How to Create High Converting Landing Pages in Shopify
Marketers know that a great landing page leads to better conversion rates. It’s the simplest, most direct reason to create landing pages in Shopify.
So, what’s the difference between a landing page and the other pages on your Shopify store?
Technically, all the pages on your site can be a landing page (where the customer first lands on your site), but that doesn’t necessarily mean they fit the bill of a landing page from a marketing and sales perspective.
For example, your about page, collections pages, optimized FAQ pages, and product pages are designed to appeal to a much larger audience made up of numerous segments. They’re all meant to inform the customer and educate them about your product, the brand, and what you offer.
Those pages also include a slew of navigation links to help guide the customer further into the funnel throughout the shopping experience.
Landing pages, on the other hand, are a standalone page with a single goal to get a specific type of visitor to take a single desired action.
Why Your Shopify Store Needs Landing Pages
The benefits are measurable and have been proven time and again.
One study from Marketing Charts compared data for various eCommerce landing pages against standard product detail pages. The study revealed that:
- Product page visitors view 42% fewer pages (8.8 per shopping session) than post-click landing page visitors (12.5 per shopping session)
- Product pages convert nearly half as many visitors as post-click landing pages (1.5% conversion rate vs. 2.9%, respectively)
- Revenue per session on product pages is about half that of post-click landing pages ($1.72 and $3.43, respectively)
Just because a customer is on your site doesn’t mean they’re ready to make a purchase. Their intent will vary, along with their confidence on making the purchase.
In fact, only a small percentage of consumers will actually buy a product from you. As many as 96% of visitors will leave without buying anything.
You can change that with landing pages.
From Marketing Charts data above it’s clear that landing pages are more effective at getting customers to make a purchase than a standard product page.
The focused nature of a landing page, designed for driving a single point of conversion, works better than the broad-targeting product page.
Landing Pages for Organic and Paid Traffic
Custom landing pages are commonly used in paid advertising campaigns because they keep customers on page longer and garner more conversions.
From the ad perspective, an optimized and contextually relevant landing page also improves the quality score of your PPC and social ads. With virtually every ad platform, an increase in quality score will help your ad reach more of your target audience and reduce the cost per action/engagement of your ads.
An optimized landing page also has organic benefits.
The same landing pages in your Shopify store will be indexed by search engines like Google. When customers search for terms and phrases relevant to your campaign and product copy, your landing page will appear in the organic search results.
And organic traffic doesn’t cost you anything.
Types of Landing Pages for Shopify Stores
The best approach to creating landing pages that convert is to approach them with a single goal in mind. With one goal you can design the landing page to drive your visitor to take that single desired action.
By laying out your goals you can prioritize your landing page creation and decide what types of landing pages your store needs.
Here are some of the most common:
Promoting a single product
While your product pages do a decent job at selling some customers, a landing page promoting a single product can help you move more products. You have more creative control and more room to add content and content modules that help emphasize product information, benefits, customer success stories, and more. It’s a space to create more engaging, informational, and emotionally-targeted content.
Single-product landing pages are most common with a product launch and best-selling products, but they’re just as effective at helping you move products that haven’t been performing.
Promoting a category
Category pages are typically little more than a gallery with very little information. Very few stores deviate from this design. A landing page targeting a category or line of products is the perfect way to educate customers and guide them toward a purchase decision while they’re still in your store.
Alongside educating them on the products within the category, you can also use this type of landing page to show them similar categories or product lines that might be a better fit.
Spotlighting discounts and promotions
These are the most common landing pages used in eCommerce for capturing ad traffic. The page is built around focusing attention on a discount whether for a single product, a store-wide discount, or a seasonal promotion.
You can, and should, create landing pages for each of your discount offers and promotions.
Some customers just aren’t ready to make a purchase and there’s no amount of A/B testing and conversion optimization will change that. For that reason, it’s a good idea to have landing pages designed to capture email addresses.
Once you have their contact information you can create a drip campaign designed to build the relationship and keep the customer thinking about you.
Brands commonly incentivize these pages by offering subscriber-exclusive discounts and other perks. Product launch landing pages also use lead capture to notify customers when a product becomes available.
How To Create a Landing Page in Shopify
Adding a landing page to your Shopify store can be done one of a few ways.
The most basic approach is to create a new page in your Shopify store. You can do this by clicking on “Pages” in your Shopify dashboard and then click the “Add Page” button.
Now you can create a custom landing page in Shopify including any content, forms, images, and video relevant to your promotion.
If you have a specific landing page template, you can select it from the right column, customize the content, and then click save when finished.
Shopify even includes some basic SEO fields to populate for your landing page to help with optimization.
