How to Create Awesome Landing Pages in Shopify to Boost Sales (+ Examples)

July 29, 2021

Michelle Deery

How to Create High Converting Landing Pages in Shopify landing pages in shopify

Acquiring quality traffic to your online store can be expensive.

You either have to pay for ads or invest in great content to get potential customers to visit, so it’s critical to convert the traffic that you are getting.

The idea is to drive traffic through paid ads, social media, email marketing, etc, and increase the ROI of those channels with best-fit messaging for each targeted audience.

Ecommerce landing pages can help with this because they’re designed to convert well—with some businesses achieving an average conversion rate of 11.45%. That’s five times the average!

In this post, we’ll explore:

And we’ll share a bunch of real-life examples of custom pages built by brands doing this right.

But first…

What is a Shopify landing page?

landing page plant subscription landing pages in shopify
A subscription landing page example

A landing page is technically any web page designed to get a potential customer to take the next step in your sales funnel.

For your store, this next step can be:

  • Buying a product
  • Signing up with an email for a free sample
  • Subscribing to an email newsletter for store deals
  • Joining an exclusive waiting list for a particular product
  • Providing an email address to unlock free shipping

#cta-visual-pb#<cta-title>Create better landing pages<cta-title>Your Shopify store could be driving more conversions with the right pages—start building them today.Start designing today


Why you need to use landing pages on Shopify

Dedicated landing pages focused on just one ecommerce offer convert well because of the phenomenon known as the Paradox of Choice.

The more options we have, the harder it is for us to make a choice, which causes friction.

Colloquially known as “analysis paralysis”—this is when you feel so overwhelmed by options that you just…do nothing.

The more options you give a store visitor at a given time, the more likely they’ll feel overwhelmed and click the “Back” button.

However, if you present visitors with one clear option for what to do next, you simplify the decision-making process.

Further, the data indicate that dedicated ecommerce landing pages convert around 60% better than ecommerce websites taken as a whole.

Aside from converting more sales, adding especially custom Shopify pages to your store can help you:

  • Conduct A/B tests to constantly improve. Instead of guesswork, you can gather insights that tie the success of your marketing campaigns to hard data. You’ll continue to refine your Shopify landing pages over time to ensure you’re serving up what works best for your target market. Testing correctly has been seen to increase conversion rates by up to 300%.
  • Speak to a specific audience. Creating targeted landing pages that highlight specific features for different customer segments will help your visitors know they’ve reached the right place and prompt buying decisions.
  • Improve paid search campaigns. With dedicated landing pages, you can match your store’s PPC landing pages and ad copy with the keywords you have bid on to maximize the ROI of your campaigns. In short, your Shopify landing pages can deliver contextually relevant experiences after an ad click, preventing visitors from restarting their search.

Learn more about creating especially great landing pages by following our top landing page best practices for driving conversions.

How to create a Shopify landing page in three ways

There are several ways to build Shopify landing pages for your store. Let’s start with the most basic.

Using Shopify (the limited way)

Step 1: Create a landing page template

You can use the Shopify theme editor with Online Store 2.0 themes to create a unique landing page template to give you a good place to start.

Just click the templates dropdown, choose Pages, and click Create template.

shopify create template landing pages in shopify

You’ll get a blank template with a Page section included. This is where you can add your unique page content for different campaigns.

Step 2: Add sections to your landing page template

Using the menu on the side, choose the elements you want to show on every landing page and style them. Drag and drop them to create the layout you want.

The content in these sections is fixed, so use imagery and language that will apply broadly to your landing pages. Or create several page templates that you’ll use only once.

shopify add section landing pages in shopify

Save changes by clicking the green button in the upper right corner.

Step 3: Add a new page to build

Create a new page in Shopify by first clicking on “Pages” in your Shopify dashboard, then clicking “Add Page”.

shopify add page landing pages in shopify

Step 4: Start building your landing page

You’ll be able to choose your landing page template and start creating unique content for your landing page here.

Add a page title, images, great copy, and your call to action here. This will show up in the Page section of your landing page template.

shopify theme template landing pages in shopify

You can optimize your Shopify landing page for search engines by using Shopify SEO features such as the search engine listing preview.

Admittedly, this is a rather limited way to build landing pages that truly speak to distinct audiences. To make them all unique, you’d need to create separate landing page templates for each page.

