Master the Art of Shopify Landing Pages for Higher Conversions

Navneet Singh

Updated 3 April, 2024

shopify landing page optimization for higher conversions

Table of Contents

A well-crafted landing page acquires high-quality leads and profits for a Shopify store. Engaging visuals, logical organization of products, color psychology, mobile responsiveness, fast loading time, user-friendly and other such elements help in achieving so. The stores that implement all these components in the design of their landing page gather leads and influence potential customers effectively.

Here, we are sharing a detailed guide that will help you understand each aspect related to the landing page. From different types of landing page to its integration with SEO, we will discuss all to maximize the conversion rates of your Shopify store.

Let’s get started!

What is a Shopify Landing Page?

When visitors interact with a search result, an email, or an ad through a CTA, they are directed to another page, and the new page where they land is called a landing page. Ecommerce stores create them with a specific goal in their mind, and that is, collecting visitor’s information.

But nobody shares their personal data easily. As a store, you must provide something valuable in return if you need that. Only then will the users feel comfortable exchanging information.

One can use a landing page in many ways for a store like Shopify. So, let’s check out how to use them first.

1. Squeeze Landing Pages: When an ecommerce store requires the user’s email address, they use a Squeeze landing page. For this, they ask the visitor to fill out a form. Usually, in return, discounts or exclusive content are offered.

an example of a store that used squeeze landing page
(an example of a store that used squeeze landing page)

Here, we are sharing some suggestions to improve a squeeze landing page. If you implement them while using the page, you will feel your task is getting completed with more ease.

  • The first and foremost thing that a visitor notices is the lead magnet. So, keep it concise, clear, and irresistible. You can choose it to be a contest, coupon, discount, printable checklist, free video course, template, worksheet, or an online tool.
  • Ensure the page design is minimal, and the main message is getting highlighted.
  • Visualize the benefits aligned with the offer.
  • Display social proof, as including customer testimonials on a Shopify landing page can increase trust and credibility by 63% (Source: Search Engine Land).

2. Lead-Generation Landing Pages: Along with collecting users’ information, if the goal is to present a product’s detailed specifications as well, then the store can use a lead-generation landing page.

To captivate users, you can offer them free trials and create opportunities for converting leads into customers.

an example of a store that used lead generation landing page
(an example of a store that used lead generation landing page)

Here are some ideas that will help to make the lead-generation landing page the most persuasive:

  • Mention the unique selling proposition of your business.
  • Use eye-catching imagery (original pictures) for your store’s products.
  • Make your landing page mobile-responsive.
  • Use a single CTA instead of multiple on your landing page.
  • Give a compelling offer to your potential customers.
  • Exit intent pop-ups can be used to save leads (users about to leave the page).

3. Click-Through Page: Winning customer’s trust is a challenge in itself. But through a click-through landing page, it can be achieved smoothly.

In conversion funnel terms, it is like the middle or upper part, or more precisely, a step between initial interest and final conversion. 

When users come across a landing page of this type, they generally get a link through CTA. After hitting that button, they are directed to another page, which convinces customers.

To get a promising and result-producing click-through landing page, here are our pieces of advice that you can implement:

  • A compelling headline, relevant content, and a strong CTA that can convince your customer to the next step of the funnel.
  • Your goal is not to capture the user’s information, so focus on including powerful CTA buttons.
  • Ensure the landing page is responsive and adapts to the user’s screen size.

4. Special Offer Landing Page: During festive seasons, people love shopping, and there is a big chance for stores to boost their conversion rates. In such a scenario, a special offer landing page can help. 

The store can show all items for sale on their landing page with attractive offers. This will encourage shoppers to add more and more products to their carts.

an example of a store that used special offer landing page
(an example of a store that used special offer landing page)

Here are some tips that can make a special offer landing page more outstanding:

  • Give your customers limited time urgency and include phrases like “Limited Time Offer” to encourage them.
  • Shoppers are attracted to the brand for the initial offer. However, later, you can nurture them to make repeat purchases.
  • Give clear contact information for customer support.

