Imagine if you could convert 8 percent of your traffic.
Crazy, right? It’s not impossible to achieve such high conversion rates with Shopify landing pages.
According to Unbounce, the average conversion rates for landing pages that are well-designed is 9.7% (no it’s not a typo).
Without further delay, let’s dive into the meaning of a landingpage, why it is important, how to create one in Shopify, and how to optimize it.
What is a Shopify Landing Page and how does it work?
Shopify landing pages are standalone pages that you create for a specific goal.
But don’t panic. But don’t panic.
It’s not quite true. Technically, a product page can be considered a type of landing page. Many brands send their traffic directly to product pages, with good results.
There are a few key differences between landing pages, pages, and product pages.
You can think of product pages as a Swiss army knife. They are multi-purpose tools that capture the attention of many browsers.
On the other hand, landing pages are like a scalpel. They have a single goal: to get visitors to take a particular action.
Landing pages can be deployed at different stages of the buyer’s journey than product pages. You can use them to, for example.
- Promote and sell a product
- Advertise a product line
- Promote a sale or a limited-time offer
- Collect email addresses of leads for drip campaigns
Landing pages often contain distinctive elements like:
- A headline and subheading
- It is a clear call to action
- Compelling visuals
- A unique selling proposition & more
Landing pages are missing some important elements, such as navigational links. This minimizes distractions and helps focus on the task at hand.
Shopify Landing Pages: Why you need them
Landing pages are a great way to increase conversions by offering a more relevant experience for visitors.
Let’s say, for example, you want to promote Spring sales with Facebook ads.
It’s easy to set the goals and define your audience and then hit launch. But you get a high CPM and very few conversions. What is the deal?
The problem is that you are advertising spring sales but driving traffic to generic product pages.
Your ad creative doesn’t translate into a post-click experience. Your customers landing on your product pages will likely be confused and click away.
Facebook’s algorithm determines that your ad doesn’t help users achieve their goals.
This issue would be solved if you sent traffic to a landing page that was specifically designed for your purpose.
Shopify landing pages allow you, as a merchant, to do things such:
- Be more specific in your offers. Generic product pages don’t meet everyone’s needs. Targeted ads and targeted landing pages are a surefire way to increase relevancy, generate more sales, and it’s a great way to get noticed.
- Shopify analytics can help you drive higher conversions. A good landing page tool allows you to experiment with different elements and offers superior granularity.
- Personalize your brand experience with Shopify is becoming more popular as more merchants use it. This means that product pages on the internet are becoming more homogeneous. You can create a unique experience for your customers by landing pages.
- Be more agile:A landing page tool lets you build fast and cheaply, instead of having to rely on a team full of liquid developers. Are you looking for last-minute modifications to your product launch? You don’t have to worry about making last-minute changes to your product launch.
- Magento Pos
- Shopify Pos
- Bigcommerce Pos
- Woocommerce Pos
- Netsuite pos
- Bigcommerce automation
- Shopify automation
How to create a landing page in Shopify
We now know what landing pages do and why they are important. Let’s take a look at three ways you can implement them in your store.
1. The simplest way to build a Shopify landing page
The simplest and most straightforward way to make a page is to create one and then design it using the principles behind landing page design. (We’ll be covering this later!)
Here’s how it works:
- Click on ‘Online Store’ in the Shopify Dashboard.
- In the dropdown menu, click ‘Pages.
- Click ‘Add Page.
You can now create a Shopify landing page with images, videos and other relevant content.
This approach can be used with Shopify’s product collection. You can create different collections for your PPC campaigns in order to present more relevant post click pages. Casper is an example:
This approach is limited in functionality and won’t result in the highest conversion rates.
It can do the job without any coding or extra tools for announcements and promotions.
We recommend using the two following options to get better results.
2. Use Liquid to create custom landing pages
You can create landing pages for your store if you are familiar with Liquid (Shopify’s coding language).
We won’t go into all the details of creating landing pages with liquid. Instead, check out Shopify developer Liam Griffin’s guide which covers everything you need.
A landing page template allows you to easily customize every section of the editor with any content, images, or products.
On the other hand, you will need to create a separate template for each landingpage, with each section. Any changes to the template will be visible on all landing pages.
ProTip Upwork has experienced Shopify developers who can help you create a landing page template.
