Landing pages are standalone webpages that contribute to a Shopify store's sales.Â
Shoppers usually land on these landing pages through emails, ads or other digital campaigns.
The average conversion rate for an eCommerce landing page is just under 10%.
There are a bunch of reasons for this low number and it has to do with how well a brand engages its visitors, entices its prospects and retains its customers.Â
Jump to:
How to get more conversions from your Shopify landing pages
11 types of Shopify landing pages you can consider using
How to get more conversions from your Shopify landing pages
Below, we’ve listed 20 ideas on how to optimize Shopify landing pages for more sales.
1. Prioritize Shopify landing page speed over fancy design
The ideal page load time is nothing more than 3 seconds.Â
But many Shopify businesses believe visitors are looking for something really fancy.Â
This leads them to build content-heavy landing pages.Â
How to optimize speed in Shopify landing page design:
Do a waterfall analysis to gain more clarity on how the elements of your Shopify landing page are doing—this will include the performance of CSS, HTML, JavaScript, plugins, images as well as third party content
Use clean code so that extra line breaks and improper indentations don’t eat away at your page speed
Take time to compress and resize images—while PNG works better for graphics, JPEGs are ideal for photography-based images
2. Experiment with CTAs (not just the button color)
You don’t want a random CTA placement on your Shopify landing page template.
Many businesses have too many of them, or they are not highlighted well to grab the visitor’s attention.
How to optimize CTAs in Shopify landing page design:
Choose strategic locations to display your CTA—“Above the fold” is ideal
The Biome’s landing page is a good example of this.
Use color blocks to ensure CTAs stand out—highlighting your CTA by choosing a color that stands apart from the background color, ensures people don’t miss it
Get rid of extra CTAs—consider keeping a secondary CTA just to put the primary one in focus (especially if you’re running offers)
3. Highlight social proof to drive conversions
Social proof supports the visitor’s intent of making a purchase.
However, many Shopify businesses miss out on putting this crucial factor to good use.
How to optimize social proof in Shopify landing page design:
Feature relevant social proof—based on what you are trying to sell, you can choose from customer reviews, client logos, case studies, client quotes, embedded videos etc.
Lush does social proof exceedingly well on their landing page.
Consider using sales notifications—something as simple as “453 people are viewing this offer at the moment” can be both reassuring and urgent for an interested shopper
4. Limit the number of navigational elements
The point where businesses lose clarity about what sets a product page apart from a landing page, is where this mistake happens.
Featuring too many products takes away from your Shopify landing page’s main intent - to narrow down the offering and create a clear call-to-action.
How to optimize navigation in Shopify landing page design:
Stick to one product category
Have a look at what Stylebygg has done with this PPC landing page. While there is no one hero product, the page clearly focuses on summer wear.
Remove all unnecessary links
Remember that a specific Shopify landing page is for either one product or a series of products and nothing beyond. Even the CTA needs to revolve around this.
If it’s a campaign specific landing page, notice which links you really need to feature in the footer.
5. Write copy to relate with shoppersÂ
When you convey too much information in a bland, dehumanized voice, visitors might completely miss out on the most critical information.
And this can be detrimental to your Shopify conversions.Â
How to optimize copy in Shopify landing page design:
Drill it down to the core message—create a narrative around your product so that the visitor knows what they’ll be getting out of it.
List down the benefits clearly—Tuft & Needle approaches this in a way that’s easy on the eyes
Use language that appeals to the senses and emotions—here’s a list of ten words/phrases that can truly transform your landing page:‍
'Easy' - When you use this word, you subtly convey that engaging with your offering won’t make your visitor’s life harder.Â
 'Opportunity' - A word that continues to charm because it creates anticipation about the future.Â
'Your way' - Everyone thrives on agency and choices.Â
'Guaranteed' - Trust is at the root of all purchase decisions.Â
'Results' - Helps visitors change something about themselves or their lives.
'Enjoy' - Because everyone is looking for a payoff, no matter how big or small the purchase decision is.Â
'Discover' - To get the curiosity of visitors ticking, this is a great word to use.Â
'Improved' - An improvement in your offering would subtly indicate an improvement it would create in the lives of visitors.Â
'Now' - Talking of payoffs, the human tendency is to want some gratification right away.Â
'Consistent' - No matter what else your visitors are looking for, you can rest assured they are looking for consistency of experience.
