33 High-Converting Product Landing Page Strategies (+ Examples)

While landing pages are mythically known to be great conversion drivers, in reality, 48% of shoppers are known to bounce off them and not interact with any associated marketing collateral.

A huge loss of opportunity if you ask us—but one that you can reverse with the right strategic thinking. 

Something we’ll explore through the help of 33 brands that are doing right, while also telling you other ways to apply each tactic. 

Ready? Let’s go! 

How do eCommerce landing pages contribute to better conversions?

What the homepage is to your organic traffic, landing pages are to your paid traffic. 

In other words, the way you structure and optimize your landing pages, decides if your paid traffic = traffic with high buying intent converts or not. 

Here’s what you can optimize in your landing pages to make them more powerful:

✔ Focus of the messaging: The more the value proposition fits with the expectations of the buyer, the greater the likelihood of the latter making a purchase. 

✔ Social proof plugs: Showing that a product or bundle works well in real life or that experts recommend the brand actively, nudges landing page visitors towards a purchase. 

✔ CTA nudges: When you word your CTAs in a way to knock off customer objections, chances of a sale improve—after all, it’s only the landing page where multiple CTAs take the visitor to the same offer / category. 

✔ Long form content: Enriched, non-transactional content here can meet the visitor where they are while telling them how what’s featured on the landing page will make their life better. 

✔ Product combinations: There’s a huge opportunity here to personalize your individual recommendations & bundle suggestions to the last degree for better conversions. 

‍✔ Offers & deals: On an eCommerce landing page, you can position one or multiple powerful offers from the same category / collection / product drop without the distraction that a typical homepage or category page comes with.

Proven Landing Page Optimization Tactics for 2025

Let’s take a look at landing page elements some eCommerce brands are getting *just right* to be able to bring in the conversions:

1. Highlight what's going out of stock (Meow Meow Tweet)

As a personal care product brand that revolves around the ethos of going easy on the planet, Meow Meow Tweet creates landing pages that hit the right notes for high intent buyers to notice. For example, in the following landing page, they use urgency + a limited time deal to trigger more conversions. 

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Other key ways to optimize this landing page strategy:

✅ Drive more urgency into the headline itself - something like “900 sold of 950 pieces already” work rather well!

✅ Feature a super short flash deal lasting X hours only - with your ads and landing page headline declaring a higher % discount.

✅ Send an email-only discount your subscribers - and mention that while for the rest of the world, the discount is at 50%, for them it’s at 70%. 

Further Reading: 40 High-Converting Health/Beauty "Product Page" Examples

2. Get a cause to drive conversions (Fresh Heritage)

eCommerce men’s grooming brand Fresh Heritage is all about getting traditional African oils and other natural ingredients to be a part of modern products. They target the contemporary black man. The following landing page gets multiple elements right to lead first with cause marketing: a relevant discount - donate offer + social proof numbers to improve the psychological impact of the messaging: 

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Other key ways to optimize this landing page optimization strategy:

✅ Talk about the legacy of this cause - especially if you’ve been running it at a particular time every year, feature numbers that’ll help shoppers understand how exactly the donations have helped. 

✅ Use behind-the-scenes content - especially when you feature the makers of the products and the processes you use to achieve high standards, it strikes a chord with high intent buyers. 

✅ Feature a special shipping option - this can especially work well if your discount isn’t too high, and you want to feature “free carbon neutral shipping” to convey how responsible your brand is. 

3. Use copy to create “aware” customers (Hey Kangaroo)

When you’re considering landing page optimization best practices, you’ll have to consider what newer customers may want before converting. That’s what this Hey Kangaroo landing page teaches us—to meet shoppers early in their customer journey by stating action steps + different plans of the product to make choosing easier & faster:

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Other key ways to apply this landing page inspiration: 

✅ Feature a product comparison chart - this can be especially helpful if you sell high-end, feature-rich products and are attempting to stand out against competitors.

