Not all pages are created equally – and even if they were, the conversion rates still wouldn’t be the same!
Of course, landing pages and product detail pages (PDP) are useful in their own rights, but the question that most of us have on our minds is which type of page converts better?
According to Monetate, PDPs have conversion rates of just under 1.5% while all other landing pages have conversion rates at almost 3%. The factors that contribute to that gap vary but often relate to the customer skipping ahead to a PDP and missing out on information that they should have gotten on other landing pages before reaching the PDP.
So what is it that makes a landing page, and more specifically a Shopify landing page, so useful? And how can you create Shopify landing pages that convert leads into customers?
Keep reading to get those answers and more.
Why use a Shopify landing page to begin with?
Using a Shopify landing page instead of a PDP isn’t just important because they have twice the conversion rates – here are the top reasons you should invest in creating a top-notch Shopify landing page:
1. Generate more revenue
According to the same Monetate study, ‘other’ landing pages also produce twice as much revenue as PDP which can ultimately lead to a more profitable online business. Product detail pages are useful, yes. But it’s clear from that statistic that it’s crucial to produce more landing pages and draw more attention to those landing pages in order for your revenue to look better.
Make sure to always keep track of your profit and expenses – if you want an easier way to track everything in real-time, use BeProfit – Profit Tracker.
BeProfit is the ultimate Shopify profit calculator. Not only does it work as a profit margin calculator, it also analyzes all of your expenses and presents your store’s data in easy-to-understand graphs and charts so you can always know where you stand.
Try the BeProfit Shopify calculator, here.
2. Reduce your bounce rate
Visitors who land on a PDP are more likely to bounce than those who land on a landing page. That applies to visitors who navigate to your website via search engine results (32% more likely to bounce from a PDP) as well as visitors who come in through social media (29% more likely to bounce from a PDP). Create a successful Shopify landing page to keep your bounce rates lower!
3. Keep visitors engaged
Shopify landing pages are also an effective tool for keeping visitors to your e-commerce business hooked and looking for ‘more’ (whatever ‘more’ might be). In fact, data shows that visitors who land on a PDP will view roughly 9 pages in that session, while visitors who land on other landing pages will view 42% more pages.
Think about it like this: if visitors land on a PDP and instantly see the price and other information they find relevant, they can come to a quick conclusion that the products don’t suit them, the prices are too high, or some other reason to end their journey on your website right there.
On the other hand, you can use a Shopify landing page to spark the visitor’s interest, create a sense of need for the products you offer, tell a story about how useful your products are, and generate a general appeal to emotion. That, in turn, can nudge the visitor to browse through your website a bit more and get ‘primed’ before eventually coming to the PDP where they’ll make that final decision to purchase (or not).
4. Personalize the user experience
Do you use email marketing campaigns for your e-commerce store? If yes, you won’t want to be making the mistake of using the same-old landing pages for leads you bring in from those email campaigns. You can use Shopify landing pages for specific cases like seasonal email marketing campaigns, special limited-time offers, or even tailored to the particular likings of the customer receiving the email.
The bottom line is that Shopify landing pages don’t necessarily have to be permanent aspects of your website – you can easily use standalone Shopify landing pages to personalize your visitors’ user experience and improve your e-commerce conversion rates.
5. Prime visitors to make a purchase
When someone enters your website and lands on a PDP, they’ll see loads of details about products with a range CTAs and links that lead to reviews, descriptions, and more. There are lots of distractions on product detail pages that can actually draw the visitor’s attention away from your main goal: making a purchase! You can use landing pages to stay on-target and keep your audience focused so that they don’t end up going down any rabbit holes.Using a Shopify landing page instead of a PDP isn’t just important because they have twice the conversion rates. They also generate more revenue, reduce bounce rates, keep visitors engaged, and more! Click To Tweet
Now that there’s no longer a question of why you should create Shopify landing pages, the next step is to learn how to create Shopify landing pages that convert.
Best practices to create a Shopify landing page that converts
Before you actually go about creating a Shopify landing page (we get to that in the next section), you’ll want to familiarize yourself with the best practices you can use to create a Shopify landing page that ultimately leads to conversions.
Here are the top 6 strategies for creating a strong Shopify landing page:
1. Test on mobile
By the end of 2021, mobile commerce (m-commerce) is expected to make up 54% of all retail e-commerce. If your Shopify landing pages aren’t optimized for mobile use, you’ll be doing yourself and your business a big disservice. Be sure to run tests to check how your landing pages appear on mobile devices so that you can make changes that will keep your mobile visitors coming back for more.
