Touchdown pages are wonderful instruments for driving gross sales any time of the yr, however will be significantly efficient throughout the holidays. All through the gift-giving season, buyers are bombarded with lots of of provides and should discover themselves endlessly scrolling via on-line shops’ catalogs to search out the best items. A touchdown web page about only one product or present bundle could be a good technique to focus a buyer’s consideration and nudge them to make a purchase order.
What’s a touchdown web page?
Touchdown pages are a single web page that concentrates on changing prospects for a selected provide. They could be used to generate leads, accumulate e-mail addresses for a e-newsletter, collect market analysis info, or seize direct gross sales of products and companies.
The important thing ingredient of a touchdown web page is that it eliminates as many limitations to conversion as potential by eradicating distracting navigation, visible litter, competing provides, and — within the case of product sales-focused touchdown pages — offering a fast and seamless checkout.
How is a touchdown web page completely different from a product web page?
A product web page is a part of a broader catalog in your website. Product pages are dynamic and will be sorted and filtered. They often embody a wide range of choices for interplay like “add to wishlist”, “add to cart”, “share”, and “purchase now”. On product pages you’ll be capable to see the location’s header, footer, and website navigation, and be capable to entry a number of areas of the location. Product pages may additionally present you associated merchandise or “ceaselessly purchased collectively” solutions.
Touchdown pages are static, don’t use header or footer navigation, and are free from sidebars that promote different merchandise. More often than not, a touchdown web page will give attention to a single provide, however could embody restricted upsells throughout the checkout course of or provide “good, higher, greatest” bundle choices. Additionally they intention to make checkout as fast and straightforward as potential. Typically the provide and checkout shall be on the identical web page, or the “purchase now” button could skip the cart and go straight to a single checkout web page.
Whereas touchdown pages are often tied to particular advertising and marketing campaigns, they will also be utilized in lieu of product pages relying on the character of what you are promoting. As an example, in case you run a service-based enterprise and solely provide a handful of packages, you might do nicely to make use of touchdown pages for every one as a substitute of utilizing customary product pages. For those who run a retailer with lots of of shippable merchandise or digital downloads, nonetheless, you’d be higher off utilizing touchdown pages just for focused promoting campaigns.
Finest practices for creating vacation touchdown pages that convert
The toughest half is creating your first one. When you’ve completed that, you should use it as a template for future touchdown pages. Even in case you utterly change your content material from one touchdown web page to a different, the fundamental rules of excellent design stay the identical. By utilizing the next suggestions, you’ll have one of the best likelihood of getting your touchdown pages proper the primary time.
Hold your touchdown pages easy and straightforward to navigate
Eradicate distractions in your touchdown pages. Take away header and footer navigation menus, sidebars, sticky share buttons, associated merchandise, and every other content material that’s not related to the give you’re selling.
Make the order of data straightforward to observe on each desktop and cellular. Think about hiding some info blocks on cellular units which may be of lesser significance so as to cut back the quantity of scrolling.
Lead your format with a horny picture and engaging name to motion (CTA). Embody a “purchase now” button close to the highest for buyers who don’t want a lot convincing to make a purchase order. Some folks will come to your touchdown web page prepared to purchase, so make it straightforward for them to take action.
Ensure that your touchdown web page hundreds rapidly
Nothing sends prospects away out of your web page like lengthy load instances. Ensure that it hundreds rapidly throughout completely different machine varieties by checking your pace with free instruments like Google Lighthouse, Pingdom Instruments, or GTMetrix. Your touchdown web page ought to load in two seconds or much less. For those who discover that it’s loading a bit slowly, take the time to optimize your touchdown web page for higher loading speeds.
Write compelling CTAs
Not solely must you place a robust CTA on the prime of your touchdown web page, however it is best to add compelling CTAs with diverse messaging which may enchantment to various kinds of patrons. Your first CTA is likely to be pretty generic, specializing in worth or creating a way of urgency with a sale deadline. Secondary CTAs may give attention to particular product options or create extra emotional connections with patrons.
As an example, in case you’re selling a proposal for a home made soaps and physique care bundle, you may construction your CTAs as follows:
Main CTA: “Get the entire luxurious physique care bundle for less than $39.95.” [BUY NOW BUTTON]
Second CTA: “Mild on the pores and skin. No harsh chemical compounds. Infused with refreshing citrus and vanilla important oils.” [BUY NOW BUTTON]
Third CTA: “Our merchandise are made by hand in our workshop in Arrow Rock, Missouri. 5% of every buy is donated again to help the Missouri Rural Well being Affiliation.” [BUY NOW BUTTON]
Use high-quality pictures
For those who’re promoting a bodily merchandise, it’s necessary to make use of high-quality pictures that reveals your product from a number of angles. Life-style pictures that showcase your product in use might help prospects envision how they (or their present recipient) may profit out of your merchandise. In case your product requires meeting, educational pictures of the way it suits collectively, or what components or equipment are included could assist purchasers really feel safe.
Watch out to not overwhelm guests with too many pictures, although. Concentrate on the photographs which are most necessary for conveying the required details about your product. Think about placing further photographs in an optionally available carousel that buyers can select to browse in the event that they’re so inclined.
Think about together with a video
If pictures and textual content don’t really feel satisfactory to inform the story of your product or provide, think about using a video. A brief 30 second to one-minute video could assist higher clarify your product or provide, enhance emotional reference to prospects, and create extra pleasure or urgency.
