Shopify landing page is a landing page specifically designed for the products or services that you want to promote primarily through your marketing campaign.
It highlights the best product or couple of products or services for your prospective customer.
The ultimate objective of these landing pages is to take your visitors or prospective customers through a sales funnel towards making the purchase.
It urges your visitors to go through a specific set of tasks or conversion actions reaching them to the end of the funnel.
The idea is to catch your visitor’s attention and bring them into the final call-to-action button.
Types Of Shopify Landing Page
Lead Generation Landing Pages
Image Source: ThemeForest
These landing pages are the middle part of a sales funnel primarily used for lead generation.
Lead generation landing pages help businesses create strong leads for their products, often under a marketing campaign.
Here, you have to strike the right balance between the “demand” and “reward” part.
For example, if you are asking your prospective customers or visitors to leave their email addresses, you need to reward them with something valuable.
That’s why marketers or creators use lead magnets to gather contact information from the audience.
If the work to do or the CTA is too complicated, tricky, or hard to do where the reward is not as fulfilling or satisfying, you won’t be able to get the leads.
Splash Landing Pages
Image Source: Unbounce
Splash Landing pages are landing pages where users land after clicking an ad. Such types of landing pages are commonly created to make announcements.
These kinds of landing pages are also great for showing the “Coming Soon” page or a password page as well.
You need to include a minimal copy, attention-grabbing messaging, and strong visual to your splash landing pages.
One of the objectives of creating a splash landing page is to give a strong impression to your visitors or prospective customers.
Splash landing pages are often used as a mediator web page preceding where one wants to lead the customer eventually.
Hence, it can be utilized at any particular stage or part of a marketing or sales funnel.
Sales Landing Page
Sales pages are mostly used at the bottom of a sales funnel. It is used when you want to convert the target audience or prospective buyers to the buying customers.
Sales landing pages are tricky and difficult to create as the pages require urging visitors to the next level of a funnel.
Shopify offers a plethora of product pages and elements to use, so that’s something to help new business owners.
Ways To Create Shopify Landing Page
You have to understand every store is different, and so the product and customers as well.
It is important you assure that the visitors who land on your landing pages know where they are and why as well.
There are four ways to create Shopify landing pages :
- Create a landing page using product collections
- Create a landing page using a Shopify land page builder
- Create a landing page by making custom templates
- Create a landing page using the third party
You can create highly effective Shopify landing pages using any of the above methods.
Now, select from these methods depending upon your skill set, experience, budget, and expected traffic.
Create Landing Pages Using Product Collections
Shopify themes offer a product collection for the creators to use for building their landing pages.
You can even get their own set of instructions on how to create landing pages using product collections.
The idea is to understand who your prospective customer directed to these landing pages, so you can customize them accordingly.
Image Source: Shopify Theme Support
For example, if you are starting a PPC campaign on the basis of a seasonal promotion, these product collections can help.
There are some benefits you get using the product collections to build Shopify landing pages.
It makes the writing and designing aspect of creating pages much simpler and easier. Also, it reduces the distance to the “add to cart” button on your page.
The users are already familiar with this feature, so it makes it very convenient for them to use it efficiently.
How To Setup & Show Product Collection Pages In Shopify?
For example, you have 25 products and you are starting with the Debut theme available on the platform.
Here’s the step-by-step guide on how you can set up a product collection page and how them to your Shopify homepage as well.
Step 1: Log in to your Shopify account using your credentials. Once you get access to your store, go to “Products”.
Step 2: In the products section, you will find “Collections”. Click on it.
Step 3: In the “Collection” section, you can choose different products to add manually or you can also set up an automatic category as well.
Step 4: Choose a suitable Title and URL of the page. Remember to choose the address which is more SEO-friendly.
Pro Tip: Put the right search terms or keywords to your URL of the page, so that relevant people can find your page.
Step 5: Click on “Create Collection”. You can see here that the “Homepage” collection is the featured collection on your homepage by default.
Step 6: In case you are going for automated collection type, make sure you set the rule for “ Product price greater than $0”.
It assures that every product you add to your store is included in this very collection only.
Step 7: You can save this new collection by going to “Online Store” and then to “Themes”
Step 8: Next, you need to click on the “Customize” button you see near the theme option.
Step 9: Select “Featured Collection” and then “Change”
Step 10: You will find there are two rows with three products per row displays on the “featured section” of your Debut theme.
You can expand the section by increasing the number of rows and products per row. Since you have 25 products, you can choose five rows and five products per row.
So this way you can show your “collection” page on the Shopify Landing page or Homepage.
Create a landing page using a Shopify landing page builder
This is certainly the fastest and easiest way to create a Shopify landing page. You need to build the landing page by using a land page builder.
