As most eCommerce store owners know, product page conversion rates are one of the core KPIs for reviewing the effectiveness of your store. So naturally, most store owners focus heavily on improving them. After all, even slight improvement can lead to hundreds or thousands of dollars in additional sales.
One of the latest lead generation and eCommerce trends is the birth of the landing page. But, what is a landing page? Generally speaking, it is a single page site on the web, typically with only one purpose – to create the sale of a specific product (or generate a lead).
According to Unbounce, a company that specializes in lead generation landing pages, “a 12% conversion rate is pretty good for lead generation landing pages. And by ‘pretty good,’ we mean you’ll be better than about 90% of your competitors.” This quote seems about right, as most of the data on the web puts conversion rates for lead generation landing pages around 7-10%.
Of course, this varies by industry and the traffic you are sending to the page. But what about landing pages that are dedicated to single product sales? Do they have the same conversion rate? Being as most of us are selling online, we (of course ) hope that the answer is YES.
The Monerate eCommerce Quarterly provides us with some great data regarding engagement and conversion data on Product Detail Pages (PDPs). They found that these types of pages under-perform in key areas when weighted against benchmarking landing page data. This is based on analyzing nearly 2 billion shopping sessions in the first quarter of 2018.
Here’s some of their findings:
- When PDPs serve as landing pages, they generally fail to trigger engagement, leading visitors to bounce at drastically higher rates and significantly fewer pages.
- Visitors who enter PDP are half as likely to purchase when compared to visitors who enter elsewhere.
- Visitors who land on PDP are 72% likely to bounce than those who land on any other type of page.
- Even if they continue to the browser, those who enter though PDPs view 42% fewer pages than those who land on other parts of the site.
- Generally speaking, visitors who come into a site from other pages convert at about 2.9%, while visitors who land on PDPs convert at about 1.5%
Wow, all bad new right? Well no. Actually, if we dig deeper, we do see some promising data.
- Ignoring bounce rates, PDPs actually do work when using social media as the referring channel. In these cases they convert at double the rate of non-PDP landing pages.
- Email also has a slightly (0.1%) better conversion rate when the visitor lands on a PDP compared to a non-PDP landing page.
So why is this? Well, there are many schools of thought.
First, when it comes to eCommerce, Product Detail Pages are generally designed to sit lower in the engagement funnel. They typically don’t appear in the customer journey until they have visited your home page and narrowed down their search. Additionally, they are often the last stop before the purchase, and are designed to answer one single question: “Is this the product I should buy?” If we move that page the top of the engagement funnel, data shows us that we’re going to encounter problems.
Take a look at the revenue per session, by landing page.
Higher-level pages (like the home page and product category pages) often feature more general information, allowing a customer to better understand if the brand is a good fit for them.
Second, people are highly visual. Both email and social media are highly visual ways to engage users. Typically, the user has seen the product BEFORE they click on the ad, and therefore have some familiarly with it.
So, what did we learn?
In most cases, leading your visitors on Product Specific Pages in your store isn’t the most advantageous way to increase conversions, UNLESS they are coming from social media or any other medium that allows them to see the product visually before the initiate the click.
Until next time.