What Are Landing Pages
A landing page is a standalone page designed for a specific marketing campaign or goal. Unlike your homepage or collection pages, landing pages have a single focus and minimal distractions.
The purpose is simple: guide visitors toward one specific action, whether that is purchasing a product, signing up for an email list, or claiming a special offer.
Landing Page vs Regular Page
- •Single goal: One primary call-to-action rather than multiple navigation options
- •Minimal navigation: Often removes or simplifies the main menu
- •Targeted content: Matches the specific ad or campaign that brought visitors
- •Conversion focused: Every element supports the primary action
When to Use Landing Pages
Not every campaign needs a landing page, but certain situations benefit significantly from the focused approach they provide.
Ideal Use Cases
- 1.Paid advertising: Facebook, Google, and Instagram ads perform better when linked to dedicated landing pages rather than generic collection pages
- 2.Product launches: Build anticipation and capture emails before a new product drops
- 3.Seasonal promotions: Black Friday, holiday sales, or clearance events
- 4.Lead generation: Offering free guides, samples, or exclusive access in exchange for email addresses
- 5.Influencer campaigns: Custom pages for affiliate or influencer traffic with personalised messaging
Pro Tip
Create separate landing pages for different audience segments in your paid campaigns. A landing page targeting new customers should differ from one targeting returning customers.
Using Shopify Native Pages
Shopify's Online Store 2.0 themes include customisable page templates that work well for basic landing pages without requiring additional apps.
- 1Create a New Page
Go to Online Store > Pages > Add page. Give it a title and leave the content area empty for now.
- 2Assign a Template
In the Theme template dropdown, select a template or create a new one. Many themes include a "Landing" or "Campaign" template.
- 3Customise in Theme Editor
Open the theme customiser and navigate to your new page. Add sections like image banners, featured collections, testimonials, and call-to-action blocks.
- 4Hide Navigation (Optional)
For a true landing page experience, consider creating a page template that hides the main navigation. This keeps visitors focused on your call-to-action.
Page Builder Apps
For more design flexibility, page builder apps offer drag-and-drop interfaces with advanced features that go beyond native Shopify capabilities.
Shogun
Powerful drag-and-drop builder with A/B testing, analytics, and a large template library. Best for stores that create landing pages frequently.
PageFly
Feature-rich builder with a generous free plan. Good balance of flexibility and ease of use. Includes mobile-responsive controls.
GemPages
Fast editor with AI-powered image generation and conversion-focused elements like countdown timers and stock counters.
Performance Consideration
Page builder apps can add JavaScript that impacts load times. Monitor your page speed after installation and use built-in lazy loading options where available.
Design Best Practices
Effective landing pages follow proven design principles that guide visitors toward conversion.
Above the Fold
Your headline, value proposition, and primary CTA should be visible without scrolling. Visitors should immediately understand what you are offering.
Visual Hierarchy
Use size, colour, and spacing to guide attention. Your CTA button should be the most prominent element on the page.
Consistent Messaging
Match your landing page headline to the ad that brought visitors. Inconsistency creates confusion and increases bounce rates.
Mobile First
Over 60% of Shopify traffic is mobile. Design for mobile screens first, then expand for desktop. Test on actual devices.
Conversion Elements
Include these elements to maximise your landing page conversion rate.
- •Social proof: Customer reviews, testimonials, press mentions, and trust badges
- •Urgency: Countdown timers, limited stock indicators, or deadline messaging
- •Benefits over features: Focus on what the customer gains, not technical specifications
- •Risk reduction: Money-back guarantees, free returns, and secure payment badges
- •Clear CTA: Action-oriented button text like "Get My Discount" rather than generic "Submit"
Testing and Optimisation
Your first landing page is rarely your best. Continuous testing improves conversion rates over time.
What to Test
- •Headlines: Test different value propositions and emotional appeals
- •CTA buttons: Colour, text, size, and placement
- •Images: Product shots vs lifestyle images vs videos
- •Page length: Short and punchy vs detailed and comprehensive
