Analyzify picks the best Shopify store landing pages and explains how the design and user experience affect the conversion rate.
Your store’s landing page is your first and probably only shot to make a killer first impression on the visitor. According to Sweor, it takes visitors less than a second to decide about a landing page. Forget about the bounce rate; how do you make the first look count? Let’s explore the science of landing pages and how you can convert visitors into profitable leads.
The correct conversion rate for the landing page depends on your unique situation. If we’re looking for a reference point, the average conversion rate in different industries is 2.35%. But it’s possible to go up to 5% as the top 25% do. So what would be a reasonable conversion rate for you? Aim for 10% or higher.
We’ve gathered our tips and insights for better conversion rates. The first stop is the content, visuals and copy.
Yes, your product is impressive, and it’s impossible to summarize it in a few words. You feel like if you don’t include the kitchen sink above the fold, the user will never know the actual value of what you’re selling. A good question would be, if they spend less than a second looking at a hero of a landing page filled with long copy and too many navigation items, will they even realize they should be looking at your product?
Action item: Remove clutter. We want to get out of the user’s way to the conversion goal.
Including a clear and well-written copy will motivate the user to read further and increase their chances of clicking one of the CTA buttons. While we’re at it, the sooner you introduce a user to a CTA button, the better. It’s crucial to capture their attention with a clear message to follow up with a clear action they can take.
Resist the urge to include too many items in the navigation. Users shouldn’t need a travel guide to buy an item; simplify their life by giving clear directions for your profit.
Action item: Design matters. Trends? Not as much. No, you don’t need to overhaul the design every time a new landing page trends on Dribble. But it’s essential to present your business in an easily digestible way that conveys your product’s message.
The next stop is building trust.
Chances are you’ve been in the business for a while and already have a reputation. Capitalize on your past effort. Let your happy customers speak to the next one.
Though customer reviews are nothing new, they’re still effective as ever. A user needs to hear the real experiences of previous customers, get answers to their questions, and relate to the earlier buyers, thus, the product.
It’s safe to assume the reputation above includes a few accolades. Show them off. Recognition from reputable organizations, being awarded for achievements, or being regarded as a great product in the customers’ eye is extremely useful to pass the initial hurdle of skepticism with potential buyers.
We’ve reached our final stop: sell it better. Seems obvious but bear with us.
It is crucial to include a section where users can purchase the product. And it’s pretty safe to assume that you’ve put some effort into the dedicated product page. Why not create a mini product page on the landing and sell even faster?
The product section, or a buy box as some may refer, includes all the abovementioned points. You want the user to glance and learn about the product, hear from previous customers, inquire about price and options and see a unique selling point drawing them in. Let’s round up what we need in a product section:
Action Item: A/B Testing. What you, your designer or your SEO professional want your landing page to look like is, at its essence, a hypothesis. Going with any of them would be much simpler, but you’ll never know exactly what works for your clientele until you do a few rounds of A/B testing.
What should you test? The correct answer would be whatever you like. But for reference purposes, you could start with any of these.
(All examples are found on Shopify’s website.)
Hardgraft Leather Goods. Talk about clear product photography. These handmade leather garments are displayed in their purest form. But when you hover, magic happens. It allows users to imagine owning one of these laptop cases and what it would look like when they place it on the table during a work session in a busy coffee shop.
Detour Coffee: The simple navigation contrast website’s a rather busy colour palette in the best way. Nested navbars are hard to perfect, but a couple of clicks is enough to access the catalogue of Detour.
Nona Spirit’s “brag bar” displaying their acknowledgments is enough to make the customer crave an award-winning cold cocktail.
Zoku ticks all the boxes of testimonials. Star rating? Check. Displaying the number of reviews? Check. Showing a variety of reviews instead of just the glowing ones? Check.
Nomz‘s video use in the hero section is excellent and, dare we say, inclusive? Food porn shouldn’t be exclusive to melting chocolate and artery-clogging carbs.