✅ Show the ideal use cases - buyers who’re still undecided to trust your brand can instantly find conviction in this, especially if you’re able to identify 4-5 use cases that most buyers would appreciate.

✅ Feature UGC videos from existing customers - good ol’ social proof that covers pain points from unboxing to using the product to caring for it. 

Further Reading: eCommerce Copywriting: 20 Inspiring Examples from the US

4. Lead first by benefits (Tundra Drones) 

It’s easy to think paid traffic visitors and email-led visitors will naturally want to scroll through your eCommerce landing page, because well, you’ve targeted them right. But that’s often not the case because the average buyer is short on time and has several sites open for comparison. This is why eCommerce drone brand Tundra Drones does this differently: they state benefits upfront + feature a review that subtly upsells (soon after in the page) to make shoppers stop awhile and read:

Other key ways to use this landing page conversion strategy:

✅ Focus on stating *measurable benefits* - “Explore longer flights” and “Easy-to-capture aerial footage” as benefits upfront will make the average shopper scroll more.

✅ Showcase a short case study in the hero header - turn it into a clickable tile or feature it as a secondary CTA labeled “Read Case Study” alongside “Buy Now” as the primary one. 

✅ Offer multiple static images elaborating use cases - and label them accordingly. 

5. Highlight key BTS information (Squatty Potty)

Here’s an underrated eCommerce fact: the higher the intent of a potential customer, the more you’ll have to woo them by building customer trust. And very cleverly, Squatty Potty leverages this in their landing page design by offering a story page link + supporting it with social proof through press mentions:

Other key ways to use this landing page optimization:

✅ Feature a production video - combine clips of key production stages to create this and label the stages within the video accordingly.

✅ Display a timeline covering the product’s development & growth - and feature it alongside a message from the founder. 

✅ Create a clickable infographic showcasing product details - and with each click, feature information of a an initiative / experiment that your brand is part of.

6. Target multiple segments with recommendations (Ope’s Cookies)

At any given point in time, your eCommerce landing page template needs to speak to different kinds of high intent buyers across the conversion funnel. This is also the only way you can improve your ROAS. Something that Ope’s Cookies understand and delivers on by naming their products under a collection by the respective personas that will most likely buy them + featuring distinct visuals:

Other key ways to use this landing page conversion strategy:

✅ Plug in a quiz that guides the shopper - add messaging that is instantly relatable, something like “take the quiz and get best recommendations for your tastebuds!”

✅ Divide the landing page into key sections - color block each of them, add microcopy that describes the specific segment’s pain points and feature recommendations to go along.

✅ Consider using dynamic content - based on location, spending habits, behavioral preferences etc.

Further Reading: 5 Stages of an eCommerce Conversion Funnel (+Examples)

7. Trigger a time-sensitive offer pop-up (Joe & Bella)

If your landing page ad is linked to a specific category page, then it makes sense for you to trigger a time-sensitive pop-up once a visitor has spent some time on the page, making at least a few actions that indicate they’re interested in buying. eCommerce brand Joe & Bella, for example, triggers one after a visitor has spent 20 seconds on their eCommerce landing page + highlights the most sought-after categories for easy navigation:

Other key ways to use this landing page optimization tactic:

✅ Bring “today” at the center of the offer - so messaging like “Limited Time Offer only for Today!” works, especially when you want to target specific high intent buyers based on their browsing behavior.

✅ Lead with a “Wait before you go, take 20% off, just today!” offer - this sort of messaging works well if you notice exit intent in some form, like clicking outside of the browser.

✅ Personalize with a “We noticed you love styles from <enter category name>” offer - since this is highly targeted, more visitors are likely to want to avail it than a generic discount.

