An Intro to Shopify Landing Pages

Create engaging experiences that convert.

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The landing page is the first thing your visitors see when they visit your site - it's the storefront. This is the point where customers decide whether to leave or to stick around and browse what you're offering.

So what does the typical Shopify landing page look like? How can you optimize the page to capture leads and increase conversions? These are some questions we're going to answer in this piece.

What is a landing page on Shopify?

A landing page on Shopify is the first page visitors see when they visit your online store. While specialized pages typically offer a particular type of content, eCommerce landing pages are usually more general.

Ecommerce landing pages focus on getting a visitor to take the desired action and navigate your online store. Landing pages include links to other pages, such as product pages and FAQs. Shopify landing pages often include social proof and testimonials towards the end of the pages.

Why Your Shopify store needs landing pages

Landing pages can help merchants increase conversion rates significantly. A study revealed that visitors who land on product pages view 42% fewer pages than those who land on a different page. Consequently, visitors who land on the product pages directly have half the conversion rate of those who land on other pages.

‘Other pages’ most significantly include the landing page. Your landing page links to other important pages and helps secure conversions by moving customers along your sales funnel.

How do I optimize my Shopify landing pages?

The average conversion rate for eCommerce stores is 2%. However, optimized landing pages can take this conversion rate up to 8%. So, naturally, perfecting your landing page is a priority, and here's how to do it:

Write clear and relevant content

Landing pages should be no-nonsense – keep them clear, concise, and to the point. Content formatting techniques help get your point across better: break large volumes of information down into reader-friendly pieces with the help of headings, lists, images, and short paragraphs.

Design with real copy

Designers often use dummy text like Lorem Ipsum while designing the landing page. Well, that’s where the content misalignment nightmare begins. Real, quality content rarely fits into the placeholder text – so, save yourself the hassle and start with the actual copy from the beginning.

Focus on one main call-to-action (CTA)

The landing page should have one clear-cut goal; otherwise, you might confuse visitors. If your goal is to say, say, steer visitors towards a product, then don’t include any unnecessary links that direct elsewhere.

Use benefit-oriented CTAs

Call to action buttons should capture your audience’s attention. Making the CTA buttons attractive enough is important here, and an effective way to do so is by using benefit-oriented CTAs.

Your customers are already thinking, ‘why should I buy this? How will it improve my life?’. A benefit-oriented CTA answers these questions and secures the sale.

Make sure that the design is eye-catchy and easy to look at

There’s nothing worse than an ugly storefront, and the same is true for digital storefronts or landing pages. So make sure your landing page is easy on the eyes and captivates your audience. Moreover, a smart design can even help navigate site visitors towards your CTA.

In recent years, the number of mobile users has only gone up, so make sure your site design is responsive and mobile-friendly.

Optimize the content length

If your landing page is unnecessarily verbose, visitors might run off altogether. A landing page is just the storefront – keep it concise and captivating, but don’t intimidate visitors with too much content. Your content pages are the salespersons – they get to do the serious talking.

Use short forms with a minimum number of fields

Think of it this way: would you want to visit an e-store if you had to fill an extensive questionnaire before looking at the landing page?

Yikes - we wouldn’t either.

If you’re looking to collect visitor information from the landing page, keep the forms short and use as few fields as possible.

Types of landing pages for Shopify stores

Landing pages are designed differently depending on the goals they’re looking to achieve. For example, there can be landing pages that focus on a single product or multiple ones. Alternatively, you could have a more general landing page that gives a brief overview of your entire store.

Promoting a Single Product

Single product pages are self-explanatory – they promote just one product. Merchants usually handpick specific products to include on the landing page, like bestselling products or new launches. The idea is to direct your traffic towards one product and increase its sales, so you could even promote an underperforming piece.

Promoting a Category

A more common landing page design showcases a product collection. Companies often choose this design to educate customers about different products in a menu and drive them towards making a purchase. Typically, landing pages of this design are little more than a picture gallery with a few words about the product line.

