Best Practices For Ecommerce Landing Pages

I audited 40+ landing pages in the Exit Five community. Use these 9 tips to audit your own: 1. Don't confuse a landing page & homepage First thing's first - a landing page and homepage are not the same. There are many reasons why you shouldn't send paid traffic to a homepage, the largest being - everyone including your mother can access the homepage. That means you'll optimize based on murky data. Bad optimizations + mom = money wasted. 2. Content is king but design is queen Your content could be A+ but it won't matter if the page doesn't load or the UI is messy. Pro tip: Run a lighthouse test to check how your website performs. It will give you a list of things to improve. 3. Buzzwords are for the bees If you wouldn't use it in a conversation with another human, then don't put it on the website. Boost your streamlined buzzword soup right into the revolutionized garbage can. Pro tip: Most people read at an 8th-grade level, even if they're highly educated and can read at a higher level. The human brain is lazy...um, I mean, wired for efficiency. Get them to register information about you quickly. 4. Limit the number of asks Do you want our ebook?  Do you want a meeting?  Do you want to pet my dog? We make roughly 10,000 decisions a day. Your buyers are tired. Make 1 ask of your users per landing page. Make it direct. Make it simple. 5. Don't ask too soon Unless your buyers are banging down your door for meetings like Ticketmaster and Taylor Swift tickets, don't ask too soon. You are not Taylor Swift. You need to do some more convincing. Your ratio of value to ask should be 90:10. Tell them what you are, who you're for, what problems you solve, how you solve them, prove your credibility, answer objections THEN... and only then...make an ask. We date before we marry. 6. Story and balance  Landing pages either have too little or too much information. There's no in-between. Don't feature dump - address and acknowledge problems your ICP faces then talk about your features in context of how it solves the problem. 7. Testimonials Using the same testimonials on every page? Make them specific to each product or segment. Pro tip: Link to customer LinkedIn profiles so your users know they’re real people. 8. Prioritize FAQs This is the highest interacted-with block on every landing page I've seen. But make sure to answer real questions and objections not "Why are we the greatest company on earth?" - no one. 9. Optimize for consumption For B2B, they won't convert the 1st or even 50th time. Research heavy, long buying cycles, big committees, yada yada. Look for how they're consuming information on-page then look at overall handraisers on your website over time. --- If reading isn't your thing, Matthew Carnevale and I go over learnings from the audits on episode 185 of the Exit Five podcast. --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

"Why doesn't my landing page convert?" Here's why 👇 An empty page with a form will not cut it for most buyers. You need to earn their purchase. To do so, you must bring them through these 5 steps before they convert. 1] 𝗠𝗮𝗸𝗲 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂 𝗗𝗼 𝗜𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗞𝗻𝗼𝘄𝗻 Make it clear what you do, who you serve, and how you make lives better. Have a visual that continues the message and brings in attention. Headline Formula: [What You Do] + [Outcome] Headline Example: Unlimited Copywriting That Converts Subheadline Formula: We help [Audience] + [Value Prop 1], [Value Prop 2], [Value Prop 3], with [What You Do] Subheadline Example: We helped B2B SaaS companies lower staff costs, go to market faster, and convert more demos with unlimited copywriting. 2] 𝗗𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗘𝗺𝗽𝗮𝘁𝗵𝘆 Customers want to feel seen. Make it clear you understand where they are and what they deserve. Empathy Headline Formula: [Question] + [Deep Rooted Concern] Empathy Headline Example: Do you have an amazing product but struggle to communicate it's true value? Empathy Subheadline Example: Every word on your website is an opportunity to connect with your ideal customer. Finding the right combination of trust, education, and pulsation with your copy is no easy task. You need the right partner to help guide you to a copy strategy that will resonate with your ideal customer. 3] 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 Customers need to feel comfortable working with you. You need proof. Your landing page should include: – Testimonials – Case Studies – Client Logos – Press Logos – Data Use these to your advantage to back up claims. Don't leave them isolated to a single section. 4] 𝗦𝗵𝗼𝘄 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 Make it obvious why you're the right choice. Communicate how you've solved these problems for people just like them. Authority Formula: We Help [Customer Industry] + [Path Forward] Authority Example: We help B2B SaaS companies write copy that communicates their value and prompts action. We helped [Client Name] lift their demo requests by [Specific Value] by re-writing their homepage. Check out the full case study. 5] 𝗠𝗮𝗸𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽𝘀 𝗖𝗿𝘆𝘀𝘁𝗮𝗹 𝗖𝗹𝗲𝗮𝗿 Not only should you make it crystal clear what the next step is, make it known what the cost of inaction is. Action Headline Formula: [Value] + Starts Now Action Headline Example: Your path to better copy starts now Inaction Examples: You lose opportunities every time a customer fails to resonate with your copy. Stop wasting time and ad budget on bad copy. --- Want a high-resolution PDF version of this lesson? Comment "LANDING PAGE LIFT"