5. Subscription Landing Page: A Subscription landing page can be used to foster long-term relationships with regular customers. This way, more customers can be converted to loyal ones.

an example of a store that used subscription landing page
(a store used the subscription landing page)

Best Practices for a Subscription landing page are:

  • Suggest the content as a subscription option based on the customer’s previous purchases or browsing history.
  • A countdown timer for limited-time promotions or exclusive subscription offers can be recommended.
  • Positive comments from existing subscribers can strengthen the base for subsequent subscriptions.
  • You can preview the upcoming subscription items to create excitement for future deliveries.

6. Product Bundle Landing Page: In case of inventory clearance or promotion of special deals, one can use the product bundle landing page. 

Bundles are two or more products combined and offered at a discounted price. You can use them and generate cross-selling opportunities for your store.

product bundle landing page
(a store that used the product bundle landing page)

Follow the below-mentioned tips to generate a profitable product bundle landing page:

  • Recommend bundles based on customers’ past purchases.
  • For some difference, you can also give your customers customization for product bundles.
  • Streamline the checkout process for bundled purchases.

7. Seasonal Landing Page: Customers need different products for different seasons. As a store, you can attract them by showcasing products on the seasonal landing page.

Promoting your products and providing information relevant to that season will be a plus point. This will help you pinpoint common seasonal problems as well. 

Noteworthy tips to make the most out of your seasonal landing page:

  • Implement attractive seasonal visuals for your landing page.
  • Provide customers with a shopping guide along with showcasing products.
  • Give them access to a simplified checkout process. 

By following all these mentioned best practices, you will maintain the momentum of landing pages for your Shopify store.

Why You Need to Use Shopify Landing Pages

After years of working to improve the Shopify landing page for our clients and getting effective results for their stores through SEO, we have understood the significance of its presence. 

That’s why we don’t want your store deprived of this fantastic opportunity, as the benefits are compelling. Here, we share solid reasons to help you understand why we encourage you to include them.

More relevant experience for visitors: A user prefers useful, relevant, and original content. Landing pages that are designed with complete transparency and are navigable possess the potential to earn customers’ trust. A study also says a well-designed Shopify landing page can increase conversion rate by up to 45% (Source: Search Engine Journal). 

Match PPC campaigns: You can send the traffic generated through different sources (like email, social, and PPC ads) to a landing page with attractive offers and a strong brand message. 

For example, we built brand awareness for an AI store. Instead of sending traffic directly to the homepage, we sent it to the store’s sales landing page, where a demo was available, which attracted the target audience, and the store successfully increased its sales.

Reduce cost per acquisition: Landing pages are the best way to invite new customers, as these are cost-effective. 

Let’s illustrate this: If a store running a Google PPC campaign directs traffic to the homepage, it will get clicks. But, if the visitors do not get what they want, the bounce rate will increase, and there will be no conversions. The Quality Score will also suffer as Google prefers only relevant content to users. 

Improved conversion rates: Businesses leveraging landing pages often achieve superior conversion rates. This is all because of their flexibility for targeted messaging, A/B split testing, and using invaluable insights gained from user data and feedback. 

Showcase your offers (seasonal or timebound): The landing page provides the perfect base for showcasing offers on products. But to squeeze every drop of its value, use seasonal or timebound offers.

This will compel your shoppers to decide on time and increase your store’s conversion rate. 

Customization and branding opportunities: Along with impressing users with promotional offers, the landing page allows you to customize.

Integrate a blend of branding in them and make your customers aware of you. However, you can also try a different angle for your marketing strategy while using landing pages. Customize layouts, form fields, and content. This step will maximize the effectiveness of your SEO efforts and will open the door to more conversions.

In a nutshell, if the purpose of your landing page is to get more sales on Shopify, you need to think of your landing page as a sales funnel. 

Guiding Pillars for Compelling Landing Page Design (with Examples)

The types, significance, and best practices for different landing pages of Shopify stores have already been discussed. Now, it’s time to shed some light on guiding pillars that can make a landing page design more magnetic. 

