How to create Shopify landing pages that convert

"Every link shared should lead to a landing page or at least be optimised like one," says e-commerce guru Nik Sharma, and we agree. Simply directing to the homepage isn’t enough. A homepage is usually generic, while a landing page can be tailored to a specific journey, making it crucial for converting visitors.

The design of landing pages is vital. A poorly designed landing page can turn away potential customers immediately. A British study proved that first impressions are 94% design-related, and if someone doesn’t like what they see within 14 milliseconds, they may leave for good. That means you’re burning cash to get eyeballs on your products, only to lose those prospects and have to start from scratch.

The truth is, even some of the world’s biggest businesses have ineffective landing page design. It’s a common problem, but you can solve it with a website design that is informed by a deeper understanding of your target audience. Read on to read actionable tips and tricks!

Essential elements of a landing page

A successful landing page consistently answers several key questions:

  • - What is being sold?

  • - Why should the visitor care?

  • - How quickly can they get it?

  • - How will it improve their life?

  • - How does it compare to other options?

When traffic comes from high-intent users such as influencers, publishers, or affiliates, it’s important to tailor the email pop-up timing, the offer, and the product messaging accordingly.

8 recommended sections for a landing page

Below are the recommended sections for landing pages receiving traffic from influencers or earned media channels. Consistency in context is crucial; ensure that what goes into comparison charts or displayed reviews aligns with the page’s angle. Excellent copywriting is also essential for building trust.

1. Hero section

The hero section should grab attention with compelling copy, a strong angle, social proof, and a clear call-to-action (CTA). If the traffic comes from an influencer, include their photo with the product. If not, use creative that matches the traffic source’s direction. Ensure the copy at the top addresses the problem being solved, setting up the rest of the page to effectively present the solution.

2. Social proof

Throughout the landing page, reinforce trust by displaying various forms of social proof such as customer-generated content, embedded TikTok videos, written reviews, or publication logos. Choose the type of social proof based on the traffic source. For influencer traffic, real customer reviews or videos are more impactful than publisher logos.

3. Shop section

The shop section should match the creative that led visitors to the page. For example, if an influencer promotes a specific supplement, the landing page should feature that product prominently. Tools like Superfiliate can help customise this section effectively. If not using such tools, ensure the shop section offers relevant products, introductory offers, or bundles that relate to the influencer’s promotion.

Conversion tips

In a perfect world, the creative that brings visitors to your page should match the products displayed. For instance, if an influencer promotes a blue blanket, visitors should see that blue blanket first upon landing on the page. Similarly, if promoting a supplement, the page should prominently feature the promoted product. Shopify makes this very accessible.

In any case, the shop section should always offer relevant, attractive products. Introductory offers, bundles, or new customer specials are effective strategies. For example, a 3-case new customer offers would allow customers to try multiple samples, increasing the chance of repeat purchases and higher average order value (AOV).

Best practices
  • - Reinforce product benefits near the add-to-cart button.

  • - Include social proof like review stars or customer quotes.

  • - Add guarantees such as a “Happiness Guarantee” for hesitant buyers.

  • - Highlight the true value of pricing, e.g., “Less than 1 euro per day!”

4. Comparison charts

Comparison charts help visitors understand the product’s benefits without disparaging competitors. Use either brand names or generic products for comparison, providing a clear point of reference without misleading information.

There are two ways to use comparison charts:
  • - Use brands: If selling men’s personal care, compare your product to known brands like Dove or Axe.

  • - Use generics: Compare a unique product to a generic one, like comparing matcha to coffee.

It's important to ensure honesty in comparisons to maintain trust and credibility. Don't put the main focus on your own product!

5. Catalogue

After explaining the product’s benefits, display other product options for visitors to browse. Mobile users, in particular, enjoy scrolling through a product catalogue.

6. Product/brand detail

Include detailed information about the product, its ingredients, origins, technology, or the brand’s story. While not all visitors will read this section, it’s important for those who want to learn more.

7. Frequently asked questions (FAQ)

Incorporate frequently asked questions related to the product or bundle directly on the landing page. This can reduce the need for visitors to leave the page and helps address common queries upfront.

8. How it works / what’s inside

This section should explain what comes with the product, ensuring clarity and justifying the price. For example, a hair removal device should list all included items, such as the charging cable and carrying case.

By understanding these sections and their purpose, one can create a compelling landing page that effectively converts traffic.

Conclusion

Effective landing page design plays a crucial role in improving conversion rates and overall website performance. First impressions matter, with design being key to capturing and retaining visitor attention. A well-crafted landing page addresses the specific needs and journeys of different audience segments, making it an essential tool for e-commerce brands..

By incorporating key elements such as a compelling hero section, strong social proof, tailored shop sections, and informative comparison charts, businesses can enhance their landing page effectiveness. Detailed product information, comprehensive FAQs, and clear explanations of what's included help support visitor decision-making, reducing bounce rates and increasing conversions.

The power of a landing page lies in providing a seamless and relevant user experience. By understanding the target audience and using best practices in design and content, businesses can turn prospects into loyal customers, maximising their efforts and driving growth.

Interested in landing pages that convert?

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