Visit the app store where you can choose the page builder option. The Shopify page builder application enables you to do drag-and-drop on your design and layout
It is also the most visual way to create your landing page where you see the results in real-time.
The Shopify landing page builder also comes from the integrated services such as CRO tools, automated email systems, and analytic features as well.
Pro Tips For Creating Highly Convertible Shopify Landing Pages
Understanding Your Customers
It is essential to consider the users while you are creating the Shopify landing pages or any landing page for that matter.
After all, your users are the one who is going to interact with the landing pages of your e-commerce businesses.
Consider their expectations, motivations, requirements, desires, and frustrations as well. The more you know about your users, the better landing pages you will create.
Focus on creating the ‘user-centered design’ with your Shopify landing pages.
What is user-centered design?
It is to put yourself into the prospective customer’s shoes and tailor or customize your content and services accordingly.
You will optimize your content, design and services to align with the customer’s point of view making it highly effective for conversion.
When you understand your prospective customers or users, it will give you the ability to tailor your content, design, and products in a way that they can relate to.
You can further apply a similar approach to your marketing strategy as well, and also the branding of your business.
Create a Persona of your ideal user
Image Source: Slideshare
One of the best ways to keep your target user profile in your mind while creating the design, marketing, or any business decision, is to create a persona.
A persona is personified entity capturing your ideal customer profile with very specific characterizations such as :
The best way to make your customer personas more realistic is to talk to your customers as much as you can.
Make observations on :
- What are their pain points?
- What kind of product excites them?
- What makes them put off towards a product even if they liked it?
- What steps do they take to solve their problems?
- Also, try to understand customer behavior and psychology.
Make Your Headlines Benefit-Oriented For Your Customers
If you are selling your items with headlines such as :
- Durable leather goods
- Best coffee machine for your home
- Aesthetic dot grid notebooks
Or something along the lines, they are most likely to be an average attention-puller for the audience.
Image Source: CXL
What is the very first thing that a prospective customer or visitor sees when they land on your website?
Well, it is the Headline!
The headline is meant to be a powerful sentence from your copy-written selling pitch of the products or brand.
Like above, if you are using ‘features’ in your headlines, it doesn’t really tell people what’s in it for them or what your product could give them.
Image Source: Medium
So you need to focus on creating benefit-oriented headlines rather than features-oriented.
A benefit-oriented headline tells the customer what changes your product can bring into their lives, what values it can provide.
And this is what people want to listen, and get attracted to.
For Example, the Apple ipod was introduced with the headline that says “ 1,000 songs in your pocket”.
Image Source: Medium
The Apple iPod competed against top mp3 players at that time because the headline didn’t say: “ 1 GB storage on your mp3 player” like others.
So you tell about what value it can bring to users or even better, how users can be benefited from the product.
The difference between feature and benefit is, a feature is what a product does whereas a benefit is what a prospective customer can do with your product.
Make Your Copy Content Clear and Concise
The copy you are putting out on your landing page should be clear, crisp, and concise for your target audience.
It should serve some purpose. The idea is to write very specific and does not expand unnecessarily.
If you are not able to say it in just three sentences, don’t try to compensate for it by elaborating in three paragraphs.
You need to be very precise and selective with the words. It should be impactful, effective, and influential to urge prospective customers for the sale.
However, don’t try to be sales-y with your language.
Use bullet points to put your point across, especially in the case of highlighting the features and benefits of the product.
Use high-quality images and graphics only to demonstrate or support your written copy. Don’t overdo it or overcrowd your landing page with images.
Write only one or two sentences in one para, maximum of two lines, or sometimes maybe three but not more than that.
The messaging of the copy should be clear, concise, apt, and tailored for your prospective customers.
Try to make your content more scannable and easy to read within a few glances.
Go For More Minimalistic & Simple Approach
Well, the best advice with landing pages you can get is – Keep it Simple!
An ideal effective landing page that converts well is always simple in its approach when it comes to design, layout, and content as well.
Too much of anything can confuse your prospective customers and deviate them from taking the action.
The first thing you can do with your landing page is
Make Your Subheadings Persuasive
Another crucial element that plays an integral role in creating effective landing pages that convert, is a subheading.
Image Source: Hubspot Blog
We already know how a headline pulls your prospective customer in and grabs their attention.
The subheadings on other hand, make them stay. It gives them further context to the heading for which they get attracted in the first place.
Heading and sub-headings go hand-in-hand to grab a prospective customer’s attention and make them stay long enough to read further.
It gives your readers the time to read or go through the copy on how they can benefit from your product.
Here are some points you need to remember while creating your subheadings:
- Your subheading must have some element of persuasiveness.
- Make your subheadings more contextual to the rest of the copy on your landing page.
