The main purpose of building an online shop is to make shoppers not only go to your website from Google. The main purpose is to keep your customer engaged and purchase some of your products. You can encourage them to explore the items by using landing pages. Ideally, your landing page should target your visitors to a product page. If you want to increase the revenue, you need to follow the best practices for landing page design, as well as split-testing variations of your landing page until you find the highest-converting one.
Although there is no basic difference between generating a general landing page and a Magento 2 landing page, this platform still has its peculiarities worth being aware of. Therefore, we composed a guide on how to build a landing page in Magento 2. Let’s go over actionable tips to help you design a high-converting Magento 2 landing page and create more sales from your existing traffic.
1. What is a landing page?
A landing page a stand-alone webpage that is generated for a particular marketing or advertising purpose. A visitor often arrives at a landing page after clicking an advertisement, search result, or promotion. The aim of a landing page is to obtain certain the user’s info such as a phone number, email address, or convince them to make a certain action — click the “Contact us” button, book a call, fill in the form..etc. In short, the landing page helps to boost your conversions and optimize your marketing campaign by focusing on promoting a certain item or service.
2. Different types of landing pages
Your Magento 2 website can have two main kinds of landing pages
- Lead generation or lead capture webpages that are data collection tools. They allow you to collect information about your engaged customers, so they have a lead capture form. Here your customers are ingenious asked to enter their phone numbers, email addresses, names, job titles, or age range. This information helps you to tailor customized offers, ads, and email marketing campaigns.
- Click through webpages with CTA buttons that navigate your users to a webpage where they can perform the desired action. You will see this kind of landing page more on a Magento e-commerce website or any other site with a sales bent.
3. Main differences between Homepages and Landing pages
- Homepages have a large group of links placed on their content, footers, and menu while landing pages have minimal connections to enhance conversion rates.
- Homepages are a hub that allows visitors to navigate to the broadest parts of your site and almost never focus on calls to action (CTAs), whereas landing pages are created to convey a specific CTA.
- Homepages receive visitors at the top of the sales funnel and visitors are unsure about their choice while landing pages have visitors that are more likely to move deeper into your sales funnel since they are sure about what they need.
4. Elements of an effective Magento landing page
There is a number of must-have elements every Magento landing page should consist of
Online users usually stay on one webpage for less than 15 seconds. Therefore, you need to make sure that your visitors find what it is that they are seeking in a glance. An effective headline should catch the attention, interest of a visitor, and be easy to understand. Your potential customers should know what it is that you are offering in a single phrase. A good headline should not combine more than 20 words, and the shorter and sweeter, the better.
A good headline might capture the attention of its audience, but it needs a persuasive subheading to engage them. The subtitle should be under the main header and should be more detailed than its predecessor should. The basic rule of thumb with your subheadings also is the shorter, the better. There are Magento templates that break these rules by flipping the subheads with the headline. They, of course, will give the main heading a differentiating attribute such as large fonts or central positioning.
These are optional, but you can use them to enhance your unique items or service-selling proposition. They will provide your customers with additional chances to convert. There should, therefore, provide any other information amiss from the main headers and introduce the level of urgency of the call to action in place.
The hero image or video
Your landing page users will be influenced faster and more effectively by using images. Therefore, we recommend you to utilize high quality, relevant, and large images to make the best impression. Do you have an idea for a hero image but still wonder if it will match the purpose? Following some of the above questions:
- Does it evoke the emotions you want the customer to feel?
- Is it authentic-looking?
- Does it match the design of the rest of the landing page?
- Is your hero image relevant to the situation?
- Does it match the message conveyed by the headline?
The recent trending in landing page design is to substitute a hero shot with a video. The video should be short, not longer than 60 seconds, tell a clear story of the product and the revolution it will bring to the life of the clients and close by a direct call to action
A unique selling proposition (USP)
What is it that sets your service or product highlight from your competitors? You should, at the first sight, make sure that your customers understand what it is that makes the offer on your landing page unique. Let your explanation be benefit-oriented and transparent. Try to break down your offering to its most basic level, to describe the specific advantages your shoppers will get by choosing your product/service.
A classic illustration from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
A well crafted USP creates clear expectations for your visitors and helps them to understand why they should care. The USP can be broken down into four-page factors, which tell the story of your offering throughout the landing page:
- The main headline: the Domino’s example above is a good illustration of a page headline.
- The supporting headline: Sometimes you will need a secondary headline (typically smaller in size) that offers some clarification about the primary headline. Most frequently, this is used to help the primary headline to be very short and punchy.
- The reinforcement statement
- The closing argument
To boost the conversion rates, utilize social proof to influence your customer’s decision positively. You can utilize case studies, logos of your client’s businesses, reviews from large e-commerce platforms, video testimonials, or interviews, and real quotes from your customers.
To improve the trust, place multiple contact points on your landing page or contact form to make sure with your customers that you are a legitimate trader.
The customer likes to feel reassured, so utilize this attribute on your landing page to boost conversion rates. Coin a pledge that operates for service or product and position it close to your CTA.
The CTA button is the most important part of landing page design. Every other factor on your webpage is there to make sure that your potential customers pay attention to your CTA. Some tips for CTA design include a large CTA with a persuasive, explosive, and attractive compelling copy. Use a color that contrasts your webpage’s background color to draw the attention
Your landing page should not be cluttered to ensure that your page elements and their relationship to each other are evident. Leave a significant amount of negative space to guide your visitors to your call to action. Exclude additional navigation or exit link that might cause your users to abandon the landing page.
6. How to create a landing page in Magento 2?
Magento 2.3.5 has a powerful page builder that allows you to create and edit your Magento e-commerce store with dynamic blocks, blocks, and CMS pages. This feature has a visual drag and drop builder as well as some advantageous content management functions. Unfortunately, Open Source does not support this feature. If you are using open-source Magento, you will need to download third-party page builder extensions.
Free Magento 2 Page Builder by Magesolution makes it especially effortless for you to build a fantastic landing page. You do not need to look for expensive Magento developer services for regular landing pages creation. To design a unique landing page using this useful tool, simply follow the instructions below;
- Log into your Magento admin, then move to the Content tab, select Elements, then Pages. Click the Add New Page link, and name your page. Allow it to make it active.
- To see more design options, expand the Content tab then add the landing page’s heading into its field. Drag and drop all the landing page elements you would prefer on the clear canvas, via the Media, Elements, Layout, and Content toolsets. To edit your selected components, expand the little gear sign to access their settings.
- When the landing page is set, you will need to optimize SEO for Magento landing pages. Go to the Search Engine Optimization tab and enter the Meta Title, URL Key, Meta Description, and Meta Keywords fields.
- Your landing page can go live on your Magento 2 store, but you need to define its view on the Websites tab. In the Hierarchy section, specify the ranking of your landing page.
- If you get any new landing page themes that you need to set up, do so in the Design tab and input the Layout Update XML. Save the page, and you can start marketing on your new landing page.
View this video for a quick run-through