Best practice: Optimize your e-commerce website for mobile users. If this is on your to-do list but your current budget isn’t going to cut it, an e-commerce business loan or line of credit can help cover those expenses so you can strengthen your business.
2. Keep content short, clear, and focused
Have you ever been online looking at a website and caught yourself thinking “What are they even talking about here”? Well, trust us, you definitely don’t want the visitors to your website thinking that! To avoid that from happening on your Shopify landing pages, don’t ‘fluff them up’. Shorter text that conveys a clear and understandable message will do much more for improving conversion rates than long paragraphs that clog up the page with lots of text.
See Become‘s landing page for SBA loans as an example, and notice how nearly every sentence is broken into a new line. That was done intentionally in order to maintain the legibility of the info on that landing page.
Best practice: Improve your content production and overall SEO strategy to keep your message laser-focused.
3. Emphasize the benefits
When it comes to creating a Shopify landing page that converts, this one is kind of a no-brainer. After all, what else would you want to emphasize other than the benefits of the product(s) your selling? Okay, it’s not quite that simple.
As we just mentioned above, you don’t want to add too much fluff. To keep things sleek, think carefully about where you place that benefit on your landing page. Try different layouts and test how effective they are at improving your conversion rates.
Best practice: Place benefits within your Shopify landing page’s headline to catch the visitor’s eye at the get-go and then affirm it again within the CTA just before they decide whether or not to make a purchase.
4. Use one main CTA
There should be one call to action (CTA) on your Shopify landing page. That CTA, once again, should reaffirm the benefit of the purchase. There’s a limit to the number of things a person can focus on at any given time. By placing just one CTA on your landing page, you’ll be limiting the number of distractions that could potentially interfere with the visitor’s decision to go for the main CTA.
Best practice: Use one CTA per landing page. This is also an essential step towards reducing shopping cart abandonment for online stores.
5. Make your page appealing to the eye
Don’t neglect the design of your Shopify landing page! It can be tough to stand out from the crowd to begin with, so when you do have visitors it’s absolutely key that they are impressed with what they see. You can use several elements to ‘wow’ your visitors, including video, interesting scrolling effects, creative page layouts, bright colors, attractive type fonts, and so on.
There’s more to it than just appeal though – a memorable design serves to reinforce your brand awareness, too. Be sure to use your brand colors and typeface consistently, use moving elements sparingly, and place your logo strategically.
Best practice: Run your Shopify landing page designs by friends or close colleagues who can give you some honest feedback. Constructive criticism will help you fine-tune your landing pages and improve conversions.
6. Minimize your page load time
Time is of the essence for online shoppers. Don’t believe us? Studies have shown that a delay in page load time of just one second can cut conversions by 7%. On top of that, 14% of online shoppers will leave an online store and shop elsewhere if the page loads too slowly. If you want to keep your Shopify landing page conversions high, keep your page load time low. The last thing you want your e-commerce store to be is sluggish!
Best practice: Compress images, keep content short, use a reliable server with fast processing speeds, and test your Shopify landing pages to look for any identifiable issues that could be contributing to slow load time.
Note: Many of these best practices apply to creating a successful e-commerce advertising strategy as well. Be flexible with how you apply the tips provided above, they may be helpful for improving other parts of your e-commerce business as well!
How to create a Shopify landing page
Creating a Shopify landing page doesn’t require you to be a coding expert. In fact, there are a number of Shopify apps that you can integrate into your Shopify account to help you make your landing pages. Here are a few examples:
1. Shogun – best for optimizing existing landing pages (but still very easy to use for creating new landing pages).
2. PageFly – best for creating landing pages that are optimized for cross-platform use (desktop, mobile, tablet, etc.).
3. Zipify – best for creating landing pages that you can then easily analyze the effectiveness of and then perfect.
If you can’t seem to find the time, or interested in using a professional service for building landing pages for whatever reason, there are numerous companies which offer development services for Shopify websites. For example, BrillMark can help create visually appealing landing pages for any purpose, including theme customization, custom functionality development, bug fixes, and more.
Shopify landing pages are extremely useful for increasing conversion when done right. With the tips listed here, you can now develop the best Shopify landing pages that convert your visitors into customers. The question is no longer why or how to create a strong Shopify landing page; now the question is when you’ll get started!
Now that you know all about Shopify landing pages, you may be wondering ‘how does one build a profitable business on Shopify?‘