Spotlighting Discounts and Promotions

These landing pages are perhaps the most common – they promote your store’s highlights, whether that includes discounts, sales, or other promotions. This landing page format is effective for capturing the attention of ad-based traffic.

Capturing Leads

These landing pages are perhaps the most common – they promote the store’s highlights, be it discounts, sales, or other promotions. Such landing pages are effective in capturing the attention of ad-based traffic on the website.

How to create landing pages in Shopify

So landing pages are clearly important, but how can you actually make one? There are a few ways to, let's go over them.

Create a custom landing page template

The most obvious way to make a landing page for your Shopify store is to add a new page through the dashboard. You can then customize the page by using different Shopify themes, add-ins, forms, images, videos, etc.

If Shopify’s landing page themes aren't to your liking, you can always build a custom page using Liquid. It’s Shopify’s coding language, and you can hire a designer to create the landing page for you.

Use a page builder app

The easiest way to create a Shopify store landing page is by using landing page builders. Many builders use the easy drag-and-drop interface that makes custom-creating the landing page a breeze. Many of these builders even come with a free trial.


PageFly is a page builder available on the Shopify app store. It comes with many templates and integrations. It also lets one easily customize the landing page – thanks to its 30+ page elements.

Gem Pages

Gem Pages is another landing page builder that’s compatible with Shopify stores. It has a variety of features and tools for easily customizing your store’s landing page. Gem Pages also comes with an SEO feature, making it a great help for pulling in organic traffic.

Shogun Page Builder

Shogun Page Builder is a Shopify app that lets users build customized landing pages with a drag and drop interface. The Shogun Landing page app allows users to add variety to the landing page with collection features, product gallery, add-to-cart buttons, and more.

Tips for creating high-converting landing pages

Here are some marketing best practices to keep in mind when creating landing pages that will properly convert.

Keep Your Audience in Mind

Make sure the content you create is tailored for your audience – keep them in mind when you design the landing page. Platforms like Google Analytics can help you get a better idea of what your audience likes. Alternatively, you can check social media channels out to see what their common interests are.

Focus on the Benefits

To truly capture your target audience’s attention, tailor your strategy to them. First, do a little research and see what they like. Then, present the benefits of the product for them. For landing pages, exciting features and captivating headlines can capture your audience’s attention enough to move them along the next stage of the conversion funnel.

Use branded tracking pages for post-purchase upsells

Some store owners make the mistake of thinking the funnel ends when customers make a purchase. This is short-sighted – your strategy should include getting customers to come back for more, and shipment tracking features help out here.

These services allow merchants to create and customize tracking pages that educate customers and increase post-purchase upsells through product linking.

Here are some examples:

  1. A Pup Above
  2. For Love And Lemons
  3. Summersault

Limit the Call to Action

We discussed earlier that your landing page should have a clearly defined goal, and the Call To Action should reflect that. Whether you're going for an email opt-in, add-to-cart button, menu button, or something else, keep your CTA simple.

Make Your CTA Visible and Value-Focused

After deciding on a CTA, the next thing to do is make your CTA button easy to spot on the landing page. It should be in the visitor’s reach, and steer clear of using any generic buttons. For example, if you sell e-books, instead of just putting a ‘download’ button, try a ‘get your e-book’ button – it’s more value-oriented.

Shopify landing page FAQs

Here are answers to some frequently asked questions about landing pages on Shopify.

Does Shopify have landing pages?

Yes, Shopify allows you to make landing pages directly on your Shopify store. You can use Shopify themes through the dashboard or get page builders from the Shopify app store.

Does Klaviyo offer landing pages?

Klaviyo lets you create a page-length form that essentially serves as a landing page. You can make these ‘subscribe forms’ with the help of easily integrated tools like Typeform and Wufoo.


Some merchants choose to go without a landing page, but would you really want to go without one, given all it has to offer? We sure wouldn't.

A landing page is one of the most important pages on your site, if not the most. So take your time, do the required research, and figure out what design best suits your needs. And be sure to include high-quality copy to convert your audience into paying customers!