Your landing page design can determine how shoppers perceive your brand, as well as how likely they are to purchase your products.
A landing page is a page on your website that is designed to cater to a specific segment of your target audience by providing a personalized and more relevant experience to improve the chances of converting your audience into customers.
Note that an ecommerce landing page is not the same thing as a product page. While a product page is usually designed to introduce your product to your target audience and may feature additional products and information, the sole purpose of a landing page is to drive visitors to take a specific action (e.g., purchase a subscription or buy a product).
Businesses usually drive targeted, paid traffic to landing pages, while product pages attract traffic from a variety of sources, including search engines and social media.
Landing pages have shown to consistently outperform product pages by generating, on average, twice as many conversions and double the amount of revenue per session.
Are you sold on creating a landing page for your ecommerce business? If you are, keep on reading to learn how to create the perfect Shopify landing page.
Start with a great headline
60% of people only bother to read the headline of a webpage and ignore the rest of the page copy. This makes the headline the most important part of your landing page. The headline is what will make visitors decide if they want to stick around on the page or move along.
A good headline should be short and worded in such a way as to meet the visitors’ expectations. It should highlight a specific pain point or offer a solution to it.
Your headline doesn’t have to be particularly creative or unique. In fact, research shows that generic headlines perform better than unique ones.
Since you need to keep your headline fairly short, it’s a good idea to include a sub-headline to expand on the proposition stated in your headline. You can use the headline to offer more details on your solution, highlight additional benefits, or emphasize existing social proof.
Perfect your page copy
Page copy will occupy the largest part of your landing page, and you should dedicate most of your time to optimizing it. The main thing your landing page copy needs to accomplish is to outline your main value proposition.
Since most people scan webpages instead of reading them word-for-word, you should strive to make your landing page copy scannable by using short paragraphs, bullet points, and lots of white space.
Your copy should focus on the benefits your product provides rather than its features. It should also use simple language to ensure that all of your visitors will be able to understand it.
Make your CTA stand out
Not everyone who arrives at your landing page will know what they need to do to move on to the next stage of the buying process. This is where the call-to-action can help.
Your CTA is what will prompt visitors to take action, so it’s important that it makes it clear how they can get started with purchasing a product. Use action words such as “shop” or “buy” and create a sense of urgency with words such as “now” or “today”.
Your CTA needs to stand out from the rest of the page to ensure visitors won’t have any issues noticing it. Use a different font from the one you use for the page copy, as well as a color that contrasts the rest of the page.
Try to keep your main CTA above the fold, and include multiple CTAs across the entire landing page. For a longer landing page, it’s completely fine to include three or more CTAs (e.g., at the top of the page, after listing the benefits, and after displaying social proof). Make sure that all your CTAs work together to move visitors to complete a single goal.
When crafting your CTA, you need to take into account where your visitors are in their buyer’s journey. If shoppers coming to your landing page are still in the research phase, you should use a CTA such as Learn More to help them develop more interest in the product.
Visitors that are in the decision stage, however, should be served a CTA such as Buy Now that will nudge them into making a purchase.
Once visitors land on your landing page, your main goal should be to convert them. Since shoppers get easily distracted, you should remove navigational links that might help them drift away from your landing page.
Getting rid of navigation will ensure that visitors are focused on your main CTA and increase the chances of them completing your desired action. Limiting visitors’ options will also remove the risk of shoppers developing choice paralysis and abandoning the idea of making a purchase altogether.
70% of online purchases get canceled due to a lack of trust. If you want your landing page to convert at a decent rate, you’ll need to work on building trust and making shoppers feel more comfortable about buying from you.
Including trust signals on your landing page is a quick and easy way to help your customers feel more at ease while shopping at your website. Here are a few trust signals you can incorporate into your landing page:
Guarantees - These include money-back guarantees, credit card seals of trust (e.g., from Visa and MasterCard), and digital wallet guarantees (such as the PayPal guarantee logo).
Social proof - Testimonials, product reviews, and social media likes and shares are all examples of social proof. Using these types of trust signals on your landing page is a great way to let shoppers know how much your other customers are satisfied with your products and encourage them to make a purchase.
Social proof can also have a significant impact on your conversion rate.
Association signals - Signals of association allow you to associate your brand with other reputable businesses. These include media mentions, as well as logos of retailers that stock your products or brands you stock yourself. Using association signals allows you to build trust quickly and help your customers feel at ease.
Additionally, research has shown that shoppers who watch product videos are as much as 144% more likely to add a product to their cart compared to shoppers that don’t take the time to watch product videos.
Videos allow you to explain your product’s features and benefits in a format that’s entertaining as well as more digestible for visitors. Using videos also gives you the opportunity of showing your product being used, which is something that most shoppers want to see.
There are a variety of different types of videos that you can use on your product page, including explainer videos, behind-the-scenes videos, and testimonial videos.
These videos can demonstrate all the ways in which your product can be used, explain key features and benefits, as well as answer common questions or concerns shoppers might have.
A great way to build trust and develop a deeper relationship with your target audience is to use behind-the-scenes videos that show how your products are made or shipped, showcase your employees, or give customers an insight into how a day at your company looks like.