6. Consider visual hierarchy for Shopify landing page elements
Most Shopify brands offer confusing information hierarchy on landing pages that can turn off even the most patient visitor.Â
How to create visual hierarchy in Shopify landing page design:
Address a pain point in the headline—first introducing the problem and then talking about the solution can impact conversions
Talk about the benefits next—if they don’t stand out, visitors will not be interested to engage further
Don’t waste time around the CTA—let it come as a solution to the pain point you’re trying to solve and increase landing page conversion rate
Offer social proof to build confidence—explore featuring recommendation snippets, star ratings or even a list of clients and partners that have trusted you in the past
Also read: Why Is Your Shopify Conversion Rate Low?
7. Help shoppers overcome choice paralysis
A one-size-fits-all approach can be confusing for visitors and they could potentially end up missing taking action because of cognitive load.Â
How to reduce choice paralysis in Shopify landing page design:
Highlight why the customer needs to pay attention
Consider the following example of a landing page of The Lip Bar.
If someone is looking for a makeup kit without the hassle of going through separate products and making individual choices, this is ideal.Â
Create a landing page for every high ranking traffic source
In the digital context, people are constantly switching between PCs and mobile devices.
When you tailor your landing pages, it ensures you are able to reach out to your target audience irrespective of where they are hanging out.Â
Do check out: How To Drive Traffic To Shopify Stores: 14 Proven Strategies
8. Create FOMO on your Shopify landing page
Most efficient marketers create an impactful Shopify landing page template in place of sliding banners and nudging pop-ups.
However effective those pop-ups, they can ruin user experience.
How to create FOMO in Shopify landing page design:
Make your landing page’s copy and visual so effective that they grab your visitor’s attention.Â
Minimize distraction by replacing pop-ups with a sticky banner.Â
Shopify also allows collection pages to be turned into individual landing pages—announce a flash deal where necessary and you’re set.Â
9. Emphasize benefits in headlines (skip the jargon)
Your Shopify landing page might have some amazing product(s), but having it talk about just the features and specifications, is a no-gamer.
Put simply, shoppers are looking out for benefits.Â
How to optimize headlines in Shopify landing page design:
Take a direct approach
Cut to the chase, as they say. Because nothing beats simplicity, as you can see in the following landing page example.Â
Highlight the core selling point upfront, instead of it lingering within a block of text
Ask a question that a visitor would—a powerful method because this subtly acknowledges the visitor’s doubts, while subsequently answering them
10. Design for humans (your customers will last longer)
Marketers who have been working with paid search know how important it is to optimize sales landing pages based on search engine algorithms.
However, many make the mistake of optimizing ONLY FOR algorithms.
How to optimize visual messaging in Shopify landing page design:
Focus on user intent
The optimization scenario has undergone deep change after Google announced the BERT update in 2019.
Consider this example from HelloFresh: while the web version goes “cooking as easy as eating”, on mobile it changes to “we save you serious stress.”
Tackle user queries with some personality
Instead of paying too much attention on what keywords and phrases to use, see how best you can tweak your content to answer the needs and curiosities of your visitors.Â
11. Opt for full-scale mobile navigation on your Shopify landing page
One of the biggest mistakes that Shopify brands make is to think desktop first when building their site.
They don’t analyze how visitors behave across devices, leading to poor experience and low conversion rates.Â
How to optimize for mobile in Shopify landing page design:
Reconsider using plugins mainly meant for the web
‍Many of them like flash, frames as well as certain image formats don’t work for mobile.
Consider using mobile-friendly technology such as jQuery, HTML5 and GIF or JPG image formats.Â
Optimize mobile page load time
‍According to a 2019 Portent report, the first five seconds of page load time have maximum impact on conversion rates.
You don’t want to miss the bus because most eCommerce landing pages now aim to load as fast as possible.Â
Run site performance tests across devices
‍They can reveal fixes that you need to conduct based on page speed scores and waterfall tests.
