Creating Effective Ecommerce Landing Pages

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

Performance is not always lost in the ad account. Often, it disappears in the seconds after the click. In one campaign, a team successfully scaled paid media. Click-through rates were strong. Targeting was precise. Creative was clean and compelling. On paper, everything signaled momentum. Yet conversions refused to rise. Copy was adjusted. Bids were optimized. Audiences were refined. Nothing changed. The real issue surfaced later: the landing page loaded in just over four seconds. That brief delay was quietly draining budget. Visitors clicked, waited, and left. Bounce rates increased. Quality scores dropped. Cost per click climbed. The algorithm interpreted the behavior as weak relevance. The team was not only losing conversions, they were signaling to the platform to charge more for future traffic. Website speed is not a minor technical metric. It is a performance multiplier. It influences CPC, conversion rates, data integrity, return on ad spend, and even brand perception in high-stakes B2B decisions. In paid acquisition, every second either compounds returns or compounds waste. For teams investing heavily in traffic without recently auditing load times, this may be the most overlooked growth lever available. The latest newsletter breaks down the economics, the algorithm implications, and a practical speed optimization playbook for protecting ROI.

Three additions above the pricing tiles can lift conversions 8%: → a named testimonial with photo and date → a benefit-driven headline carrying a social proof stat → a third-party rating badge. The CRE test site already had testimonials. It already had its Google rating elsewhere. The impact came from putting signals that already existed onto the page where the decision was being made. For most B2B and high-consideration B2C buyers in 2026, the customer lands on the pricing page already half-convinced or half-skeptical. LLM research, Reddit, G2, Slack groups and comparison sites have done the work upstream. By the time they reach your pricing page, the question is narrower: do I still believe what I have been told about this product, looking at this number. That narrows the job of the page. The pricing page now plays a confirmation role. Buyers arrive having already decided what they think your product is. They are checking whether the page confirms it. The fix worked because it broke the isolation. A face, a name, a date and a third-party rating, all sitting close to the price. Every trust signal your brand has already earned somewhere else needs a copy of itself on the page where the price appears. Testimonials, ratings, customer logos, press mentions, named case studies, integrations with brands buyers trust. Bring them onto the page where the decision actually happens. A small audit any team can do this week. Walk to your pricing page. Cover the tiles with your hand. What is left? If the answer is "not much," that is what you fix first.

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

I audited 40+ landing pages in the Exit Five community. Use these 9 tips to audit your own: 1. Don't confuse a landing page & homepage First thing's first - a landing page and homepage are not the same. There are many reasons why you shouldn't send paid traffic to a homepage, the largest being - everyone including your mother can access the homepage. That means you'll optimize based on murky data. Bad optimizations + mom = money wasted. 2. Content is king but design is queen Your content could be A+ but it won't matter if the page doesn't load or the UI is messy. Pro tip: Run a lighthouse test to check how your website performs. It will give you a list of things to improve. 3. Buzzwords are for the bees If you wouldn't use it in a conversation with another human, then don't put it on the website. Boost your streamlined buzzword soup right into the revolutionized garbage can. Pro tip: Most people read at an 8th-grade level, even if they're highly educated and can read at a higher level. The human brain is lazy...um, I mean, wired for efficiency. Get them to register information about you quickly. 4. Limit the number of asks Do you want our ebook?  Do you want a meeting?  Do you want to pet my dog? We make roughly 10,000 decisions a day. Your buyers are tired. Make 1 ask of your users per landing page. Make it direct. Make it simple. 5. Don't ask too soon Unless your buyers are banging down your door for meetings like Ticketmaster and Taylor Swift tickets, don't ask too soon. You are not Taylor Swift. You need to do some more convincing. Your ratio of value to ask should be 90:10. Tell them what you are, who you're for, what problems you solve, how you solve them, prove your credibility, answer objections THEN... and only then...make an ask. We date before we marry. 6. Story and balance  Landing pages either have too little or too much information. There's no in-between. Don't feature dump - address and acknowledge problems your ICP faces then talk about your features in context of how it solves the problem. 7. Testimonials Using the same testimonials on every page? Make them specific to each product or segment. Pro tip: Link to customer LinkedIn profiles so your users know they’re real people. 8. Prioritize FAQs This is the highest interacted-with block on every landing page I've seen. But make sure to answer real questions and objections not "Why are we the greatest company on earth?" - no one. 9. Optimize for consumption For B2B, they won't convert the 1st or even 50th time. Research heavy, long buying cycles, big committees, yada yada. Look for how they're consuming information on-page then look at overall handraisers on your website over time. --- If reading isn't your thing, Matthew Carnevale and I go over learnings from the audits on episode 185 of the Exit Five podcast. --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

