The eCommerce industry has witnessed rapid growth over the last couple of years, as retail eCommerce sales in 2019 amounted to $3.53 trillion. Despite the increase in sales, however, the average eCommerce conversion rate is only 4.31%.
The conversion rate is bleak, but what’s more alarming is the fact that by 2021 the eCommerce growth rate is projected to drop by as much as 5–6%:
For ecommerce brands this calls attention to the fact that they need to implement growth techniques to boost conversion rates and nurture growth rates to increase sales. The best way to do this is by connecting ads to optimized ecommerce post-click landing pages instead of busy product pages.
Today’s post will highlight everything you need to know about post-click pages, what makes them different from product pages, why you should use them, and best practices for optimization.
The difference between product pages and post-click landing pages
Although product pages and post-click pages both aim to convert visitors, each take different approaches to achieve this goal:
- Post-click landing pages have a 1:1 conversion ratio by focusing on one conversion goal and dedicate all page elements to persuade visitors to convert.
- Product pages focus on delivering information, not just about the product the visitor saw in an ad, email, or social media post — but other related products, company policies, etc.
The experience on both page types is quite contrasting, while post-click pages immediately present prospects the offer they want to see, whereas product pages focus on multiple things. This leads prospects to get distracted and often confused when they don’t immediately find what they came looking for after an ad or email click.
Making the case for ecommerce post-click landing pages
Data from nearly 2 billion shopping sessions in the first quarter of 2018 show how product pages are failing to engage customers. Revenue per session on product pages ($1.72) is about half that of revenue per session on post-click landing pages ($3.43):
Even though almost 1 in 4 shoppers begin their buying journey on a product page, still 96% of visitors aren’t yet ready to buy when they arrive on the page. These people are more likely to bounce than those who come to a dedicated post-click landing page, regardless of the referring channel:
Post-click pages outperform product pages, because according to data visitors who arrive at a relevant landing page after the ad click convert at about 2.9%, while visitors who land on product pages convert at about 1.5%:
Comparing each page type
Let’s compare a product page with an optimized post-click page to see what differentiates them from one another. When prospects click this Lowe’s banner ad, they expect to learn more about the product and buy:
Instead, Lowe’s directs them to this product page:
The page does link to the snow thrower promoted in the ad,. However, it is cluttered with a lot of extraneous information that can distract the prospect from converting. The header is full of navigation links, plus the “customer also viewed” and “related products” page sections don’t help prospects make an immediate decision. Instead, these alternative offers give prospects easy escape routes to visit another page rather than purchasing the product promoted in the ad.
The overwhelming information can cause cognitive load which can prevent prospects from potentially taking no action at all. Meanwhile, dedicated post-click landing pages create a distraction-free path to conversions.
Let’s look at Yellow Bricks’s YouTube ad and its corresponding post-click page as an example:
The ad promotes the Beauty Industry Essentials program, the CTA button promises prospects they’ll learn more once they click the ad. The optimized post-click page delivers on the same promise:
The elements of the page are focused on one goal — persuade visitors to submit their email address in exchange for a sneak peek of the program. All the links in the header are anchor tags that go to different sections on the page instead of taking users away from the offer.
Personalized relevant messaging is not the focus of product pages, they deliver one-size-fits-all information which isn’t optimized for immediate conversions. This isn’t the case with post-click experiences.
What are post-click experiences?
Post-click experiences include everything that happens after an ad click from the landing page the prospect arrives at, to the thank you page, and the thank you email. The post-click page, however, is the most conversion-focused component of the entire experience since that’s the page where the conversion takes place.
A post-click page is designed as a natural extension of the ad it is connected to; each element on the page notifies the visitor they’ve landed at the right place and that the offer they wanted is only a CTA click away. The pages are used to drive targeted traffic to a specific conversion by focusing on a single message with one goal in mind.
Take SnackNation’s ad and post-click page as an example. The display ad promotes the free snack box offer and promises prospects they won’t be getting any more boring office snacks:
The goal of the page is to persuade visitors to request a free healthy snack box that doesn’t consist of boring treats. It fulfills its goal by:
- Focusing on the offer: The page headline, images, copy, and CTA button is about the snack box offer without cluttering the page with navigation links or misleading information. The page explains what a SnackNation box is and what goodies it includes, why they should request one, and how to submit a request.
