By Author Eloise Edstein

10 Steps To Optimising Your Website Landing Page

A website landing page is not an unfamiliar term in the realm of digital marketing and digital commerce. Many of us have utilised landing pages in the past, particularly for online marketing campaigns. After all, it is a great, proven lead generation tool.

However, many of us have also done a pretty lacklustre job at it.

It’s not just as simple as creating a page, throwing some design and content inside it and hoping for the best. Believe it or not, creating a successful website landing page takes some serious research and optimisation implementation tactics.

With inspiration from Dotmailer’s Landing Pages Best Practice Guide, acidgreen (your full service digital commerce agency) have put together 10 of the most important steps to creating a successful website landing page.

We’ve even provided a fun, succinct infographic for you to download, save and refer back to at your leisure. 

So without further ado, here are the 10 steps to creating a successful website landing page design:

website landing page

1. Clear USP/Headline

This is your first chance to engage the consumer. A successful headline comes from having a well-developed creative brief that has a clear, definitive unique selling point (USP).

Ask yourself,

“What is the cannot-live-without feature of my product/service that my competitors can’t or haven’t offered? Why can it add supreme value to their lives?”

Study what you’re selling. Perform some serious personal introspection and discover why you would want to buy the product/service.

Underline the interest and then put it in bold. Make it powerful and lay out your positioning.

Additionally, it’s always good to have your headline backed by a solid secondary headline – let there be no uncertainty or confusion experienced by the consumer.

2. Be Visual

What’s that old saying – “A picture is worth a thousand words”?

It may be old but it is certainly not irrelevant. According to Wyzowl, people only remember 20% of what they read and 10% of what they hear. However, when it comes to visual content (whether it be an image or a video) people retain up to 80% of what they see.

Moreover, Brainrules reports that if text/copy is paired with an image, people remember 65% of the information 3 days later. That’s a stat you don’t want to shy away from.

That’s why it’s imperative to have some visual content if you want to have a well-performing website landing page. And don’t bother wasting time and money on a hundred different image designs, you only need one really good one.

Your chosen image (or video) should be big, it should be bold, and it should be clear.

Use design and colours that are consistent with your brand.

Maybe we can appropriate that saying a little bit here – “A picture is worth a thousand leads”.

3. Highlight the Benefits

If your viewers have made it this far they don’t want to hear about the features again, they want to know the benefits. Repeat the following mantra, “value, value, value”. Throw another, “value” in there for good measure. Your aim is to help the consumer along the conversion funnel. Don’t be afraid to be really specific here, either. This is where the consumer is going to decide whether your service is more beneficial or valuable than one of your competitors.

Adding an emotional touch will also urge your user to take action. Emphasise how, by purchasing your product/service, you will take away their pain and add significant gain.

This emotional component is what will push the user to reach out, and ignoring this step will mean the downfall of your campaign.

4. Know Your Audience

Knowing your audience means keeping it relevant to your customer segment. Landing pages are usually created as an extension of an online marketing campaign e.g. PPC or email marketing. This means, if the campaign is well researched, you have a very good idea of exactly who your customers are; whether it’s a csv of your email contact list, a remarketing list or in-market/affinity audience.

The advantage of this is that you know exactly how to appeal to them. Why? Because you’ve looked at past consumer behaviour reports and you understand exactly how, why and what your audience likes and also, (more importantly) how they shop.

Consequently, your design, copy and UX should be catered specifically for your targeted  audience. Include messaging that resonates with them on a personal level.

5. Exploit Testimonials

If you’re a half-decent business in 2017 then there’s no doubt that you’ve accumulated some positive reviews – whether it be directly, on your site, on social media or on the search network, they exist. However, they’re not doing you any good if you’re not putting them to good use.

Placing customer testimonials on your website landing page will motivate and reassure users that you are a trustworthy, reliable merchant; they’re added encouragement that will  persuade your users to convert.