While it’s possible, it isn’t ideal.

Speaking of not ideal, you could also code your landing page templates.

Using Liquid to build a custom landing page (the hard way)

If you know Liquid or have a budget for hiring a developer, you can create a custom Shopify landing page template from scratch. This would enable you to create sections that aren’t the usual Shopify theme offering.

Liquid is an open-source template language created by Shopify and written in Ruby.

However, if you don’t have the skillset (or time!) for this, it can be extremely difficult to create a functional landing page for your store this way, so we recommend…

Using Shogun Page Builder (the easy way)

For especially custom pages that go beyond what’s possible in Shopify alone, we’ve got you covered!

Shogun Page Builder has everything you need to create beautiful landing pages that convert like crazy.

Once you connect Shogun with your Shopify store, you can drag and drop a custom landing page together in just a few clicks.

Step 1: From the Shogun dashboard, choose how you want to build

First, access the dashboard and choose the type of page you want to create.

The next step is to decide whether you want to build your landing page from scratch. If so, click on “Blank Page”. (Or you can select a template).

page builder templates new page landing pages in shopify

Name your new landing page and also choose the landing page format. This will remove the header and footer from your landing page design.

page builder create new page landing pages in shopify

Remember to use a page path (your URL slug) that is short, memorable, and keyword-focused.

Step 2: Drag and drop your landing page together

Next, start building your page using the drag-and-drop editor.

The section element is a great place to start, as you can structure your landing page and build it vertically.

shogun add section landing pages in shopify

You can add more elements as you need them into the sections, like text, images, buttons, opt-in forms, and call-to-action.

shogun button add landing pages in shopify

These sections act as containers which makes it easy to visually segment information on your landing pages.

Shogun offers a selection of elements that you can place in a particular section with a single click.

For example, adding a button element:

shogun add button landing pages in shopify

You can also use the Column element to create multiple content modules within a particular section.

This allows you to build horizontally as well as vertically which helps to reduce the page length while still displaying the most important information.

shogun columns landing pages in shopify

There is a variety of other elements, including Slide, Table, Video, and more.

shogun video landing pages in shopify

Step 3: Customize SEO settings and save

You can also optimize your landing page for SEO by setting your landing page’s meta fields.

shogun page builder page settings landing pages in shopify

When you have finished editing, save your progress.

Once your custom landing page is done, all you need to do is click “Save” and “Publish,” and it will go live on your integrated Shopify store.

Templates and product information

It’s also worth noting that with Shogun’s Page Builder, you can easily add various product details to your existing Shopify landing pages, like:

  • A product gallery
  • Product variants
  • Product quantities
  • Customer reviews
  • Add to Cart button

And more!

Customizing your existing pages like this means you won’t need to replace product pages with brand new landing pages each time you want to add something to your store, which can get quite tedious otherwise.

There is also the option to use pre-made templates, which can be useful if you find it difficult to start building a landing page from a blank canvas.

page builder dashboard landing pages in shopify

You can build a stunning landing page in a matter of minutes and go on to the next one.

Types of Shopify landing pages

Here are some of the most common ecommerce landing page types top Shopify brands are customizing for their stores:

  • Product landing pages
  • Special offer/discount landing pages
  • Subscription landing pages
  • Product collection landing pages
  • Coming Soon landing pages
  • Product bundle landing pages
  • Collaboration landing pages
  • Seasonal landing pages
  • Consultation landing pages

Let’s take a closer look at each type in action…

Product landing pages

You can create a landing page for a particular product line or raise awareness for a particular retail location.

This type of page helps visitors add a particular product from a collection to their cart or directs folks to where they can make the purchase in the case of wholesale.

Kodiak Cakes: Product landing page example

Kodiak Cakes use this approach for their nut butter syrups: they have a Shogun-built landing page on their Shopify site that directs potential customers to Target where they can buy this particular line of products.

kodiak full page landing pages in shopify

Note the call to action here: “Find a bottle”, wherein visitors are directed to Target to purchase over there:

kodiak header landing pages in shopify

The page even features ideas for what you can do with these nut butter syrups! And of course, the product specifications:

kodiak nut butters landing pages in shopify

#cta-visual-pb#<cta-title>Create better landing pages<cta-title>Your Shopify store could be driving more conversions with the right pages—start building them today.Try Page Builder today


Special offer landing pages

Special offer (or discount) landing pages help you secure potential customers’ contact details (typically their name and/or email address) so you can re-market store promotions via email marketing to interested visitors later.

