Every shopper has a few questions in mind which require answers before they will buy, or convert. Determining the key questions for your product or service, and answering them in your landing page content will help increase your conversion rate.

Before you start writing your landing page content, put yourself in the shoes of your target customer. Think about what you need to know about the product or service before you will buy. The best landing pages are informative, positive, and trustworthy.

How much does it cost?

  • Always include pricing with no hidden charges.
  • Make sure any taxes and delivery charges are made clear to the visitor.


Is the item in stock, and how long will it take to deliver?

  • Delivery time is one of the biggest hurdles eCommerce stores face. Whenever possible, display estimated delivery times clearly and prominently.
  • See delivery as an opportunity to display a perceived offer – e.g. ‘Free Shipping on orders over £XX’


In a bricks and mortar shop, you can see the products on the shelf and you know that they’re available. Online it’s a different matter. Displaying stock levels is a great way of telling the customer that their order will be shipped without delay. Equally, if products are out of stock, be sure to make this very clear and offer the customer a range of similar alternatives.


Can I return the item if I need to?

Always include a summary of your returns policy, and a link to your terms and conditions. Wording your returns policy as if it were an offer is a great way to add extra perceived value.


How does it compare to similar products

Comparison tables are a great way to help users decide which product is right for them. Giving shoppers a clear choice between products will make them more likely to buy.


What are the main features?

This one sounds obvious, but when writing your landing page content make sure that you cover all of the product’s features and specifications.


Can the product/service be found cheaper elsewhere?

If you’re cheaper than your competitors, shout about it! Many online shoppers now use comparison sites to find deals and offers. By including a comparison of your main competitors’ prices against yours, you stand a far better chance of turning visitors into buyers.


What will the company do with my details?

Always make sure you state exactly how you will use a visitors’ details beneath every form where a visitor is required to enter sensitive information such as phone numbers or addresses.


What have other customers’ experiences been like?

Testimonials and product reviews are a great way to show visitors that you have happy customers. Always remember to date your testimonials and keep them current. A recent testimonial is worth far more than an undated or outdated one.


Is the company legitimate?

Make sure you include your registered company number, a bricks-and-mortar address, a phone number, and links to any regulatory bodies your company is bound by. For example, visitors to UK travel websites are unlikely to buy if they cannot see that the company is part of ATOL/ABTA.


If the website is verified by any internet-security bodies like Globalsign or ISIS, be sure to include their badge in the footer. This will gain visitors’ trust and make them more likely to submit sensitive information such as phone numbers and credit card details.


Am I getting a good deal?

Adding offers and discounts can really help improve your conversion rate.

Wording offers to make them appear time-sensitive will also help secure a conversion by portraying a sense of urgency. Instead of ‘Free Delivery!’ try ‘Free Delivery Today!’. Include end dates for discounts, and make the customer feel that they need to act soon to get a good deal.