  • Simplicity in visual layout: The page has mainly two elements: visuals and text. To get a good score for visual design, focus on maintaining a consistent color scheme and aesthetics. You can get better results if you pay attention to typography. Line spacing and letter spacing are very minute things but can significantly impact the readability of the text.
  • Customer needs: A study says that Shopify stores that use personalized recommendations on their landing page experience a 28% increase in average order value (Source: Search Engine Land). Hence, your focus should be on customer requirements and then design landing pages accordingly.
  • Benefits rather than features: Inform your customers about the benefits of your products rather than providing a list of their features. When the customer finds any connection with the store item, like if that is of any use to them, only then do they think of making a purchase.
  • Just one clear action: Don’t ever commit the mistake of confusing your customers, as bothering them can cost you a loss of sales. So, it would be better to use one CTA instead of many to prompt the user to purchase from your store.
  • Make the CTA prominent: Customers prefer online shopping to save their time. However, if they have to wait while purchasing products online, they will better leave that site. So, ensure the CTA on your landing page is prominently displayed.
  • Withhold any other navigation links: To retain users on your landing page, withhold any other navigation links. This will ensure that customers are restricted to a specific path or content.
  • Capture with above-the-fold: Impress visitors with above-the-fold content. Use such a compelling heading or visual that they get excited to scroll the page down. It is a must as some users only view above-the-fold, and if it fails to impress, it only leads to an increase in bounce rate for the store.
  • Design to mirror the traffic source: The landing page design should be styled as per traffic interest. If you are landing the traffic from social media on the desired page, ensure it is designed according to that. However, if the traffic is sourced from search engines, it should be styled that way. 
  • Remove choice overload: When there are multiple choices, customers usually cannot decide which products to purchase. So, offering them limited options is acceptable. This will make the organization of products more accessible for you as a store owner and streamline the decision-making process for customers as well.
  • Add Social Proof and Testimonials: Reviews and testimonials increase your business’s credibility. Their presence on the landing page will boost the conversions for your Shopify store.
  • Persuasive copywriting: Text can potentially retain customers on the landing page. If specialized copywriters write the content and, that too, in a compelling tone, consumers will explore the store for shopping, certainly.
  • Make it skimmable: A study says that Shopify landing pages that load in under 3 seconds have a bounce rate of only 12 % (Source: Search Engine Journal). Thus, you just have this much time to grab your customer’s attention. If you succeed in doing so, you can have results. So, make sure whatever content you are displaying on your landing page, it is skimmable.

These are some tips from experts that will not only help improve your landing pages but also assist in nurturing prospects into customers. 

How to Create a Shopify Landing Page in Three Ways

There are three simple ways through which you can create a new landing page for your Shopify store. Without further ado, let’s make you aware of the steps!

Shopify Theme Editor

Normally, the method is used by the ones who do not hire any developer for the purpose. As the steps are basic and do not require any coding expertise. Check out the steps and get a Shopify landing page created for your store.

Step 1: Create templates

–       In the Shopify admin, Online Store section, go to “Themes” then click “Customize” theme.

–       Choose the kind of landing page you want.

–       Fill in the page’s name, and click “Create template.”

Step 2: Customize the Shopify landing page

–       Click on “Edit” on the left.

–       Adjust the announcement bar, header & footer, banner, and product grid.

–     “Add sections” if you want to add more single parts.

Step 3: Save and Publish

With these steps, you will get a landing page created for your Shopify store. However, one drawback of using this method is that there are limited Shopify template options. But, stores with limited budgets can go with this option initially. 

Note: Stores that are going to build a product bundle landing page, do not forget to check our guide on best practices for writing product descriptions, as this will help you write impactful details of your products.

Along with descriptions, focus your efforts on product organization. To get more information related to it, read our article on how to add product tags.

Using Liquid

The next method we are going to discuss is- the creation of a landing page using Shopify’s programming language, “liquid.” it requires knowledge of coding, and that is the reason it’s advisable to hire a developer as they are doing this frequently. This will also save your time, as the process is a bit time-consuming.

Here are the steps:

Step 1: In “Online Store,” go to “Theme.”

–       Click on the Actions.

