No matter what type of online store you run, ecommerce landing pages are kind of a big deal.
In fact, ecommerce landing page optimization can mean more for your success than how many followers you have, how many clicks you get, or even how much traffic you drive to your store.
Why?
Because without high-converting ecommerce landing pages, you won’t get the most value out of those clicks or traffic.
You won’t have anywhere intentional to send visitors when they click on your ad, email, or blog post.
If you want to convert more visitors into customers, you need landing pages that are built to do just that.
Lucky for you, there are plenty of beautiful BigCommerce and Shopify stores out there that you can draw inspiration from.
But first, let’s make sure we’re all on the same page—yes, pun intended—in terms of what an “ecommerce landing page” actually means.
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Simply put, an ecommerce landing page is any site page designed to get visitors to take a specific action on your online store.
Most often, landing pages aren’t one of your main store pages (though they can be, as you’ll see).
If we’re being completely literal here, a landing page is where visitors land from specific sources—social media posts, Google Search, paid ads, email marketing, etc.—for the best chance at conversion.
We define ecommerce landing pages as one of five types of pages:
Let’s explore each type briefly.
Let’s look at these two types of ecomm landing pages in a bit more detail.
This is the classic ecommerce landing page, and many of the examples in this article will fall into this category.
They can encompass any part of a customer’s journey from the top to the bottom of the funnel.
Visitors click on an ad, email, SERP result, or social media post and land on a page built specifically to capture those clicks.
For example, you might create a sales landing page to:
To ensure your landing page has the best chance of converting your particular visitors, you’ll want to have a great checklist of best practices that you can follow each time you build one.
While some might not consider product or collection pages to be landing pages, there are landing pages that focus on a product or collection.
A visitor might land on a product landing page when they’re searching online for “matching yoga sets” or click on an Instagram ad that prompts them to “shop the collection.”
However, not all product pages function as landing pages.
Since landing pages are built around a single conversion goal, product and collections pages can fit the bill if they’re designed to get visitors to take a specific action.
For a collections page, the goal might be to get customers to click on product images for more details.
One of the more “classic” use cases of a landing page is for campaigns.
Dedicated campaign landing pages act as a hub for your campaign with the idea that they can find everything they need to know about the campaign on that page.
For example, Nuun created a dedicated page for their collaboration with obé Fitness using Shogun:
This page makes it easy for customers to not only find the discount code for this campaign, but it tells them how to redeem it—which is critical!
#cta-paragraph-pb#Learn more about Nuun’s growth with Shogun. Read the case study
Landing pages are often an integral part of PPC campaigns, serving as the destination for many ads.
Linking to a dedicated PPC landing page for an ad campaign means taking away any distractions that customers might find on other pages of your site.
In fact, PPC campaigns with tailored landing pages can see conversions as high as 11.45% or higher.
There are countless ways to display testimonials on your site.
Testimonial landing pages are a great way for you to quickly communicate real customer feedback and experiences with potential new customers.
For example, including testimonials on customer education pages—like Briogeo’s “Why your hair needs repair” page—is a great way to reinforce your content:
Making testimonials a highlight of a dedicated landing page like this also builds trust among customers—both new and potential.
What’s the difference between ecommerce landing pages and Shopify product pages?
While there is some overlap between the two, as described above, a true landing page is built expressly to drive a specific action—to get visitors to add a product to their cart or to get visitors to subscribe for future nurture email marketing.
Landing pages aren’t always designed to sell (that’s where product landing pages come in).
They just need to accomplish their campaign goal.
That might be driving customers to a product page (and on into checkout) or capturing their email in exchange for your newsletter, a discount, product launch updates, giveaways, etc.
Ecommerce product pages, on the other hand, are purpose-built to describe and sell a product.
They might include more detailed information about things like product specs, pricing, shipping, and reviews—all the logistics that need to be communicated at the moment of purchase.
Traditional product pages aren’t always the best place to send traffic from a specific campaign. The messaging might not match the campaign, which means it won’t speak to that specific audience.