Bootstrap Beverages: Special offer landing page example

Bootstrap Beverages offers site visitors $10 off their next purchase in exchange for their email.

bootstrap cold brew landing pages in shopify

Here’s a closer look at above the fold on this page:

bootstrap delivery landing pages in shopify

  • Below the fold, Bootstrap shows related products you can add to your cart
  • They showcase social proof in the form of company logos (presumably the brands they sell to) and some selected 5/5 customer reviews, and lastly
  • They showcase imagery of the product being enjoyed

Subscription landing pages

This is similar to a product landing page and a special offer landing page in a few ways.

Subscriptions are a product, but they are usually one that enjoys a consistent discount. This type of landing page can deliver targeted, educational information about the product while also promoting the savings shoppers can get from signing up.

Copper Cow Coffee: Subscription landing page example

The coffee brand, Copper Cow, sells single-use pour-over Vietnamese lattes. Their subscription program ensures customers get a regular supply of this delicious drink delivered to their doors.

They built a subscription landing page to drive customers from consideration to purchase faster. And it worked! Their Shogun-built landing page drove conversions big time.

We saw our conversion rate double when we directed them to this explainer page first.” – Kate Strollo, Director of Digital Marketing

copper cow coffee subscription landing pages in shopify

They highlight the benefits of the program above the fold and then go into the savings and what you’ll get as you scroll down the page.

copper cow subscription savings landing pages in shopify

By highlighting not only the savings but also the ability to control what you get and when you get it, Copper Cow does a great job of selling their subscription on its basic merits.

Collection landing pages

Once you’ve amassed a collection of products, you’ll likely need especially compelling product collection pages.

And while Shopify has great options for arranging a basic collections page—many brands want to add custom elements to make these as high-converting and on-brand as possible

Craft: Collection landing page example

Craft has a landing page for their new Charge collection:

craft full page landing pages in shopify

They use text elements to introduce the collection at the top of the page, slider elements to showcase featured products, and generally lots of slick imagery to spotlight different items.

craft slider landing pages in shopify craft collections landing pages in shopify

And, of course, the call to action here is “Shop the collection”—directing visitors to individual product pages to checkout.

#cta-paragraph-pb#Want to add a slider element to your pages? Explore all the pieces you can customize your pages with on Shogun’s Elements Library.

Coming Soon landing pages

Have an upcoming product that isn’t available for sale yet?

You can build a pre-launch list with a Coming Soon” landing page.

TKEES: Coming Soon landing page example

Here’s the “Coming Soon” landing page that Shogun customer TKEES used to build a waiting list for their new collection. Take note of the call to action: “Join the waitlist”:

tkees waitlist signup landing pages in shopify

#cta-paragraph-pb#Editor’s note: A countdown timer can really help add urgency to a coming soon page like this one from TKEES. Look for opportunities to let your audience know when a special offer is in play for.

Product bundle landing pages

You can create special offers by bundling various products together. You can also provide discounts on these bundles on holidays and other special occasions.

ManCave: Product bundle landing page example

ManCave has created a landing page for their self-care bundles.

The landing page displays information about four separate bundles, the XL shower bundle, the workout bundle, the shower essentials bundle, and finally, the advanced skincare bundle.

mancave full page landing pages in shopify

On this page, you’re invited to join the company’s email list to get exclusive access to discounts. This grows the brand’s email list and helps bring customers back to the website.

mancave newsletter landing pages in shopify

Collaboration landing page

Do you often collaborate with other companies and individuals on various projects?

Then it might make sense to create a landing page dedicated to these collaborations so potential customers can learn more and purchase.

Brands like Hippy Feet use celebrity/influencer collaboration landing pages to target unique audiences with messaging that will appeal to them.

SAWA: Collaboration landing page example

Sawa has a Shogun-built collaborations page where they showcase various partnerships they have been engaged in over the years.

sawa full page landing pages in shopify

Below the details, there’s a call to action encouraging users to share their collaboration ideas.

sawa have idea landing pages in shopify

Seasonal landing pages

Consider creating seasonal product pages that not only promote your products but also provide information relevant to that season.

