The average landing page conversion rate is 9.7%.
But that’s not what you should be worried about.
The eCommerce landing page conversion rate benchmarks vary based on the different industries.
The only benchmark you’ll need to follow is your existing conversion rate—your efforts should be how to grow from there.
This is where your eCommerce landing page optimization comes in. As you already know, a landing page is an integral part of your conversion funnel (as shown below).
You’re sure to have come across plenty of research on how to optimize eCommerce landing pages for better conversions.
But most of them are overused and hence don’t work or are not used effectively to generate the right conversions.
In this post, we’re highlight all the mistakes eCommerce owners commit in the landing page optimization process. We’ll also share how you can improve your landing page conversion rates with smart and actionable solutions.
Here are the things we’ll cover:
- 7 psychological triggers that can improve your lead generation landing page performance
- 10 mistakes that impact your landing page conversion rates + examples to inspire your own
7 psychological triggers to improve your landing page conversion rates
Your landing page has a laser-focused goal: to improve your conversion rate and achieve your sales targets.
Optimize your landing pages keeping shopper psychology in mind. Once you have them hooked with psychological triggers (explained below), it’ll be easy to convert them and close a sale.
1. Keep your content above the fold
You’ve got just 15 seconds to convince the reader to stay on your landing page and continue exploring.
That’s why the fold plays an important role in landing page optimization.
As per Nielsen Norman Group’s study, 57% of customer attention is spent above the fold.
Most high-converting homepages and landing pages already have all their important content above the fold.
This is where you can include important information such as:
- Call to action (CTA)
- Social proof
2. Hook them with a compelling copy
Keep your lead generation landing page copy crisp, clear, and concise.
Use bullet points as much as possible.
Ensure that your copy addresses all major customer pain points.
You can employ various copywriting formulas such as:
- Attention, Interest, Desire, Action (AIDA)
- Problem, Agitate, Solve
- Before After Bridge
- Features Advantages Benefits
There are several other elements that come under good copy:
a) An impactful headline
Don’t fix your focus on just selling products. Try and build a connection with your customers and solve their problems.
It’s a great practice to convey the benefit in the headline itself.
b) An equally engaging sub-headline
The sole aim of the sub-headline is to offer more context. It needs to complement the information provided in the headline.
Here are 4 tips to follow:
- Depending on the space, you can make the sub-headline longer to add more relevant information
- Don’t forget to add your value proposition or unique selling point (USP)
- Use the space to convince your customers to take the desired action
- Don’t take up too much space. Keep it short and focused
c) Call to action (CTA)
CTAs are where you can experiment with different variations because these clicks are going to bring you sales. So you A/B test them and see which works best.
Some best practices to keep in mind are:
- Use urgency triggers
- Experiment with color styles to make your CTA stand out
- Use action words. Something around 2–5 are fine
- Keep the text size big and easily readable
- Use the first-person tone
- Keep a lot of negative space around the CTA
3. Appeal to their emotions with colors
Certain colors trigger certain emotions in your customers. You can use these to elicit particular actions.
For example, the chart below depicts which colors portray which emotions.
You can choose a combination of colors that symbolize your brand and use them on your landing page.
4. Cherry-pick your images
Your images are one of the first things your customers will see. They are also the most instant source of a brand connection. Pictures also break the monotony of large chunks of text.
Use images that describe your products and explain the functions the best.
Try adding photos of people as much as you can since they make your products more human.
5. Assure them with trust seals and badges
Your customers are only going to purchase from you once they trust you.
Trust seals and badges help reinforce the authenticity of your brand. Adding them can help boost your credibility.
6. Create a need with social proof
Another way to establish trust and credibility is through using social proof.
Testimonials, customer reviews, and social engagement are effective ways to use this tactic.
7. Avoid form fatigue at all costs
Place your forms smartly on your lead generation landing page to generate the most conversions.
Your form design is crucial since it builds the reader’s interest to fill the form.
When it comes to form fields, less is more: the fewer the form fields, the better the landing page conversion rates.
For example, in this case study, ImageScape was able to record a 120% conversion rate by reducing their form fields from 11 to 4.
10 mistakes to avoid when optimizing eCommerce landing pages (+ examples of how to fix)
1. Cluttered design
When lead generation landing pages are focused—without navigation bars—companies can see a 100% improvement. But unfortunately, only 16% of landing pages are free of navigation bars.
In fact, one of the mistakes that marketers usually commit is stuffing too much information on one page. Creating too much noise about a single element might not be good practice.
How to fix
Avoid writing the same information in multiple different forms—it just disappoints your visitors. It’s okay to have a small landing page with just 3–4 folds rather than just trying to repeat the same information to make them notice.
Thistle’s landing page is clean, well-organized, and clutter-free. It’s laser-focused on one messaging, making sure people know exactly what the page is about and what to do on the page.
