The ultimate goal of an eCommerce site is to create conversion actions and increase sales. The homepage is often used to educate people about your brand, while product pages provide visitors with essential information about products. No matter how well you optimize your homepage and product pages, it’s meaningless if conversions don’t come in. At times, you’ll need an eCommerce landing page, especially when running an effective marketing campaign.
In this article, we’ll give you a deeper understanding of eCommerce landing pages. Let’s explore why they work more effectively than product pages in advising campaigns and what types of landing pages are often used. The most special part is a showcase of the 10 high-converting eCommerce landing page examples that inspire you a lot.
Let’s start now!
What Is an E-commerce Landing Page?
E-commerce landing pages are used for marketing or advertising campaigns. People will reach e-Commerce landing pages once they click on the links from advertisements from Google and Facebook or email campaigns. Landing page links are also often placed in the web footer or header.
Different from other regular pages, e-Commerce landing pages are created to carry out the only mission: convert visitors into customers. You often insert many links on the homepage and other pages, to navigate your website. In contrast, a landing page for eCommerce should avoid distracting visitors from the single goal. Then, encouragement to visitors to take action, known as the call to action (CTA), is the primary task of a landing page.
A landing page that is considered working effectively will increase conversion rates for marketing campaigns and reduce lead generation costs.
How are E-commerce Landing Pages different from other regular pages?
Please keep reading to see what makes eCommerce landing pages different from product pages, homepages, and SEO landing pages.
E-commerce Landing Page vs Product Page
The basic difference between landing and product pages is the purpose of use.
You can see the product page in the image below as an example:
A product page often includes a product name, image (gallery) or video, description, review, and add to cart button. In the picture shown, the page also includes categories and tags. Some other elements to have on the page may be site navigation and more call-to-action buttons. In general, product pages are responsible for providing product information for visitors. Add to Cart or Buy Now button allows people to take an order but they are not strong CTAs.
On the other hand, please take a look to see how an eCommerce landing page differs:
As you can see, a landing page also includes product descriptions, but they are written to target specific audiences, not just deliver information. And other pieces of content on the page are also aimed at attaining the single goal that is encouraging visitors to convert. Product pages might have multiple CTAs while landing pages focus on only one and links to other pages are almost removed.
After all, product pages are used to introduce in-store items. They are useful for attracting visitors and increasing site traffic. Meanwhile, landing pages are aimed at creating conversions for marketing campaigns.
Please see the table below to clearly identify the differences between landing pages, product pages and :
|eCommerce Landing pages||Product pages|
|CTA||Includes only one clear CTA||May include multiple CTAs|
|Links||Removes site navigation||Needs site navigation|
|Content||Content is written for only one goal, for targeted audiences||General content is written to provide information|
|Purpose||Optimized for marketing campaigns, not necessarily SEO||Optimized for SEO to attract organic traffic|
E-commerce Landing Page vs Homepage
Your homepage is the face of the website that lets people see all basic information about your brand/products/services and often contains links to other important web pages. Meanwhile, an eCommerce landing page stands alone and doesn’t include links to any pages, except for the sales page where customers will complete a conversion.
Here is a homepage with general information:
And here is a landing page with a specific goal:
Let’s see which particular points that make them different from each other:
|eCommerce Landing pages||Homepage|
|Position||Separate from the website||Front page of the website|
|Source||Paid + ads campaign||Any source|
|Navigation||Not include site navigation||Include site navigation|
E-commerce Landing Page vs SEO Landing Page
The main difference between eCommerce landing pages and SEO landing pages comes from the purpose of use. SEO landing pages are created to boost their organic traffic and make our websites more visible on Google, while people use eCommerce landing pages to generate leads.
Please look at the comparison table to see other differences:
|eCommerce Landing page||SEO Landing Page|
|Location||Separate from the website||On the website|
|Purpose||Generate leads||Increase organic traffic|
|Keywords||Need to pay for each keyword||Optimize keyword|
Why are Landing Pages Important to Your eCommerce Site?