- Usually, the subheadings, and too of more persuasive nature are placed right under the main headline
- Your subheadings can be more informative, insightful and go into a bit more detail than your primary headlines or headline.
Headlines are the most concise and short part of your copy and yet highly effective. Subheadings, however, can be a bit more descriptive and explanatory as well.
For Example, the Evernote homepage’s heading says “ Accomplish more with better notes” which is to draw people’s attention in.
Whereas the subheading “Evernote helps you capture ideas and find them fast” tells you more about the context of the heading. It keeps the customer interested and feeds them slowly to learn about their product.
You can also take a Shopify store example like Biolite where the heading is “ Spring Refresh” whereas the subheading is “ updates and upgrades of your favorite gear”
You can create your headline more around the product you’re selling. Make sure the headline resonates the benefit towards your customers, not the feature.
Subheading here is giving more to customers about what they are going to get here. It gives the prospective customer to stay at the website and at least check out the products.
Using High-Quality Demonstrative Images
Humans tend to receive faster through a visual medium rather than text.
Also, if you think closely, remember what is that one thing that grabs your attention when you visit a website.
What makes you stop or be a little more interested in any web page for that matter?
Well, that has to be the images.
Especially when it comes to e-commerce websites or product-based websites, the product image is what pulls you in at first.
Image Source: Arqspin
Once you are hooked enough, you can see further what the website has to offer. This is also because the human brain processes image 60,000 times faster than any text.
So the image in your Shopify landing page is the first thing that’s going to affect your prospective customer or the visitor.
Then, it becomes important to give your utmost attention to what kind of images you are putting on your Shopify landing page.
You need to remember :
- Make sure to use the large size images
- Use images that are highly relevant to your product or services.
- The images of the physical product must be on your landing page.
- If you’re selling services or products that need a demonstration, make sure you use such images to communicate the actual benefit through the image.
- Use high-quality sharp and crisp images.
- Images need to be professional, preferably stock images.
- Don’t shy away to use professional photographers to get the most relevant and customized images.
Also, the images need to evoke emotion regarding your product or services or the use of them.
Image Source: Constant Contact blog
It is about connecting to your prospective customer through your product. So images also need to be focussing more on demonstrating the benefit rather than a feature.
Especially, on the Shopify landing page, use the image that communicates the use of the product.
Image Source: Escale Agency
Surely you need to add more images regarding the features of your product. Also, you can demonstrate how to use the products through images as well.
The images also need to set the vibe of your brand or business whether you are fun-loving, environment-friendly, modern, or sophisticated.
Explaining On Your Product
Your Shopify landing page needs to be very precise and attention-grabbing but also explanatory and perfectly clear as well.
For that, you need to explain your product in length.
A prospective customer needs to be confident about knowing everything regarding your product by the end of scanning the landing page.
Image Source: Mdirector
If your visitor does not understand the product or products and how it can benefit them, they are gone already.
You cannot afford to make your prospective customer confused as they instinctively leave the page.
You need to keep few things in mind while writing the product explanation for your landing page :
- The explanation for the product must be easily integrated with the copy as well as headline and subheadings of your landing page.
- Use simple, easy-to-understand, and most probably in a conversational tone, so people can relate to.
- Your explanation must be benefit-oriented just like other elements of the copy. Make it serve to the end-user.
- Explanations are meant to be informative and also have an adequate sense of copywriting to it as well.
- In many cases, the explanations are not so different from the heading and subheading, in fact, it is a part of it or explaining the headline further.
- Avoid writing in long paragraphs, even more than 3 lines together makes people skip the content.
- Be very precise with the points you want to make rather than be over-explanatory and reiterating the same points.
Using Pain & Pleasure In Your Landing Page
Pain and Pleasure are the two true humane emotions everyone goes through, and people not just relate to it but also evaluate things with this scale.
Starting from the pain! Humans are biologically and psychologically wired to avoid pain.
So the products that can help to fix a set problem of your prospective customers, it is more likely to be attracted to them.
You can approach prospective customers by acknowledging their pain regarding a certain issue.
Image Source: Buy Landing Pages
It is about hitting the right nerve of the target visitors. You will be basically capitalizing on their desperation for getting rid of that pain.
However, that will be by offering a real solution to them, so make sure your product is able to make a strong case to do so.
You need to identify the pain points of your visitors and address them, so they can relate if they are experiencing it.
On other hand, many humans tend to avoid pain as they seek pleasure. The most powerful motivations of people come from their desire to attain pleasure.
Now, you can use this particular emotion and leverage it to attract your target customers as well.
You have to associate your product with a form of pleasure which can be the point of attraction for your users.
Here’s how you can integrate your pleasure-pitch into your landing page.
Show your prospective customers how much pleasure they can gain by buying your product. What happiness and positive changes it will bring to their life.