8. Drive quantity purchases with social proof (Live Conscious)

It’s a good idea to drive subscriptions through your eCommerce landing page—provided you offer enough reasons for visitors to opt for larger quantities. Given that these are paid traffic visitors, they may never have heard about your brand or products. In this regard, eCommerce health supplement brand Live Conscious features better quantity prices + relevant social proof (they talk about monthly subscribers) to drive interest & conversions:

Other key ways to apply this eCommerce landing page idea: 

✅ Offer a “Get VIP perks when you subscribe - only today!” nudge - this invariably works well for those who’re quickly convinced when exclusivity is in the picture, establishing a better brand impression as well.

✅ Lead with a “Free Shipping” hook - if you have four different quantity nudges, make sure you label only the highest two quantities with this!

✅ Feature an additional free product with the highest quantity - messaging like “pay for 4, get 5” usually works really well. 

Further Reading: 15 Ways To Get The Most Out Of Social Proof (eCommerce)

9. Personalize recommendations through a quiz (Everpillow)

Research points to the fact that 79% of shoppers become ready to share personal information with a business in exchange for closely personalized recommendations. Something that you can leverage across your landing page design optimization to not just get conversions but also opt-ins. eCommerce brand Everpilow does this by featuring a quiz on their landing page + clear next steps so that shoppers can take quick action: 

Other key ways to apply this landing page optimization:

✅ Feature a range of sliders that display key attributes - select attributes based on how your top buyer segments behave, browse and shop for most impact. 

✅ Display a dynamic pop-up with closely curated recommendations - messaging like “Still exploring? These seem to be right up your alley” works well—you can trigger these and alter the messaging based on how much time the visitor has spent on the page, how much they’ve scrolled and if you pick up inactivity. 

10. Highlight omnichannel customer support (Apposta)

Going back to what we were mentioning earlier, most of your paid traffic visitors won’t know your brand or whether to really trust it. So as part of your landing page optimization, you’ll have to highlight the channels they can get in touch with you on. Like custom-made shirt brand Apposta does by highlighting self-help resources + how to get in touch with an expert + what questions to ask:

Other key ways to optimize this landing page optimization strategy:

✅ Introduce a floating support widget - give it a distinctive shape and use a relatable callout message to draw attention, something like “Hello! We’re up for a chat!”

✅ Feature successful customer stories along with specific support CTAs - showing a section that has a two to three customer stories on how they found the right fit by emailing you or got resizing help by calling you can be great—ensure you highlight different support CTAs through each story.

✅ Fix a support callout and CTA to the hello bar - and ensure it doesn’t change to another message on offers or product drops.

11. Feature a giveaway & make it an experience (Trouva)

Even if they don’t say it, many paid visitors are going to stick around only if they feel your landing page is able to justify it. So whether they’ve come for a special price on a product drop or a giveaway they can enter by purchasing $X worth of products, you’ve got to serve them an experience. Just like Trouva does with theirs that feature an escape in collaboration with Glen Dye Cabins & Cottages as a giveaway—they state the prize upfront + introduce the chef at Glen Dye + feature a freebie recipe anyone can make:

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Other key ways to optimize this landing page strategy:

✅ Display shareable “I entered the <giveaway name> and you can too” graphics - this will make it easier to share with friends & family.

✅ Show a live counter to mention the number of entries so far - when it comes to a landing page giveaway, there’s nothing called “too much social proof!”

✅ Feature a “What Happens Next” section - pack in urgency and action into this and also leave a mystery element to leave entrants guessing. 

Further Reading: How To Use "Giveaways" In eCommerce (Without Looking Desperate)

12. Use a CTA that adds on to high intent (FragranceNet)

Since eCommerce landing pages ride high on identifying high buying intent, they can also be the right places to highlight other significant actions. From joining your loyalty program to donating to a cause to becoming an ambassador. FragranceNet leverages the last with CTA choices on the hello bar + two different offers:

Other key ways to apply this landing page best practice:

✅ Use trust badges around CTAs - whether you ethically source your products or apply fair pricing, your landing page CTA ideally should come above or below a series of relevant trust badges.

