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Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. The page is structured to make it easy for the visitor to access key information and make an informed decision.
Our 88 page Ebook by James Gurd and Dave Chaffey features a workbook format with checklists and over 50 examples, including many from Ecommerce sites. In this blog post I look at case studies of what I consider to be good and bad to help illustrate these 3 options. A caveat I need to point out a€“ without access to the web analytics data behind these landing pages, I cana€™t validate my analysis. Email campaigns often require new landing pages, especially for lifestyle brands where promotions arena€™t always related to specific products. A good example is this email campaign from Simply Chateau Holidays promoting a prize draw to win a holiday.A  The creative is carried through to the Facebook landing page with CTA repeated for consistency. Another example from Heritage Personalised Stationery demonstrates a well-structured landing page with strong USPs and a clear CTA but failure to pull through the main campaign message. Note how the landing page helps set expectations of what the customer has to do; it clearly marks out the 4 steps required to order. Perhaps this is deliberate and testing has revealed higher conversion when customers see the whole range vs. Free shipping message is prominent and the delivery promise is reinforced at the top of the page.
Good visual sign for the mind blowing range of colour options (which display a thumbnail when you mouse over).
Ita€™s hard to find examples as these landing pages disappear quite quickly as theya€™re often used for short-term tactical campaigns, such as paid search activity around events.
I know a retailer who used this solution every week for their a€?Deals of the Weeka€™ promotion.
The example below from Shopstyle is a landing page for the search query a€?biba dressesa€? on Google. My key take-away for you regarding ecommerce landing pages is to ensure there is consistency with the campaign creative and content.
If someone is responding to an advert for black cocktail dresses, make sure the page they click through to gives them exactly that.

The goal is to make your landing page easy to use and take action on a€“ so think about visitor intent before deciding the optimal layout. Please drop by and share your comments and experience a€“ we welcome everyonea€™s opinion and ita€™s good to debate because there really is no a€?righta€™ answer, as illustrated by the case studies in this post. Useful examples from Practical Ecommerce in the blog a€?5 Ecommerce Landing Pagesa€? using paid search as an example. Tips from Oli Gardner over at Unbounce in his blog a€?4 Steps to Optimize Your Ecommerce Landing Pagesa€?. I wrote a blog for Dave Chaffey back in March this year on where to place your landing page CTA.
There's also the Smart Insights Landing Page Optimisation GuideA for Expert members that I wrote with Dave, also published March 2013.
We personally use a number of different methods and these will change and vary depending on which product or service we are working with. Well, Ia€™m going to give a typical consultanta€™s answer a€“ "it depends"; on the campaign and your goal for the landing page. Create a bespoke new page for a marketing campaign.This gives the greatest creative control and allows you to tailor the message and the content to suit individual campaigns. Retailers create a custom search results set using a pre-defined site search term, then use the search results page URL in the marketing campaign.
My evaluation is based on my own experience of optimising landing pages and the wealth of case study material I have read over the years. They have created a sub-domain for this product that is also linked to from their main domain homepage.
This is a useful technique because unexpected multi-stage order processes can increase abandonment, so ita€™s sensible to make this transparent. For a Google paid search ad for the search query a€?black cocktail dressesa€™, they drop visitors onto the generic Cocktail Dresses category page. They have added helpful text that explains that all the dresses you see are available in black, even if the image showing isna€™t an exact colour match.
By enclosed, I mean pages that remove all the standard site navigation elements and focus purely on the campaign message and CTA. They set-up a site search term a€?dealofweeka€™ and then each week associated the relevant products with this search term.

The more you make people work to complete a goal, the greater the risk of people giving up. And make sure you test a€“ there is no reason not to do basic AB tests even if you dona€™t have a specialist testing tool. Of course there are a lot of essentials, that must be in effective landing page, but we have chosen the best.
It’s obvious that there are no textbook ways or the right way of creating the most appropriate ecommerce landing page.
It also allows you to be flexible in the design pattern by customising HTML, avoiding the dependency on existing page templates.
The first product isna€™t black and only 2 black dresses are visible when the page first loads. However, from a good practice perspective this isna€™t intuitive as it forces the visitor to take the further action of refining by colour to get the product list they were searching for.
This isna€™t ideal as you would expect the website to default to the image of the black version of each product on this page.
In the example below, having previously browsed the sofas section of the website, I am shown an ad for sofas & armchairs that takes me back to where I left off. However, given that this is shown to customers who have visited but not yet bought, it could work in persuading people to sign-up and get that discount. The advantage of this solution is that you dona€™t need to invest in landing page design and build. Look at Google Analytics Content Experiments and do some basic testing to learn how it can help you improve landing page performance.
I just have a couple of books I’ve written as product and each book has its own landing page during any ad campaigns and social media posts. For example, some marketers invest in prize draws and competitions as marketing tactics to drive data capture for their eCRM programs, so the landing page needs to focus on making it quick and easy to enter. The disadvantage is that you have limited control over the page content as it uses an existing site template.

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