🎉 Conversion Party #45: What are the best landing pages in 2024?

Welcome to Conversion Party #45. This week we’ve got a new banner and…

• Heatmap update: Landing pages ARE NOT where the biggest brands are sending traffic…

• CRO Deep Dive: Improving your sticky ATC button.

• DTCx8: Two-day live session next month on everything you need to know about BFCM prep. Register here.

• CRO Hack #: Shorten your sentences.

• Obligatory Roundup™️: Random musings.

Let’s ride.

HEATMAP UPDATE
Landing pages ARE NOT where the biggest brands are sending traffic…

We have access to 300+ MILLION sessions in 2024.

Landing pages aren’t where the biggest brands are sending traffic…

Here’s where brands are sending traffic.

Truthfully, there’s a lot of “hype” on landing pages. Traditional landing pages are great for 3 things:

• Educating users

• Giving an “intro offer”

• Quick to make and test

But… are landing pages the best to be using right now?

Based on 300+ million sessions, we’ve found the top 10% of Heatmap.com customers are NOT sending traffic to traditional landing pages!!!

Surprising, right? Definitely shocked me.

In order:

• Homepage

• PDPs

• Landing pages

• Collections Pages

Here’s the chart with the breakdown again:

So, why aren’t brands using traditional landing pages as much?

It’s because of the business goals and industry of each company.

Each page as a source for traffic is VERY different. Observe.

Landing Pages are useful for getting as many new customers as possible. For companies with higher LTVs, slam dunk.

Homepages and Collection Pages are great for companies focused on first-order profitability with a higher Revenue Per Session. Product Pages balance these two.

So TLDR, landing pages aren’t all the hype unless getting as many net-new customers is important to you, potentially at the expense of first-order profitability.

Every brand is different, this is just what the data from hundreds of millions of sessions show!

CRO DEEP DIVE
Sticky ATC button 🛒 ?

If you have a sticky ATC (add to cart) button, it’s good to add social proof, ideally in the form of reviews.

Why?

Visibility and Convenience with Sticky ATC Buttons: A sticky ATC button stays visible as your visitor scrolls through your page. This constant presence cuts down the effort needed to make a purchase decision with velocity when that time comes (please).

When your visitor decides to buy, the ATC button is right there, waiting for a click. It's like having a friendly shop assistant following you around with the product, ready to assist at any moment

Visual Engagement & Reducing Friction: Reviews assigned to your Add of Cart Button especially those with images or videos, catch the eye. They break up text-heavy product descriptions and give a real-world look at your product.

This visual appeal can significantly increase engagement and interest, driving visitors closer to a purchase decision, while reducing friction in decision making.

Enhanced User Experience: Combining a sticky ATC button with reviews optimizes the user experience. It places essential elements (the ability to buy and proof of product quality) within easy reach, making the shopping experience seamless and enjoyable and when the time is right, ripe for purchase. (I’m more surprised you don’t see this)

Encourages More Reviews: Seeing reviews can encourage other buyers to leave their own feedback (incentivize this as much as you can), creating a virtuous cycle of social proof that continues to grow and reinforce your product’s credibility. This is internal word of mouth for your brand.

A good example ™️ 

You see different callouts to social proof that engage the viewers as they move through the Above the fold before they even scroll.

• The Sticky ATC button with reviews reinforces the quality of this product no matter what your scroll depth. (Remember - many brands lose 80% of their conversions at 30% total scroll depth → meaning the last 70% of the page you are only getting 20% of your conversions. This is a way to increase that number.

• The social proof in the announcement bar is genius → the best part being that it isn’t about the reviews but the total customers → adding massive scale (40x) to the product impact vs what the review numbers say

So what?

• You can increase the amount of social proof in your above the fold without sacrificing design too much.

• Social proof combined with a sticky ATC can increase your revenue per session.

• Your announcement bar can be a place to increase customer sentiment not just sell a deal. Consider dynamic placements there for different types of pages, once you have A/B tested what drives more impact.

CRO HACK
#454: Shorten your sentences

MOSTLY RANDOM
Obligatory Roundup™️

• Instrumentalis electronicum. teenage engineering doesn’t miss.

• Shopify revenue grew 21% YoY in Q2. Great job, everyone.

• Offensively spicy chicken skin chips…would recommend.

• Dynasty league trade proposal of the week: Amon-Ra St. Brown (me) for Bijan Robinson and a 2024 2nd round pick (other dude). Do I do it?