In our deep dive for March for our Pro membership, we looked through over 3,000 landing pages to try and answer the question “What do high-converting pages have in common?”
Well, here are three tips specifically for e-commerce pages out there.
Provide clarity
A user usually has three questions when they reach your page: “where am I?”, “what can I do here?”, and “why should I do it?”.
Take the example of Huron promoting a deodorant. A very vague landing page was later transformed into a clear page that answers those three questions.
Create headlines that describe your product, not your category.
This one is easier to show than explain. This used to be the headline from Retainer Club. Sure, retainers can be messy… So we get retainers from Retainer Club. Big whoop…
Compare it to their recent headline here. It tells us everything we need to know. Convenience just for us, and for a clear price.
Make fun of the competition.
OK, this example doesn’t come from a landing page but you gotta admit it’s good. Volvo was bold but wanted to make sure they stand out in their whole category, and this copy is one way to do it.
All these three tips could be used for other categories too, of course. If you’re not already a member of Pro, feel free to try it out for just $7.