Creating videos featuring your happy customers talking about the ways your product improved their life and solved their pain points can do wonders for prompting shoppers to take action.
Creating an emotional connection is key
Shoppers that feel an emotional connection with a brand tend to spend 52% more than shoppers that don’t harbor any emotions towards a company. Use your videos to develop an emotional connection with your audience through the power of storytelling.
Keep in mind that most people stop watching a video after two minutes, so strive to keep your videos fairly short.
Add a discount
Everyone loves discounts. Offering a discount on your landing page can do wonders for your conversion rate, especially if you combine it with a sense of urgency by putting a time limit on the offer. In fact, one wine retailer managed to increase their conversion rate by 148% simply by highlighting a discount offer on their landing page.
Depending on your product, industry, and profit margin, you’ll have a number of different types of discounts you can use on your landing page, including:
First-time customer discounts
A common ecommerce customer acquisition strategy, first-time customer discounts are very effective in incentivizing shoppers who are new to your brand to make their first purchase.
As their name suggests, volume discounts are designed to provide customers with a lower price under the condition that they buy a greater quantity of a product.
Also known as Buy One, Get One Free sales, these types of sales are essentially a 50% discount that makes customers feel as if they’re getting something for free.
Frequently used to jumpstart sales at the beginning of a season, seasonal discounts can be very effective in a wide variety of industries.
A great way to ensure that your latest product will sell well is to offer a pre-launch discount that allows early adopters to purchase the product at a lower price.
A lot of visitors who might be on the fence about buying your product can easily be swayed towards making a purchase by providing them with a discount once they try to leave your website.
Optimize for mobile
62% of smartphone owners use their mobile devices to shop online. This, coupled with the fact that as much as 34.5% of all ecommerce transactions are performed using mobile devices, makes it clear that you need to ensure that your landing page works flawlessly on smartphones and tablets.
Additionally, it’s been shown that 60% of mobile users abandon websites that aren’t displayed properly on their devices, with 45% stating that they’re unlikely to return to an unresponsive website. If a mobile user can’t find what they’re looking for quickly and easily while they’re on your landing page, they’ll simply leave and look elsewhere.
This makes it crucial that you make it as easy as possible for mobile users to get the information they need, as well as accomplish the action they set out to do while they’re on your landing page.
Ease of use isn’t the only factor that influences the behavior of mobile users. Website speed is another thing that can have a significant impact on how well you’re able to convert visitors using mobile devices.
As much as 53% of mobile users leave a website if it doesn’t load within three seconds, which means that you need to make sure that your landing page loads as fast as possible. Optimizing your landing page for mobile devices will not only improve its loading speed but will also help it rank higher in Google, especially now that the search engine gives preference to mobile-friendly websites.
Mobile users won’t interact with your website in the same manner that desktop users will, so you need to take that into account when designing your landing page. Visitors using a smartphone or tablet to view your landing page won’t be using a touchpad or a mouse for navigation but rather their fingers.
This means that you need to ensure that all major elements of your website, including links and buttons, can be accessed using thumbs only. Since mobile users are experiencing your landing page through a smaller screen, you should strive to use a bigger font size, as well as larger input boxes and buttons.
Make sure that there’s also enough space between any clickable elements of your landing page to prevent misclicks.
Pro tip: Shogun allows you to design a unique experience for your tablet and smartphone users with ease.
Perform A/B testing
We’ve mentioned all the ecommerce landing page best practices you should know. While these are a good starting point, you should still do your own testing to determine which combination of headline, page copy, and CTA will work best for your specific audience.
When performing A/B testing, make sure always to test one element at a time (e.g., if you’re testing out two different headlines, make sure that all the other elements are the same).
It’s also important to note that the process of optimizing your landing page never ends. You should always be working on your landing page and testing out different things in an effort to squeeze as much value as possible out of your website traffic. Remember to track the results that each variation of your landing page generates and make sure to note how your visitors respond to each new variation.
Pro tip: You can use a Shopify landing page builder such as Shogun to perform extensive Shopify A/B testing and find out which variant of your landing page generates more add to carts and sales, as well as identify the version that produces the lowest bounce rate.
Create the perfect Shopify landing page
Landing pages generate twice as many conversions compared to regular product pages and are a great way to maximize the amount of revenue you generate from your paid traffic. To ensure that you’re getting as much value as possible out of your landing pages, you need to take the time to optimize them.
Start by writing a great headline that highlights a specific pain point your audience has or suggests a solution to it. Perfect your page copy by making your main value proposition clear while using simple language that everyone can understand.
Make your call-to-action stand out and remember to use action words and create a sense of urgency to prompt shoppers to take action as soon as possible. Remove navigation from your landing page to prevent visitors from drifting away to other pages on your website.
Use trust signals such as guarantees, reviews, and testimonials on your landing page to help shoppers feel more confident about making a purchase. Experiment with using videos on your landing page since these can significantly improve your conversion rate.
Try offering visitors a discount to make your main offer even more enticing. Remember to optimize your landing page for mobile devices to ensure a smooth browsing and shopping experience for all shoppers that will be viewing your landing pages on a smartphone or tablet.
Finally, make sure to keep testing different variations of your landing page headline, copy, and CTA until you find the one that provides the best results.