Use these 10 examples to inspire your next high-converting landing page. Plus, tried-and-true tactics we use to build and optimize effective ecommerce landing pages every day.
Here, you’ll find:
- 10 ecommerce landing page examples
- Page elements to include in your landing pages
- Best practices
- A helpful checklist
If you’re running an ecommerce website, landing pages can make or break your earnings.
When visitors land on your landing page, they’re sometimes ready to buy and other times they need a nudge.
Done right, your landing page can be the push they need to make a purchasing decision.
Fail to do that and you’re risking leaving money on the table.
But what makes a landing page great?
We’ll show you the 10 best ecommerce landing page examples and explain what makes them stand out and how they can be improved.
Let’s get into it.
10 ecommerce landing page examples
- Tudor watches
- Ava Estell reviews landing page
- Passion planner
- IKEA’s desks landing page
- Mountain Hardwear
- Copenhagen Grooming
- Barnes and Noble
- Roller Skate Nation
1. Tudor watches
Tudor is a luxury lifestyle brand that creates watches.
Its website’s main landing page showcases a new collection with a video commercial. Their watches used to be worn by US Navy divers and the landing page is a tribute to that.
Visitors are drawn into the brand’s story as soon as they land here and Tudor keeps the page fairly simple.
Scroll down and you’ll find a selection of their new collection. You’ll be taken straight to the product landing pages by clicking on each product.
What could Tudor improve on this landing page?
The first frame of the landing page has a slider with multiple calls to action. This can confuse visitors and make them unsure of what their next step should be.
By including fewer calls to action, Tudor can guide their visitors to the next step and potentially increase the page’s click-through rate.
Tudor does a great job promoting its new collection with a video commercial and well-placed products. It could improve by reducing the amount of calls to action on the first frame of their page.
2. Ava Estell reviews landing page
Ava Estell is a skincare online shop.
To target the keyword “Ava Estell reviews,” they created a separate landing page.
This landing page embedded user-generated content from different social media platforms, including images and videos. These are great trust signals for landing page visitors. It reveals good and bad reviews of the product, showing the brand is reliable and honest.
“Embedding social media directly into your landing pages can do wonders,” says Ella Webber, Lead Account Manager at DSLX. “It gives prospects a more organic way of seeing your products in action and also humanizes your brand and product.”
Its page ranks #1 for the target keyphrase that has around 1,500 average monthly searches (source: Semrush).
This helps Ava Estell monetize a keyword that’s typically dominated by general review websites.
What could Ava Estell improve on this page?
Each review has the product page link at the bottom, but should consider adding clearer calls to action to increase their conversion rate.
For example, clicking on the product mentioned at the bottom of the review won’t take you to the product’s page. Adding a button that says “View product” or “Shop now” and linking to the product page could positively impact their landing page sales.
Ava Estell implements social proof really well and its on-page optimization is great. It can improve by adding more prominent calls to action to drive more clicks and conversions.
3. Passion planner
Passion Planner is an ecommerce store that sells planners, sticker books, and journals. Its homepage kicks off with some great copywriting addressing a problem their product solves.
Its potential customers may feel a lack of control over their days. So the main tagline of the page suggests Passion Planner’s products will help them “take charge of their day.”
“Before you even begin to write conversion copy, you need to understand the pain points of the profile you’re targeting,” says Webber. “Once you know their struggles, you can better position your product features as a solution.”
What could Passion Planner improve on this landing page?
At the moment of writing this article, they have a pre-Black Friday sitewide special offer. We can find this information in other slides on the landing page slider.
However, if we land on this one, it’s not clear until we click on the “Shop now” button.
By including this information on the landing page, it might be able to help Passion Planner reach their conversion goals.
Passion Planner knows its customers well and writes great copy for them. It can improve by talking about its sale more clearly to get more folks to participate.
4. IKEA’s desks landing page
IKEA is a furniture company with a wide range of products available. It does a great job of categorizing its products on landing pages.
They use a similar template among different product types. Let’s explore what one of these templates looks like.
In this example, the page starts with different desk categories with images, so users can quickly find what they’re looking for.