- Providing social proof: The reviews help visitors see how much the snack boxes are enjoyed by customers. The video testimonials feature different offices who have chosen Snacknation and what they love about the snacks.
- Forming a connection: The page copy uses relevance and user-centered messaging to form a connection with the visitor which is more likely to generate conversions. The high-quality images and customer review videos help strengthen that connection.
Post-click pages produce more conversions because they understand every customer is unique and requires personalized attention and engagement to be persuaded to purchase. Optimized ecommerce post-click landing pages allow you to do this — tailor your business to individual customers through dedicated digital storefronts, which increases engagement and boosts sales.
How to optimize ecommerce post-click landing pages
To ensure your post-click page is set up to generate conversions, consider the following optimization best practices when designing your ecommerce pages.
Create personalized post-click pages for different audience segments
A personalized page shouldn’t be just a page prospects land on. The page needs to be designed to drive user action with specific elements by increasing the ad relevance for a each target audience. This 1:1 ad-to-page relevancy is critical.
For example, search intent is a common scenario that requires separate post-click pages for users — users doing preliminary research have different needs than a user ready to make a purchase. Taking care of both types of users with different pages is better for them and the advertiser.
Creating buyer personas and audience segments beforehand help you create personalized post-click experiences for each audience segment, which can generate more conversions. In the end, an optimized experience from start to finish makes the advertising conversion likely.
Post-click pages don’t have navigation links
Post-click landing pages are standalone pages from your website and shouldn’t include extra links that can potentially distract prospects from converting. An optimized page maintains a 1:1 conversion ratio, which is the ratio of outbound links compared to the number of conversion goals.
For example, the Honey post-click page has no navigation links in the header or footer:
Add a relevant, action-oriented headline
Your ecommerce post-click page headline should have the same message as the ad that led the prospect to the page. When the page establishes message match consistency you deliver on the promise made in the ad.
The page headline should also be user-centric and action-oriented so visitors feel compelled to evaluate the rest of the offer on the page.
FabFitfFun page’s headline is both message matched and action-oriented:
Write copy that highlights the UVP
Post-click landing pages should include descriptive product or service copy that is audience-specific instead of the generic copy typically found on product pages, product description, specs, and a list of related products. Optimized ecommerce page copy should answer three basic questions about the offer while keeping the unique value proposition in mind:
- What is the offer?
- Why should users should get it?
- How can they redeem it?
A page that answers these questions with its copy is more likely to bring in conversions.
The HelloFresh post-click page headline explains what the service has to offer customers:
And copy further down the page showcases the features of the service:
A specific, personalized CTA button
Although the ad CTA button should let prospects know what they’ll get to see once they get to the post-click page, you shouldn’t assume everyone will know exactly what to do once they arrive.
A specific CTA button helps you do that, so make sure the CTA button is clearly visible and includes personalized copy so prospects understand its relevance to the offer and what they should expect next. Clear, relevant, and personalized CTA button copy helps visitors focus on the goal and convert for the offer.
The Peloton bike page has a CTA button that stands out with personalized copy and it lets visitors know they can see how much they save with a Peloton bike:
For longer ecommerce pages it is important to have multiple CTA buttons strategically placed on the page so users don’t have to search for the button to convert. Another option is a sticky CTA button that moves with the prospect as they scroll.
An easy to complete lead capture form
The multi-step form on the Birchbox page is personalized and takes visitors to different form fields as they fill it out:
Test out these best practices on your landing pages and determine which works best for your ecommerce brand.
Focus on your post-click pages to increase conversions and business growth
Connecting product pages to ads are the norm for the ecommerce industry, even though product pages are not targeted at specific user segments and are one-size-fits-all pages with an overwhelming amount of information.
Optimized post-click experiences, on the other hand, are ideal for ecommerce brands because they are personalized for particular user segments, they eliminate distractions, and provide a message matched experience that perfectly meets user expectations. All this makes the pages more likely to bring in conversions.
The ecommerce industry is expected to see a decline; don’t let your brand become a part of this statistic, create unique pages to stay above the competition and garner more sales.