Different from the homepage or product pages, landing pages are not used all the time for an eCommerce website. However, they are essential for effective marketing or advertising campaigns. So why do you need eCommerce landing pages? Let’s see the reasons below:
Drive higher ROI
Compared to regular product pages or homepages, landing pages focus on stimulating actions rather than showing information related to the brand, products, or services. That’s because landing pages aim to convert your traffic into leads and sales.
A higher conversion rate often brings about a better return on investment (ROI). Logically, creating a well-designed landing page will give you a great chance to improve your ROI.
For a good landing page for your eCommerce site, you should look at our part on landing page best practices.
Measure metrics closely tied to a specific goal
Since landing pages are designed for only one goal set before, it is much easier for us to measure metrics tied to that goal. If you use your homepage to measure the campaign’s effectiveness, the result may be not exact because people come to visit the homepage for different purposes. This scenario also may happen to regular product pages.
Collecting these metrics helps you grab if the campaign runs effectively or which sources bring the most conversions. From there, you will come up with additional campaigns to improve the current metrics.
Be great for A/B testing
When you wonder which marketing idea works better for your website, it is advisable to build multiple landing pages for testing.
For example, you wonder if it is necessary to showcase testimonials on the landing page. Then, you can launch the two landing pages at the same time. After several weeks, you will collect the metrics from the two pages and know which one works well and which one fails. A/B testing can be applied to select between multiple ideas for the same aspect.
Gather insights into their target audiences
After each launch of the landing page, you can gather various metrics that let you see more about customer insights. Apart from the metrics closely tied to the specific goal, you’ll know which content brings the most conversions, what CTA works best, which source your leads come from, and so on. The insights collected from these landing pages will help you implement other marketing campaigns on different channels more effectively.
When You Should Use eCommerce Landing Pages
Encouraging customers to make a purchase is the main goal of an eCommerce site, but it is the final stage in the customer journey. During this journey, you can create a landing page for any stage. Different eCommerce landing pages will be applied to match each stage:
- Top of the funnel
- Middle of the funnel
- Bottom of the funnel
- Post-purchase funnel
Please continue reading to understand more about each.
Top Of The Funnel
At this stage, you can’t expect customers to be ready to buy your product yet. You’ll focus on approaching and educating customers about your brand. This is an important step to leave a first good impression on your customers. A top-of-the-funnel landing page will be used to collect email addresses from customers. You can ask them to give their names and emails to start a free trial, get a guide, or receive a special offer for their first order.
Middle Of The Funnel
Different from the top-of-the-funnel stage, customers already show their interest in your brand at this stage; then you’ll convince them to purchase. It is necessary to focus on the value of the specific product and create a stimulating call-to-action button. Besides, you can add social proof or a sense of urgency to motivate users to come to the purchase step. Using these landing pages will be a great choice for retargeting campaigns.
Bottom Of The Funnel
Bottom-of-the-funnel landing pages are often used for upselling campaigns. In other words, you will create these pages when you want customers to buy upsell products. When coming to this stage, customers are about to complete their purchase, meaning they are quite ready to buy. Then, it is advisable to seize this opportunity to encourage them to spend more. Don’t hesitate to add a bundle offer or related items to the page.
It is said that selling to existing customers is much easier and cheaper than to new ones. The landing pages used at this stage are aimed at getting people back to your store after their purchases. You can set up email campaigns to introduce them to other related products on your site or invite them to join a customer loyalty program. At this stage, although there is not a high expectation that the campaign will boost revenue, it helps maintain relationships with customers.
10 Best Ecommerce Landing Page Examples
People use landing pages for different purposes. Right now, we introduce you to some of the most landing page templates.
