How Industry-Specific Landing Pages Boost Conversion Rates

Riley Stricklin is the Co-Founder and CEO of Lume Cube, an ecommerce brand designing premium lighting tools for the creator economy. Established in 2014, Lume Cube started with a portable waterproof light for GoPro cameras and has since expanded to portable lights, partnering with notable retailers like Best Buy and the Apple Store. Before Lume Cube, Riley led sales and marketing teams across various companies, including Octagon and Ludus Sports. He was also a member of the Board of Directors at the San Diego chapter of the Entrepreneurs' Organization.

A landing page, also known as a lead capture page, helps online stores generate leads and boost sales. Yet, the real challenge with landing pages is creating those that convert leads to buyers since the average landing page conversion rate is just 9.7%. Could industry-specific landing pages be a game-changer? 

Seasoned marketer Riley Stricklin thinks so — however, all landing pages share the same goal, but there's no one-size-fits-all solution to increasing conversions. Riley and his team discovered that, although their paid search strategy effectively generated leads, all the traffic went to a single landing page that couldn't target the business’ different audiences. The company navigated this challenge by breaking paid ad funnels into customized industry-specific landing pages, skyrocketing conversion rates by up to 50% and add-to-cart rates by 300%. Riley emphasizes testing landing pages and experimenting with different pages for diverse audiences to see what performs best. In addition, leveraging customer segmentation and engagement strategies like surveys can help ecommerce stores refine their digital marketing strategies. 

In this latest episode of the Minds of Ecommerce Podcast, host Raphael Paulin-Daigle chats with Riley Stricklin, the Co-founder and CEO of Lume Cube, on using customized industry-specific landing pages to increase conversions. Riley reveals the secrets behind Lume Cube’s high-conversion landing pages and highlights the importance of customer surveys and landing page testing.