6. Encourage Immediacy

Scarcity tactics are a proven success. This is also contemporarily referred to as the ‘FOMO’ strategy, otherwise known as, ‘fear of missing out’.

Emphasise a limited supply of your product offering, limited time for your offer, or a limited number on offer.

We’ve provided a few examples to help you along:

  • Don’t Miss Out
  • The Countdown Is On
  • Only X Days Left
  • Only X Products Left In-Stock
  • Limited Supply
  • Hurry! While Stock Lasts

Adding marketing tools such as a countdown timer will also enhance the effect.

7. Outline  the CTAs

Make sure your call-to-actions are clear and your customers know exactly what to do next. An uncomplicated CTA is more crucial on a website landing page than it is on a website or email. You want your audience to be able to get in touch with you via means that best suits them.

You can then have your secondary CTAs at the footer of your website landing page to capture those users who do actually decide to journey to the bottom.

Three important considerations:

  • CTA wording
  • Position
  • Buttons

    8. Transparency

    This step coincides directly with the one above and where you can focus on the single objective/action for the reader. Incorporate a CTA button that stands out on the page and ensure it is above the fold.

    You want your website landing page to be easy to navigate. Keep it free of too much information or clutter – take advantage of whitespace to direct your consumers to your prospects/offers.

    Moreover, use complementary and contrasting colour schemes to help make your page more appealing, i.e. put your CTA button in a contrasting colour.

    9. Mobile First

    It shouldn’t have to be said, but we’ve included it anyway. Why? Because the mobile now represents 60% of all digital media time and 31% of customers use their mobiles as their main device to click-through and buy online.

    Even more than that, if your users are being sent to your landing page via an email campaign, there is more than a 56% chance they are coming from a mobile. There’s absolutely no point in setting up a brilliant mobile-friendly email campaign if the destination URL isn’t mobile-functional.

    10. A/B Testing

    It goes without saying, no website landing page should be deployed without serious, thorough testing. This can be best achieved by split testing the performance – trying different variations of headlines and CTA text and testing it on multiple browsers.

    The most valuable marketing strategy is the one that’s proven to drive ROI. 2017’s consumer is a tech-wizard constantly looking for a perfect brand interaction, and they’re aware their data is priceless.

    Consumers are no longer just comparing you with your immediate competitors. They’re comparing you with the best experience they’ve ever had online. For this reason, it is essential to ensure you are following best practices.

    Now You’re Ready to Optimise Your Website Landing Page

    “Landing pages are the keystone of lead generation” – Bizibl Marketing.

    Creating an optimized website landing page will act as a consistent facilitation of critical conversions, such as: direct online purchases, mailing list sign-up and data input. It is the most effective web tool to drive your desired audience to take an action. Not to mention, it enables online businesses access to deeper customer insight.

    Still not confident about optimizing your landing pages to generate and convert leads? Or, just not sure where to start? Not to worry, because acidgreen is your trusted, multi-award winning full service digital commerce agency.

    We’re experts at designing, building, integrating, optimising and marketing amazing ecommerce websites, that includes your ideal campaign landing page. Contact us today for free, friendly advice. We look forward to hearing from you.

    acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.

By Author Eloise Edstein

5 Best eCommerce SEO Tips To Maximise Online Traffic

The world of digital marketing is a tough one to crack into. Particularly given that there’s no definitive structure to follow, on top of the fact that online marketing and SEO trends are constantly evolving.

So, how can your online eCommerce brand enhance its SEO to get ahead?

The first approach toward improving your eCommerce SEO, is laying out a detailed proposal and figuring out an effective game-plan.

ecommerce SEO

30.5% of all user traffic stems from organic searches. That’s a huge chunk lost if you don’t strategise correctly. Smart content marketing is vital to good eCommerce SEO. This means that investing in long term strategies that centre around your brand’s personal niche is mandatory.

Unfortunately, many brands try to get away without creating a detailed plan and inevitably… get it wrong.