Right below, there’s a showcase of how IKEA’s products could fit into their homes. This helps website visitors imagine the desk in their workspace — if they like it, they can click the price tag to complete the purchase.
What could IKEA improve about this page?
Well, it’s targeting several different keywords with this landing page, including “computer desks.”
Unfortunately, two other brands are currently outranking it for this specific term.
IKEA could either: reoptimize this page or create another one for the target keyword “computer desks.”
IKEA categorizes its products well on its landing pages, but could improve its on-page SEO to rank higher and drive more traffic.
Felina is an intimate apparel brand. Its landing page highlights a sale to increase conversions.
Felina placed its clearance sale front and center, encouraging customers to act right away with a strong and clear call to action.
Scroll down and you’ll find embedded customer reviews to show future customers that other buyers like Felina’s products, which builds trust.
What could Felina improve on this page?
Felina adapted the page’s copy (Scary Good Deals) to be in line with the upcoming holiday, Halloween. However, there are no visual elements to support that and without additional mentions of Halloween, the copy feels out of place.
Felina’s page has great trust signals and calls to action, but could improve the page’s copy by further promoting and educating visitors about its sale.
6. Mountain Hardwear
Hardwear sells outdoor gear and apparel. Let’s explore its product landing page for insulation clothes.
At the top of the page, it uses strong colors, like yellow, to draw the reader’s attention, highlight the great landing page copy, and entice them to click on the call to action button.
When we scroll down the page, we see a new product presentation highlighting its main benefits.
How can Mountain Hardwear improve its insulation landing page?
This page has no trust signals. By adding customer reviews, Mountain Hardwear can show its potential buyers that its products are reliable and high quality.
Mountain Hardwear has a great landing page design and copy, but the page lacks trust signals.
7. Copenhagen Grooming
Copenhagen Grooming is a hair and skincare brand.
Let’s explore their Halloween-themed sales landing page.
This landing page is great because it plays well into the theme. The pumpkin, the green color, the spooky font, and the copy are all in line with the Halloween theme.
The brand highlights the sale by enticing customers to buy now and uses trust signals early on the page to improve its conversion rate.
How can Copenhagen Grooming improve this page?
The copy “scary low prices” is a cliche tagline, often used around the holiday. They could experiment with a different copy and do A/B testing to explore other variations users may like more.
Copenhagen Grooming does a great job at creating a thematic landing page and having a clear call to action. It can improve by A/B testing its copy.
UrbiGo is an IoT garden device that grows herbs and mini vegetables all year round.
The landing page starts with copy addressing the pain points of its user base, such as time-consuming care and wilting herbs.
Then its call to action button is bright green, contrasting other content on the page and aligning with the brand’s colors.
Scroll to the bottom of the page and you’ll find a great review section with social media posts and stories from real users.
How can UrbiGo improve this page?
The first part of the page has a video in the background that changes frames too many times which takes attention away from the copy and the call to action.
It could improve by using a simpler video to focus the attention on the copy.
UrbiGo addresses the main pain points of its customer base and uses social proof to build trust. It can improve by using a simpler video on its landing page to complement its copy rather than detract from it.
9. Barnes and Noble
Barnes & Noble is an online bookstore.
This landing page is great because it’s promoting a book through a relevant Roman Empire TikTok meme.
It chose the perfect timing to promote this book on its landing page because the topic is trending at the moment. That makes it more likely to draw the attention of potential customers.
Right below, you’ll see some navigational links visitors may look for when visiting this page.
What could Barnes and Noble improve on this page?
There are multiple calls to action on the first frame of the page which may overwhelm visitors and cause them to avoid taking any action.
“This is one of the most common mistakes ecommerce businesses make. Every landing page should have a goal and the content and copy on that page should support that goal,” explains Webber.
Instead of multiple CTAs, it could focus on one specific call to action.
Barnes and Noble does a great job at creating quick, navigational links and using a relevant meme to promote a book. It can improve by focusing on a single call to action.
10. Roller Skate Nation
Roller Skate Nation’s landing page showcases a featured model with great visuals and colors.
It’s simple and it focuses the visitor’s attention on one call to action — to buy these specific roller skates.
The banner at the top supports the page by indicating free shipping of their products. The added benefit could further impact the conversion rate of the page.