12. Use original and creative images only
Many Shopify brands overuse stock images, leading to visitors and prospects feeling disconnected.Â
How to optimize images in Shopify landing page design:
Remember the human factor
Consider the example of Medalia Art doing a small experiment featuring some paintings they wanted to sell.
As a control, they displayed the paintings, whereas in a secondary version they featured the artists behind the paintings.
For the first the conversion was 8.8%, but with the second featuring human faces, the number had climbed to 17.2%.Â
Avoid shoddy cut & paste additions
Even if you don’t have the budget to hire a designer who can give you stunning visual characters or professional photographer for a high profile shoot.
Say no to low resolution footage
Granted such images and videos can seem budget-friendly, but they won’t do much to enhance what you have to offer as a product.  Â
13. Rethink the “length” of your Shopify landing pageÂ
Even if your Shopify landing page features a great narrative, beyond a point, it can disrupt visitor experience.Â
Ideally, no more than 3 scrolls.Â
How to optimize length in Shopify landing page design:
Run a heatmap analysis to find out where your visitors are most active and accordingly set the lengthÂ
A/B test your landing page
A study comparing different versions of your Shopify landing page can reveal what your customers want in real-time—this enables you to test a specific element and accordingly judge what improvement it requires.
14. Implement non-intrusive, concise forms
Shopify stores often introduce lengthy forms, without analyzing the context.
Visitors and prospects find this intrusive or effort-intensive and can exit your landing page in no time.Â
How to optimize forms in Shopify landing page design:
Limit the number of * fields
After 7 fields, conversion rates seem to drop off by at least 4% with every field.
Notice how well the following form has been designed. Along with a limited number of fields, it features radio buttons for easy choosing.Â
Clarify the precise reason for the form being there
Make visitors and prospects aware of what they will get out of filling the form.
Is it a newsletter? Is it a special offer that’s available only for a week? Calling the benefit out is a great idea.Â
A/B test your form layouts
It is difficult to arrive at the right guess about your landing page forms without visitors making real inputs. An A/B test can reveal your visitors’ preferences.Â
15. Design unique landing pages for different audiencesÂ
A single Shopify brand can have 10 different personas and that’s normal. Separate landing pages can build greater conviction in the separate segments you’re targeting.Â
How to target more efficiently through Shopify landing page design:
Use A/B testing for separate segments—craft the communication and offers accordingly
Bifurcating your leads based on the source of their originÂ
If you know how they landed on your website and build a cohort of look-a-like audience, it’ll help you run retargeting campaigns while also helping you personalize messaging for them.
Also read: 153 A/B Testing Ideas for eCommerce (Homepage, PDP, Cart, Checkout)
16. Make your Shopify landing page tell a story
This is something that too many landing pages suffer from.Â
Mismatched messaging confuses visitors and prospects, while increasing the chances of them dropping off.Â
How to optimize storytelling in Shopify landing page design:
Check the visuals and tone of language
If one or the other or both don’t match, you have a problem.Â
The following example shows how well an eCommerce brand can do this.
The PPC ad headline and the landing page headline speak the same language, leading to a cohesive experience.Â
Create a separate landing page for each ad variation
Depending on what offer or incentive your ad is communicating, create a separate landing page to address it. This will avoid duplication and confusion.Â
17. Write fact-backed statements
Generic information without any fact-finding or proof is a real issue.
If you want your target audience to consider you seriously, it’s best you take a different approach.Â
How to optimize facts in Shopify landing page design:
Back your claims with researched data
Well researched-data, especially with relevant links, can convince them faster and for good.Â
Use actual customer data to support your claims
If you have A/B tested your landing page variations and arrived at certain insights, feature them openly.Â
18. Offer instant customer support
Shopify stores are known to create 300% more revenue through repeat purchasers as against one-time buyers—this should tell you how crucial customer support on-the go is.Â
How to optimize customer support in Shopify landing page design:
Feature live chat
 It can just be embedded within a subtle symbol on the bottom right of the page, which when someone clicks, expands. Here’s an effective example:
Use tools like Drift to enable this for your store without the hassle of coding.Â
Highlight FAQ & important policies
This is especially important if you don’t have round-the-clock agents ready to take on live chat queries.Â
Consider embedding the FAQ and return/shipping/privacy policies within the live chat tool for greater impact.Â
19. Say goodbye to footersÂ
Many Shopify businesses tend to push down excess links from the top to the bottom.
This is a big problem because it invariably plays around with search rankings. It also becomes distracting for the end user.
How to optimize footers in Shopify landing page design:
Feature social media handles
This especially makes sense if you’re a new brand, and shoppers want to verify some of the information you’re quoting on your landing page.Â
Consider retaining “the brand” link
Consider making the landing page as a part of a microsite—this way you can shrink some important brand and corporate information to feature as part of it or as a short separate page.Â
20. Continue the conversion after the Thank You page Â
Think about it like this: your Shopify thank you page is just the beginning of a great post-purchase journey for the customer.Â
How to optimize customer engagement in Shopify landing page design:
Introduce “thank you” even at unlikely steps
While intuitively it may make sense to acknowledge only when a visitor has made a purchase, there are more opportunities to say the two magic words. Here’s a quick example.
Give them a reason to talk about their purchase
Here’s an example.
Send out a “thank you” post-purchase email
Here’s an example we found to be doing just that. It has a personalized touch without sounding unprofessional.
Here’s an example.
11 types of Shopify landing pages you can consider using
1. Special offer - Shopify landing page example
This is the kind of Shopify page where you target a very specific audience looking for a hero product but likely at a discount—here’s an example from Blue Apron:
2. Seasonal campaigns - Shopify landing page example
We all know seasonal traffic can be heavy—to take some of that edge off, consider setting up a Shopify seasonal landing page where you can guide traffic towards only specific products for the season:
3. Single product - Shopify landing page example
This is the kind of Shopify page that makes most sense if you’ve been pushing a product launch or relaunching an existing product with new features.Â
The idea is to make it about that ONE product supported by its features, press mentions or validation from authority figures, a statement from the founder…
4. Product bundle - Shopify landing page example
Anytime you’re wanting to focus on taking up the AOV higher, this is the kind of landing page that’ll come in handy.Â
You could even position this as a seasonal landing page by making it event or holiday specific.Â
Don't forget to read: How To Improve Average Order Value On Shopify: 22 Brilliant Ideas
5. Coming Soon - Shopify landing page example
Another Shopify landing page type that you can bank on is the coming soon page.Â
Whether you’re launching a new product, hosting an expert live video or announcing an exclusive access sale, a coming soon page can amp up conversions.Â
6. Referral - Shopify landing page example
Referral programs leverage your existing customer base to bring in new customers.
A well-executed referral landing page design can scale alongside your business, continuously bringing in new customers and expanding your reach.
7. Lead generation - Shopify landing page example
A lead generation landing page helps you grow your email list by collecting email addresses from potential customers and personalize experiences.
8. Subscription - Shopify landing page example
Acquiring new customers can be expensive. Subscription models help reduce customer acquisition costs by encouraging customers to commit to recurring purchases upfront.
By encouraging repeat purchases through subscriptions, you can increase the lifetime value of each customer, leading to higher overall revenue.
Through subscription landing pages, Shopify stores can clearly communicate the value proposition of their subscription offering.
Visitors can quickly understand what they will receive, how often they will receive it, and what benefits they will gain from subscribing.
9. Product collection - Shopify landing page example
Shopify product collections can be leveraged to promote specific products or product categories.
By featuring a collection of products on a dedicated landing page, you can increase the visibility of those items and attract more attention from your audience.
This can lead to higher engagement and click-through rates compared to scattering the products across your website.
Highlight new arrivals, seasonal trends, best sellers, or products that cater to a particular theme or customer segment.
10. Customized products - Shopify landing page exampleÂ
Custom products allow consumers to personalize items according to their preferences, tastes, and needs.
Product customization reduces the likelihood of returns and exchanges since customers are actively involved in the design process and have a clear understanding of what they are purchasing.
It also sets your store apart from competitors and helps you stand out in a crowded marketplace.
On this landing page design, Shopify stores can showcase the various customization options available for their products.
This can include choices such as color, size, material, engraving, or personalization, depending on the nature of the product.
11. Brand collaborations- Shopify landing page example
Collaborating with other brands allows you to tap into their existing audience and reach new potential customers who may not be familiar with your brand.