As professional digital marketers, we’re always pushing to get ahead of the curve. That’s why we’ve rounded up some of the best eCommerce SEO trends that are set to create an impact in the soon to be present.

These tips will help you and your business maximise your SEM and ultimately improve conversions for your online brand.

Video Content and Virility

Somewhere in the world, a digital marketer proposed the question,

Why not merge content with commerce?

It has been well established in the digital community that content is paramount to a great digital marketing strategy. Over the last few years, it has become more and more relevant for eCommerce businesses.

eCommerce brands are constantly searching for new and innovative ways to be heard; particularly in the ever-growing congestion of crowded marketplaces. Thanks to the continuing popularity and usage of mobile devices, as well as WiFi/Data availability, the world of eCommerce SEO has hit a new high in terms of demand for online content. After all, content has the highest power to go viral – and a higher traction essentially drives more conversions.

The solution: what’s the most interactive, uncomplicated form of digital content for your consumers?

ecommerce SEO

Video content. The evolving ease of video sharing capabilities for people of all ages means, exploring the video content platform can and will only be advantageous for your brand.  Recently, we have seen an interesting transformation in the video format from a simple traffic tool to a conversion platform. At the moment, only 16% of the eCommerce market are utilising it – with the welcoming of a new financial year, this is set to change.

We’ve listed some of the most successful ways you can incorporate video content into your digital marketing scheme:

Shoppable Videos

Shoppable images aren’t all that exciting. They’re old news. But what about shoppable videos?

A great tool created by Cinematique, the world’s first touchable video platform, allows brands to sell their products directly through video content. These brands have the ability to embed videos onto their sites. When users watch the video, they can click on products displayed that appeal to them. At the end of the clip, all the items that the user has clicked on will be available in a queue – ready for them to explore ie. purchase. Ca-ching!

Youtube also has its own eCommerce portal.  The most popular video streaming site in the world, provides businesses with the ability to incorporate external annotations into their video. They can be transported straight to your features products. This turns the viewer into a potential consumer.

ecommerce SEO

 Facebook Live

Although this platform is hardly new, eCommerce websites are only just starting to welcome its extreme benefits. The most obvious benefit: you are immediately creating a dynamic, genuine connection with your users.

 Creating Facebook Live on your customer based profile means fans are immediately notified via the notifications tab, and the video will automatically stream throughout their news feed. This guarantees effective organic reach.

“With Facebook Live you can use your phone to share a moment instantly with the people you care about. This means your friends, family or fans can be there with you, and you can respond to their comments and see their reactions,” Facebook company in a statement.

The live stream means followers can ask questions in real time and receive an immediate interactive response.

ecommerce SEO

Get creative with your content. Make it an informative product review or an entertaining demonstration – or just provide extra content to back up already existing content.

The point is, the Facebook Live platform is a simple brand leverage that satisfies the growing desire for interactive content.

Mobile Friendliness 

 It is basically understood that mobile affability is effective in every stage of digital marketing (the mobile now represents 60% of all digital media time) bar the conversion; the majority of people simply prefer to use a PC or laptop to complete their transaction.

However, the biggest mistake for a lot of eCommerce brands is to overlook the importance of smartphone analytics. Mobile eCommerce SEO will account for 30% of global eCommerce sales by 2018 and don’t forget, 43% of consumers will visit your competitor’s site next after having a negative mobile shopping experience.

So, what aren’t you going to do?

Neglect your mobile users.

ecommerce SEO

Continuous evidence proves that there is a strong correlation between high percentages of mobile traffic and high overall website conversion rates. Just because the conversion was made on a PC doesn’t mean that’s where the decision was made. 59% of people research on smartphones.

Do not rule out mobile devices as the first and sometimes most important stop: key decisions are made during this step. Brands should no longer see mobile and PC users as a different identity – the end result still leads to the same conversion, it just involves multiple platforms/devices.