To summarize their differences, let’s look at the main elements of each.
| Landing pages | Product pages |
|---|---|
| Are designed to drive one action | Are designed to sell one product but also suggest others |
| Can use multiple CTAs that all go to the same place | Will use multiple CTAs that go to various site pages |
| Will often remove site navigation to funnel visitors to the CTA | Always include site navigation for easy shopping around |
| Target a specific audience and campaign goal | Target the brand’s general audience |
| Uses messaging hyper-focused on campaign goal | Use general messaging that describes the product and brand |
| Not specifically made for SEO purposes | SEO-optimized to capture lots of traffic |
#cta-paragraph-pb#You can see there are many key differences between these pages and their goals. To learn how landing pages differ from your most visited store page, check out our comparison of landing pages and homepages.
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When comparing landing pages to homepages, it’s helpful to think of the two like this:
A landing page encourages customers to do something on your site, like shop a collection or check out a new product.
Landing pages are intended for a small subset of your audience. Because of that, they’re typically super customized. Homepages are like the front window display of your online store. They communicate to customers your values, products, and overall brand ✨vibe✨
Yes! The most successful brands use ecommerce landing pages to capture leads, drive traffic to a specific store page, and, of course, make sales.
If your product page provides a close-up look at the item being sold, your landing page is more like your storefront.
When someone clicks on a message that resonates with them and ends up on your site, they want to see that same message reflected on the landing page.
Your landing page needs to be optimized for that specific visitor from that specific traffic source. Then, from there, they can choose to go deeper into your shop, browse specific products, and see what you have to offer.
Landing pages are also the ideal candidate for some good old-fashioned A/B testing—so you can find out what works best for your store and your audience without messing around with your core web pages.
OK, but what are the advantages of creating these landing pages? Let’s quickly go through the top benefits of using landing pages on your ecommerce site.
Landing pages are a great way to communicate extra details that might not fit on a product or collection page.
To give you an idea of what these best practices look like in action, let’s look at some examples.
The following ecommerce landing pages are built by Shogun customers who know how to create pages that convert.
This example is a collections page from the ever-stylish sandal brand TKEES. They likely use this page to capture traffic interested in their newest sandal styles—the Emma and the Senna.
What we like best about this ecommerce landing page:
First Day created this colorful limited-time offer page to promote their new vitamins with a back-to-school sale.
What we like best about this ecommerce landing page:
This landing page boldly contrasts the benefits of OLIPOP against the drawbacks of zero-sugar sodas.
The messaging directly challenges the assumptions of visitors who currently drink diet or low-sugar beverages as a “healthier” alternative to sugary sodas.
What we like best about this ecommerce landing page:
Next up, this promotional page by Utz introduces a new brand—Good Health Organic—and debuts a range of cheesy snacks.
Unlike a traditional product page, this landing page provides a quick overview of several new products all in one place.
What we like best about this ecommerce landing page:
Bursting with emojis, an animated header, and tropical fruits, this colorful promotional page gets Nuun customers excited about their loyalty program.
What we like best about this ecommerce landing page:
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Helix Sleep uses this special offers page to inform shoppers about all of their active promotions and deals.
What we like best about this ecommerce landing page:
This ecommerce sales page from 6KU provides a high-energy overview of their new model, the Urban Track, and then links to the traditional product page when you click “shop.”
What we like best about this ecommerce landing page:
This example is part landing page, part wedding to-do list.
Flower Moxie uses this page to guide brides in customizing their flower package—with plenty of information, resources, and “Add to Cart” buttons.
What we like best about this ecommerce landing page:
This collections page gives shoppers an overview of all the matching set styles and colors available from Alala.
What we like best about this ecommerce landing page:
This ecommerce page is focused on Active Doodie’s all-natural beard grooming products, including a gift set.
What we like best about this ecommerce landing page:
This landing page by Kodiak Cakes introduces their new nut butter syrups, gets visitors excited about the flavor combinations, and then directs them to Target where they can buy the product.
What we like best about this ecommerce landing page:
This page from the Ridge provides a sleek overview of their sleek product line: RFID-blocking wallets that still look stylish.
What we like best about this ecommerce landing page:
On this promotional landing page, IdeaPaint attracts visitors with a discount code and then funnels them to the most relevant product page depending on their use case.