✅ Feature copy that’s ultra-specific - generic “buy now” buttons don’t fly on landing pages as much as really specific ones like “Smell fragrant @ 50% off”.

✅ Highlight a compelling secondary CTA - for example, if you’re highlighting “gifting guide” in one, make the other about “fragrance free” options. 

Further Reading: CTA Button Examples (+ 50 Call to Action Phrases)

13. Feature a compelling visual hierarchy (Liv Watches)

Clarity and priority are two aspects that need extra care in landing page design. To bring in the conversions, you need a visual hierarchy that reduces cognitive load and hastens decision-making. This can be especially critical when you’re selling luxury pieces or limited edition statement products. In the following landing page example, Liv Watches organizes visuals + icons + important microcopy to give direction to a buyer’s decision-making process:

Other key ways to use this landing page optimization:

✅ Use a clear typographic scale - bring in H1, H2 and H3 size specifications based on whether you’re displaying a headline or smaller chunks of text. 

✅ Color block content zones appropriately - while you’ll need to use lighter backgrounds for product features / specifications, bold backgrounds will suit promotional sections more. 

✅ Opt for a progressive disclosure of information - starting with value proposition and images and then moving into social proof and CTAs, for example. 

14. Optimize the headline with relevant keywords (Badger)

Landing page SEO optimization is underrated. Period. And that’s what you’ll need to focus on if you want those high intent buyers discovering your products on Google. That’s what skin brand Badger does—they create separate categories out of long-tail keywords that mature shoppers actually use and turn them into ad landing pages like this one: 

Other key ways to use this landing page optimization:

✅ Use keywords naturally within the first 100 words - whether it’s in a brief product description or icon callouts highlighting what’s right with your brand. 

✅ Feature the primary keywords as image alt tags - for example, if the search phrase you’re running the ad for is “vegan skincare for sensitive skin,” use that in multiple variations across alt-text for on-page images. 

15. Maintain a messaging theme across (Harrods)

Since eCommerce landing pages mostly have to do with a focused message, how you build recall for it while the visitor is on the page is crucial. This sets the stage for how they remember the offer, initiative or product launch later. Harrods does this by introducing a number of words that organically have to do with recycling & reusing, making the following landing page example memorable:

Other key ways to optimize this landing page strategy:

✅ Develop a signature phrase - this can appear across the landing page copy at least 3 to 4 times. 

✅ Use variations of a phrase at key junctures- for example, if your headline says “Get it before it’s gone,” your product info can carry “nothing lasts forever”.

✅ Build a mood through the landing page narrative - if the page is about a limited edition coord set, talk about 2-3 settings where one can wear it and what color variations would be appropriate etc. 

16. Feature a great offer & timebox it (Thrive Market)

Most people who choose to click on an ad or email and arrive at an eCommerce landing page, are BoFu buyers who need the last bit of nudge to convert. This is why featuring a limited time offer on your landing page design can be a gamechanger—just like Thrive Market does here, by layering the offer in three stages by highlighting year-long savings + average member savings + % savings on the annual billing plan: 

Other key ways to apply this landing page inspiration: 

✅ Position the offer as a “gifting special” - this can work especially well when you’re trying to stick your head out during seasonal shopping times. 

✅ Display a scarcity hook along with the more attractive pricing - hooks like “only today” and “only for the next <insert countdown timer>” work well. 

Further Reading: 29 Best Examples of Nudge Marketing in eCommerce

17. Place the best deals at the top (Happy Socks)

It’s not uncommon that eCommerce brands don’t create separate landing pages to go with all their paid ad efforts. Instead, they create separate category pages that they can also run as landing pages. But for this to be effective, it’s essential that the best offers go on top, so that visitors can view some great deals even before they’ve scrolled—exactly what Happy Socks does with this email landing page:

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Other key ways to use this landing page optimization:

✅ Feature a sticky grid on “top deals” - ensure you don’t show more than 4 products within it, because otherwise it’ll be a whole lot of cognitive load for the shopper. 

