When you're promoting a category or products, or a specific product. Where are you directing traffic?
Landing pages are often the most MISSED element of the online experience by small online shops.
Large retailers know this secret tactic inside and out.
What is a Landing page?
A landing page is simply a page that your website traffic lands on, or is directed to via a hyperlink.
For example, let's say you're doing a post on Facebook about your line of pink purses. Ideally, your hyperlink should direct people to a collections showing all of your pink purses.
Many small retail shops miss this opportunity.
Why?
Well, when you're just starting out and you have a smaller assortment, it's easy to put this on the back burner and just direct people to your general 'shop' or main website page.
Or, possibly your platform that you're on makes it difficult to create landing pages.
Or, you just don't know that landing pages are a 'thing'.
Large retailers use landing pages a lot especially for paid advertising such as Google Adwords.
For example, if a large sporting goods company is promoting Nike shoes in a google ad. Of course, they would want to direct people to a landing page with their Nike collection of shoes.
Otherwise, you're inhibiting the experience by forcing a consumer to find the product you are speaking about or promoting which will lead to a higher bounce rate and lower conversion.
Even if you only have a few products, there is still a massive opportunity to leverage landing pages.
In a platform like Shopify, you are able to create collections and add photos, text, and even video into the collection pages.
Meaning, you can add additional value to the consumer, and truly highlight why your products are special.
This presents an amazing opportunity to improve your conversion without having to bump a consumer to a different section of your website. You could even add information on your story, in a succinct and engaging way.
Here's an example of one of my landing pages on Encircled, for our Evolve top.
HubSpot has an excellent FREE guide on how to use landing pages for your business, here.
Do you create landing pages? Let us know in the comments below!
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Wishing you blissful retail!
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