How to create effective landing pages in Shopify + examples

What is a landing page?

Landing page is a single page designed for a visitor who comes to your online store typically through advertisement (Google or Facebook ads).

And why should you try to make it as good as possible? The goal of a landing page is to convert new customers and persuade them to take a desired action - buy, sign up for a newsletter, download an ebook, contact you, etc. So, it's not very wise to invest into ads if you don't have a well-customized landing page to generate conversions.

Landing page design consists of visual elements (layout, colors, images) and text (copy). It usually contains:

headline
introduction
call to action
form for contact information

But you should always try to adapt the content to your goals, your customers' needs and find out what works for your case specifically.

3. Product landing page

The goal is to create a conversion by attractively presenting the product's unique benefits. Compared to a classic product page on your Shopify online store, the product landing page showcases your product for a specific campaign, is clearly focused on action and can be more visually creative (whereas the product page is more focused on the product itself and its specifications and should keep a similar structure and format for all your products).

Example: Olipop

This product landing page promoting a sampler pack of a healthier soda alternative presents the benefits of the product, which are its ingredients and nutritional values demonstrated by a comparison with famous soda brands.

How to create a landing page in Shopify

There are three main ways to create a Shopify landing page: using Shopify theme editor, Shopify programming language Liquid or a landing page builder app.

Shopify theme editor - You can use and customize a template in Shopify editor, without any coding. This is a very basic option with limited customization possibilities.
Shopify Liquid - You can create your own landing page with Shopify programming language, Liquid. This requires a good knowledge of coding and more time or hiring a professional.
Landing page builder for Shopify - This is an easy and quick way to build your landing page with precoded elements in drag and drop editor or customizing premade templates.

What makes a good landing page?

A good landing page converts visitors into customers! Let's take a look at some tips on how to create a good Shopify landing page.

1. Key elements on top of page

First important thing is to keep in mind that the most important information should be placed right at the beginning, at the part of the page which is visible without scrolling, because most people won't scroll down to see more. This part that's visible will be different for each device (smartphone or laptop).

2. Attractive headline

Attractive headline that sparks interest is a key to capture the attention of the visitor of your landing page! For the headline to be appealing, it's a good idea to suggest some problem your audience's dealing with and your solution or promote the benefits you offer. But remember to keep the message clear and short.

3. High quality visuals

Support your copy with high quality images or videos! Include professional photos of your products. Use fonts and colors that are coherent with your brand image.

4. Show off key benefits

While describing your products or services you're offering, focus on benefits it brings rather than describing features.You can include your unique selling proposition to the landing page as well and some valid arguments why people should choose your brand.

5. Include social proof elements

Including satisfied customer reviews and testimonials is a great way to generate trust. If you have some certifications or badges, don't hesitate to show them as well! For example, if you have products with official certification like bio, vegan, cruelty free, etc.

6. Strong call to action

It's important to convince the user to actually take the action you want them to. Some examples of a basic call to action are: buy now, subscribe, explore more, add to cart, etc. But you can be creative! Apart from copy, you can make it visually stand out.

7. Optimization

Make sure your page is responsive and optimized for various types of devices (phone, PC) for a good user experience. Try to achieve user friendly navigation as well - the page should be intuitive, with a clean and well-organized layout (don't overdo it with too much text or visual elements). Another factor to bear in mind is loading speed - if your page loads slowly, you'll lose potential customers.