✅ Display “today’s best deals” as a sidebar widget - the changeable quality of this tactic is effective because it makes shoppers come back more regularly to check what deals are on display. 

18. Match messaging with customer journey (100% Pure)

While the ideal eCommerce landing page design is about meeting high intent, the truth is you’ll get visitors from across the customer journey, based on unique needs. This makes it necessary for you to match messaging with the needs of the visitor more closely if you want them to consider, engage and buy. Something that 100% Pure focuses on, making their ad landing pages talk about tiered offers + display CTAs that align with the visitor’s intent: 

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Other key ways to use this landing page optimization:

✅ Opt for geo-targeted messaging - talk about how long delivery in a specific area will take or show bundled offers for localized celebrations. 

✅ Use category-based CTAs depending on search / browsing behavior - this can mean higher amounts of personalization, leading to more clicks as against if you show more generic CTAs. 

✅ Match messaging with visitor mindset - it may be helpful to bucket shoppers under various data sets like “risk-averse,” “aspirational” and “value seekers.”

Further Reading: 31 Brilliant Examples of eCommerce Personalization

19. Support recommendations with actual numbers (resBiotic)

Among the best eCommerce landing page examples, one thing seems to be common: they don’t recommend products without building a great justification. This seems to be truer for brands that sell highly scientific products or products related to health & wellness—resBiotic, for example, shows numbers from their clinical results + clearly states the improvements: 

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Other key ways to optimize this landing page strategy:

✅ Show a review snapshot like “98% recommend this product” - and make sure you mention how many reviews (example: based on 3452 review) this is based on. 

✅ Display how many dollars have been saved on the product so far - this is especially helpful when you’re selling essentials during the holiday marketing season. 

✅ Talk about how low the returns are - “less than .5% returned this product, which is well below the industry average.”

20. Display a single powerful offer (Woodworkers Guild of America)

Since pricey, complex and technical products need a different approach to get shoppers convinced, many brands choose to target through educational landing pages. But does that mean a landing page design that displays only blogs or videos or both? Woodworkers Guild of America leverages this template by highlighting one powerful membership offer + choosing a placement high above on the page:

Other key ways to apply this landing page best practice:

✅ Talk about the $ value of a freebie - high value purchases can seem more valuable if you go this route, because shoppers are considering the overall value of the purchase. 

✅ Feature a wholesale offer - for this, make sure you use the right behavioral targeting for your landing page audience, for example, “Get 20 packs at the price of 12 - and make your team’s day!” (which would be apt for a corporate / business audience). 

21. Lead with real third-party review snippets (Skinade)

Third party credibility is growing without a doubt in eCommerce. So when you leverage this on your eCommerce landing page, you set your brand up for faster conversions. Something that Skinade knows and shows—in their carousel hero header, they display targeted recommendations + add a review snippet of that product alongside the review platform it is from:

Other key ways to optimize this landing page design idea:

✅ Take a problem-solution story flow - this way visitors get an instant sneak-peek into product & benefit both!

✅ Highlight key benefits from third-party reviews - just benefit-rich call-out phrases can make scrollers stop in their tracks.

✅ Attach relevant snippets while showcasing a comparison chart - you can experiment on A/B testing a separate column to showcase these snippets for the associated product.

22. Responsive customer support please! (Chicago Brick Oven)

Visitors coming across a relevant landing page is a lot like them discovering a gold mine. But if they have customer objections that the on-page content doesn’t immediately allay, conversions may not happen. That’s why you’ve got to do what Chicago Brick Oven does—trigger a chat from your end when visitors spend X seconds on the landing page + use language that feels helpful & non-intrusive: 

Other key ways to use this landing page strategy:

✅ Identify key behavioral triggers to prompt support - did they hang around on the page for more than 30 seconds? did they click on the same recommendation multiple times?

