- Good Design vs. Consistent Design<\/strong><\/a> <\/strong><\/li>
- 5 Common Mistakes in Landing Page & Email Design<\/strong><\/a>
- You\u2019re Prioritizing Aesthetics over User Convenience <\/strong><\/a><\/li>
- You\u2019re Making The Subscriber Search The Product<\/strong><\/a> <\/strong><\/li>
- You\u2019re Not Designing Campaign-specific Landing Pages<\/strong><\/a><\/li>
- You\u2019re Not Paying Attention to Landing Page Rendering<\/strong><\/a><\/li>
- You May Be Directing Customers to Dead-end Pages<\/strong><\/a><\/li><\/ul><\/li>
- Tips to Ace Email Template Design for Ecommerce<\/strong><\/a><\/li><\/ul>\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/05\/Landing-Page.png\")
<\/a><\/div><\/div>\n\n\n\nGood Design vs. Consistent Design<\/strong><\/strong><\/h2>\n\n\n\n
It’s the design that\u2019s chiefly responsible for whether or not your emails and landing pages generate revenue. <\/p>\n\n\n\n
Here\u2019s why: unless you offer subscribers a smooth transition from email to landing page, you\u2019re not going to see much use of either. And what determines a \u201csmooth\u201d transition? Design. Fundamentally. <\/p>\n\n\n\n
80% of our e-commerce clients, who know email marketing like the back of their hand, fail at just this one point: their focus is on good templates, and not on establishing consistency. <\/p>\n\n\n\n
Mind you, we\u2019re not talking about brand consistency here, though that\u2019s important too. We\u2019re emphasizing design consistency between an email and its corresponding landing page. That’s the whole gamut of subscriber experience. <\/p>\n\n\n\n
So, the fewer the speed bumps in subscriber experience, the higher the chance of conversions. <\/p>\n\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image11.png\")
<\/a><\/figure>\n\n\n\n5 Common Mistakes in E-commerce Email Templates & Landing Page Templates<\/strong><\/h2>\n\n\n\n
The idea that if you could only capture the essence of the best e-commerce email templates<\/a> and replicate it, you can make it \u2014 is false and dangerous. Let\u2019s lead with that. <\/p>\n\n\n\n
1. You\u2019re Prioritizing Aesthetics over User Convenience<\/strong><\/h2>\n\n\n\n
When you\u2019re designing emails and landing pages, ask yourself the following questions:<\/p>\n\n\n\n
- Who am I designing for? Myself or the customer?
<\/li> - What\u2019s the pillar design element, besides the brand logo, should the customer see immediately when they click through to a landing page?
<\/li> - Is the color of the pillar element consistent between the email and the landing page?
<\/li> - Is the product grid consistent between the email and the landing page?
<\/li> - Does the landing page display the same navigation bar as the email? <\/li><\/ul>\n\n\n\n
If you\u2019re asking these questions, you\u2019re on track. Otherwise, if all you\u2019re concerned with is how to create \u201cstunning templates,\u201d you\u2019re misleading yourself, the customer, and the business you\u2019re working for. <\/p>\n\n\n\n
Below is an example of what design consistency looks like. White Stuff\u2019s email and landing page are strikingly consistent by virtue of the same pillar design element, product grid, model images, and navigation bar. <\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"White](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image7-1.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n![\"White](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image6-3.png\")
<\/figure><\/div>\n\n\n\n2. You\u2019re Making The Subscriber Search The Product<\/strong><\/h2>\n\n\n\n
If your products are prominent in your email, they should be equally prominent on the product page. If the customer has to look for it on the landing page, chances are they will abandon the search after a few seconds.<\/p>\n\n\n\n
Now here\u2019s where you get to see the difference between how different channels are perceived and engaged with by customers.<\/p>\n\n\n\n
People will happily scroll through a promotional, product-dense email because that\u2019s what they expect from an email: To explore, not buy (unless you\u2019re sending out AMP-powered emails<\/a> which, by the way, are yet to catch on among marketers and customers alike). <\/p>\n\n\n\n
The moment they land on a web page, they want to buy. Either feature the product(s) prominently on the landing page or include the product names in your email so that subscribers can search for it in the site-wide search box. <\/p>\n\n\n\n
Take a cue from Sio Beauty below. The discount and code are prominently displayed on both the landing page and the email. The CTA button in both cases is black and unrounded. <\/p>\n\n\n\r\n\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"Sio](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image3-5.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n![\"Sio](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image8.png\")
<\/figure><\/div>\n\n\n\n3. You\u2019re Not Designing Campaign-specific Landing Pages<\/strong><\/h2>\n\n\n\n
If you\u2019ve launched a campaign and direct subscribers to a page that seems to have no bearing on that particular campaign, you\u2019re again disrupting the subscriber experience<\/a>. <\/p>\n\n\n\n
For example, if you’re running a holiday campaign but lack a holiday-specific landing page and instead direct visitors to your home page, it won’t align with the campaign.<\/p>\n\n\n\n
Make no mistake, you might still clinch a few conversions alright, but in the long term, low subscriber lifetime value (SLV) will affect your business negatively. <\/p>\n\n\n\n
The following pre-Halloween email from Terrain establishes the connection between it and the corresponding landing page. <\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"pre-Halloween](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image5-3.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n![\"pre-Halloween](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image13.png\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/07\/5.jpg\")
<\/a><\/div><\/div>\n\n\n\n4. You\u2019re Not Paying Attention to Landing Page Rendering<\/strong><\/h2>\n\n\n\n
If you want to create the best landing pages for lead generation, ensure that the pages look good and function properly across devices. <\/p>\n\n\n\n
In a scenario where your email is mobile-friendly but its associated landing page isn\u2019t, you\u2019re still setting up your customers for disappointment. It\u2019s not an either\/or case. Given that mobile opens account for the majority of views, neglecting the rendering of the landing page can be costly.<\/p>\n\n\n\n
