At the end of 2021, eCommerce sales equated to 18.1% of global retail sales, having reached $4.9USD trillion by the end of 2020. Consumers are now living in a world of newfound flexibility with top eCommerce sites offering next-day deliveries, free postage, live chat and payment plans.
One of the most prominent evolutions of eCommerce fueled by increasing competition has to be the approach (and consumer response) to user experience. More than ever, customers are gravitating towards sites that make them feel heard. And so, online retailers that sell to humans and not data sets by providing frictionless experiences will inevitably succeed.
But, unfortunately, there will never be a silver bullet for success in eCommerce. If history has taught us one thing, it’s to never get too comfortable. Successful online retail requires constant optimising, testing, measuring, enhancing…
How do you truly create an experience for your users that not only converts but helps you play in the same league as top eCommerce sites and win?
The more products you show users that match their search intent, the more likely they are to convert.
We know that in eCommerce, very rarely will a user purchase from the first product page they come across. In fact, 66% of users who land on a single-product page end up buying another product. Consumers tend to have very specific requirements when it comes to purchasing, so this figure shouldn’t come as a surprise.
But what if you managed to display more than one product on a landing page that matched a buyer’s specific search intent? The chances of displaying a product they’ll like multiplies. Our research has shown that personalising landing pages so that they display multiple products that exact match a specific search intent makes them 4x more likely to convert.
To demonstrate what I mean, let’s compare some examples of a LUX Smart Page with a competitor’s for the same focus keyword white linen pants.
Here you can see Myer displays dozens of exact match options on one landing page for the keyword white linen pants. This page ranks first place in Google’s SERPs.
Compare the above example with a competitor’s product landing page for the same keyword white linen pants, for which they rank 15th (page 2) in Google’s SERPs.
The user is taken to a landing page that displays only one option.
More and more, we’re seeing top eCommerce stores design and display product landing pages with the end-user in mind. The more varied and relevant your landing pages are, the higher your pages will perform, both in ranking and conversions.
Multi-product landing pages convert far more than single-product landing pages
Our data suggests that supercharging your landing pages by creating a multi-product experience can generate an endless flywheel of revenue, boosting your eCommerce conversions by at least 30%.
And it’s not just your acquisition rates that will increase. Multi-product landing pages, specifically on Google Shopping ads, will see retention rates increase too, with our research suggesting 40% of shoppers spend more, and 40% of shoppers repeat buy.
In fact, one of Australia’s leading grocery retailers saw an increase in revenue per click of 61.45% and a conversion rate uplift of 59.14% since implementing LUX Smart Pages on Google Shopping ad landing pages.
To boost and sustain ROI from this company’s Google Shopping ads, LUX launched 1,500 multi-product Smart Pages, refreshed, optimised and measured daily for key search terms.
This is how the company’s Shopping ad landing pages looked before implementing Smart Pages.
This is what they looked like after implementing LUX Smart Pages
Creating a multi-product experience for Shopping ad landing pages enabled this LUX client to capture long tail search and boost the ROI from their Google Shopping spend.
View full case study .
Why do multi-product landing pages convert more?
When users search using a longtail search term, they are ready to buy, so creating multi-product landing pages that serve longtail search terms follow a more realistic customer journey than single-product landing pages.
Longtail search terms are longer, niche phrases that usually indicate the stage in the buying journey a prospect is in. The more specific a buyer is with their query regarding a product or service, the more they already know about it and the closer they are to making a final decision to purchase.
For example, when a user types the head-term dress into Google, it indicates they’re in the very early stages of the buying journey. They know they want a dress, but they’re not yet sure what size, shape, cut and material. Head terms are typically very difficult to rank for because they’re broad and highly competitive.
On the other hand, let’s say the user types in the search query pink cotton sundress with buttons. Pretty specific, isn’t it? That’s because the user has performed their research, perhaps thought about it and have decided on their idea of the perfect product (they just need to find).
Targeting longtail search terms effectively is all about establishing clear lines of communication with your customers. You’ll likely experience less traffic to your product pages than you would targeting head terms, but the traffic you do attract will be much more valuable.
If metadata and non-product copy on multi-product landing pages exactly match the search term, conversion rates increase even more.
Metadata and non-product related copy is fundamental to creating a connection between your products and your users. All textual aspects of your product landing pages should match the focus keyphrase and products on display accurately and without deception.
And I’m not just talking about meta titles and descriptions. In your quest for creating the perfect product landing pages, consider…
- Body text
- Anchor links
- Image alt text
- metadata (meta titles, meta descriptions, title tags, product descriptions URLs)
Have you embedded the focus keyphrase as much as possible?
What are the words saying about the product(s) on display?
Do they make sense contextually?
Take one of Australia’s top eCommerce sites Adore Beauty, for example. On their LUX Smart Page, they’ve included the focus keyword organic night cream in their on-page header text, descriptions and bolded words. This page ranks in the first position in Google’s SERPs for their target keyword.
As well as their page titles tags and URLs…
Including your focus keyphrase in your meta titles and meta descriptions is also critical because they alert a potential visitor what to expect if they go to your page.
Now, when we’re talking about page relevance, let’s compare the above example with a company that doesn’t utilise LUX’s customer acquisition technology; Amazon.
The below screenshot shows an Amazon landing page for the keyword smart watch for women, which ranks on page two of Google SERPs.
They’ve failed to include the keyphrase smart watch for women anywhere on the page. In fact, what they have done is provide over 20,000 product options for just smartwatches:
The page URL and page title also falls short:
The user specifically asked for a smart watch for women, but what they’re landing on is a page that doesn’t mention their search term anywhere.
Optimising your keyword density across every possible touchpoint has more than one advantage. It can boost traffic to your site, give users the impression they’re getting a highly personalised experience, and grow your site’s overall authority. Not to mention, Google rewards high page relevance. If your pages are hyper-relevant, then they’ll have a much higher chance of converting.
Keyword dense multi-product landing pages makes them more inviting and easier to navigate and in a world of increasing competition and endless choice, this can only be a good thing.
At the end of the day, it all boils down to user experience. If you manage to give users options and display these options in a relevant and seamless way, then they’re less likely to bounce and more likely to convert.
For large eCommerce stores, competing against the best and keeping up with daily changing inventory can put a strain on your already stretched resources.