Wondering what the benefits of eCommerce landing pages Vs Product pages are?
Product pages are the staple of eCommerce sites. Typically, eCommerce product pages come with product images, product descriptions, price, options to pick variants, and checkout.
The standard.
Meanwhile, eCommerce landing pages are “On-Brand” dedicated pages (minus the clutter and any extra clickable links) designed to provide very specific results.
eCommerce landing pages are like a clutter-free, dedicated page experience focused on either a product or a complete product category. Alternatively, you can also feature best selling products, product bundles, or seasonal campaign offers (more below).
Here are the benefits of using eCommerce landing pages in addition to the standard product pages:
eCommerce landing pages are designed to focus on a specific product or offer, which allows them to be more targeted and effective at converting visitors into customers.
In essence, the product image could take center stage, highlighted on the hero section. Then, you’d have copy that cascades down along the page.
At appropriate stages, you’d have specific calls to action (CTA) buttons placed strategically so as to get the results you seek.
eCommerce landing pages can be customized and optimized. If you wanted to experiment with a video on the hero section with a button overlay?
You could.
Product image on left with copy and a “Buy Now” button on the right? Possible.
eCommerce landing pages allow you to customize, make changes, tweak existing design, or maybe change the complete layout based on the needs and preferences of a specific audience, which helps to improve their relevance and effectiveness.
You never know what works until you test. It’s way harder to launch proper tests on typical eCommerce product pages.
However, unlike product pages, you can test different offers, messaging, and design elements to see which ones are most effective at driving conversions.
Further, by using built-in A/B testing features that landing pages come with (or those that you can use with tools such as Visual Website Optimizer (VWO), you can roll out various hypotheses and test with a goal to improve conversions and results.
eCommerce product pages present products (along with descriptions and variants) and then urge customers to “checkout”.
That’s high friction.
What if you wanted to capture your potential customers’ email address and name instead? What if you wanted to use the power of gradual, optimized, segmented, and targeted email marketing campaigns to potential customers who showed interest in your products?
That’s when you use eCommerce landing pages to capture necessary information such as customer name and customer email address.
Once potential customers are in your marketing system (or marketing funnel or sales funnel), you can ensure that you stay “top of mind” and ready for exactly when your potential customers are ready to buy.
Often, you’d want to be relevant and specific when visitors land on your eCommerce website property. What would you do if you were to address users of a specific channel?
Let’s say you roll out Pinterest ads, Twitter ads, Meta (Facebook), or Instagram ads. If you want to address these users (thanks to special campaigns you run on any of these platforms), you can do so with eCommerce landing pages.
If you think about it, making granular changes “on the fly” with typical product pages is virtually impossible.
There are several other advantages of eCommerce landing pages compared to traditional product pages, of course. These, however, are the most important ones.
