Landing Pages for E-commerce: The Basics

A landing page is a webpage that appears when a search engine optimized ad is clicked on. The landing page will represent the ad, if it does not then you are spending your money on clicks that will not make a sale. Different ads call for different landing pages. This will help generate leads that will sell products. It is not a homepage which rarely changes, but a page that may be on the web for a limited amount of time that the promotion is being offered. Google AdWords is one way that people use search engines to optimize promotional ads to gain traffic and sales. Here is a graphic of the driver process:

This graphic represents the process by which e-commerce businesses need to follow. The driver or drivers lead to specific landing pages, which leads to the homepage, the questionnaires, and the couple that was offered by the driver. You may ask, why the questions? This is the most important part by far. This will give you a database of interested customers by which you can personalize advertisements and promotions.

The design of landing pages needs to be done right. The page need to be designed in a strategic way that connects with the customer. The first thing you need to do is make sure that the ad will be relevant to the customer. You can do this by creating keywords and ad lines that relate best to what you are selling and promoting. This will cause someone to click on your ad and stay on the page. After they click the ad what is going to make them stay?

The headline: Once the ad is clicked on this is the first thing people see. It is your chance to communicate and draw attention to the visitor.
The central promise: This has to do with what you have to offer to your customer. Make this clear to them.
Great Copy: Copy is the text within your ad. The words you choose have to do with whether a person will keep reading or not. The message needs to be clear and concise. Make sure you get to the point so that someone understands what you want them to do.
Call to action: If you do not tell people what to do, they are most likely not to do anything at all.
Images: Use photographs that are compelling and unique. Be creative with with you choose. Do not be like everyone else.
Unique Design: Use a design that people are drawn into. Don't use what thousands of other people are using already.

Here is an example of a landing page designed with a compelling headline, clear promise, an intriguing photo, and a call to action.