Flow: Seasonal landing page example

Flow has an autumn landing page where they share seasonal beekeeping tips. It allows them to target specific visitors around the autumn and winter months of the year.

flow full page landing pages in shopify

Consultation landing pages

If you offer consultations as a way to help customers find the most relevant products, a dedicated consultation landing page can help you get more bookings.

Briogeo: Consultation landing page example

Briogeo offers hair + scalp consultations and has a separate landing page where you can book one.

briogeo consultation landing pages in shopify

It’s awesome they include information on what you can expect when you book a consultation, booking instructions, and a calendar where you can select a time and date!

briogeo schedule landing pages in shopify

Top tips for building a high-converting Shopify landing page

Overall, no matter how you’re going about customizing your Shopify landing pages for your store, here are three key things to keep in mind:

  1. Use just one call to action (CTA) per page. Make sure you’re guiding the visitor towards one specific action. You can have several CTA buttons, but you should only have one CTA on any given landing page.
  2. Focus on the benefits. Don’t emphasize just the qualities or specifications of your product—emphasize how it will make the customer’s life better. What’s in it for them? Focus on that in both the headline and the copy of your landing page.
  3. Make your CTA button prominent. Don’t leave the potential customer wondering what they should do next once you have presented your lead magnet or your product. Tell them what to do. Have a huge call-to-action button that’s impossible to miss. Better yet, have several.

Now, there’s much more to landing page conversion rate optimization than the above tactics, but if you implement the above correctly, you’ll be on the right track.

How to build a special offer landing page: A video tutorial

Creating a landing page for sales is a powerful way to keep your messaging on-point and your audience specific. Here, we show you how to build a landing page for a limited-time deal.

Shopify landing pages FAQs

Can I make a landing page on Shopify?

Technically, yes. You can create a landing page template that you can use to create pages for particular campaigns.

The drawback is that the sections you use in your page template are fixed, not unique to any particular landing page.

The best way to create a landing page on Shopify is to use a page builder app like Shogun, which will allow you to drag and drop a landing page together super quickly.

How do I add different landing pages to Shopify?

Using Shopify’s built-in functionality, creating different landing pages is not simple.

The easiest way to do it within Shopify is to build separate templates for each page using the theme editor to create each full page.

The better way to do it is to use an app like Shogun Page Builder for easy drag-and-drop functionality and tons of pre-built elements.

What is a product landing page on Shopify?

A product landing page is a page built to drive sales of one particular product, with all CTAs directing shoppers to add that product to their cart.

It is made to educate targeted audiences and drive higher conversion rates than typical product pages.

Look at the examples above to get a better understanding of the different types of landing pages.

What is the best Shopify landing page builder?

The best app for creating landing pages on Shopify, in our humble opinion, is Shogun Page Builder.

With lots of pre-built page templates, 30+ page elements, and integrations with big names like Yotpo and Klaviyo, building landing pages has never been easier.

How do I make a free landing page on Shopify?

You can create free landing pages in Shopify by using the built-in page creation experience or by starting a trial for a page building app like Shogun Page Builder.

How do I add Shogun to Shopify?

It’s easy to add Shogun Page Builder to your Shopify store. From the Shopify app store, find Shogun Page Builder and click Add app.

You’ll get a 10-day free trial to start building amazing landing pages.

Build amazing landing pages for your Shopify store

Landing pages, as you’ve seen, can take many different forms.

They are effective tools for increasing conversion rates and delivering the right message to the right audience.

Knowing how important landing pages are to your Shopify store’s success, you can take the inspiration from these examples with you as you start to create your own.

There isn’t one way to build a landing page, but there are easier ways.

Shopify provides a ton of value for ecommerce stores, but landing pages are best built with some help from the Shopify App Store.

To create landing pages on a whim without the need for developers, Shogun Page Builder is a great choice. You can go from idea to finished page in no time.


#cta-visual-pb#<cta-title>Create better landing pages<cta-title>Your Shopify store could be driving more conversions with the right pages—start building them today.Start designing today

Michelle Deery

Michelle Deery is a writer and strategist for B2B SaaS companies. She writes content that helps brands convert visitors into paying customers.

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