How to Use Personalized Product Discovery Landing Pages to Drive ROAS
Product discovery landing pages are a great addition to any marketing campaign. Why? When combined with personalization and customized by critical metrics, you can present your potential shoppers with a highly specific product collection designed especially for them.
By showcasing the right product to the right customer at the right time, you don’t just improve your chances of completing a sale but make the shopping journey for particular marketing campaigns as frictionless as possible.
This post will discuss everything you need to know to drive better results with your product discovery landing pages. Including:
- What Is a Product Discovery Landing Page
- The Benefits of Personalized Product Discovery Landing Pages
- How to Build Personalized Product Discovery Landing Pages in 5 Steps
Let’s jump in.
What Is a Product Discovery Landing Page
We know that product discovery is the system whereby retailers guide potential customers and existing shoppers to products they may want. This process happens at every stage of the shopping journey, from product search to remarketing.
Product discovery landing pages are specific landing pages created for that exact purpose. When customized and optimized to each marketing channel, campaign, or buying stage and personalized for specific groups of shoppers, they can be incredibly powerful in terms of ROAS. This is especially true when combined with advanced merchandising tactics and remarketing.
The Benefits of Personalized Product Discovery Landing Pages
By personalizing and optimizing your product discovery strategies and pages, retailers ultimately make it easier for shoppers to find the products they want. This, in turn, improves conversion chances and rates — and when combined with advanced online retail merchandising that factors in important retail KPIs, profits as well.
Here are the top three benefits of optimizing your product discovery:
- Better marketing results. When combining tailored product discovery with key marketing initiatives, you enhance the shopping experience by presenting the right product to the right customer at the right time. This means more personalization, which improves marketing ROAS.
- Increased conversion rates. Actively highlighting products your shoppers need and want improves product discovery landing page CTRs and your conversion rates. Even better if they are dynamic and customizable to specific shoppers.
How to Build Personalized Product Discovery Landing Pages That Convert in 5 Steps
Now that we have recapped the benefits of product discovery landing pages, let’s look at how you can build personalized product discovery pages in these five key steps:
- Match Your Product Discovery Pages to Your Channels
- Boost Relevancy with Customization and Personalization
- Enhance Profits by Factoring In Important Retail Metrics
- Strengthen Conversion Potential with UX Hacks
- Use Analytics to Optimize and Tweak for Sustained Growth
Let’s take a close look.
Step #1: Match Your Product Discovery Pages to Your Channels
Before retailers personalize and customize products, they need to consider the marketing campaign that is bringing shoppers to their product discovery page. So, ideally, you want to create specific product discovery landing pages for channels and/or campaigns. This way, you can tailor it to shoppers, not just in terms of products, but design and tone as well.
Therefore, you will want to tailor each discovery landing page to the buying stage and demographic segment of your audience and the channel.
Step #2: Boost Relevancy with Customization and Personalization
Next, you will want to boost potential with the right customization and personalization. This means using advanced product sorting that takes advantage of segmentation and shopper personalization. Of course, you also want to ensure you’re harnessing the power of product sorting AI to update and optimize in real-time.
The bottom line is you want to make sure your product landing page is as relevant to shoppers as the campaign that brought them to your landing page and the products they are clicking through to. This is only possible if you use advanced product sorting tools, such as Kimonix, that factor in individual shoppers’ onsite behavioral data with general cohort data, and create specific landing pages for specific campaigns or channels, as outlined in the first step.
But it’s not enough to personalize marketing KPIs and shopping behavior. If you want to really drive profits, retailers have to factor in necessary inventory KPIs as well. This brings us to the next step.
Step #3: Enhance Profits by Factoring In Important Retail Metrics
For long-term eCommerce growth and success, it’s vital for online retailers to not just focus on conversion rates but also factor in inventory and retail KPIs such as margin, inventory value, variants stock ratio, and more.
Why? Because bridging the gap between marketing and retail KPIs drives continuous profitability expansion. Additionally, the cost of non-moving or excess inventory includes additional warehousing, insurance, and handling costs that eat into long-term profits.
In short, product sorting personalization is not enough. So, what to do instead? When creating product discovery landing pages, you want to make sure your product collections aren’t just tailored to your shoppers but factor in backend logistics and important KPIs.
This way, you are showing them products they want that also fit into inventory optimization goals, boosting your ROAS while boosting profits.
Step #4: Strengthen Conversion Potential with UX Hacks
Product discovery landing pages are apart of your overall visual merchandising strategy. Like any visual merchandising space, you will want to review your product landing page UX to tweak and optimize the shopping experience.
Why? The more streamlined it is, the higher your chances of a click, and, therefore, a sale. But remember, every tweak you make to your product discovery landing page design should be tested to ensure it is optimized for your specific market and brand.
Here are some conversion-boosting landing page UX hacks to start you off:
- Follow UX best practices. This includes focusing on creating minimalistic, clean designs, using visual cues, and having clear CTAs.
- Create a continuous shopping experience. Ensure that the product photos you use are similar in style to the product pages they will click through to. You don’t want shoppers clicking through to buy a product and not recognizing it instantly.
- Push engagement with upselling techniques. Consider including a “pairs with” or “‘related product” section to upsell accessories as well as to encourage more browsing on your store. This is practically helpful for product discovery landing pages that are targeting first-time potential customers.
- Consider adding lifestyle or UGC content to landing pages. Lifestyle or social content in product discovery pages can help shoppers see (imagine) themselves using the products in the collection. UGC, with product reviews, also has the additional benefit of building instant trust.
Step #5: Use Analytics to Optimize and Tweak for Sustained Growth
The final step in building personalized product discovery pages that convert is optimization. By constantly reviewing analytics, social proofs, and important KPIs, retailers can find the best combination of UX, product collections, and CTAs to ensure they get the best ROAS.
In the same way you would optimize your category pages to peak performance, you should be doing the same with your product discovery landing page. This means you want to pay attention to essential metrics such as:
- Page views
- Sessions by source (if using one landing page for multiple campaigns)
- CTRs to the product page
- Bounce rates
Final Thoughts: Building Product Discovery Landing Pages That Convert
To truly drive results, you will want to create product discovery landing pages that not only speak your shoppers’ language, but offer just the products they are actively shopping for.
This means using advanced AI and customization that not only ensures the shopping experience is as personalized as possible, but is optimized in real-time based on intentional inventory and external marketing changes.
Still have product sorting questions? Our online retailer merchandising experts are standing by to help. You can get in touch here.