

• Consider using your product images to show a comparison – but, limit the comparison to two products
• Make the chart accessible and intuitive with a compare button or link – auto-populate the chart to save shoppers the stress of finding similar items to compare
• Add all the parameters that’ll help shoppers make informed decisions – like price, brand, rating, specifications 
• Use three columns to make deciding easier – a study found that the human brain can quickly process up to 3 ‘chunks’ of information in our short-term memory
• Use the decoy effect to place the most desirable item centrally – place the lowest priced (but least desirable) product at the left and the highest priced (but very similar) product at the rightmost corner
• Supercharge conversion with discount – show products with a percentage off in the chart (or has free shipping)

P.S. Reduce choice paralysis everywhere – limit the number of products per scroll (applicable for comparison charts and collection landing pages).

FURTHER READING: 11 Secrets behind Amazon’s high-converting product comparison charts

You might also like: How Do I Boost My Shopify Conversion Rate? (50 Effortless Strategies)

10. Show your cause

Causes bring people together – which is why it makes absolute sense to use it on your landing page too.

You can simply include a section to showcase your cause – or display it through your pricing – note the “want to know a secret”: 

Once a user clicks on it, they’re led to a section that explains why the product is priced in this manner: 

You can use this example to formulate your own strategy to increase conversions. Nevertheless, here are some ideas:

💡 Tips to increase eCommerce landing page conversion rates by using cause marketing: 

• Display the impact of your brand on the cause – show a progress bar or a counter to mark each contribution 
• Use visual cues like logos and badges of the cause throughout your page – this helps reaffirm that your brand supports the cause (always remember the rule of 7)

11. Use some persuasion triggers – like price anchoring, free samples, and shipping 

If you're struggling to get people to convert on your landing page, this section is going to help you out. 

All you have to do is, provide an impetus. The goal here is to get people to move to a definite conversion – by bringing the value they’re looking for. 

It can be a $50 gift card – or a loyalty card:

Or, even a super-saver deal from a bundle:

💡 How to increase eCommerce landing page conversions with persuasion triggers:

• Show unique user benefits from the first fold – like loyalty points a user can earn, or how far they are away from free shipping (adding these gamification elements helps improve your user experience)
• Consider offering bundled offers – or tiered discounts to smoothen the checkout
• Show replenishment items for repeat purchasers – this helps increase the chances of getting a sale
• Offer extended warranty – or similar value upgrades – or else, you stand to lose nearly 38% of sales

P.S. Avoid using urgency tactics like countdown timers (here are some examples), or ‘last-minute deals’ in the first few sessions. Instead, use these tactics to engage high-intent visitors (people who have viewed products on your store as well as landing pages).

FURTHER READING: 20 Persuasion Techniques for eCommerce (with real examples)

12. Look at your session time and percentage of page scrolled

If you're spending time trying to fix your eCommerce landing page conversions, look at where users stop scrolling. 

Or if they are scrolling at all. Time on page will tell you whether your landing page works or not. However, there are more ways to fix your landing page using your analytics. 

💡 Here are some simple ideas on how to fix the conversion rate of your landing page using analytics:

• Check your previous conversions – check which channels a user visited before converting – or which pages they viewed
• Find where users stop scrolling – these are the sections that need changing (or at least some form of change)
• Look at where your users are clicking into – a lot of times users leave your landing page in search of info about your brand – check if they're going to your homepage or reading your policies 
• If users are going to irrelevant product pages – remove navigation and limit your landing page search
• If users are landing on your homepage – add sections about your brand
• If you're getting a high bounce rate from policy pages – add custom policy pages with navigation links to your landing page

FURTHER READING: How to Increase Average Session Time on Your eCommerce Store

13. Get them to complete checkout as smoothly as possible 

Unless you're running a giveaway page (or some form-oriented landing page), your landing page will lead to a checkout page. 

Instead of using your standard checkout, aim for the quickest possible checkout.

💡 Here are some ideas to increase sales from your eCommerce landing pages:

• Try reducing form fields – like apartment nos, or separate city or area fields 
• Offer guest checkout – and explain why you’re asking for the information you have provided form fields for 
• Avoid adding extra costs – like shipping, taxation, or handling charges on landing pages
• Show your returns and delivery date – fetch it using the user’s IP address
• Get as much auto-filled as you can – show the number of steps remaining to get the order 
• Provide multiple payment options to help shoppers pay without stress – consider adding in a BNPL payment mode like Shop Pay along with a mobile payment mode like Venmo to help complete the purchase 
• Show extra coupon codes and offers on checkout – this will help increase your order value:

FURTHER READING: eCommerce Checkout UX: 13 Tips To Boost Conversions (+ Templates)

14. Include important stuff like shipping policies and contact details on your footer

Which of these following statements is true? 

a) Landing pages shouldn't have links to any other pages – or a navigation

b) eCommerce landing pages should have in-page navigation and links to other pages like policy pages

Both of the above are true – but most eCommerce brands end up using their standard header and footers (which of course ends with people leaving your landing page). 

