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 admin

Why We’re So Excited Shopify Plus PIM Integration Is Here

Great news! Shopify Plus PIM integrations are now super seamless, using third-party systems such as CommerceConnect or Pimcore

shopify plus pim

 

Fantastic! But wait…

What is PIM?

It’s not a traditional English liqueur many of us enjoy whisking down unremorsefully at a Sunday long lunch. Though, its benefits could leave you feeling similarly satisfied.

PIM stands for Product Information Management, and while you may not have heard the term so commonly used in the past, you can rest assured its popularity is growing rapidly. In fact, the PIM market is set to increase to over 15.7 billion USD by 2021. And, for people within the world of commerce, offline or online, it’s a must-know concept that is picking up a fast pace that traditional product management lacked.

shopify plus pim
Source: Shopify

But, for the sake of this article, let’s look at PIM from an ecommerce point-of-view. Strictly, from the view of Shopify Plus and its increasing number of merchants.

Fundamentally, PIM software (provided from third parties, such as Pimcore and CommerceConnect) manages your ecommerce master catalogue of products i.e. it takes data from multiple locations and systematically compiles it into the one location.

So, what are its immediate advantages of merchants looking for Shopify Plus PIM integration?

Merchants have the ability to edit and manage all product information at once from a PIM interface. For example, you can modify item IDs, references, catalogues, SKUs, images, localisations, documentations etc.

Who Benefits From Utilising Shopify Plus PIM?

Well, for starters, those of us wanting to launch omni-channel, international stores would see massive benefits from utilising PIM.

Why?

Because if you’re expanding globally, it might be a good idea to setup multiple stores as part of the localisation process.

However… this is not to say that global businesses are the only ones that can benefit from PIM. Your Shopify Plus store might appear to have a pretty limited product count, but, you might have a high set of variables and complex customisations that can take up a lot of time and manual labour that your business just can’t afford.

Shopify Plus PIM integration sees it biggest advantages come to life for merchants who require any of the following:

  • High product SKU count
  • Frequent SKU transitions
  • Convoluted fulfilment options
  • Various product information management contributors
  • Challengers associated with getting products to the market
  • Manual data processes
  • High Cost-Per-Product setup
  • Data collection from 2 or more channels
  • Cumbersome existing product management structure

By incorporating a PIM onto your Shopify Plus store, merchants can provide relevant information to stakeholders, internal business operations through to suppliers, manufacturers, wholesalers and, most importantly, customers.

It’s A Huge Time Saver

As I mentioned before, integrating PIM such as Pimcore or CommerceConnect into your Shopify Plus store could see a major improvement in your business’ time efficiency and gigantuan depletion in manual data entry.

In fact, according to Goodmasters, over twenty-five minutes every year is spent on individual manual item data… imagine what that number might be if you added the combined time of every product SKU in your Shopify Plus store. Thankfully, with the automatic synchronisation that PIM software provides, this time is reduced dramatically to an average of four minutes per product.

shopify plus pim

 

Moreover, research conducted by Aberdeen Asset Management suggests that PIM software reduces labor costs by an average of 67%.

And, while you may be investing in the software, the cost savings are usually blatantly evident when looking at the long-tail strategy e.g. more complete, wholesome product information for customers and stakeholders equals a higher converting store. It’s all about that conversion rate.

Massive Increase In Productivity

According to the Yankee Group, merchants who have incorporated PIM software such as Pimcore or CommerceConnect into their store see a 20% increase in employee productivity.

That number not impressive enough for you?

Looking at it from the other side of the spectrum might make it sound more impressive; currently, Shopify Plus merchants who do not use PIM software operate at a 30% inaccuracy rate (this is the overall pharmaceutical industry average). Having a third-party Shopify Plus PIM software, such as Pimcore or CommerceConnect organise all your information guarantees that you are presenting data that is as accurate and factual as possible.

shopify plus pim

Additionally, a report conducted by Heiler (via Jorji) reported that, companies who invested in PIM saw 23% fewer product returns.

Wow. Why is that?

Because their consumers weren’t disappointed or thwarted by the product that was delivered – they had realistic, informed expectations. They knew exactly what they were receiving because these merchants had effectively communicated, organised product information.

To summarise, PIM should act as a business performance driver. It will reach its highest potential when it is utilised as an asset to drive your businesses performance.

Does Your Store Need Shopify Plus PIM Integration?

So, now you grasp an understanding of what PIM is and what it could do to help enhance your business, you need to determine if it is necessary to integrate on your Shopify Plus store.

To help you decide, acidgreen have summarised the key benefits merchants could gain from incorporating Shopify Plus PIM integration: 

  • Product information attributes are efficiently enriched.
  • PIM helps expand marketplaces your business couldn’t previously access.
  • Assists in driving overall sales and profit.
  • Get products to market faster (4x faster on average).
  • Enables third-parties with easy access to documents and publishing.
  • Allows for seamless management of product category and attribute mappings for every marketplace.
  • Simple back-end integration.
  • Creates a central management system and organises the various requirements from eCommerce channels.
  • Provides inventory allocation across multiple channels.
  • Minimises the risk of overselling.

For a smooth Shopify Plus PIM integration, it is highly recommended to look for a PIM with on-boarding support. A PIM where, “you’re going to get some support from a professional third-party that’s going to help you connect your PIM with your external systems” – John Marsella (found and CEO of Jasper Studios).