While this approach works for static content, it leaves a lot to be desired for those who want more engaging and dynamic landing pages. The basic editor doesn’t give you much visual control, so you’ll need to have some knowledge of html to make a more dynamic and visually appealing landing page.
Creating a custom landing page template in Shopify
If you have a developer handy or you’re familiar with Liquid (Shopify’s coding language) then you can create a custom landing page template you can reuse for various campaigns.
It’s a fairly involved process but Liam Griffin, Front End Developer Advocate at Shopify, wrote a detailed guide that digs into the technical side of coding a template. You can read his guide on Shopify here.
The upside to creating a dynamic template is the placement of dynamic modules that can later be used to customize on-page content in the theme editor.
Note that a single template design isn’t applicable to every type of landing page you’ll want to create. While a template can save some time, you’ll still need to create a different page template for each type of landing page. Any changes you make to a single template will show up in all live landing pages using that template.
The easy approach to creating Shopify landing pages
If the idea of coding landing pages makes you cringe, don’t fret. There’s a much easier option to build landing pages fast.
The Shogun Landing Page Builder Shopify App lets anyone create attractive custom pages with a powerful drag & drop interface, and no coding is required.
Once Shogun is integrated with your Shopify store, you can create beautiful pages with just a few clicks. The intuitive interface makes it easy to add layers and elements any way you like.
The Section elements in Shogun allow you to structure any landing page with vertical segments in any format, from content to media.
And each section acts as a container, so you can visually segment information on your landing pages from the hero image, benefits content, testimonials, opt-in form, videos, and more.
A number of elements are available that can be placed in each section with a click.
For example, you can use the Columns element to create multiple content modules within a section.
This is a great way to build horizontally and reduce page length while highlighting key features/benefits you want visitors to focus on.
With Shogun’s Landing Page Shopify App you can also include product fields including collections, a product gallery, variants, quantities, and an add to cart button.
Once you’re finished with creating and editing your custom landing page in Shogun, just click the “Save” and “Publish” buttons and your landing page will go live on your integrated Shopify store.
Tips for Creating High Converting Landing Pages
Whatever method you use to create landing pages for your Shopify store, creating the page is the easy part. For many eCommerce brands, the challenge is in creating landing pages that actually capture conversions.
The average conversion rate for eCommerce is around 2%. With a well-optimized landing page it’s possible to see much higher numbers. One eCommerce retailer I worked with to manage their optimization was able to bring conversation rates to just over 8%.
But results like that don’t come instantly. Following these best practices will help you work toward lifting conversions in your online store:
1. Keep your audience in mind
You need to design elements and add content that speaks to your audience. When you know your target audience you can customize the content in a way that speaks to them.
Visitors are guaranteed to purchase more when your landing page is written in a language and tone they understand. The right content will speak to their problems, nullify their doubts, reduce friction, and educate them.
Look to customer reviews and social posts first. Read what customers say about a product or similar products then use their language to create attention-grabbing copy.
2. Focus on the benefits
Once you know your customers you understand how to attract them. You can answer the question “what’s in it for me?” Rather than focusing on the features of a product, you highlight the benefits.
Great landing pages bring the benefits outside of bullet points and use them to create a benefit-oriented headline. In addition, focusing on benefits lets you write copy that helps a prospective customer imagine the experience of owning that product.
When a visitor can clearly see the value then they’re more likely to convert.
3. Clear, concise content
All the copy on your landing page should serve a purpose. If you can’t say it with three sentences in a content module, don’t use three paragraphs.
Break up your content and use formatting to help the most important content stand out among white space.
This works especially well around bullet points that highlight benefits and supporting images.
Here’s an example from Blue Apron that shows great formatting and concise content segments to help lead the visitor through it’s benefits with a great value-driven CTA at the end.
With clear, concise messaging it’s easy for the visitor to skim the content, spot the most relevant information, and make a decision.
4. Remove navigation
The goal of a landing page is to get your audience to take a single action, so eliminate any and all distractions where possible. While the idea of a customer clicking into your store from a landing page sounds ideal, it’s an unwanted engagement if the goal of a landing page is to capture their email address.
Remove links and navigation from your landing pages in Shopify to keep their focus on your primary call to action.
5. Limit the call to action
There should only be one call to action on your landing page, whether that’s an email opt-in, an add-to-cart button, a button to view a collection, etc. That call to action is the trigger point for the conversion and it needs to be the focal point for visitors.
Adding even one more call to action can create a paradox of choice that leads to analysis paralysis.
For example, if you have a landing page driving a specific product promotion but you’re also trying to promote other items in your store, then you’ll hurt your conversions.
One of the earliest studies on paradox of choice was done in 2000. When consumers were presented with more product options there were far fewer purchased made.