In summation, mobile friendliness = eCommerce SEO friendly.

User Generated Content

 Customers trust other customers. The easiest way to attract a customer to your brand, and get them to purchase your product instead of your competitors, is to implement customer feedback e.g. product reviews.

ecommerce SEO

90% of customers admit reviews and comments from other customers influence their decision to make a purchase, and 81% of online shoppers admit to trusting information found on blogs. In this regard, it is imperative to make sure your information is both useful and up-to-date.

Implement customer reviews in a way that matches your overall site design. Only feature detailed reviews that offer more informative descriptions of the specific benefits and features of your products. This will draw in your site visitors and potentially give them a nudge to purchase a product they may previously have been on the fence about buying.

UGC (user generated content) is also a great way to feature authentic content in your social advertisements – reassure your customers of your value and gain their trust. The benefit of this is that it will also dramatically improve your visibility and in turn, assist your SEO.

How do you get customers to leave a review?

Reward them.

For example, a great draw card is to promote product discounts to those who do leave a review. This makes customers feel special. Who doesn’t love to feel special?

Another optimizing trend set to branch out in 2017 & 2018 is to mix user generated content in with product pictures.

Customers are more intelligent than ever, and whilst consumers still enjoy the feeling of luxury they get when they look at product pictures, they also realise that the product is unlikely to look as glamorous in real life. Displaying user generated images provides customers with a better context of the product. A good way to execute this would be by including product images with a stream of pictures from Instagram e.g. social pictures with relevant reference points.

Voice Search and Digital Assistants

Voice Search programs have been available to users for a while, but only recently have we seen a growth in its usage, especially through SEO.

What was once a fun way to communicate with a computerised voice system that probably couldn’t understand what you said anyway – is now a large marketing source for eCommerce brands. More people nowadays rely on voice search with every major tech company utilising their own digital assistants, e.g. Siri, Alexa, Cortana and Google Now and over 20% of all search requests are now made using voice services.

ecommerce SEO

How can you benefit from this, and moreover, how can this positively impact your eCommerce SEO?

In order to receive optimal SEO from a voice search, use more conversational long-tail responses/keywords and incorporate texts for advanced Google answers. Rich answers benefit extremely well from voice searches as they can provide them directly.

Example:

Normal Keyword: Fridge

Long-Tail Keyword: Stainless Steel Double Door Fridge.

By narrowing down your market, you’re likely to find users with more buying intent. You’re also more likely to rank highly.

Chatbots & Artificial Intelligence

Artificial intelligence and systems such as Chatbots, have come a long way. Its efficient way of combining piles of data, analytics and tracking software, mixed with its advanced intelligence, means it can perform competitive and mundane tasks much faster than any human.

It also means that individuals can now be personally marketed through a Chatbot system with tailored messaging to suit.

ecommerce SEO

A recent announcement made by Facebook at the F8 Developer Conference proposed that brands will soon be able to send customer support via Facebook Messenger to Chatbots. This creates another incredible eCommerce portal through social media, as the current Messenger app garners approximately 900 million active users every single month.

This software will help bridge the gap of personalization – a highly regarded business trait that the majority of consumers have come to expect whilst online shopping- but one that online brands rarely get right.

Now To Utilise These eCommerce SEO Tips

Opportunities for businesses to maximise their eCommerce SEO are constantly arising, and in order to be successful, it is important to foresee these changes to ensure an efficient and effective digital marketing campaign.

Over half a billion people around the world have access to at least one mobile device, and most are connected to multiple appliances. With this alone, we could see digital marketing step out of its broadcast bubble and into an entirely new immersive space. Marketing will become so heavily ingrained, that we won’t be able to differentiate the distinction between advertising and the real world.

It is the year 2017, and whilst we have not quite reached that level yet, there are many ways that eCommerce brands can incorporate incredibly interactive and creative marketing schemes that will help keep you relevant and ultimately provide you with the tools to maximise your SEO.

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.