Your landing page is your best (or worst) salesperson. So here's how to train them WELL: Think of your landing page like a salesperson. Because that’s exactly what it is. When someone visits your page, there’s no human there to explain things. Your layout, copy, and visuals do the talking for you. And just like a salesperson: - Some are amazing - And some talk themselves out of a deal A bad landing page: - Talks nonstop about features - Buries the real problem under buzzwords - Ends with a generic CTA that feels cold A good landing page feels completely different. "It listens first." - It starts by showing you understand the visitor’s pain - It builds trust with relevant proof - And it ends with one simple, confident next step Here’s how I design with that mindset 👇 1️⃣ Identify the problem clearly Start the page with empathy and make the visitor feel seen. I design the flow to highlight the real problem before showing the product. When people recognize their own pain in the first few seconds, they pay attention to everything that follows. 2️⃣ Offer a believable solution Show what’s possible, not just what’s “cool.” Every section has one job: move the visitor closer to clarity. Clean hierarchy, simple visuals, and focused spacing make the copy easier to believe, not just read. 3️⃣ Guide, don’t push Use a single, emotionally clear CTA. A good CTA isn’t just a button; it’s the next logical step in the story. When design and copy work like that... ✅ Together ✅ Empathetic ✅ Intentional Your landing page stops talking at people and starts selling for you.

As a product designer, I’ve come to realize that one of the most underrated but powerful elements on a landing page is the testimonial section. When visitors land on your page, they’re often in a state of uncertainty. They’re asking themselves: Can I trust this brand? Will this product solve my problem? Is it worth my time and money? Testimonials bridge that gap. They offer social proof, a psychological trigger that shows real people have benefited from your product or service. It transforms marketing claims into lived experiences. Pages with strong, relatable testimonials can increase conversion rates by up to 34% or more. Well-placed, authentic quotes build trust faster than any polished sales copy. Video testimonials and detailed stories deepen emotional connection, making decisions easier. As designers, we shouldn't just "add" testimonials as an afterthought. We should intentionally design them to feel credible, human, and integrated with the overall narrative of the page. A few tips: - Highlight diverse customer experiences. - Place testimonials close to CTAs (calls to action). - Use real names, faces, and specifics when possible. - Keep the design clean and authentic, not overly polished. At the end of the day, people don’t just buy products, they buy trust. And a well-crafted testimonial section might just be the silent closer you’ve been missing. how do you approach testimonials in your designs? Would love to hear! #ProductDesign #UX #LandingPage #ConversionOptimization #TrustByDesign

Visitors are on the go, and they don’t have time for anything that isn’t crystal clear. I’ve noticed that even some really great persons miss the mark with their landing pages. They’ve got amazing skills/services, but their landing pages just don’t click, and as a result, they lose that vital connection with their audience. It’s not just about having a pretty design. Your audience is super busy. If your page doesn’t grab them instantly, they’re gone. Simple as that. Your next client? They might not have the patience to wait while you perfect your design. Here’s your new playbook: 1/ Simplify Your Messaging ↳ Trust me, I’ve learned the hard way, overloading your visitors with information just doesn’t work. Keep it simple. Make it crystal clear who you are and what you offer - Ask yourself: if your mom or best friend read your page, would they get it right away? 2/ Optimize for Speed I’ve watched pages fail because they didn’t load fast enough. - Don’t just assume it works, test it across all devices - And if your page isn’t mobile-friendly, you're missing out on a huge chunk of your audience 3/ Focus on a Single Goal ↳ I’ve been guilty of overloading a page with too much information, trying to do too much at once - Pick one thing you want visitors to do, don’t overwhelm them with options - Make your CTAs clear and easy to act on 4/ Use Social Proof ↳ I remember feeling awkward asking for reviews, but once I did, the impact was huge - Show off those happy clients. Let others tell your story for you - When people see others trust you, they’ll trust you too 5/ Test and Iterate ↳ Don’t fall into the trap of thinking “it’s done!” keep testing and improving - A/B test your page to see what works and what doesn’t - Keep refining your page to give your visitors the best experience possible The truth? Landing page success isn’t just about looking good. Give your visitors a clear, smooth path to say “yes.”

1-second delay = 7% fewer conversions. The Ultimate E-commerce UX Checklist Why do some online stores succeed while others fail? It’s all about the user experience (UX)! Here’s how to optimize your e-commerce site: 1️⃣ Prioritize Usability and Functionality ↳ Speed matters! Keep your site fast and easy to navigate. ↳ Make sure it works great on mobile devices. 2️⃣ Focus on the Customer Journey ↳ Think beyond individual pages. Build smooth sales funnels. ↳ Make searching and browsing a breeze. 3️⃣ Optimize the Product Page ↳ Use high-quality photos and detailed descriptions. ↳ Highlight customer reviews to build trust. ↳ Make the "Add to Cart" button impossible to miss! 4️⃣ Streamline the Checkout Process ↳ Keep it short and sweet. Fewer steps, fewer fields. ↳ Offer guest checkout options. ↳ Provide clear order confirmations and email updates. 5️⃣ Conduct User Research ↳ Talk to your customers. Understand their needs. ↳ Test your site with real users to spot issues. ↳ Use analytics to see where users drop off. The goal? A seamless, enjoyable shopping experience that boosts conversions! P.S. Hit follow and stay tuned for more valuable insights!