The more decisions you offer to a customer, the harder it is for them to make a choice and the less likely they are to take the action you’ve designed the page for.
6. Make your CTA visible and value-focused
Your call to action (CTA) is likely to be a button of some kind. In fact, the call to action is so powerful and essential to the success of your landing page that you should only use a button.
Have you ever tried to find a button to read or download something and it turns out to be a small link that was near impossible to spot? The little extra time to find something like that is friction that can cause a visitor to leave.
Just look at this example. The link to download the PDF isn’t exactly hidden, but the didn’t make it easy to spot.
If their goal is to get visitors to download that PDF then a large, visible button would be more effective.
In addition, the call to action lacks motivating text.
Instead of using basic text to “buy” “click here” or “download”, your cta button should be more value and benefit oriented. You’re telling the visitor you want them to take a specific action, so give them a glimpse of what’s on the other side.
Answer the question of “what’s in it for me?”
A more descriptive, value-oriented CTA on your landing page will improve conversion rates.
Here’s an example from a case study shared by Unbounce that shows how adding relevance and value to a call to action button can have a dramatic impact on conversions.
A 68% lift in conversions is a tremendous improvement.
If you want the visitor to take other actions, like browsing the store, then add a secondary call to action after they click the first.
For example, if your landing page is designed to capture emails then place your secondary call to action to browse on the confirmation after that appears after they submit their information.
7. Make your page visually engaging
The basic page editor in Shopify might make it easy to throw a landing page up, but creating a visually appealing landing page is going to be time consuming for even an experience developer.
And cutting corners with the design of your page can in order to save time can seriously impact your conversions.
Every visitor to your store will develop a first impression within a few seconds, and 94% of that first impression has to do with the visual design of your landing page.
Prospective customers will associate a well-designed professional landing page with professional service and quality products. In the same vein, an unprofessional and poorly designed landing page will make them question the quality of the product and reduce their trust in your store.
Thankfully, you don’t need to hire a professional developer for every landing page.
The Shogun Landing Page Shopify App is a great solution for building visually-stunning and professional-looking landing pages.
8. Leverage trust and support
Trust is a major factor for customers when buying product, and customers often try to research both the product and the company before making a purchase. It can be difficult to answer all of a customer’s questions within your content but you can help improve trust by making it easy to get a hold of you.
In addition to adding trust data like a clear statement of free shipping and guarantees, add a live chat option.
While you want to minimize distractions from your call to action, a live chat option keeps them on the page instead of clicking away into your help center.
And customers love knowing the help is there even if they don’t plan to use it.
In fact, one study from Martech showed 51% of customers would purchase more from online stores if a live chat option were available.
With the Shopify App Store you have plenty of vetted, quality apps to add the best live chat option to your landing page.
9. Leverage user generated content
According to a Nielsen Global Trust in Advertising report, 92% of consumers trust earned media like recommendations from peers, above all other forms of advertising. When creating your landing pages, use your happy customers to convert more visitors into buyers.
Testimonials and user reviews are a good start, but don’t stop there. Encourage your customers to share pictures and video of them using and enjoying your products.
You’ll find numerous apps in the Shopify App store to capture that user generated content and display it on your custom landing pages as well as your product pages.
10. Make your landing pages responsive
Mobile commerce is growing rapidly. In 2014, Shopify reported that 33% of purchases were made on mobile devices. According to Statista, there were 145.9 million mobile shoppers in the United States. That number has risen to nearly 200 million in 2018 and continues to grow.
Unfortunately, another study from Somo found that 46% of the top online retailers didn’t support responsive website design.
Today’s eCommerce platforms like Shopify are far more likely to have themes built for mobile. However, when creating your own landing pages it’s possible to make changes that might not look right on a mobile device.
Test your landing page to make sure it functions and looks right on mobile. If you’re using the Shogun Landing Page Shopify App, you can preview your landing page in multiple views to ensure the best shopping experience on any device.
Start Creating Shopify Landing Pages That Convert
As you’re creating your first landing pages in Shopify, remember that actually creating the page is the easy part. It’s the design and content on your landing page that matters most. It’s vital that you keep your audience in mind when creating your landing pages.
Shopify provides a basic page editor to do this, but an app like Shogun will give you far more control without any knowledge of code. This way you can focus on creating a visually appealing user-first landing page. Build on that foundation by focusing on the benefits in your copy, leveraging user generated content, and created a strong value-oriented call to action to create higher converting landing pages.
Most importantly, never stop testing. Use your Shopify store metrics to monitor what works and improve your landing pages so you continue to see lifts in your conversion.
Still have questions about Shogun?
Get in touch with us and we’ll put you on the right track towards making unique, fully customizable storefronts.