By Author Eloise Edstein

How To Effectively Handle The Rise Of Big Data Analytics

How important are data analytics to your online business?

We all navigate a sea of data every day, at any time, at any place. We also generate more data ourselves and varied information than ever. Why? Because we use the internet more and more and believe it or not… more!

In fact, around 49.6% of the entire worldwide population currently utilises the internet. Specifically, in Australia/ Oceania that number is even larger, at 68.1%.

data analytics


These days, data comes in from everywhere: PCs, laptops, mobiles, social networks, search engines  … literally anywhere, YOU NAME IT. It’s the very real and very scary Big Brother of this generation. Honestly, if George Orwell were alive today, he would’ve turned and run for the hills. Fortunately for him, he isn’t. Unfortunately for us, we are. And not only do we have to ‘deal with it’, we have to learn to navigate it, utilise it and use it to our own advantage. Which, truthfully is not all that hard if you know how to use it effectively.

So, how can businesses use it to their advantage?

In the current digital marketplace, competition is tough and businesses are continuously looking to reel in more customers on top of larger revenue. It’s for this reason that measuring marketing strategies and their effectiveness has become a fairly sizeable challenge. The rise of data analytics and fast data means analysts can more readily understand the client experience and adapt the appropriate selling strategy, accordingly.  The evolution of omnichannel analytics (data from disparate channels) means online merchants can unify information from multiple sources and platforms and view a more holistic understanding of retail performance.

And, because of the demand for fast insights, data analytics plays a hugely vitol role.

Ever heard of the phrase, cognitive computing?

If you haven’t, don’t worry, I’m about to explain…

Cognitive computing (CC) describes the technology platforms which are based on the principle of artificial intelligence and signal processing. Analytics is a super important component of digital intelligence and cognitive computing. By using statistics and predictive modeling techniques, it is able to find meaningful, recurring patterns in pre recorded data.

A variety of industries use data analytics to make relevant forecasts for their business: from financial services, healthcare and  even insurance. Most of these industries have also developed their own personalized analytics platform to garner the greatest results.

What about for marketers?

When we focus on marketing and ecommerce, we tend to use the more specific term,  ‘marketing analytics’. Marketing analytics measures business metrics (e.g : leads, traffic, leads, sales, and so on). This sort of less general data analytics, provides data from websites. However, it also reels in important data from various sources like emails and social media.

Call it ‘magic’ if you will, but this data is actually just a result of a bunch of powerful ‘geek’ experts coming together to create an unstoppable algorithm that is continually changing and evolving.

Why does it matter more than ever for Digital Commerce Merchants?

“Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago”, said Forbes in 2013.

And they were right. 2017 has revealed itself to be a huge year for cognitive computing.  Why? Because we are closely observing the rise of artificial intelligence and machine learning networks.

What is ‘big data’?

Some people believe ‘big data’ to be a fairly contemporary concept that only showed its face after the rise of technological and computerised processes.

Want to know something?


That’s just not the case. Before the term, ‘big data’ was popularized, companies already used large (a synonym of ‘big’) data, albeit fairly basically and manually, to find out more about their clientele and customer traits. This allowed for businesses to make forecasts and anticipate future trends.

data analytics

However, the new benefits (and not the only benefits) that the modern ‘big data’ analytics brings to businesses has been speed and efficiency. Only just a few short years ago, businesses would have to laboriously gather all the information, and then run to data analytics and process that said compiled research and information. Today, these same businesses can identify predictions in less than a millisecond. This cuts decision-making down to just minutes.

Allowing businesses and organisations to work more speedily suddenly creates a vastly more competitive and dynamic marketplace. Today, data analytics allow businesses to trace the path of a user on the Internet down to the very last detail (or ‘last click’) by providing very precise information. This, of course, is all the more advantageous for digital marketers.

But then what are the major benefits of using data analytics in marketing?

