Landing Pages, E-comm Trends, and Omnichannel Strategy

Creating High-Conversion Landing Pages

How do you design a functional landing page that includes striking and eye-catching visuals and makes conversions? These are our top priorities:

Imagery is Key

The first thing consumers will see when they get to the page is the hero image or video above the fold. It’s important that this visual is eye-catching enough to draw shoppers in while simultaneously highlighting some of the most important features of the products or services. You want consumers to understand how it can fit into their own life, so taking advantage of clean, high-quality lifestyle shots or videos can give them a better understanding of how they can benefit from it personally.

Create a Clear CTA

In most cases, the goal of your landing page is to get visitors to respond to your Call to Action (CTA), whether that’s purchasing the product or service, following on social media, or signing up for an email newsletter. Make sure the CTA is clear from a design perspective and compelling from a copy perspective. Use the subheader of the CTA to articulate the value of the proposition, stating the offer’s benefits and what makes it unique or interesting. Clarity and brevity are key.

Include Social Proof

Social proofs can be testimonials and reviews from consumers who have previously purchased your product or services. By including some five-star reviews or testimonials on the page, you’ll show new customers that previous customers have had a positive experience, increasing their purchasing confidence and the likelihood of a conversion.

One last thing. Regardless of how you get users to your landing page – keep the messaging and imagery consistent. Creating a cohesive look across platforms helps customers continue their journey and reassures them that they’ve landed in the right spot.

Ready to elevate your landing pages? The experts at Highlands can help.

E-commerce Trends for 2023

As we near the end of 2022, consider your e-commerce strategy for the new year. There are various e-commerce trends expected to take over, like voice shopping, green consumerism, and subscription models. Here’s what you should have on your radar as you create your 2023 strategy:

Online Shopping is Growing

Although the rate of growth we saw during the pandemic has eased, online shopping continues to grow rapidly, indicating that online sellers will need to work even harder to separate themselves from the competition with user-friendly websites, aggressive digital advertising, quality products, exceptional product copy, and imagery, etc.

Don’t Forget About Mobile

Mobile shopping continues to grow in popularity throughout the years, with more consumers shopping for products on their mobile devices, including tablets and cell phones. To keep up, make sure your website offers a user journey that is as seamless on mobile as it is on desktop.

Voice Shopping is on the Rise

Since Amazon launched Echo in 2014, voice shopping has continued to increase in popularity, with over 30% of shoppers using a voice assistant to search and purchase products. Online retailers such as Amazon, Walmart, and Alibaba offer voice shopping as a feature, cementing that this trend is likely here to stay. Is your product content optimized for voice shopping?

Green Consumerism

A major influence on consumer shopping behaviors is whether or not a brand follows environmentally-friendly practices. Research shows that consumers are far more likely to purchase sustainable products or from companies that package their products in an environmentally-friendly way.

Subscription Models

Avoid one-off customers by introducing subscription models. Studies have found that nearly 35% of weekly online shoppers use subscriptions. By offering consumers quality products with the convenience of a subscription model, you’ll be providing a reliable shopping experience and building brand loyalty.

To learn more or for help strategizing for 2023, reach out to us.

Check Out Our Recent Webinar:

Successful Omnichannel Strategy

What is an omnichannel strategy, and how do you get it right? That’s what Bob Ogara, Highlands CEO, discusses in this video. First, he gives you the difference between omnichannel versus multichannel, then goes into detail about what omnichannel really means. He also includes a couple of examples of brands that have great omnichannel experiences and why getting omnichannel right is so important to a successful modern business.

Watch the Video

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