What we like best about this ecommerce landing page:
Hamama uses this landing page to preview some of their most popular microgreens and invite customers to purchase their own Microgreen Kit Sample Pack.
What we like best about this ecommerce landing page:
DMOS Collective built this landing page with Shogun to showcase the Alpha Driveway Shovel.
What we like best about this ecommerce landing page:
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Rumpl’s RAD Artist Collective is a group of artists and makers who’ve collaborated with the brand on creating exclusive products.
Rumpl creates a dedicated page for each RAD artist using Shogun, which includes a Q&A with the artist, pull quotes, video, high-resolution images, and a CTA to shop artist-specific products.
What we like best about this ecommerce landing page:
#cta-paragraph-pb#Learn more about Rumpl’s experience with Shogun. Read the case study
Shopping for a wedding dress online poses a unique challenge.
Australian-born bridal brand Grace Loves Lace aims to intrigue (while providing important product context like fit, draping, and movement) with their various lookbook landing pages.
What we like best about this ecommerce landing page:
#cta-paragraph-pb#See how Grace Loves Lace grew their global presence with Shogun. Read the case study
ModCloset, clothing brand ModCloth’s hub for buying and reselling pre-owned clothes, is an example of a clear, concise landing page.
The page is aligned with the rest of ModCloth’s branding, yet looks like a separate offering from their main clothing line.
What we like best about this ecommerce landing page:
Badgley Mischka is a world-renowned fashion brand with an ecommerce site to boot.
The brand’s wedding shop page (created in Shogun!) is where Badgley Mischka fans can find wedding dresses and accessories.
What we like best about this ecommerce landing page:
#cta-paragraph-pb#Learn more about Badgley Mischka’s growth with Shogun. Read the case study
The ONEPWR cordless vacuum system from Hoover is featured on the site using a dedicated collection page.
This is a great way to draw extra attention to the ONEPWR system and why shoppers should pay attention.
What we like best about this ecommerce landing page:
GE Appliances has a trove of SKUs on their site. As such, content hierarchy is essential for their shopping experience.
But to make things even more engaging, GE Appliances built an interactive Kitchen Inspiration Gallery with Shogun to inspire, motivate, and drive conversions.
What we like best about this ecommerce landing page:
#cta-paragraph-pb#Learn more about what GE Appliances builds with Shogun. Read the case study
Plant-based protein brand No Cow goes all in on showcasing their partnerships to establish credibility and create buzz.
With their dedicated landing page highlighting their collaboration with NBA star Torrey Craig, No Cow weaves storytelling into their online shopping experience.
What we like best about this ecommerce landing page:
Non-alcoholic spirits brand, Lyre’s, is on a mission to make booze-free cocktails more accessible to the sober-curious and sober alike via their ecommerce experience.
Lyre’s Mixology Hub is a place where folks can find inspiration for a spirit-free beverage no matter the season or hankering.
What we like most about this ecommerce landing page:
#cta-paragraph-pb#Learn more about Lyre’s growth with Shogun. Read the case study
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Organic and Fair-Trade-certified chocolate brand, Theo Chocolate, wants to be there when you get married or attend your next special event.
Joke aside, their Wedding & Special Events landing pages helps customers add a sweet treat to their event with ease.
What we like best about this ecommerce landing page:
Australian-born haircare brand, BondiBoost, wants you to have the best hair of your life.
To do that, they designed a landing page that takes the guesswork out of finding the right haircare system for your unique needs.
What we like best about this ecommerce landing page:
#cta-paragraph-pb#Read more about BondiBoost’s growth with Shogun. Read the case study
Building a stunning landing page like the ones above doesn’t have to be complicated! In fact, with the latest features from Shogun, it’s anything but.
Here’s a quick round-up of some of the newest features we’ve added to the Page Builder toolbox:
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What makes a good ecommerce landing page?
As unsatisfying as it can be to hear it, the truth is that it depends. It depends on your intention behind the page and what next steps you want visitors to take.
The content, design, and conversion goal of your landing pages can differ based on your audience, industry, and campaign type.