According to Thomas H.Davenport, ex professor at Harvard Business School, marketing analytics enables marketers to make decisions on different scales:

Firstly, marketers can develop data analytics-based products and services for their clients. With People-Centric Data on the Customer Lifecycle, organisations can track how an individual prospect interacts with the business over time. How did they find your website ? How long did they spend on a certain page? What did they search for on your website? What does this information say about their interests?

That is only a small fraction of the questions analytics can answer. For example, Facebook’s ability to track users allows them to provide very specific customization targeting to business advertisers. This means  services such as audiences with similar interests known as, ‘lookalike audiences’, people who have interaction with your biggest competitors, or people who meet a certain demographic target.

Secondly, marketers can make marketing decisions at different scale. For example, if they notice that users are not staying on pages of the site and that they leave the site, they can wonder on how to retain customers and what they can do to prevent that from happening.

With marketing analytics, marketers can measure the effectiveness of their marketing campaigns to improve the customer experience and grow their conversion rate by offering appropriately targeted content. It also allows digital marketers and businesses alike to identify issues in order to make adjustments to strategies and tactics. In turn, this creates larger ROI and greater overall business performance.

What Are The Limits Of Modern Data Analytics?

One of the biggest advantages of analytics is that the outputs are relevant and easy to understand. The data comes from interaction between the platforms and the users. That’s not too hard to get your head around, right?

However, there are limits to using big data in digital marketing.

Here are some of the limits to be aware of:

The first point is not really a limit but rather a risk related to the use of big data in marketing. With strategic data analytics, strategic decisions have led to dramatic errors that have made headlines.

data analytics
What’s the reason?

Some marketers tend to think that analytical marketing can make all the important decisions for them.


That’s definitely not true, and not how marketers should view it.

Analytical marketing should not lead to automated decision-making, it should simply act as a guide in the decision-making process.

The second risk that follows the one just mentioned concerns the different sources of data, and where different information is sourced from. For example, it is extremely important not to limit research to just one data source. Relying on a single source is not only risky, it will not always be entirely accurate. Compiling more platforms will offer bigger insights and further accuracy.

For this reason, it is important to seek information from multiple platforms.

Finally, a problem with managing the platform is often a large one. A larger one than organisations and marketers anticipate. Errors can be caused by wrong implementation practises, for example an incorrect tracking code implementation or poor servers (In the case of Google Analytics,  an out of order server for example). Making sure that everything is installed and tracking correctly is crucial. As time-consuming as this task can be, it is not one to be undervalued, and should certainly not be shoved off to someone who is inexperienced.

So, What Can We Take Away From All Of This?

Marketing analytics has seen a strong development these last years, with the evolution of big data and artificial intelligence. Today, it is possible to track every detail of your web visitors and the way they interact with your website. They allow you to adapt your strategy to make it as profitable as possible, while investing in the most effective marketing efforts.

In recent times we have already seen a large number of companies taken down because they have not been able to successfully migrate into successful omnichannel companies. It is the retailers who have the ability to utilise data from all areas of their business to drive performance who will effectively separate themselves from the laggards and become the real retail winners.

If you would like your business to be its most successful, put your trust in a certified digital marketing professional. Offloading to the experts means you are able to rely on someone who will confidently and effectively manage your website analytics to its fullest potential to help you to further understand not only who your customer is, but what your customer wants/needs. With over 15 years of ecommerce experience, acidgreen knows how to create successful marketing strategies to generate the highest conversion rates and provide the best ROI to our customers. Because we want your success, our agency uses data analytics to provide you key information that are crucial for your business and its development. You can trust our digital marketing experts who know how to correctly implement the correct parameters to effectively configure your analytics data.

Our company is an official Google Premier Partners which is the highest level attainable for online marketing specialists that have been trained and certified by Google. Technically, that means that the members of our team have the competencies to properly analyse data and provide you with the most effective solutions/approach to online marketing. Maximise your digital marketing now, and contact acidgreen today!

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.