Luckily for you, acidgreen are not only your friendly, professional Shopify Experts and Shopify Plus Partner (one of the first in Australia), we’re also Pimcore Silver Partners, and we know how to successfully integrate your PIM system to drive your omni-channel success, with the need for flexibility and efficiency at the forefront of our mind.

shopify plus pim

At acidgreen, we have over 17 years of digital commerce experience, so contact us today for expert advice. We’ll hinder to your specific requirements and guide you in a direction that’s right for your business.

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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 admin

The Top 10 Benefits Of Shopify Plus Vs Advanced Shopify

So, you’ve decided that Shopify is the right platform for your online store but you can’t decide between ‘Advanced Shopify’ and ‘Shopify Plus’?

Never fear, acidgreen is here! We’ve broken down the TOP 10 features and benefits of Shopify Plus that you will NOT get with Advanced Shopify.

benefits of shopify plus

Before we start though let’s break down the platform fee differences:

benefits of shopify plus

*Shopify Plus fees go up once you start doing over US$800k p/m (US$9.6M p/a) at a rate of 0.25% of online sales. This means if you’re doing $2.5M p/m ($30M p/a) online, your platform fee will be $6,250 p/m ($75k p/a).

So, are the benefits of Shopify Plus worth it?

Let’s find out by looking at the top 10 differences and benefits of shopify plus in comparison to advanced shopify:

1. Internationalisation

One of the many benefits of Shopify Plus is you get 9 additional store clones to grow your business internationally (e.g.  .com, .com.au .co.uk, etc) by delivering an eCommerce experience tailored for different languages, currencies and seasonal trends with localised marketing.

2. Wholesale/B2B functionality

The Plus “Wholesale channel” gives your buyers access to a separate, password-protected business-to-business (B2B) store. You can enable tiered and custom pricing per buyer, bulk discounts, shipping rules, add wholesale-only products and review and edit orders before invoicing.

benefits of shopify plus

3. Unlimited staff accounts

More benefits of Shopify Plus include unlimited staff accounts. This allows you (the merchant) to grow your admin team (Advanced Shopify limited to 15 staff).

4. Lower transaction fees

With Advanced Shopify you will be charged 0.5% per transaction and with Shopify Plus only 0.15%. So, if you do $1M p/a in sales the fees will be $2,500 p/a on Advanced and $1,500 p/a on Plus. Let’s say you do $10M p/a… your savings total an amount of $10,000 in annual fees, if you choose to go with Plus.
Note: If you use Shopify Payments there is 0% transaction fee on both Advanced and Plus.

5. Custom checkout

We (your friendly and talented agency) are enabled access to customise and improve you on-site checkout experience; these customisations can ensure brand consistency and inevitably, up your online conversion rates. Now, isn’t that what it’s all about? This is definitely up there with one of the more desirable benefits of Shopify Plus. 

What’s more, with Plus we can:

  • Add a free product to cart via discount code
  • Create extra, custom fields in checkout e.g gift message box
  • Utilise social logins via multipass
  • Enable address autocomplete

benefits of shopify plus

Custom SSL certificates are also exclusive to Plus so if you want a ‘green bar’ aka EV SSL to increase customer trust then Plus is a must.

6. Exclusive and faster API calls

Um… what’s an API?

Put simply an API receives requests and sends responses. So, think of it as a ‘connector’ for integration between systems. With Plus you get access to exclusive APIs, such as:

  • Discounts
  • Gift cards
  • Adjustments
  • Multipass/single sign-on and user

Without these you will be limited with what can be integrated from some third party apps and systems. Plus also provides increased API limits (500% more). That means faster API call rates.

7. Smart promotional tools

With Plus, merchants receive exclusive access to Launchpad so you can easily plan and automate all of the activities necessary to executing a successful flash sale, product launch, or sales campaign. Launchpad gives you the power to schedule bulk changes to your store that coincide with the start/end of your desired campaign/event.

As well as this, with Launchpad, you can also monitor and manage campaigns and create invitation-only and limited-release product collections.

benefits of shopify plus

8. Advanced discount engine

The Script Editor app lets you create scripts that are run each time a customer adds items to their online cart. It covers line items, shipping and payments. Scripts can have many uses, from discounting products with specific tags to running promotions such as ‘Buy 2, Get 1 Free’.

9. Operations/automation

Flow allows you to construct, import and configure automation processes and business logic. For example, with Flow, retailers can automatically change shipping rates for high-volume customers or provide rule-based discounts, such as offering $20 off to shoppers who have purchased more than three times in the past six months. Flow provides the agility necessary to create backend customisations designed to instantly boost productivity.

Shopify Plus also gives you access to Avalara AvaTax which automatically handles international sales tax calculations from over 12,000 taxing jurisdictions.

10. Service & Support 

As a Shopify Plus merchant, you receive exclusive support to Shopify’s priority support, a Launch Manager to assist during the build and migration. You’ll also get a Merchant Success Manager to provide ongoing support post-launch.

At acidgreen, we work very closely with Shopify Plus’ Launch Managers and Merchant Success Managers to enable new beta features and ensure you’re staying up to date with how quickly the platform moves.

This extra service and support really adds a new layer of value around Shopify Plus.

So, Are The Benefits Of Shopify Plus Worth It?

Still not sure if you need Advanced Shopify or Shopify Plus? Contact us today, so we can discuss your specific requirements and personally advise you on the best solution for your business. acidgreen has more than 17 years digital commerce experience and are an official ‘Shopify Expert’ and ‘Shopify Plus Partner’. We look forward to working with you.

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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.