5 Ecom Tips for Improving an Underperforming Landing Page

Irene Wanja May 24, 2022

Reading Time: 5 minutes

Any ecommerce website owner is well aware that simply selling things online is only half of the battle. Real difficulty arises when it comes to converting your store’s visitors into paying customers. A landing page is a critical component of any ecom website, and its primary goal is to persuade users to make a purchase. However, many landing pages fall short of this objective, which results in lost sales and dissatisfied customers.

In the event that your ecommerce landing page is underperforming, it is imperative that you take action. In this blog post, we’ll go through five things you can do to increase your conversion rate and start generating more sales.


1. Evaluate your landing page and identify the factors that are driving customers to abandon their carts without converting.

Visitors to your ecom store may choose to leave a landing page without completing the conversion process for a variety of reasons. So, what is it that is leading people to abandon their carts? There are a couple of things to think about: In the first instance, consider the general design of your landing page. Is it visually appealing and easy to navigate? If not, it’s possible this is one of the reasons why people are leaving without buying. Second, think about the copy that appears on your landing page. Is it easy to read through the information provided and understand, or cluttered and difficult to understand? Make certain that your message is heard loud and clear by the audience. Finally, consider your call to action. Is it relevant and enticing to the audience? If not, this could be another culprit.


2. Use the information you gathered to adjust your landing page (e.g., refine the copy or revamp the layout).

If you’re selling products, the performance of your landing page is critical to your overall business. The landing page is the first page that visitors will view when they land on your website, therefore it’s critical that it leaves a positive first impression. The good news is you can make a few simple modifications to your landing page that will have a significant influence on your conversion rate.

First and foremost, take a close look at your copy. Is it interesting to read and informative? Is it easy to understand what you’re selling and why someone should purchase from you? If not, you should consider revising it. You should also take a look at your overall design. Is it simple to find your way around? Are your products for sale prominently displayed? You may need to consider remodeling your landing page to make it more appealing to your store’s visitors.


3. Compare and contrast different versions of your landing page to determine which one works better.

When selling online, one of the most critical components in attaining success is creating a landing page that is both attractive and functional. Potential customers’ initial impression of your store is formed by the landing page that greets them when they land on your site, so it’s critical that this page be visually appealing.

A/B testing several versions of your landing page is one approach to guarantee that it is as effective as possible. Create two or more versions of your landing page and then test them to determine which one works better in terms of conversion rate, as previously mentioned. There are a variety of things that you may experiment with, including the headline, graphics, and call to action (if applicable). Increase your chances of driving conversions and achieving success with your ecommerce business by systematically testing different components of your landing page over time.


4. Continue to make adjustments and conduct tests until you reach desired results.

Your landing page is one of the most significant components of your ecom store. Because the landing page is the first thing potential customers see when they come to your website, it’s critical that it is effectively converting visitors into buyers. One method of accomplishing this is to make continual adjustments to the landing page and run split tests. A split test is when you compare two different versions of a web page to discover which one performs better in terms of conversions. The most effective landing page version can be determined by conducting continuous split testing on your landing page. This will help increase conversion rates and thus, your sales.


5. Create a search engine-friendly page to ensure high search ranking.

If you want your ecommerce website to be successful, it’s important to optimize your pages for search engine visibility. Being ranked higher in search results means that more people are likely to visit your website and, ideally, purchase something. There’s a variety of ways to optimize your pages, including incorporating important keywords, optimizing your titles and descriptions, and ensuring your site is mobile-friendly. Investing the time to optimize your page for search engines can make a significant impact in your overall conversion rate.



If your landing page isn’t working as well as you’d like it to, don’t be discouraged—you most likely just need to make some adjustments to increase its performance. Examine the factors that are prompting people to leave without purchasing and make the necessary changes. To find out which version of your landing page performs better, A/B test several versions e and keep adjusting and testing until you reach your goals. Finally, make sure that your page is optimized for search engines so that it appears higher in the search engine results pages. Follow these steps and you’ll be on your way to higher conversion rates and more money in your pocket!


About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.

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