My 10-Step Process for Creating High-Converting Landing Pages (We used this process to consistently deliver real ROI for the clients) 1. Focus on one goal - Choose one primary goal - Remove all unnecessary links, headers, or navigation that doesn’t support this goal. 2. Craft a 5-second hook - Make it problem-focused or benefit-driven. - Test it on 5 people—if they don’t understand the offer in 5 seconds, rewrite it. 3. Designing a hero - Use 90px+ headline font and a high-contrast CTA color to stand out - Add social proof and a strong CTA button. 4. Highlight value right - Write 3-5 bullet points explaining: - What you offer. Why you’re unique. How it benefits the user. 5. Build social proof - Use real photos to increase credibility. - Measure: Include at least 1 case study with measurable results. 6. Simplify the design - Limit the color scheme to 3 colors: one primary, one secondary, and one neutral. - Stick to a single-column layout. 7. High-converting CTAs - “Start Now” → “Get My Free 7-Day Trial.” - Place your CTA 3 times: above the fold, mid-page, and at the end. 8. Speed up your page - Compress images with tools like TinyPNG - Use a CDN like Cloudflare to improve server response time. 9. A/B Tests - Test 1 variable at a time: headline, CTA, or hero image. - Keep the one with 10%+ higher conversions. 10. Iterate Weekly - Set up Hotjar to analyze heatmaps and scroll depth. - Track conversions using Google Analytics.

I've created 100s of SaaS landing pages that (1) generate demos and (2) convert 30% higher than the industry average. Here's the exact landing page layout I'm following: 1. Hero section Goal: Capture prospect's attention and help them understand what you do. Headline: Benefit-driven headline that captures attention and clearly states the value proposition. Subheadline: Supporting statement that explains what your product does. CTA: A way for a prospect to take action. Social proof: Add logos of your customers to establish credibility. Visual: Show the product in action to provide more clarity on what your product does. 2. Problem section Goal: Build a relevancy factor — the more you can relate to the prospect, the better. Key problems: Clearly outline the key problems your audience faces. Supporting visuals: Use images to show the problem you’re solving. 3. Solutions section Goal: Show how you’re solving the problem. Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Testimonials: Include testimonials to showcase the value of your product. 4. Use Cases section Goal: Fight any objection that a prospect might have: integrations, features, pricing, FAQs, etc. Key features: Highlight the key features of your product and how they can be used. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Social proof: Add logos of your customers to establish credibility. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials or case studies to give more reasons to take action. — I have followed this exact framework and always have seen an increase in conversion. It’s not a magic formula. But for sure, it feels like.

