Each landing page of your e-commerce must respond to the different stages of customer thinking. Each level is equivalent to a conversion step.
The proposal is simple: each step of the conversion funnel must be translated by a specific landing page. Everything is closely linked: navigation in your e-commerce, the purchase process and the depth of the pages.
One landing page per conversion stage
In our daily work we use this conversion funnel model :
This model fits to all aspects of writing and web marketing. It is therefore naturally suitable for building landing pages
For demonstration, we will imagine an e-commerce specialist in the sale of travel. Here, precisely, cruises.
Level 1 of an e-commerce landing page
The attention stage is obviously the most crucial stage. When building a level 1 landing page, you need to think big. We are at the top of the funnel : visitors arrive, but they do not are not yet sure which product they are looking for.
In our e-commerce, this corresponds to the Landing Page “Cruise”. The your is generic, reassuring. You work your UVP and USP according to. You defend the your brand values to make visitors feel confident and click further.
In this page you lift the veil on your level 2 landing pages.
Warning: which keywords to use?
The keywords that you use will also be generic, to try to attract as many people as possible. It is on this page that you provide the most words : 1200 words in an SEO optimized text.
Here, we will position the landing page on “Travel by boat”, “Luxury cruise” … These keywords correspond to a high search volume per month. But we cannot be satisfied with these generic keywords.
It is necessary start using secondary queries, using the terms of our deeper landing pages. For example: “Luxury cruise in the Mediterranean”, “Boat trip in Norway”
Level 2: consideration
This conversion tunnel stage is certainly the longest. At this stage, the prospect is in constant thought : he is looking for more information. It compares your products with each other and with your competitors. The funnel is tightening, so we have to get into the concrete.
A level 2 e-commerce landing page is therefore equivalent to creating a “Luxury cruise in the Mediterranean” page. In this page, you therefore suggest to your prospect to discover all your cruises in the Mediterranean.
You lift the veil on level 3 landing pages.
Consideration: what about SEO?
You must use keywords to compare :
- Your products of the same category
- Your products with your competitors
Your SEO optimized text must reach 950 words.
Level 3 of an e-commerce landing page
The prospect is ready to become a customer. He has been guided, convinced and is about to buy. It is at the time of conversion. At this point, the level 3 landing page is a product sheet. You resume the UVP and USP of your specific product.
We are at the end of the funnel : the prospect should not be distracted by other things. Your level 3 landing page, which would be equivalent to “Luxury Mediterranean Cruise in the Cyclades”, has only one purpose: the customer must click on the “I reserve” button.
SEO and conversion
Keywords are extremely specifics. “Luxury cruise in the Mediterranean Cyclades”, for example, is equivalent to what is called the long tail. These keywords also correspond to a more mature client in his thinking.
So you must position your level 3 landing pages on the extremely targeted queries. Your text must contain 600 SEO optimized words.
Build an e-commerce landing page
When building a landing page, two visions can compete:
- The team e-commerce : for her, the products must be positioned at the top of the page. The objective is the click, the click, the click.
- The team marketing : for her, text and words are the most important. The objective is to support the visitor by the word of the brand.
You have to be able to take care of the goat and the cabbage. In a well-designed e-commerce landing page, the two visions find a point of agreement. We then speak of “top text” and “bottom text”.
As indicated by his name, this text is at the top of the products. It contains your H1, your chapô, a text with an H2 which shows the benefits of your product and finally the brand’s UVP.
Its length differs depending on the stage of conversion :
- Level 1: 200 words
- Level 2: 150 words
- Level 3: 100 words
This bottom text is very supplied and is positioned after your products. the develop the elements that you advertise in the top text. This is when you pledge all your profits and that you are working on the 3 levels of the brand speech : transaction, inspiration and relationship.
The length of a bottom text:
- Level 1: 1000 words
- Level 2: 800 words
- Level 3: 500 words
To summarize :
A e-commerce landing page must respond to maturity stage of your prospect. She will optimized with short, medium and long tail keywords. She will conjugate the wishes of the different teams of your business: sell and explain, show and reassure.
The ultimate goal ? A conversion, beautiful and clean, which will transform your prospect as a customer !
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