💡 Try these ideas to increase eCommerce landing page conversions with your footer:

• Show an about us in your footer – share your tagline, your brand’s mission statement
• Leave links to your bestsellers in your footer – this helps reassure users that your store isn’t that sketchy
• Include policy details – like returns, shipping, privacy, and contact details

FURTHER READING: 14 Brilliant Examples of eCommerce Return Policy (+ Proven Tips)

15.  Target exit intent with live chat instead of a form

Exit intent pop-ups are awesome, but you’ll still need something way more human. Like a live chat – which lets your store act like a human.

All you need to do is, ask them what went wrong – or simply offer support options:

💡 Here are some ideas on how to use live chat on your landing pages:

• Create a customized quiz funnel – ask questions on what they were looking for, offer support, and product recommendations
• Lead to a completely personalized offer and capture subscribers for your email list – use a ‘don’t let this offer go’ type messaging 
• Don't immediately trigger the live chat nudge – wait at least 30 seconds before triggering the nudge (or till they have scrolled at least thrice)
• Show non-intrusive nudges of the personalized offer to repeat visitors – this ensures that your retargeting efforts are actually effective

FURTHER READING: Conversational Commerce: 21 Amazing Real-World Examples (eCommerce Brands)

16. You can use only one pop-up – make it count

If you're triggering more than one pop-up per session, make it stop. 

Why: it destroys user experience – and is a leading cause of low conversion rates. 

💡 Here's what you can do instead to improve landing page conversions with your pop-ups:

• Drive micro-conversions after users spend at least 30 seconds – offer a quiz to collect email addresses; here’s how Dollar Shave Club does it on their landing page:

• Change your pop-up by your industry – for example, gamification pop-ups like a ‘spin to win’ or a ‘mystery discount’, get a 13% engagement rate in pet stores – and in turn, help improve your user experience:

• If they still choose to exit, sell them a promise – better offers in the future; note how the CTA “sign me up for free” helps keep the loss-aversion at bay:

• Or better yet, retarget with pop-ups – this ensures that anyone coming back to your site does see something of their preference: 

FURTHER READING: Exit-Intent Pop-Ups: overcoming common mistakes + 20 brilliant examples

17. Autofill form fields

If you are running pop-ups, there’s no point in making users think “Why would I want to do this” or “Do I have to fill all this in?”

Instead, do most of the work for them, like using ‘@gmail’ as a pre-fill – for which users can simply enter the first half of their email (which helps reduce cognitive load). 

Or pre-fill check boxes based on the URL – like if a user is viewing men's pants, get them auto-checked for receiving promotions on men's wear in your sign-up form. 

FURTHER READING: Low Form Conversions? Making Any of These 9 Mistakes?

18. Optimize your landing page’s adaptability for speed and mobile viewing

Slow-loading landing pages kill conversions everywhere – and so do non-mobile optimized landing pages. 

Why: 32% of users will leave if the landing page doesn’t load within a minute – and nearly 50% of most browsing journeys start on mobile.

💡 How to improve landing page conversions with page optimization:

• Try reducing extra code – minify it if needed, and trigger your tracking mechanisms through hidden form fields
• Use a CDN and server-side rendering to deliver your landing page tracking (and third-party code) – this ensures your page’s core elements load quickly
• Avoid overloading extra design elements or animations on mobile – if needed, go for a completely separate mobile version of your landing page

FURTHER READING: 30 Mobile Optimization Tips For eCommerce (+ Examples)

More on eCommerce landing pages

33 High-Converting Product Landing Page Examples

21 High-Converting Mobile Landing Page Examples to Inspire Yours

Shopify landing page design: 20 amazing examples + proven ideas

People Also Ask - eCommerce landing pages

▶ What is a good conversion rate for landing pages?

Top-performing landing pages convert at more than 40% above average. However, eCommerce landing pages operate a bit differently. The average conversion rate stands between 2 to 3%. 

▶ What is the difference between a landing page and an eCommerce landing page?

A landing page in general has a singular goal. An eCommerce landing page is built for the sale – and bringing in subscribers (if the sale doesn't go through). 

Here are the key differences between a landing page and an eCommerce landing page:

Landing page:

• No navigation 
• Singular CTA
• Short in length
• Skips going into detail
• Serves a singular goal

eCommerce landing page:

• Has navigation 
• Multiple CTA buttons
• Longer in length 
• Can go into detail 
• Drives email sign-ups, sales, or any other cause

▶ What are the types of eCommerce landing pages?

eCommerce landing pages can serve a lot of different purposes like:

• Promoting giveaways
• Highlighting your loyalty program
• Bringing people to your sitewide sales
• Launching a pre-order campaign
• Bringing new customers to a newly launched product
• Showcasing slow-selling/newly-launched collections
• Educating existing subscribers about your buyback/cause-marketing program
• Promoting seasonal sales like Black Friday, Christmas, 4th of July, etc.

Ready for more conversions from your landing page?

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Why: user experience issues that cause friction for visitors.

And this is the problem Convertcart solves.

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