How could Roller Skate Nation improve this page?
By using more persuasive copy. Right now, we know this model is new and improved, but it doesn’t tell us how it’s improved and what we could gain as a customer.
Roller Skate Nation features a product in a great way and sends customers to purchase it immediately. It can improve by using more persuasive copy that educates visitors about product improvements and why they should care/buy.
Page Elements to include in your landing pages
Each landing page you create will serve a different purpose. However, there are some elements that each landing page should have.
A great ecommerce landing page will have:
- Clear, attention-grabbing headline and subheadings
- Persuasive, descriptive messaging
- Captivating visuals (quality product images and/or videos)
- Specific, easily visible CTA (call to action)
- Trust signals and social proof like testimonials, reviews, trust badges, etc.
- Product information and pricing
- User-friendly navigation
- Shipping, returns, and refunds information or links to policies
- Good loading speed
- Great on-page SEO for target keywords
Best practices for building high-converting ecommerce landing pages
Including all the elements from the list above is a great start to your landing page.
Let’s explore some best practices that can make your page high-converting.
- Know your target audience and speak to them
- Keep your landing page simple
- Add trust signals and social proof
- Perform A/B tests on your landing page to increase conversions
- Monitor key metrics and user behavior
1. Know your target audience and speak to them
Knowing your specific audience will help you create exactly what they’re looking for. If you don’t know what their main pain points are and how you can help them, learning more about your audience should be the first step in the process.
Discover who your ideal customer is, what they care about, and what motivates them to purchase your product.
Not sure how to do that?
Start off by exploring industry trends with a tool like SparkToro. Let’s explore an example. Imagine you’re an ecommerce brand that produces travel accessories.
Go to SparkToro. In the field “My Audience frequently talks about,” enter a topic that’s relevant among your customers. For example, “traveling abroad” and click “Search.”
The tool will give you information about what your audience talks about online, such as the top words they use in their social media profiles, popular hashtags, and frequently used phrases.
Scroll down to explore what kind of media they consume online. This is a great starting point. From here, you can go on and read the publications, listen to podcasts, and explore subreddits to find out more about what your audience cares about.
Exploring with tools like SparkToro helps you get started. But interviewing some of your customers will paint a full picture of who you’re speaking to. Reach out to several existing customers and set up interviews.
Here are example questions you can ask to gain insights:
- What’s the #1 problem our product helps you solve?
- What kind of problems did you face before using the product?
- How would you feel if you couldn’t use the product anymore?
- Can you give me an example of how you’d describe the product to someone who’s never heard of it before?
- What other products and/or services are you using to tackle this issue?
Gather observations from these interviews and find common themes.
Once you do that, create your unique value proposition and communicate it through your headline, landing page copy, product descriptions, and more.
For example, here’s how Saatva, a mattress company, communicates its value proposition.
In the subheading, they touch point on two of their brand’s benefits — high-quality handcrafted mattresses and comfortable prices.
Scroll down the page and you’ll find a comprehensive overview of the brand’s unique selling points.
2. Keep your landing page simple
Each landing page should have a goal. That goal can be to sell a specific product, increase newsletter sign-ups, or book a call.
The secret to having an effective landing page is to keep one goal per single page. This ensures your customers don’t get overwhelmed with too many options for the next step.
Let’s take another look at the example mentioned earlier, Mountain Hardwear’s insulation landing page. The goal of this page is to sell insulation products.
And the brand sticks to a single call to action throughout the entire page to make sure visitors get to the checkout page.
One more time:
Keeping your landing page simple also refers to other elements on the page, such as copy, design, and visuals.
Here are some tips on how to keep your landing page simple:
- Keep your design clean by limiting the color palette you use to a few colors, making the text easy to see and read, and ensuring that buttons stand out. Instead of clogging your landing pages with content, use white space to highlight important elements of the page.
- Use images, videos, and other visual elements strategically throughout your page to support your page’s goal, but be careful not to overdo it and confuse the visitor with too many elements.
- Keep your copy concise and straight to the point. You can also reduce the amount of text you have on your page by replacing it with relevant icons.
