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Landing page lessons

The world of ecommerce isn’t just limited to online stores. There’s many ways people will hand over their card details online in exchange for something. You can shop at a huge retailer like amazon, or you can connect your PayPal to a small one off page for a super niche product. Any and all of these methods have their own strategies for success.

If your destination is to make money online, then there’s many different roads that lead there. Is any particular route better or worse than any other route? It depends on your personal goals, and the products. Some people could make more money through different methods, but the behind the scenes cost of time investment isn’t worth the trade for increased revenue.

With this in mind, it can be really valuable to look at two contrasting systems of making sales on line, and see if there’s any lessons from one that could be applied to another. Usually, when working within one field we tend to look at what’s similar and take cues from that, not always questioning if there is a better way to do things but rather just accepting that ‘this is how things are done’.

Many who focus on building Shopify stores I tend to spend their time in that world, they see what works, apply it, refine it, and repeat the process with clients to make sales. However, one branch of ecommerce which continuously makes focused sales without the need for a full webstore can be found in the lead pages and sales funnels often used in affiliate marketing.

You might not know these terms but you’ve probably come across what they are. A lead page is a single page of content, ending with a product. The product could be a physical product, or an online course, it could be a pdf or a downloadable item. They basically take the user through a sales journey all in one page, and then secure a sale at the end of it. This is a very different system to the sales journey you find on an ecommerce store but you cannot argue it’s effectiveness for a single product (or small set of products). Lead pages work very well and although they may not be suitable for your own store as you may sell multiple products or be a more established brand that sells through it’s own recognition, you can still take away some lessons from what makes these pages so successful and apply them to your own Shopify website or ecommerce store.

The Organifi lead page showing many of these ideas in action.

 

So here’s a short list of some things these lead pages do very well, and some ideas about how you can use them on your own store:

Position the need and craft a story.

All sales come down to creating the feeling in the customer of ‘my life will be better with this in it’. These pages are very good, amazing even, at creating the need for the product they are selling. They outline what the product brings to the table, and then more importantly focus on how it will make your life better, often creating that feeling that this is so vital that you begin to wonder how you’ve gone so long without it.

In your own copy on your website, are you creating this need? Are you clearly showcasing and explaining what your product will bring to the life of your consumers, or are you just being factual? Are you just STATING what your product does rather than showcasing how it will improve the life of your user.

If you’re not this is a simple fix and great way to improve the copy on your store.

Social proof through massive testimonials.

One thing all the methods for ecommerce success can agree on is the impact of testimonials and reviews. These lead pages slam you with them. They offer the most impactful reviews and testimonials from people who are raving about the product. Social proof is huge in the world of Shopify stores as there are literally thousands of ways to buy things online, having even a few real people vouch for what you’re selling suddenly turns your product from an unknown in to a ‘hmm… maybe’ and then eventually in to ‘ok…I need this’.

How to implement on your store? Well, firstly a simple win: If you don’t have reviews for your products then add them. This is your new number one priority. It’s a huge social proof indicator and you’re simply missing out by not implementing them. If you’re already on the review train consider fleshing out more specific testimonials for products, maybe expanding your product page on pricier products to tell more a story through your reviews.

Urgency

A very powerful tactic and one that seems to work even if you’re wise to it. You can employ it through a number of means: An offer that will only last a few more days. A discount that’s soon going away. A product that’s low in stock. As long as you’re creating the feeling that there’s a benefit to acting now then you’ll trigger that oh so powerful ‘fear of missing out’ that all us humans seem to have so embedded in to our psyche. I’m sure there’s a very tribal and ancestral reason why this kind of feeling triggers us so much but without going to deep in to that you just need to know one thing. It works.

Applying it to your products? Offer a discount that will disappear if not acted on soon. Create a feeling of low stock at a specific price. Try out a few methods and see which ones your customers respond to best.

Offers to finalise the sale

This is linked to the above point but is very powerful in the closing stages of the lead page. A good example of this in action on an ecommerce store is when a pop up appears as your mouse goes to leave the page. They offer up one final incentive to get you to purchase, often a discount or free shipping offer. These are always right at the buzzer and designed to tip you over the edge when you’re 99% of the way to making a purchase.

Employing many of the above tactics at this point will also work. In short you should of created such a need, such a sense of urgency, such social proof that at this point they are basically looking for reasons NOT to buy the product, and then you go ahead and give them a clinching reason for them to take the leap. Perhaps it’s free extras that won’t be free forever, free shipping that’s only free this week. The best way to implement is up to you and your store.

In summary

So there are 4 top lessons from the wonderful world of affiliate lead pages. They’re very powerful sales tools and it doesn’t matter whether you’re ecommerce business is only a few products or whether it’s a full store, they’re elements from these pages that you can take on board, put in to action, and see great results from!

Let me know how you get on using them in the comments or message me on twitter or instagram with your thoughts! Or if you want help building your ecommerce offering then check out our ecommerce services.

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