And with the Vimeo for WooCommerce extension, you’ll be able to simply flip your product pictures into participating movies, no expertise required. With only a click on of a button, Vimeo will robotically pull your content material right into a ready-to-publish video you can embed on product pages or different necessary pages in your website.
Supply (restricted) add-ons, upgrades, and cross-sells
Assist buyers discover the items they’re searching for by offering solutions for different merchandise they is likely to be taken with as a substitute of, or along with, the one they’re at present .
- Add-ons. Give prospects the choice of present wrapping, personalised messages, or different add-ons with the WooCommerce Product Add-Ons extension. You’ll be able to provide these add-ons without spending a dime or enhance your common order worth by charging a bit additional.
Be descriptive whereas retaining copy transient
Touchdown pages provide the alternative to elucidate options and advantages of your product in an in depth manner, however watch out to not over-explain. Consumers solely have a lot out there consideration — particularly throughout the holidays. Be as informative as you’ll be able to whereas retaining your copy quick and straightforward to learn.
Use headings and subheadings to convey details. Hold paragraph textual content transient and use bullet factors to focus on the important thing promoting factors of your product.
Embody clear delivery deadlines. Calling consideration to delivery choices and supply instances throughout the holidays can incentivize gross sales and minimize down on buyer inquiries. Let buyers know that they should order by a selected date to ensure supply by the vacations. This won’t solely create a way of urgency but in addition assist handle buyer expectations.
Use a countdown timer. Countdown timers are nice for creating a way of urgency throughout vacation gross sales. The Gross sales Countdown Timer for WooCommerce extension provides you the choice to show countdowns on product pages and your store web page. You’ll be able to customise your timer — use holiday-themed colours or simply type it to match your model — and select its place on the product web page.
Embody provide expiration date. In case your sale ends on a sure day, name consideration to it in your CTAs or on the prime of your touchdown web page. Make it clear to buyers that the provide is just for a restricted time.
Emphasize shortage. Utilizing language like “whereas provides final” or “restricted to 250 editions” can encourage prospects to make a purchase order instantly as a substitute of leaving the location to suppose it over.
Tie your touchdown pages to advert campaigns
Don’t neglect to attach your touchdown pages to your promoting campaigns so that you could monitor their effectiveness. Ensure that the right monitoring pixels are put in in your website and that you just’re utilizing your touchdown web page’s URL as the ultimate vacation spot to your advert.
Not solely ought to your touchdown web page be actually related to your advert campaigns, you also needs to guarantee that the imagery, branding, and messaging match in order that prospects have a constant expertise and know they’ve arrived on the proper place.
Use social proof and belief badges
Embody critiques, testimonials, star scores, and belief badges to assist increase your credibility. Since touchdown pages could look completely different than your web site, prospects aware of your model could initially be suspicious of a web page that doesn’t look fairly the identical. Together with critiques out of your product pages and social media in addition to belief badges that promise a safe transaction expertise might help buyers really feel extra assured about shopping for.
Add checkout on to your web page
Make the trail to conversion quick and candy by including WooCommerce One Web page Checkout to your touchdown web page. A quick and simplified checkout expertise is particularly necessary throughout the vacation rush. Attempt to decrease any additional steps throughout the checkout course of which may discourage prospects from making a purchase order.
Asking prospects to create an account, affirm their e-mail addresses, or embody fields like “firm identify” could annoy prospects and result in extra cart abandonment. With the Checkout Subject Editor extension, you’ll be able to take away pointless fields (and even add customized ones like an optionally available present message).
Supply handy fee choices
Make checkout fast and handy for patrons by providing a couple of completely different fee choices. In case your prospects are already logged into your web site, WooCommerce Funds lets them use saved fee strategies. It additionally provides prospects the choice to pay with Apple Pay.
Amazon Pay and PayPal are two different widely-used fee gateways that many consumers have already got accounts with. When a buyer doesn’t should fumble round for his or her pockets to make a purchase order, that’s one much less factor retaining them away from the “purchase now” button.
Make it festive
Lastly, your vacation touchdown pages ought to embody a variation of the messaging and graphics that you just’re utilizing on the remainder of your web site. Not solely does this present branding consistency, prospects often anticipate to see some seasonal theme after they go to web sites to take a look at their vacation gross sales. Utilizing holiday-themed pictures, graphics, and language the place applicable might help get buyers into the gift-giving (and gift-buying!) spirit.
A/B check and analyze the info
For those who’re simply getting began with touchdown pages, you might not wish to overwhelm your advertising and marketing to-do record with a number of variations. You may simply begin with one and see the way it goes, however you’ll get a greater learn on how efficient your provides and web page designs are in case you create an A/B check.
For an A/B check, create two completely different touchdown pages and solely change one variable at a time. Maybe you wish to check a pricing provide or delivery choices. Perhaps you wish to check a shorter touchdown web page in opposition to an extended one.
Altering one variable at a time will assist you to determine precisely what’s performing nicely and what isn’t. Ship an equal quantity of site visitors to each pages utilizing the identical advert campaigns and audiences to verify there aren’t variables on the promoting finish which are affecting conversions.
Take what you be taught and, you probably have time, tweak your touchdown pages all through the vacation gross sales season. In case your sale durations are fairly quick, you’ll be able to no less than use your studying to tell subsequent yr’s campaigns.
Make your pages twinkle
Touchdown pages are a wonderful technique to drive vacation gross sales as a result of they take away distractions whereas nonetheless offering all the data buyers want. However on the finish of the day, it’s all about speaking your provides clearly, retaining issues easy for patrons, and sprinkling in some vacation cheer.
Have you ever created any festive touchdown pages this yr? Share them within the feedback!