–       Select Edit Code.

Step 2: Go to Templates > Add a new template.

–       Edit the HTML code, then click on Save.

Step 3: Implement Template to pages:

–       In the Template editor, find the Liquid tag for the section you want to edit.

–       Make changes and Save the template.

–       Go to Sections > Add a New Section and name the section.

Step 4: Customize the Liquid Code:

–       Add custom HTML, CSS, and Liquid code.

–       Save the changes.

This is how the landing page will be created using the “liquid’ method.

Using Page Builders

The last and trending way of creating landing pages is- using page builders. These offer the ability to build a landing page with drag-and-drop templates.

The preset styles can be easily customized to match any store’s requirements. Popular page builders for Shopify are Shogun, PageFly, and many more, which we are going to discuss in the next segment. 

Each page builder we are going to discuss has pre-designed landing page layouts. Product launches, holiday sales, signup pages, and every rich and dynamic landing page can be created.

Top Shopify Landing Page Builders

We are going to discuss the top landing page builder apps for a Shopify store. These are user-friendly and flexible. These complete any store’s specific needs and also help in maintaining the unique identity.  

Let’s talk about these builders one by one.

1. Shogun: The builder is a drag-and-drop page builder specifically designed for Shopify. One can create a customized and responsive landing page for their store with its help, and that too, without any coding skills. Here are the features:

  • Optimization features like A/B testing are available.
  • Provides SEO tips and page speed score-like analytics.
  • Reusable content sections, which can be used to maintain consistency across different pages.
  • Custom code integration is also available.

2. PageFly: The page builder for Shopify provides a range of design elements, templates, and advanced customization options. This gives the store opportunities to create visually appealing landing pages.

  • Real-time collaboration enables multiple members to work on the same page simultaneously.
  • One can add animation to elements on their landing page.
  • Supports multilanguage, perfect for a store that wants to sell its products globally.
  • It provides a drag-and-drop editor with advanced customization options.

3. GemPages: The page builder helps in launching visually appealing and effective landing pages for sales and marketing campaigns. The key features of the landing page created by the builder are:

  • The builder provides an intuitive visual editor.
  • AI feature allows the users to convert images & URLs into editable layouts.
  • The created landing pages are responsive.
  • It allows custom-coding to update additional changes. 

4. Hypervisual: The page builder creates landing pages which are optimized for high speed and search engine friendliness. Let’s see the unique features of pages created through this builder:

  • One can create pages for their products, collections, blog posts, homepage.
  • Add-to-cart forms, embedded collections and videos improve conversion rates.
  • A store can stay in touch with their visitors with the but-in-email opt-in forms.

5. Zipify Pages: The builder app helps to create customized and high-converting landing pages. Here are some features associated with the pages created by Zipify:

  • It is an easy-to-use builder.
  • It includes a variety of elements and widgets specifically geared toward increasing conversions. Testimonials, countdown timers and more.
  • Stores can duplicate their high-performing pages with a single click. This feature is useful for creating variations of successful pages or for quickly replicating similar layouts.

So, this is all about the top landing page builders. All the discussed options are cost-effective and integrates the best with the Shopify platform. But, in the above segment, we are going to discuss the major driver behind every webpage on the net-SEO.

Optimize Your Shopify Landing Page for SEO

Search engine optimization is the most significant step after creating any page. It will help you reach the right target audience. So, along with making it impressive, put equal efforts into SEO. This will save the landing page from missing out on the search engine web.

Optimize your page speed: The performance of any page is first determined by its speed. The quicker it loads, the better will be its ranking as well as user response. By making a few adjustments, you can optimize the page speed of your landing page and provide an exceptional user experience to the visitors.

Keyword Research and Content Optimization: Whatever the goal of your landing page, ultimately, you want to capture your target audience’s attention, right? 

For this, you have to adopt a research-backed keyword strategy, that too, in an extensive manner. Using tools like SEMrush, you can get popular terms along with measuring their difficulty and competition.

By conducting keyword research, your content strategy will also get optimized. This will give you topical authority and increase your store’s conversion chances.