- Uses eye-catching visuals and a benefit-oriented copy—all of them in a human tone
- Doesn’t waste time introducing social proof and trust signals
- Communicates all the important information in the first fold itself
2. Too many distractions
We live in an attention economy where offering multiple choices can kill the ability to make a decision. This leads to a user abandoning your site to never return. You don’t want to do that.
Efficient marketers usually bank all their efforts on creating an impactful landing page so that they can bid adieu to all the sliding banners and nudging pop-ups. However effective those pop-ups might be, they sometimes ruin the entire experience.
How to fix
Make your landing page’s copy and visual so effective that they grab your visitor’s attention. Some of the ways to minimize distraction are by replacing pop-ups with a sticky banner, articulating your messaging in such a manner that it converts a visitor, and by mapping your visitor’s behavior.
Example: Liv Watches
Liv Watches keeps its landing page targeted with each section catering to a particular goal. They know their customers really well and hence delivers exactly that which will make them convert.
- Creates a sense of urgency on the top fold with a catchy CTA
- Dedicates an entire section to communicate the features and benefits
- Keeps the entire page on-brand and leverages product videos smartly for social proof
3. Unstructured and bifurcated information
Studies found that users make up their minds about a website in the blink of an eye—or 50 milliseconds to be precise. And even after this, a lot of marketers stuff the lead generation landing page with irrelevant or repeated information.
How to fix
Ensure that your messaging is on-point and use words that are simpler to understand. Tell people what problem you’re solving, how you’re improving their daily lives, or whatever benefit is key to your offer.
Example: Infinite Moon
This is an on-point landing page that solves specific customer problems with its copy. Throughout their page, they speak directly to the customer and offer solutions for their specific pain points. This makes their product aspirational.
- Speaks with a human tone directly to their target audience and addresses their pain points
- Well designed page, neat alignment, and minimal to no distraction—with zero cluttered
- Makes good use of the space above the fold, communicating their value prop through a punchy headline and emotive hero shot
4. Sounding too robotic
One thing that a lot of marketers are doing wrong is getting too robotic and formal with all their lead generation landing page copies. It’s important to sound formal to build a level of credibility and we agree. However, missing out absolutely on the emotional and empathy side of human behavior is going to take you nowhere.
How to fix
Let your copy bring in an emotional rise—it can be nostalgia, happiness, or comfort. The idea is to understand your prospect’s pain point and map it with your product. Once done, don’t go all out and write We will help you make shopping easy.
Instead, try to find a way that while reading your copy, a prospect feels comfort and trust. You can communicate the same thing in different words. For example, Order from the comfort of your couch and find it delivered to your doorstep. You will yourself see the wonders this little change can bring to all your efforts.
Example: Solo Stove
Solo Stove makes the customer feel at ease with the copy right away. The pictures do the rest.
- Generates urgency with a limited time offer—a great way to improve CTR in real-time
- The footer 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
- Communicates multiple emotions through their empathetic and witty copy and the vibrant visuals
5. Asking for too many details
Here’s a situation for you: imagine you own a brick-and-mortar store and someone walked in, potentially wanting to buy from you. Would you ask where they live, how many family members they have, and maybe if you can hold their credit card while they browse through your store? Probably not, right? That’s too much to ask in the first go.
Taking this same flow in the context of the lead generation landing page, it’s not right to ask too much from a visitor. According to Hubspot’s research, adding even one or two extra fields can drastically decrease the conversion rate of your landing page.
How to fix
Try to find a trade-off. There are some form fields like a location you can already automatically pre-fill. You can choose to ask only for a name and email address the first time, and the second time when someone comes back, ask for a little bit more details.
Listed below are some best practices that will help you make your form stand out:
- Make the form stand out from the rest of the page
- Use attractive colors
- Give a clear and interesting value proposition
- Use buttons and checkboxes
- Optimize your form for mobiles
Example: Woodworker’s Guild of America
One of the simplest landing pages that doesn’t waste time by distracting its customers from signing up. They keep the form in the first half and limit it to only essential fields.
- Keeps the form distraction-free with only the bare essential fields. The product image helps in reinforcing the customer’s decision to purchase.
- A neatly laid form on the top right with only the required information
- Uses graphics to define every section in detail to eliminate a host of queries
6. Focusing excessively on the product
We understand that you want to shout out loud and tell the world about your amazing offerings. But doing too much of anything generally backlashes negatively. And you don’t want to do that with your landing page.
If someone asks us about the worst things marketers do with eCommerce lead generation landing pages, we would say talking excessively about their product instead of the benefits and solutions.
How to fix
Map the emotions of your visitors and offer them something that brings relief to their life. Once your product can win them, they will ultimately know about your product and there, you have it.