A simple and effective design can be a lot more effective than a cluttered one because the offer and next step are easier to understand.
3. Add trust signals and social proof
Trust signals and social proof help your customers make a purchase by reassuring them that your brand is reliable and trustworthy.
Do this by adding customer testimonials, reviews, and trust badges.
For example, a sportfishing marketplace, FishingBooker, checks captains’ licenses and verifications so customers know who’s verified by looking for trust badges.
You can take trust signals to the next level by using social proof.
To get an idea, have a look at how Apolla Compression Socks embeds reviews from social media on its landing and product pages:
By embedding user-generated social media posts about your products on your website you’re giving visitors a way to feel more connected with your brand.
4. Perform A/B tests on your landing page to increase conversions
A/B (split) testing is the process of comparing two different variations of your landing page to find which version performs better.
You can split test various elements of your page, such as headlines, copy, design, page layout, and calls to action.
Doing A/B tests helps you find the perfect formula that works among your customer base, so you can optimize your landing page.
Split testing is simple: You choose what you want to compare and create a hypothesis.
For example, you’re running a 50% off sale and your current landing page copy says “50% off on all products.”
Your hypothesis is that changing the headline to “50% off on all products until X date” could improve the conversion rate by creating a sense of urgency to act now.
Then, you create two pages and launch them with an A/B testing tool, such as VWO and Optimizely.
Once the results are in, you can see which version performs better and continue testing for even better results.
If this seems overwhelming, HawkSEM’s team can do A/B testing for you. Explore our conversion rate optimization services and reach out to schedule a free consultation.
“Landing pages are a vital part of the conversion funnel. It’s the main collateral that turns a visitor into a customer. You want to make sure you or whoever manages marketing campaigns for your business is savvy to landing pages and puts a lot of time/emphasis on ensuring they are high converting,” points out Sam Yadegar, CEO of HawkSEM.
“In addition to the list/examples the writers put together, it is crucial that you are also tracking the performance of these ecommerce landing pages to ensure a high ROAS. We do this with ConversionIQ (CIQ),” says Yadegar.
5. Monitor key metrics and user behavior
To analyze landing page performance, you must track the right metrics.
In this article, we talked a lot about conversion analytics and optimization, but there are other metrics to consider for landing page performance.
These metrics could include:
- Page Views: How many people actually see your landing page
- Page Views by Source: Where do your visitors come from
- Session Duration: How long do they stay on your page
- Click-Through Rate: The percentage of users that react to your call to action
- Bounce Rate: The percentage of users that leave your site immediately after visiting
- Cart Abandonment Rate: How many users add products to their cart, but don’t buy them
Tracking these metrics reveals how your web page performs and what you’ll need to improve.
Use analytics tools and apps like Google Analytics and Hotjar to monitor metrics and user behavior. Or consider working with HawkSEM and we’ll do the tracking for you in our software ConversionIQ™.
“We use CIQ to granularly track the performance of ecommerce campaigns, specifically the landing page performance, to ensure we are achieving a high ROAS,” Yadegar says.
“CIQ allows us to see which landing pages and specifically what aspects of those pages are creating the uplift in performance. From there, we can set a clear path to a higher ROAS.”
Checklist for building an amazing ecommerce landing page
We prepared a checklist you can use when building an ecommerce landing page:
Write a clear and compelling headline
Write persuasive and descriptive copy
Create a sense of urgency with a limited-time offer
Address your customers’ pain points and highlight how your product solves it
Include product information and pricing
Make sure that your ecommerce landing page design is simple and minimalist
Use captivating visuals (images and/or videos)
Make sure that the navigation is simple and easy to understand
Choose one call to action and make it visible on the page
Use trust signals and social proof to build trust
Include shipping, returns, and refunds information
Make sure that the page loads quickly
Optimize for the target keywords
Set up metrics monitoring
Do A/B testing to increase conversions
Add pop-ups to encourage action on your page
Include relevant case studies and use cases for your product
Great landing pages will delight your customers and increase earnings for your ecommerce online store.
With these examples, tips, and best practices, you’re equipped to create an amazing customer experience for your website visitors.
Need help getting started? Reach out to HawkSEM’s team to explore how we can support your next marketing campaign.