Create a responsive Shopify landing page: People prefer shopping from mobile devices. So, make sure the landing page created is responsive. When your page is presented correctly, there is a high chance that it will grab users’ attention.

Secure Connection (HTTPS): Through whatever source the user is landing on your page, every element will play its role in getting conversions. But, besides improving displayed ones, providing a secure connection is paramount. One of the reasons behind increasing bounce rates is the neglect of secure connections. So, make sure your landing page is secured. This makes you more credible in the eyes of customers.

 Image Optimization: Visuals usually overburden the page, true but partial. If you use optimized visuals and graphics, it will make your page impressive as well as increase its speed. Just implement the right image optimization strategies. 

Integrate social proof and testimonials: Nothing is more convincing than reviews and testimonials from previous customers. It encourages new purchases, and also, the prospect gets a confirmation that the product they are going to buy will match their requirements or not.

Following all these points, you will present a well-designed page in front of the right audience. SEO is the strategy you can’t skip if you want to succeed in today’s digital era.

Common Mistakes to Avoid When Creating a Shopify Landing Page

We have shared valuable tips that we learned after years of experience. But we don’t want your hard work to be in vain due to any mistake. However, there are many missteps that can potentially affect the desired results on a landing page. If you stop doing them, you will get effective results for sure.

1. Unclear value proposition: It’s hard to find the value proposition based on the headline and subheadlines of some store’s landing pages.  Users find it frustrating when they have to scroll down to find the real value hidden in the middle of the page. That is why a landing page value proposition requires a sharp and clear point as it matters; whatever you are delivering should be with utmost clarity.

2. Weak Headlines and Copy: A particular niche requires a tone, and if you are not doing justice with that, you will fail to gain customers. Weak titles and content do not communicate the actual proposition effectively. Thus, you need to create compelling and engaging content for your store while writing for the landing page.

3. Inconsistent messaging: The overall effectiveness of your landing page diminishes when you provide a lot of information or its converse, or worse, your content is giving an inconsistent message. Hence, it is compulsory that your message aligns with the information that you actually want to convey.

4. Poor quality images: Using stock images to present your store’s products is a blunder. Instead, opt for customized photography that looks like real-world products. It may take longer, but you can be fully creative and unique while showcasing items.

5. Ignoring SEO: If you want to get effective results for your Shopify store and ignore SEO for your landing page, it is a blunder. All the successful stores are implementing search engine optimization along with impressive designs of webpage for their store. 


Considering everything, Shopify landing pages are crucial for the stores looking success. You can grow mailing lists, recall disinterred customers, advertise products and increase sales with its help.

But, to get all these benefits, you need to keep your landing pages updated with the latest offerings along with SEO. To get innovative and customized SEO solutions, you can contact us

Along with this, implement our shared suggestions, and you will feel the success rate to be 10x faster for your store.

Now that, if you are done with the landing page, also read how to make the best About Us page on Shopify.

Shopify Landing Pages FAQs 

1. How are landing pages different from product pages?

Ans. Ecommerce stores use product pages to showcase different items present with them. However, landing pages are designed for a specific marketing campaign or promotion to capture leads.

2. How to measure the success of a Shopify landing page?

Ans. If you see improvement in conversion rate, click-through rate (CTR), bounce rate, and average session duration-like metrics, then you are heading in the right direction. Improvement in these key metrics indicates that your landing page effectively conveys its message.

3. Can we optimize a product page to make it into a landing page?

Ans. Yes, you can convert a product page into a landing page by making a few changes. Better focus on items’ benefits. Along with it, use a clear and compelling CTA. Other than products, if there is anything else, better delete them.

4. What are some examples of effective calls-to-action for Shopify landing pages?

Ans. It’s all about creativity along with complying with the niche’s language. Here, we are sharing examples of CTAs used by some famous stores-Learn more, customize, extra 30% off sale, shop now. 

5. How does the color of a call-to-action button impact its effectiveness?

Ans. Color influences a CTA button’s effectiveness. To make it stand out, you can use red color. This way, you will capture more attention for it. You can also opt out a different color depending on your audience and context.

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