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- #125: “Do we need a custom landing page?”
#125: “Do we need a custom landing page?”
A 54% conversion win says yes – for certain products.
Allen Burt
October 16, 2024
No. 125: Hey all,
With the holiday season (almost) in full swing, all eyes are on product pages.
Optimizing product pages is the FIRST thing we do at Blue Stout to lift conversions across all traffic channels.
But - when you have a super clear offer with a known audience, it pays to go deeper with a custom landing page.
Convince a specific group of buyers why they should buy.
Here’s why you can’t afford not to.
In this issue:
This week’s win: When to consider a custom landing page for your product.
In the news: Most holiday shoppers will buy a gift for themselves this year.
Quick tips: Quickest way to lift profits by 30% with no additional ad spend.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WIN OF THE WEEK
For your leading product, drive traffic to a custom landing page with a story that speaks to a specific customer.
When we did this for a luxury jewelry brand, conversions boosted by a whopping 54%.
Why?
Because with a product page, you need to appeal to ALL buyers.
With a landing page, you can target an ultra-specific segment of your audience.
Examples: Mother’s buying jewelry for their daughters, husbands buying for their wives, women treating themselves to a new necklace stack.
Landing pages hook buyers with a specific outcome that fills a pain.
You can craft a story.
If nothing else, this test can show you whether a longer-form page performs better than a shorter product page template for your products.
⭐ Takeaway: Connect with a specific buyer and traffic channel with a custom landing page for your top product.
Try it and test!
🕙 WHAT’S BREWING
How we migrated a 400-year-old brand to Shopify Plus.
📣 IN CASE YOU MISSED IT
Make customers want what you’re selling.
Fastest way to lift profits by 30% with no additional ad spend.
Position your buyer’s second purchase as an upsell.
🗞️ NEWS
Most holiday shoppers will buy a gift for themselves this year.
👀 LAST WEEK’S LETTER
Engage new visitors with specific collections on the homepage.
💡 TWEET OF THE WEEK
👊 STOUT SUCCESS
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen