Landing pages for Shopify and other e-commerce platforms: How to create them

Whether it’s Shopify, Shopware or other e-commerce platforms, landing pages are among the most popular marketing strategies. As Golden Web Age, a Shopify agency, specialises in the largest e-commerce platform, I’d like to discuss the specific features of a Shopify landing page in this article. However, this article should be of interest to any e-commerce shop owner. By the end, you’ll know how to build a landing page that converts.

What is a landing page in e-commerce?

A landing page in e-commerce serves a single purpose: conversion. This means that a landing page is effective when as many customers as possible complete your specified conversion goal. That is why landing pages are also known as ‘target pages’.

A conversion doesn’t necessarily have to be a purchase of your product. For example, you could set a goal of getting people to sign up for your newsletter. Any goal is valid, as long as it serves your business.

Are product pages landing pages?

Product pages are not landing pages, even though they are often linked to one another. The main difference is that a landing page always includes a clear CTA (call to action). Nor does it contain as much information as a product page. It is more about evoking emotions.

Furthermore, a landing page tends to be tailored to a planned marketing campaign, whilst a product page is optimised more for search engines.

Why should you create a Shopify landing page?

Shopify landing pages are regarded as an important marketing tool for optimising conversion rates in your e-commerce business. By using different landing pages, you have plenty of opportunities to identify the sweet spot for your target audience. Ultimately, good Shopify landing pages ensure that more customers convert.

Here are the main reasons why online shops should make use of landing pages.

• Easy to create: Because a landing page has a clearly defined use case, it is much easier to create than a full website.

• Scalability: Once you’ve found the formula for success for your online shop, you can save the layout as a template and quickly create lots of landing pages for different purposes.

• Customisation: You can tailor each of your Shopify landing pages precisely to your advertising campaign. By using carefully selected images and CTAs, you can boost the effectiveness of your advertising efforts.

• Testability: Landing pages also make A/B testing possible. This allows you to compare results and use the insights to optimise the UX/UI until you’re satisfied with the conversion rate.

• Segmentation: Tracking enables you to direct returning customers, based on specific segments, to landing pages that are of interest to them.

• Higher conversion rate: Ultimately, it’s always about increasing your conversion rate; by setting up your landing pages correctly, you’ll see a significant rise in your conversion rate. By the way, we’re happy to help with all aspects of landing pages in e-commerce

How do you create a landing page on Shopify?

The key elements of a Shopify landing page

• Headline: Your headline should concisely highlight the main benefit of your offer.

• Subheading: It provides further insights into what’s on offer.

• Body text: You should provide detailed information here to persuade users to take up your offer.

• Visual media: To make the page look more professional, images, videos or diagrams should be included. Images can also evoke emotions and highlight specific product features.

• Lists: Lists can be used to clearly highlight the benefits of your offer.

• Testimonials: Customer testimonials help your landing page come across as trustworthy, which can boost your conversion rate.

• Call to action: A landing page always needs a clear call to action.

• Lead form: If the landing page is designed to collect contact details from visitors, there should be a form available for them to enter their information.

What types of landing pages are there?

There are a wide variety of different landing pages, but broadly speaking they can be divided into two categories: click-through pages and opt-in pages.

The click-through page

Click-through pages are designed to make a product, event or special offer appealing to customers. At the end, there is usually a simple call-to-action button that redirects users to the relevant product.

This approach is most commonly used in e-commerce shops and can, in some cases, significantly boost the success of online campaigns.

The opt-in page

With opt-in pages, the aim is usually to collect visitors’ contact details. Probably the best-known opt-in page for Shopify shops is a landing page for the newsletter. Customers can then be directed via email, in a segmented manner, to click-through pages featuring products of interest to them.

Recommended reading: Find out here how to create a successful Shopify blog!

8 Tips for Better Shopify Landing Pages

Based on our experience, there are certain factors that can lead to a landing page with a higher conversion rate. Here are the key tips for designing your Shopify landing page to its full potential.

#1 The headline determines success

With attention spans getting shorter and shorter due to social media, it’s important to win customers over at first glance. That’s why the headline needs to grab attention and spark interest. You should spend most of your time on this; you can also compare different headlines using A/B testing.

#2 Keep it short

A landing page is not a blog post. You need to explain to potential customers, briefly and concisely, why you can solve a problem for them. Keep the page clear and avoid long blocks of text. It’s a good idea to use bullet points and bold formatting.

#3 Compact and fast

It is also important that the landing page loads quickly. Every second it takes to load causes potential customers to leave. That is why images should not be too large. Compression and modern formats, such as WEBP, also help to reduce file sizes.

#4 Purpose-driven design

Of course, visual appeal also plays an important role. Not only does it ensure a good first impression, but it also helps to close the deal. The key here is to skilfully combine tried-and-tested design principles with the corporate identity.

#5 Rich Content

Nowadays, it’s often no longer enough to win people over with great images. A professional product video is the most effective way to reach young buyers. With videos, too, it’s important to bear in mind their short attention span; otherwise, potential customers will lose interest.

#6 Make your USP clear

The USP (Unique Selling Point) is the distinguishing feature that sets your product apart from those of other sellers. This must be clearly conveyed on the landing page. Often, the USP is simply the branding, in which case you need to build an emotional connection between customers and your brand.

#7 Solve the problem

A good landing page always highlights a problem for customers and then explains how the product in question can solve that problem.

#8 Social Proof

People find it easier to trust a brand or product when they can see that it already has customers. That’s why a Shopify landing page should feature product reviews and comments from satisfied customers that inspire confidence.

Conclusion: Shopify landing pages bring you closer to your goals

I hope this overview of landing pages in e-commerce has given you some new insights and that you’re now ready to get started on your first pages. To really get off to a flying start, you naturally need a bit of experience, but this only comes through constant trial and error.

You might also like to have a look at our Shopify Beginner’s Guide, where you’ll find all the basics you need to know about running a successful Shopify shop.

If your Shopify shop is already up and running, it makes sense to outsource your marketing to an online marketing agency so that you can focus on your core competencies. Golden Web Age can help you with this – please feel free to contact us for a no-obligation consultation.

If you haven’t used Shopify before, you can try it out for 3 months for just €1 a month.

Try Shopify for 3 months for just €1 a month!