Despite the investment, be it $100,000, $100, or simply product seeding, the endgame should always focus on crafting a funnel that captivates and converts. If there's one thing I've learned and emphasized repeatedly, it's that every link influencers share should lead not just anywhere on your site but to a landing page crafted for conversion. The generic homepage? It simply won't cut it. It's about creating a journey that speaks directly to the audience's needs and curiosity. Take Hint's flavored water, for example. A mommy blogger's glowing review should navigate her readers not to a one-size-fits-all homepage but to a landing page enriched with tailored content about what matters to them: ingredients, kid-friendliness, and why it's a healthier choice than juice. This approach doesn't just align with the audience's expectations but significantly boosts conversion rates — think a 9-10% increase! So, what magic ingredients make up the perfect landing page? It's all about addressing the fundamental questions that hover in every potential customer's mind: • What's being sold? • Why should I care? • How soon can I have it? • How will it enhance my life? • How does it stand against alternatives? Recognizing the heightened intent of users coming through earned media, the timing of email pop-ups, the offer displayed, and product messaging must be meticulously planned. Here's a rundown of essential sections, each tailored to echo the landing page's specific narrative: 🎾 Hero Section: A compelling mix of problem-solving copy, social proof, and a strong call-to-action (CTA) 🎾 Social Proof: Embed customer UGC, videos, or reviews to fortify trust. 🎾 Shop Section: Showcase products, ensuring the visual and messaging consistency. 🎾 Guarantees & Offers: Highlight introductory offers, bundles, or gifts with purchase (GWP). 🎾 Comparison Chart: Provide clear, honest comparisons with competitors or alternatives. 🎾 Catalog & Product Detail: Offer a browsing experience of alternate products or delve deeper into your product's story, ingredients, and unique value proposition. 🎾 FAQs & How It Works: Address common queries on-site to preclude any need to leave the page. Creating a landing page that genuinely converts is an art backed by strategic thinking. It's about crafting a narrative that captures and holds the audience's attention long enough to convert curiosity into action. Would love to hear your thoughts! Let me know your landing page strategy in the comments below!

This one change could drastically improve your landing page conversions. Let's start with clarity. Your headline should make it crystal clear what you're offering. If visitors can't figure out what your page is about in seconds, you've lost them. Next, simplify your call-to-action (CTA). Make it big, bold, and impossible to miss. A complicated CTA confuses visitors. Keep it simple and direct. Use social proof to your advantage. Customer testimonials, ratings, and reviews build trust instantly. People rely on the experiences of others to make decisions. Optimize for speed. A slow-loading page kills conversions faster than anything else. Every second counts. Ensure your page loads quickly on all devices. Finally, test everything. From your headlines to your CTAs, small changes can lead to big improvements. Use A/B testing to find what works best for your audience. Remember, improving your landing page is an ongoing process. Start with these steps, measure your results, and keep refining.

After 10+ years of optimizing e-commerce websites, I can say this: your Product Detail Pages (PDPs) are most likely draining your marketing budget. Why? Because up to 75% of e-commerce traffic from ads lands directly on PDPs, which are often under-optimized for conversion. While every product and brand is unique, there are some strategies we've learned from extensive A/B testing: 1. First impressions matter - Invest in design and delight. Don't ignore these side-doors shoppers enter from. 2. Conversion levers - Small things matter. Sweat the details. Learn what makes customers bounce or stay, buy and come back for more. 3. Trust signals - You're not Amazon or Apple. New users landing on PDPs don't know and trust your brand yet. Every trust signal you can add helps. I'll be sharing examples of before / after PDPs we've designed to illustrate our learnings. YMMW. Test, test and test more. Here are 9 key PDP improvements that can help beauty brand- The Wellness Shop 1. Add breadcrumbs: They help navigation and encourage deeper catalog exploration/ product discovery. 2. Concise product name & benefit-driven description: A clear product name paired with a one-line benefit statement instantly communicates value. 3. Images or videos of the product being used: Lifestyle images with models using the product (and tagged benefits) build trust and desire. 4 & 9. Give them a path to find other products. Or they'll bounce. "You might also like" or "Similar products" will also increase average order value (AOV). 5. List top product benefits above the fold: Highlight key benefits in a short, skimmable list for quick understanding of "why is this awesome". 6. Highlight savings: Display discounts and offers prominently near the "Add to Cart" CTA to create urgency and to motivate customers to buy. 7. User-Generated Content (UGC) Videos: Authentic customer videos build trust and demonstrate real-world product use. 8. Add well designed enhanced product details: a. Before & After Visuals: Showcase tangible results. b. Usage Instructions: Simple steps demonstrate ease of use. c. Comparison Table: Position your product against competitors. Found this useful. Would love to hear in the comments! DM me to learn more about optimizing your PDPs or any ecommerce page! #conversionrateoptimization #PDP #ABtesting