This landing page is as simple as it is effective, and a stellar example of using landing pages to generate buzz and gauge interest well before a launch
- Avoids being salesy yet keeps the door open for long term sales with a membership option
- Instills the customer’s interest with a contest and event
- Lays forward the USPs and offering while using a beautiful, colorful design layout
7. Bringing social proofing a little too late
A lot has been spoken about the power of social proofing and rightly so. In fact, a report by BrightLocal suggests that 82% of customers read online reviews and this helps to build trust. The psychological fact is that the human brain looks for recognizable shapes, familiar names, and similarities. Yet, a lot of marketers are not banking on this power mine.
How to fix
Create a landing page that gets the traction it deserves by using testimonials to validate your product. As mentioned above, since most of the users’ viewing time was spent above the fold. This means that the more the information is above the fold, the more are the chances of it influencing your prospect.
ColdCalm’s landing page keeps the center focus on building social proof by sharing in-depth customer reviews and complementing information about their product.
- Extensive social proof in the form of in-depth customer reviews
- Clear and precise headline—defines the product aptly
- Comprehensively written overview of benefits, safety, and product differentiators like quick-dissolving tablets makes it easy to understand the medicine well
8. Not banking enough on the FOMO feeling
This entire generation of all tech-savvy, internet-enabled have one thing in common, no matter the ethical, cultural, and geographical differences. We have high levels of FOMO (Fear Of Missing Out). While brands have figured out the value of running offers and sharing about them via email and SMS marketing, they still haven’t been able to use the power of FOMO.
How to fix
Here’s how all your offers can perform 5x better—create lucrative offers and add a sticky bar on the top of your navigation bar. Next to it, add a countdown clock and add a blink effect to it.
Don’t stop there. The moment your visitor intends to exit, write a copy that just gets them thinking—ultimately to drop in all they are doing and shop with you. Yes, we remember we said no to pop-ups but hey, exceptions in everything are allowed.
Tribe creates an attractive offer campaign both for first-time visitors as well as existing customers. They also create a product desire with social proof elements.
- Establishes an irresistible value proposition and an encouraging copy to back that
- Leverages FOMO with copy and social proof such as Join 60,000 everyday athletes
- Exhibits a wide range of products that help both in brand and product recall
9. Expecting a big commitment from your customers
Freebies, discounts, and free trials are amazing but bombarding a user with these every time they visit you might backfire. There have been instances where an established product has seen huge cart abandonment just because they opened all the doors to lucrative offers.
How to fix
Give your visitors some breathing space and let them navigate through your site comfortably without looking for the close button for all your pop-ups. It’s not just to expect a higher level of commitment the moment they visit you.
Instead, invest your efforts in micro conversions. What this essentially means is to publish gated content pieces like product guides, videos, user case studies, etc. Try to get the basic details from there and add them to your funnel. Gradually, keep nurturing them and you will see them getting interested in your brand.
Example: Spa de Soleil
Their landing page nails the micro-conversion strategy by using the first fold to encourage customers to take action. The social proof right below helps enforce the customer’s decision-making.
- Efficient use of first fold by directing customers to take action with a gated resource
- Keeps social proof right below the form to encourage customer’s decision making
- Adds a human element in the visuals as well as shows the product in action
10. Following the one size fits all model
One of the mistakes that lead to poor conversions from lead generation landing pages is ignoring understanding the buyer personas and segmenting the audience.
A single brand can have 10 different personas and that’s normal. Let’s say your brand has a teacher, a CFO, a teenager, and a home-maker as its audience, broadly. Now, do you think writing the same copy and creating one generic landing page for all these personas will convert them? Nope, it won’t.
How to fix
To solve this, you can use A/B testing to understand what is performing well for your audience. Simply put, A/B testing allows you to quantify your page’s performance by comparing two versions of the same page. Another way to ease this challenge is by understanding the power of customer segmentation. Invest some time and create different segments for each set of your audience and basis that, craft the communication for them.
You can create multiple variations and play around with the visuals, copy, and tonality and see what works best. According to a report by Econsultancy, A/B testing is the most common method for optimizing landing pages and improving conversions.
Pro-tip: Bifurcate your leads based on the source of their origin can also help you with better segmentation. If you know how they landed on your website and build a cohort of look-a-like audience, it’ll help you run retargeting campaigns while also helping you personalize messaging for them.
Example: The Saville Row Company
They create a landing page that’s entirely designed keeping in mind customer segmentation. This makes it incredibly personalized for their target audience.
- Offers plenty of personalized options for their target audience right down to the make and color of the shirts
- Adds a compelling offer on the first fold
- Ends with a dose of healthy social proof to close the deal
Test to perfection
If you thought creating a high-converting lead generation landing page was tough, this post would’ve changed your mind.
Now that you won’t be repeating these mistakes, you’ll easily be able to improve your landing page conversion rates.
The secret: keep testing the various elements to see what works and what doesn’t.