Every e-commerce website needs a landing page. This is the first page that most visitors will land on and from which they should migrate to the next page on your site, depending on what they are looking for.

Logically, this means the landing page is the most important part of the site; if your website were a building, this would be the front door, lobby, and reception. However, it is all too easy to pay too little attention to this as you focus on things like product pages or your blogs.

To avoid that mistake, it is important to understand just what you should have on your landing page. To take the entrance analogy further, when people get to this entrance they will be signposted about where to go next.

Using a Webflow landing page template, we can make the technical part simple, so you just need to make sure you have the essential parts there.

The key thing to understand is that a home page and a landing page are not quite the same thing.

A home page is like the entrance to a large building with lots of corridors, stairs and lifts – in other words, plenty of links to enable visitors to look at lots of things. That is fine if the aim is to offer easy navigation and lots of content. But a landing page is more focused on a call to action. It is about leading people to a particular destination.

What this means is you are seeking to take your site visitor down the marketing funnel on the buyer journey to making a purchase. It should certainly be a visually attractive page, but it should also be simple and clear about how it directs people to a call for action.

The success of a landing page can always be measured with digital metrics, most specifically ‘bounce rate’, which measures how many site visits lasted just a few seconds, or failed to lead to a conversion. A high rate may indicate a design failure.

In this case, it could be because you have neglected the simple, neat but clearly signposted ideal that every landing page should follow.

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