But there are a few best practices that you should always keep in mind.
Let’s talk about best practices for creating great ecommerce landing pages. When it comes to optimizing your Shopify store pages, there’s a mix of art and science involved.
Here’s what some of the best ecommerce landing pages tend to have in common:
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Let’s answer a few straggling questions on this topic.
Creating an ecommerce landing page is easy once you’ve identified the goal of your campaign. If you are trying to introduce and sell a new product, you build your messaging around that product’s features and how it will solve your customers’ pain points. When trying to increase email signups, you describe all the benefits visitors will get from your newsletters—like exclusive offers, presale opportunities, and enriching content. With a tool like Shogun, your landing page can come together in a matter of minutes by dragging and dropping pre-built page elements into place and adding your content and media.
A really powerful landing page needs to include a few essential elements: 1. Above-the-fold content that wows. 2. Copy that gets at their pain points. 3. Stunning visuals to keep them scrolling. 4. Compelling CTAs that go to a single place. A well-designed layout for easy skimming. Inclusion of powerful social proof. A lack of distracting elements (like navigation bars).
Yes! Ecommerce landing pages are often built to sell products. These product landing pages help educate and persuade potential customers before pushing them to the product page. We’ve got really great examples of product landing pages that use the format extremely well.
A product landing page is merely a landing page whose goal is to sell a product. While this sounds like a product page, these landing pages aren’t built to encourage immediate clicks of the buy button but to instead educate a targeted audience on why this product is right for them. This type of ecommerce landing page can spend more time exploring potential objections, battling common pain points, and defining key features of a product.
There are several steps to creating a high-converting landing page. Some of the most important are: 1. Define the page goals: Do you want to sell a product? Promote your latest sale? Create buzz around a collab with another brand? Before you start designing, you need to determine what you want customers to do once their on the page. This will inform the design, content, CTAs, and more. 2. Determine your CTAs: You’ve got your page goals sorted, now you need to figure out what CTAs (and how many you want to place on the page). Highlight the key benefits for customers: Make sure you communicate—using a combination of images, copy, and layout—why shoppers should care about what you’re selling. 4. Include social proof: Adding real customer testimonials is a great way to drive home the value of what you’re selling or offering and build trust. If you use a landing page like Shogun, you can easily drop in social proof elements like product reviews and social media to build this right into the page experience.
We’re biased, but we think Shogun is the best solutuon for building highly converting landing pages. Our visual page builder is equipped with tons of tools and resources to help you bring your ecommerce store vision to life—like content syncing, AI text generation, and more.The page builder you decide on should empower your team to not just work smarter and faster, but to build the store you imagined.
While there are plenty of things you shouldn’t include on a landing page, here are some of the most important: Don’t clutter your page design. The quickest way to get shoppers to move on from your site (without purchasing) is a confusing site design that isn’t clear on what you want them to do. Keep it simple. Make sure your CTAs are clear and pop-out on the page. Include high-quality visuals that guide and communicate detail and your value proposition. When in doubt: more is less. A landing page that’s difficult for any customer to read or navigate is likely going to send them on their way. Similar to page design, try to be as succinct as possible without losing any meaning. Don’t make shoppers wait for your site to load. As you make updates to your site, be sure to be checking your site speed, too. Adding large images and dynamic elements can slow down a site quickly, which can lead to an increase in your bounce rate.
Landing pages come in all shapes and sizes and serve various purposes. But every successful landing page has these foundational elements in common: It focuses on a single purpose (e.g., promote a sale, debut a new partnership or product, etc.) It has a clear call to action (customers know what to do once they land on the page). It’s consistent and on-brand (your tone and voice read loud and clear from top to bottom of the page). It’s interactive (shoppers want to stay on the page and learn more).
Ecommerce landing pages can play a key role in the success of your store—as long as they’re customized for your brand, goals, and audience.
Wondering how to create an ecommerce landing page of your own?
With Shogun, you can build ecommerce landing pages for your store without a developer or designer.
Need more inspiration for your next landing page?
Get loads of ecommerce landing page ideas to inspire your own from our Shopify store showcase. Then, use our visual editor to bring your vision to life.
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