1. Sign-Up Landing Page
2. Digital Product Landing Page
3. Physical Product Landing Page
4. SaaS Landing Page
5. Subscription Offer Landing Page
6. Event Registration Landing Page
7. Product Trial Landing Page
8. Product Updates Landing Page
9. Discount Offer Landing Page
10. Giveaway Landing Page
7 Ecommerce Landing Page Best Practices
Landing page optimization will help your eCommerce site reach target audiences in a better way. Following are some optimization tips you should keep in mind:
1. Set a specific, measurable target
Why do you need this landing page for your eCommerce site? Please answer this question to precisely determine the goal and target for your landing page before creating it. Do you want to get more leads, increase sales or improve your brand awareness? Only when identifying what the landing page is used for can you create a standard design, optimize it for the initial target, and collect exact metrics.
Each landing page should aim for measurable targets such as collecting email addresses, downloading an ebook, and saving a coupon.
2. Create a to-the-point headline
Headlines are an essential element on your landing page because visitors will see them once they visit your page. Writing a compelling headline will help create a great first impression. If your headline is not captivating enough, there is little chance that visitors will scroll down and convert.
Landing page headlines should be to the point and engaging. They need to cover the value of the product/service concisely and make people believe that what appears on the page will touch customers’ pain points. You can use A/B testing if you are not sure which headline will be most successful in attracting visitors.
3. Optimize content for specific target audiences
Landing pages are created to attract specific target audiences. Then, it is essential to create content satisfying these audiences’ demands. You don’t simply write a generic, compelling copy for the product, which is often made for product pages. Instead, it is necessary to carefully research their age, gender, and hobbies to understand what your target audiences are looking for. Men over 30 will have a taste in content far different from women under 30.
This stage is very important. A piece of captivating writing is not convincing enough to keep visitors staying longer if it is not what they need. Please understand your target audiences to write for your target audiences.
4. Use a single clear CTA
Landing pages come to serve a single goal and specific audiences, then you should include a single visible, clear CTA. “Single” doesn’t mean you add only one CTA button. You still can create multiple CTA buttons but they all should be the same text or aim to send only one message to visitors. The CTA text should be short and exactly indicate which benefits you’ll give to visitors.
Besides, it is important to make your CTA design stand out because it has an enormous impact on conversion rates. Apart from selecting contrasting colors, creating a CTA above or below the fold is an interesting way to catch visitors’ eyes.
5. Add high-quality images
It is said that a picture is worth a thousand words. That’s true that images play an essential role in delivering the message. In addition to text, you need to add illustrations and graphics to make the page more attractive and convincing.
Even in some cases, images help gain the trust of visitors. For example, when you show testimonials, customer reviews, or influencer recognition, visitors will find your brand more reliable.
The quality of images is also a point worth considering here. Visitors will feast their eyes on high-quality photos that show how your site is professional.
6. Remove distracting elements
The only goal of an eCommerce landing page is converting. Then, text, image, CTA, or anything else displayed on the page should work only for this goal. Any elements that are not oriented towards a single goal should be removed. As usual, navigation between pages is so important to a website. But, it is not encouraged to include site navigation in your landing page which is a standalone web page. Even when you are presenting a relevant product/service/piece of information on the website, don’t insert any internal links. Please focus on enticing visitors to click the call-to-action button.
Here are what you should include in your landing page:
- How your product will benefit visitors
- High-quality images/descriptive video
- A single CTA
- Social proof (optional)
- Urgency in sales (optional)
7. Create a sense of urgency
It is not compulsory to add urgency to your eCommerce landing page. That being said, urgency raises the fear of loss; therefore, it stimulates people to make a decision more quickly. To create urgency on your landing page, you can use countdown timers, availability limits, and some other tips.
It is noted that you should not abuse fake FOMO for their campaigns. In some cases, it may damage customers’ trust in your brand.
Create an E-commerce Landing Page Template That Converts
If you want your eCommerce landing page to look stunning like the examples in the section above, you’ll need a powerful page builder. And, the Woostify theme will offer you such a tool. Integrated with Elementor & WooBuilder, Woostify provides you with numerous options to build any elements for your landing page. No matter whether you want to create a unique CTA, add social proof, or customize the headline, Woostify can help you do everything.
Woostify comes with a free and pro version. You’ll only find amazing features for customizing landing pages at Woostify Pro.