By combining resources, expertise, and perspectives from different brands, you can create unique and compelling products, services, or campaigns that resonate with your target audience.
A dedicated landing page design can help to promote your brand collaborations and offers a way for shoppers to discover them.
Frequently asked questions about Shopify landing pages
1. What is a landing page design?
A landing page design refers to the visual and structural layout of a standalone web page that is specifically created for a marketing or advertising campaign.
The primary goal of a landing page is to prompt visitors to take a specific action, such as making a purchase, signing up for a newsletter, downloading a resource, or filling out a contact form.
2. What are the key elements of a Shopify landing page?
Key elements of a landing page design typically include:‍
a. Clear and Compelling Headline: The headline should grab the visitor's attention and clearly communicate the value proposition or offer.
b. Engaging Visuals: High-quality images, videos, or graphics can help capture the visitor's interest and convey information more effectively.‍
c. Concise and Persuasive Copy: The copy should be concise, persuasive, and focused on the benefits of the offer. It should clearly explain what the visitor will get by taking the desired action.
d. Strong Call-to-Action (CTA): A prominent and action-oriented CTA button or link should be placed prominently on the page, prompting visitors to take the desired action.
e. Minimal Distractions: Landing pages should have minimal distractions, such as navigation menus or external links, to keep visitors focused on the primary goal.
f. Social Proof: Testimonials, reviews, or social media endorsements can help build trust and credibility with visitors.
g. Mobile Responsiveness: Landing pages should be optimized for mobile devices to ensure a seamless experience for visitors accessing the page from smartphones or tablets.
h. A/B Testing: Continuous testing and optimization are essential for improving the performance of landing pages over time. A/B testing different elements, such as headlines, images, or CTAs, can help identify what resonates best with the target audience and drives the highest conversion rates.
3. What are the benefits of creating landing pages in Shopify?
Creating landing pages in Shopify offers several benefits for e-commerce businesses:
a. Ease of Use: Shopify provides a user-friendly interface and intuitive tools for creating landing pages, making it easy for businesses to design and customize pages without the need for advanced technical skills.
b. Seamless Integration: Landing pages created in Shopify seamlessly integrate with your e-commerce store, allowing you to maintain consistent branding and a cohesive user experience for visitors.
c. Built-in SEO Features: Shopify offers built-in SEO features that allow you to optimize your landing pages for search engines, increasing their visibility and driving organic traffic to your website.
d. Mobile Responsiveness: Shopify's themes and templates are designed to be mobile-responsive, ensuring that your landing pages look great and function properly on all devices, including smartphones and tablets.
e. Conversion Tracking: Shopify provides built-in analytics and conversion tracking tools that allow you to monitor the performance of your landing pages, track visitor behavior, and measure the effectiveness of your marketing campaigns.
f. Integration with Marketing Tools: Shopify integrates with a wide range of marketing tools and platforms, including email marketing software, social media platforms, and advertising networks, allowing you to seamlessly connect your landing pages with your marketing campaigns.
g. Customization Options: Shopify offers a variety of customization options for landing pages, including customizable templates, drag-and-drop page builders, and access to HTML and CSS code, allowing you to create unique and visually appealing pages that align with your brand.
h. Multi-channel Selling: Shopify enables multi-channel selling, allowing you to create landing pages that are optimized for various sales channels, including your website, social media platforms, marketplaces like Amazon or eBay, and even offline events. This flexibility expands your reach and allows you to reach customers wherever they are.
i. Customer Segmentation: Shopify's customer segmentation features allow you to create personalized landing pages tailored to different audience segments based on factors such as purchase history, location, or demographics. By delivering targeted messaging and offers, you can increase relevance and conversion rates for each segment.
j. Integration with Shopify POS: If you have a brick-and-mortar store, Shopify's integration with its Point-of-Sale (POS) system allows you to create landing pages that drive foot traffic to your physical locations. You can offer exclusive in-store promotions or events on your landing pages to incentivize customers to visit your store.
Recommended reading:
How To Get More Sales on Shopify: 31 Proven Hacks
Shopify Upselling Ideas for Product page, Cart, Checkout
How to Customize your Shopify Checkout Page: 24 Proven Ideas
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