3. Shopify can use a landing page builder
A landing page builder makes it easy to create high-converting landing pages, without having to code or pay a developer.
Many landing page builders also include advanced features such as heat mapping, mobile responsive templates, and proven conversion elements.
Shopify is a great example of this. Many landing pages can be purchased for a monthly fee, so you don’t have to spend a lot upfront to get started.
Let’s look at the options available for landing page builders.
Shopify Landing Page Builders: The Best
There are two types to be aware of when we talk about Shopify landing page builders: Page builders that can be downloaded from the App Store and bolt-on builders.
Let’s take a look at the most popular options in each category.
1. Shopify Apps: Landing Page Apps
Shopify’s landing page builders make it easy to create professional, high-converting landing pages.
PageFly has been the most used landing page builder for Shopify with more than 100,000+ merchants and over 20+ integrations to other Shopify apps.
PageFly offers a complete package for optimizing and building your store. It is easy to use with drag-and-drop. This creates seamless digital experiences across all devices.
The library of 80+ high-converting templates means that you don’t have to be a professional designer to create stunning landing pages. It also has a drag-and-drop editor that allows you to customize pages as you like without having to code.
PageFly offers a free version with full access to all features. Paid plans start from $19/mo, and can go up to $99 for an unlimited plan. Pagefly offers a 24/7 live chat support that is world-class and available to assist you in getting the most out of the app.
Although Shogun Page Builder is simple to use, it doesn’t make it difficult. You can still use it as a powerful tool for designers and CRO professionals.
Shogun’s intuitive drag-and-drop page interface is easy to use and comes with a large library of landing page elements.
Shogun’s advanced analytics and A/B testing capabilities can help you optimize your pages to increase conversions.
You get a free 10-day trial of the app. Pricing starts at $39 per month for the basic plan, and increases to $149 per month for the unlimited plan.
2. Bolt-on Builders
You can also use standalone third-party landing pages builders. Shopify’s embedded ‘Buy Now!’ button allows you to incorporate any webpage into the store.
These landing page builders have a lot of firepower. There are many customization options and capabilities that you can use.
Unbounce is a well-known landing page platform.
Unbounce offers an intuitive drag-and-drop builder and over 100+ field-tested templates that match every conversion goal.
Smart Traffic is one of the most amazing features in Unbounce. It uses machine learning to optimize landing pages based upon how visitors behave. This is like automated A/B testing, which will help you get more sales quicker.
Unbounce offers a free 14-day trial. After that, the basic plan costs $80/mo (up to 500 conversions, up to 20,000 visitors, and one connected domain).
ProTipIntegrating Shopify with Unbounce requires that you use third-party code. This tutorial by Unbounce explains how it works.
Leadpages is an intuitive landing page maker and marketing software that helps small and medium-sized businesses to capture leads, nurture them and turn them into customers.
You get over 200 templates and lightning fast page loading speeds. And unlike other tools, there is no charge for the number of leads you generate or traffic that you generate.
One of the highlights is intelligent conversion guidance that predicts the performance of your landing pages before you publish them. This will ensure you never publish a poor performing landing page again.
Pro Tip – Leadpages created a tutorial that will help you integrate it to Shopify. You can find it here.
Shopify Landing Page Examples (& Best Practices)
It is easy to create a landing page, but it is not enough. To get real conversions, you must know how to design your landing pages for maximum results.
You’ll be able to choose from many templates if you use a landing page builder. It’s important to be able to identify the content you want to include in each section.
Let’s take a look at some examples and then break them down to see how the best eCommerce landing page works.
Let’s optimize above the fold.
Every landing page has two parts: the one above the fold, which is what visitors see immediately when they land on the page; and the one below the fold, which visitors see as they scroll down.
Let’s get to the top. If you don’t grab attention and nail it, your visitors will simply click away.
1. Write a killer headline
David Ogilvy said it best: “Five Times as many people read headlines than the body copy.” Your headline is worth 80 cents.
Your headline is what draws people in. There are many ways to create a headline that is compelling. The easiest way to do this is to highlight the main benefit of your product and address the most objectionable aspect.
You can see that Smile Direct Club entices people with its ‘A smile you’ll love …” while also overcoming the biggest objection (dental costs are high) by providing a follow-up with ‘… for less than $3 per daily.