Here\u2019s an example of a mobile-optimized email<\/a> and landing page from Kurk. (Note the visual similarities between the two. The transition from one to the other is smooth.)<\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"mobile-optimized](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image9.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\r\n\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"mobile-optimized](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image12.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n5. You May Be Directing Customers to Dead-end Pages<\/strong><\/h2>\n\n\n\n
The usual tendency among most ecommerce brands is to remove one-off landing pages as soon as the event\/sale\/season is over. <\/p>\n\n\n\n
At first glance, it does seem to be a reasonable thing to do. That’s what \u2018one-off\u2019 means, right? The landing page had been designed for a particular campaign\/sale event. Once the event is over, you pull it down. <\/p>\n\n\n\n
Well, not so fast. <\/p>\n\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image2-6.png\")
<\/figure><\/div>\n\n\n\nSubscribers who missed the date will still click through to your past emails out of curiosity. If they end up on a dead-end page, it will frustrate them.<\/p>\n\n\n\n
The FOMO strategy hinges on customers\u2019 aversion to missing out on cool stuff. It works because the immediate relief of realizing they haven’t actually missed out\u2014since the product is still available\u2014mitigates the initial fear. However, with an empty page, no such reassurance exists, and the customer may actually feel the loss more strongly. <\/p>\n\n\n\n
Read More: Infographics-Best Landing Page Design Trends<\/a><\/p>\n\n\n\n
So a better way is this<\/strong>: If you need to remove a one-off landing page, consider an alternative destination for subscribers to click through to. You can direct them to your regular product page where you display a message saying the sale is over. Or you can suggest other pages they could visit. <\/p>\n\n\n\n
This Boxing Day email from Bellelily is a year old, but the CTA redirects the subscriber to the product page, not a \u2018404 Not Found\u2019 dead end. <\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"Boxing](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image1-5.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \t\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n![\"Boxing](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image4-3.png\")
<\/figure><\/div>\n\n\n\nTips to Ace Email & Landing Page Design for E-commerce <\/strong><\/h2>\n\n\n\n
- The design, copy, and CTA – all should align seamlessly with the e-commerce marketing campaign. Above all, they need to be focused on driving sales.
<\/li> - Your CTAs should be prominent and clickable. The buttons should be identical in color, shape, padding, and position. (If the first CTA in the email appears above the fold, the landing page should also feature the same CTA above the fold.)
<\/li> - The page should be organized to allow subscribers to easily access information and make informed decisions. Additionally, the text and images should make the page compelling.
<\/li> - A\/B test both emails and their landing pages. Make sure to test CTA buttons, page layout, navigation, copy, checkout process, promotions, offers, scrolling, links, load time, etc. <\/li><\/ul>\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/07\/sample-email-template-NL-LP.jpg\")
<\/a><\/div><\/div>\n\n\n\nCustomer-centric, Sales-focused Design <\/strong><\/h2>\n\n\n\n
You\u2019re not designing for yourself; you\u2019re not designing to finish another task for the day; you\u2019re not designing even for the brand; you\u2019re designing for the customer. <\/p>\n\n\n\n
As a result, you want to design emails and landing pages that are useful as well as beautiful. That\u2019s always been our approach. Our designers understand business, not design only. <\/p>\n\n\n\n
We\u2019re consistently delivering over 3000 email templates<\/a> every month, along with dedicated landing page templates<\/a>. Need help with both? Get in touch with our design team, and let\u2019s get on a scrum call! <\/p>\n","protected":false},"excerpt":{"rendered":"
Are your emails & landing pages customer-centric? If not, you’ll miss out on potential revenue. Discover what constitutes money-making design. <\/p>\n","protected":false},"author":78,"featured_media":16408,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[331],"tags":[1378,528,529],"class_list":["post-4992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-landing-page","tag-e-commerce-landing-page","tag-ecommerce-email-template","tag-ecommerce-email-template-and-landing-pages"],"yoast_head":"\n
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Learn how to fix them with customer-centric design.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/email.uplers.com\/blog\/e-commerce-emails-landing-pages\/\" \/>\n<meta property=\"og:site_name\" content=\"Email Uplers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/email.uplers\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-19T07:11:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-19T10:41:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/09\/Ecommerce-Email-Template-1-540x282.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"540\" \/>\n\t<meta property=\"og:image:height\" content=\"282\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Susmit Panda\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:site\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susmit Panda\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/email.uplers.com\/blog\/e-commerce-emails-landing-pages\/\",\"url\":\"https:\/\/email.uplers.com\/blog\/e-commerce-emails-landing-pages\/\",\"name\":\"5 E-commerce Landing Page & Email Design Mistakes Killing Conversions\",\"isPartOf\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/e-commerce-emails-landing-pages\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/e-commerce-emails-landing-pages\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/09\/Ecommerce-Email-Template-1.gif\",\"author\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/24f62735fffd154f82f33d19d2eaacb3\"},\"description\":\"Stop conversions from dropping! 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- The design, copy, and CTA – all should align seamlessly with the e-commerce marketing campaign. Above all, they need to be focused on driving sales.
- You\u2019re Making The Subscriber Search The Product<\/strong><\/a> <\/strong><\/li>
- 5 Common Mistakes in Landing Page & Email Design<\/strong><\/a>