Sellercast: Landing Pages for E-commerce Sellers
On May 20th, 2019 our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about the benefits of landing pages for e-commerce sellers, how to set them up, when to use them, and much more.
Andrew Maff: What's up? Episode #28 of the Seller'sCast, my name is Andrew Maffettone.
Gina Milazzo: My name is Gina Milazzo.
Andrew Maff: And this is the many landing pages for e-commerce sellers.
Andrew Maff: Haha, so landing page for e-commerce sellers, here's what we're going to talk about, right? So let's go over, real quick let's go over the many different types of landing pages. And then, we will discuss optimizing said landing pages.
Andrew Maff: So, by channel, you could do a landing page based on if someone comes to you on Facebook, or if somebody comes to you from Instagram or LinkedIn, or email, or some other website you may be on, some back link that gets a ton of traffic.
Gina Milazzo: Yeah. Do back links.
Andrew Maff: A direct mail website link that you send out. A box stuffer website link that you send out. So by channel is always fantastic. I guess those links wouldn't be by channel, that would really be by traffic, but whatever.
Gina Milazzo: He's a liar. Good start.
Andrew Maff: We're here, we're here, [inaudible]
Andrew Maff: So then you have by specific ad, so for social media this usually works better because your ad creative may be different than the landing page you're sending them to, so you want to make sure that you fix that, so you can run an ad on Facebook or on Instagram or wherever you're running an ad, and depending on the creative you're using, you may want to replicate that same feel on the landing page because then it really helps drive the consumer's trustworthiness, knowing that they are in fact in the right place, because, "This looks like the thing I just clicked on, like whoa my God!"
Gina Milazzo: People are that stupid. It's like walnut brains.
Andrew Maff: The average consumer is not stupid.
Gina Milazzo: Oh, my-
Andrew Maff: They're just lazy.
Gina Milazzo: That's true.
Andrew Maff: That is-
Gina Milazzo: Also probably stupid.
Andrew Maff: the thing.
Gina Milazzo: Think of the stupidest person you've ever met in your life and think that like not that many people are going to be so dumb.
Andrew Maff: So, same with email. So if you're sending out an email, you're doing a very large email campaign based on, "Hey, it's Labor Day, here's 20% off, here's an email based on what it looks like," send them to a landing page that is actually Labor Day feeling, or Memorial Day. I always forget which one's first.
Gina Milazzo: Memorial Day?
Andrew Maff: Memorial Day's first.
Gina Milazzo: Arbor Day.
Andrew Maff: Arbor Day. Easter.
Gina Milazzo: Earth Day. Did that happen already?
Andrew Maff: So, this one's getting out of hand. So landing pages. Let's do, [inaudible]
Gina Milazzo: By CTA. Do you want them to bundle, do you want them to subscribe? Do you want them to get 19 things instead of 1? Always.
Andrew Maff: And if you have the ability to personalize them, we suggest doing that. So yes you may have, let's say a Memorial Day landing page based on an email that you sent out that is Memorial Day themed, but you also know the person's name, you could potentially personalize the top of that landing page that just says, "Welcome, Andrew. Welcome, Gina," depending on who actually lands on it.
Andrew Maff: Or you can do by location. So if they have zip code, or if they have city, or any data that you have prior, you can actually use to personalize these things. If you have smart tokens, or whatever else, different landing pages all give them different names, but any kind of personalization data, we always suggest doing what you can, without making it too, too creepy because otherwise then it's kind of weird and people get freaked out and believe their things are listening to them.
Gina Milazzo: Good morning, Gina.
Andrew Maff: That's creepy.
Andrew Maff: So landing page, best practices.
Andrew Maff: Top left: logo, always link to the homepage. You don't want to lock them in too much. It freaks them out.
Gina Milazzo: People get lagey about it. Look at me, this is what people do, they do this
Andrew Maff: Yeah. But, you still want to get rid of all your menu items, you want to get rid of all that stuff. In fact, your landing page should not even really look that much like your website. It needs to look similar, it needs to be branded, but it needs to not function like a website.
Andrew Maff: Basically you are on this page and you have one thing to do, and that's buy. And then after that, go home, I don't care what you do.
Gina Milazzo: Bye.
Andrew Maff: Very simple, when you land on landing page, straight to the point. What is this, what am I buying, what do you want me to do? Don't ask questions, don't fluff, yes thank you.
Gina Milazzo: No fluff. This is not a place for long content. In no way, shape or form.
Gina Milazzo: And I love content, not here. Happy Memorial Day!
Andrew Maff: No, ugh. If you're here because you love to party and do this, and you have to scroll.
Andrew Maff: If I have to scroll halfway through a page to find out what it is you want from me, I'm not buying.
Gina Milazzo: You're not going to make it there. You're losing people.
Andrew Maff: Exactly. Straight to the point, really, really short limited text at the top, at the top of the fold, and then have just a little bit of something at the bottom of the fold or some kind of arrow or something so that they know to scroll and then they'll continue to scroll through.
Gina Milazzo: Bang, bang, boom.
Andrew Maff: Stop with this click funnel B.S. novel-long landing page. No one is reading that. Someone share this with Russell Brunson and tell him-
Andrew Maff: Most of the people who use click funnels are writing novels. And no one's reading them.
Gina Milazzo: Don't tie me to this. It's not Kickstarter, I promise.
Andrew Maff: No, no one's reading it. Here's what the product is, here's the benefits, here's some testimonials, here's a discount, here's the call to action, here's some more testimonials because you kept scrolling, so I'm going to give you more crap.
Andrew Maff: But just straight to the point, don't make them too long. Get exactly the right information that you want without overdoing it. The average consumer wants to make a decision in under a minute about whether they're going to buy or not, so you need to make sure that you can get all that information across in under a minute.
Gina Milazzo: No fluff. None.
Andrew Maff: None.
Gina Milazzo: None! We're watching.
Andrew Maff: Tool of the day.
Gina Milazzo: Quiggles.
Andrew Maff: I'm at a tough spot again because I like their landing page.
Gina Milazzo: They gave me a t-shirt.
Andrew Maff: Me personally, they gave me a t-shirt, they dressed me, so I'll give them love.
Andrew Maff: There are a lot of other great landing page e-commerce style ones out there. There's a ton of great apps for Shopify. We even decided that we're going to makeshift hack HubSpot so that we could make it work with Shopify, but in reality there's a ton of other ones that are really good out there, personal preference, leave me alone.
Andrew Maff: But, do it. Comment below, let us know what else you want us to talk about, subscribe, and we'll see you next week.
Gina Milazzo: Bye.