Your headline should be punchy and direct. Find out what the primary pain point is that your product solves and then go from there.
Tip: Uncertain if your headline is captivating? To see how your headline stacks up, use CoSchedule’s Headline Analyzer. You’ll be able to achieve a score of 70+.
2. Use your subheading to convey value
A sub-heading is an important part of any landing page. It expands on the promise of the headline and gives more information to visitors.
You will need to briefly explain your services and highlight any secondary benefits that customers should know.
Quip does this well with the sub-heading, ‘Guide a life of good habits using electric toothbrushes and refillable floss for all ages.
This subheading will show parents that they are not just buying a toothbrush at the grocery store. They are instead buying good habits for their children, which is much more powerful.
3. Let people visualize it
Quality landing pages are incomplete without visuals. This Harry’s landing page shows your product in all its glory.
4. Social Proof from Slather
Social proof is a great way to instantly build credibility for your brand.
Let’s take, for instance, The Farmer’s Dog. Their landing page is populated with Google reviews and media mentions.
There are many companies that sell dog food. However, not all have been featured in Vogue. These logos give authority to The Farmer’s Dog.
5. The Next Step should be obvious
Every landing page should have a compelling call to action. Your conversion goal is represented by your call to action.
The background should be starkly contrasted with the button. You should also surround your CTA in plenty of white space to make it stand out on the page.
Here’s how Trade Coffee does this:
Notice how your eyes are drawn towards the red button? This is exactly the effect you want to achieve on your landing pages.
When crafting your CTA, the last thing you should do is choose a value-based CTA whenever possible. Instead of saying “Learn More”, use something like “Get matched” to maximize clicks, and revenue.
Let’s talk about what lies beneath the fold
If you have won the customer’s interest above the fold, then you will win the sale below the fold. These are the steps you should take to seal the deal.
1. Highlight Features & Overcome Objections
After a visitor scrolls down you must immediately convince them about the value of your product, and address any objections that they might have.
HelloFresh is one example. They have four icons below the fold that support their headline claims and address sticking points.
HelloFresh states that there’s no obligation, that they have the highest 5-star reviews and that you can make family meals for $7.49 per person.
HelloFresh will explain what’s in the box, using bullet points to show how simple, fun and easy it is to create great home-cooked meals.
Consider how you can address every objection customers may have to your product or your offer.
2. Add more social proof
Social proof has already proven your credibility. It’s now time to consolidate that credibility and encourage customers to take action.
This is why it’s so powerful to use customer testimonials. These reviews are very popular with customers. These testimonials show the results of your product and help to bring it to life.
Quip uses customer testimonials at the bottom of their pages to drive conversions. These reviews are directly relevant to their ideal buyer.
3. Use an FAQ to tie up loose ends
Customers will naturally have questions as they navigate down your landing page.
A FAQ section allows you to address customer concerns and addresses objections you did not have the space for.
This section is critical. To make it a success, create a list of customer objections. Then, reframe them as questions and answers.
4. Add a Final CTA
A visitor who has reached the bottom of your landing pages is likely to convert.
To make sure they don’t scroll back up, add another CTA to the bottom of your page.
This is the moment you have attracted the visitor’s attention, and 95% of your selling has been completed. There’s no need for you to rush.
Your final CTA can be used as an opportunity to address any remaining objections, like Winc does here.
Notice how they answered the objections:
- “What if the wine is not what I like?” – We will replace it.
- “What if I have to stick with certain wines?” – Select only wines that you enjoy.
- “I don’t want to be locked in to a subscription that I don’t use” – Skip a month and cancel anytime.
They end with a contrasted CTA that makes it easy to follow the next step.
Create a Shopify Landing Page Now
A Shopify landing page is a complex task. It should now seem manageable and you are ready to get started.
Remember to keep your audience in your mind when building your page. It’s important to create the perfect page for your customer, both in content and design.
Use the best practices and tactics we have covered to create a page that converts and brings in more customers every day.
Remember to keep testing your landing pages. It is rare that you can create a landing page that converts on the first attempt.
Tests are relentlessly conducted to find the perfect combination of elements and content to inspire visitors to click.
Article source: https://www.reconvert.io/blog/shopify-landing-page/