Landing Page Teardown – NEMO Equipment

In today’s e-commerce landing page teardown I’m going to show you how NEMO equipment can boost its conversion rate by at least 10-15% with three simple tips.

NEMO Equipment is an outdoor brand that sells all types of innovative gear such as tents, sleeping bags, and reclining camp chairs.

And I should point something out:

The core principles of these tips can be applied to any type of business.

So no matter if you’re an e-commerce brand, service business, or SaaS company. You’ll get some great actionable takeaways from today’s landing page teardown.

Let’s dive right in.

To learn how to improve your conversion rate, read the article below for an easy-to-follow walkthrough or watch the video below.

Tip #1 – Add a Clear Value Proposition to Give People a Reason to Buy

The reason you need to add a clear value proposition and call to action is because you need to answer the question, “If I’m a prospect, why should I buy from you rather than any of your competitors?”

Now, let’s take a look at what NEMO currently has on its homepage and how we can improve it.

As you can see in the screenshot NEMO currently has “Find Your Adventure Anywhere” in their hero section.

The hero section is incredibly important because it’s the first thing people see when they land on your homepage. You need to give your new visitors value immediately when they land, otherwise, they’re likely to hit the back button.

The problem here is “Find Your Adventure Anywhere” doesn’t tell me anything about what NEMO offers, how it will make my life better, or what I need to do to buy it. It’s really just a tagline line that’s trying to be cute and clever.

When it comes to converting visitors into buyers you don’t want to be cute or clever, you want to be clear.

Clarity is the most important component to focus on when you want to increase your online sales.

Now, you might be wondering…

“So how do we fix this?”

I’m glad you asked!

Here’s My Value Proposition Formula so You Can Give People a Reason To Buy

1. Headline

Explain your best, attention-grabbing benefit in one short sentence. Think about your positioning here; what is your differentiator? If you can, reference a key pain point or obstacle. 

2. Sub-Headline

Explain what you do, for whom, and why it’s useful. Here’s where you can go a bit deeper about what makes your offer unique and different. Remember to keep the focus on your customers, not your brand. 

3. Social Proof

Help customers feel confident about their choice. In addition to testimonials, you can use boosters like social media proof and respected logos.

4. Visual

Show an image reinforcing your main message. Ideally, you illustrate the experience your customers have by including smiling, happy people in your photo.

If you’re finding this post valuable, you’ll love my Conversion Growth Audit. I’ll give you professional, actionable feedback on how to fix your landing page campaign or checkout flow in the next four days. Availability is limited. Click here to learn more now.

Tip #2 – Improve Message Match to Increase Your Marketing ROI

Message match is the measure of how well your landing page copy matches the phrasing of the ad or link that brought the visitor there. 

For pay-per-click (PPC) campaigns such as Google Ads, this means matching your ad copy to your landing page headline. 

A strong message match increases your marketing ROI because it reassures people they’ve come to the right place.

Now, let’s look at an example from NEMO, starting with their ad…

And then the landing page…

Take a look at the PPC ad headline: “Stargaze Camp Chair – Shop Online at NEMO Equipment”

Now take a look at the landing page headline copy: “Stargaze™ Recliner Luxury Chair”

Only two words, “Stargaze” and “Chair”, match between the ad and landing page headline. 

It’s also important to note the stark difference between what a “camp chair” and a “recliner luxury chair” could have in people’s minds about quality and costs.

Now take a look at the rest of the ad copy: “Chair Swings Smoothly and Gently, with a Relaxing Motion That Is Designed for Comfort. Stargaze Recliner Luxury Has Been Re-engineered for Even More Comfort and Stability. Lifetime Warranty. Free Shipping $99+ Award Winning Design.”

When looking at the landing page you can see there’s zero mention of any of these features and benefits in the subheadline.

Poor message match examples like these are unfortunately all too common with outdoor e-commerce websites. 

That just means there’s some low-hanging fruit, so let’s talk about what you can do about it…

Here’s how to improve your message match:

  1. Create an exact match between your ad copy (the headline and supporting copy) and your landing page copy (the headline and subhead copy)
    • If your ad copy has any kind of graphics(image, etc.), that also tells a message and makes a promise just like your copy does. And because your viewers are identifying you with that visual, it’s important to carry it through on your landing page as well.

Tip #3 – Optimize Shipping & Return Information to Create Repeat Customers

The reason you want to optimize your shipping and return information is because it helps you build your brand reputation, increase trust, and create repeat customers.

While exploring the product page for NEMO’s Stargaze Luxury Chair I came across this comment in the Q&A section:

This type of customer feedback is gold and should be acted on quickly to reduce friction in the buying process.

In fact, it’s the #1 question that people found most helpful in a list of 33 other questions on this product page. So it’s safe to say there are people on their other product pages that would find this helpful too.

So, here’s the problem…

NEMO’s “Ships Free” message doesn’t provide any other info about the terms and conditions of this offer.

It wasn’t until I went to the very bottom of the page (where most people don’t even get to) that I found a link to their shipping page. And here’s what I discovered: 

Now, let’s talk about how we can improve this to create repeat customers.

Here’s how to optimize your shipping and returns info:

  1. Add links to your shipping and return policies to your homepage and navigation bar
    • Make sure links are prominent and immediately noticeable
  2. Clearly display your shipping and return policies on all product pages to make it easier for your customers to find them
    • Add a clickable “Free Shipping” link that opens a pop-up with more details. See any of REI’s product pages for an example.
  3. Include a short description of the most important points of your shipping and returns policies on product pages with the full policies
  4. Use bold text or colors that stand out to clearly display estimated shipping dates on product pages.
    • For example, adding an “Expect It” section on your product pages can influence customers to make positive purchasing decisions based on how much time it takes for them to receive the product.
  5. Add a Shipping Information Page with estimated delivery times for different locations to set customer expectations.
  6. Add an estimated shipping date during the check-out process to add professionalism and manage customer expectations.
    • Adding an estimated shipping date to your website’s shopping cart shows that you care and gives customers a better idea of when to expect their order.

Now It’s Your Turn

I hope this landing page teardown gave you some ideas for your own outdoor brand.

Optimizing your website to convert more visitors into buyers is one of the highest ROI activities you can do for your business.

Would you like me to conduct a FREE landing page tear down for your outdoor brand?

Get in touch to see if we’re a good fit so you can boost your sales this month.

Disclaimer: I don’t have access to any of the data for the brands in our landing page teardowns. The way I run these is by conducting a heuristic analysis where I analyze different conversion elements such as relevance, clarity, friction, distraction, motivation, and buying stages. Then, I add comments and ideas based on my experience running a conversion optimization agency for outdoor brands.

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