✅ Verify next steps clearly so that there’s no confusion - design a separate section where you outline the different steps to how the product / subscription works.

23. Update your landing page with awards (Good Now Farms)

If you keep viewing your brand through the eyes of the loyalists, you’re likely to miss out on how difficult it is to earn the confidence of first-time customers. And this is why your landing page template optimization needs to focus on throwing light on your brand’s achievements. Just got a certification approved? Show it. Just won an award? Pull the focus to it, just as Good Now Farms does stating which awards they won at + making sure visitors know how recent it is: 

Other key ways to use this landing page best practice:

✅ Feature award logos in the first fold - it’s best to place these under a powerful headline, especially if it brings out the USP or UVP. 

✅ Lead recommendations with award hooks - very few visitors will scroll past “our award winning bestsellers” section, especially if the product images also carry award labels. 

✅ Feature a message from the CEO talking about the award - put this in a separate content block with considerable white space and a quote about the award pulled out for visual impact. 

24. Talk about freebies upfront (Beauty Affairs)

Most shoppers, even the most loyal ones, need serious impetus to buy, especially when there’s high competition. And that means your landing page design has to declare freebies available without delay or on a different page (like cart or checkout). Check out how Beauty Affairs uses the top banner to show how customers can unlock freebies + uses a tiered system to impact profit margins positively: 

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Other key ways to optimize this landing page strategy:

✅ Trigger a pop-up when a product is added to cart - and mention how many $ away the shopper is from the first-level freebie. 

✅ Label some recommendations with free gifts - this improves the exclusivity of the offer and nudges people to go into certain product pages. 

25. Feature helpful content (The Scented Market)

Even the best landing pages with enriched product descriptions fail to get enough conversions. The reason is simple: there’s a huge section of paid visitors who need more content to make decisions, despite a high buying intent. And that’s what The Scented Market accounts for in this landing page template, showing the most relevant blogs first + displaying topics based on the theme of the page: 

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Other key ways to apply this landing page idea: 

✅ Feature category-specific buying guides - and make sure to prioritize showing first those categories that fall under the shopper’s browsing behavior.

✅ Display UGC videos on various use cases - this is specifically useful if the landing page idea revolves around a single product, which is also likely to appeal to various segments. 

26. Offer a compelling reason to increase cart value (Vimergy)

Many eCommerce brands believe their landing page success depends on great offers. In our experience of working with 500+ brands across US and Europe, we’ve noticed paid visitors actually wanting the freedom of choice along with attractive offers. That’s what Vimergy leverages by highlighting a mix & save offer that allows shoppers to pick from several categories + creating this nudge at key junctures on the landing page: 

Other key ways to apply this landing page best practice:

✅ Use an “Upgrade to bundle” hook - to make this more convincing, use an offer or free gift (let them choose this from 4 or 5 options.)

✅ Enrich with value-based messaging - shoppers typically love “the price you pay is $X, the value you get is $Y”, where Y is more than X. 

27. Make the money back guarantee stand out (Dr. Kelly Ann)

While on a product page, a money back guarantee microcopy nudge works well, on a landing page, it might not. Many of your paid visitors may never have heard about your brand or products. You may also be selling a concept-led product that shoppers may be interested in buying but not entirely sure of in terms of claims. That’s why Dr. Kelly Ann reinforces their 30-day guarantee as a note from the founder herself + attaches the founder’s personal signature to build trust: 

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Other key ways to use this for high-converting landing pages:

✅ Feature a “They were also doubtful at first” UGC speak section - choose 30 second vignettes that show customers talking about their skepticism and the money back guarantee. 

✅ Display a comparison chart highlighting “If you like” vs.”If you don’t like” - the first can talk about all the benefits the shopper will enjoy if they choose to keep the product, and the latter can be only about the money back guarantee. 

28. Prioritize showing questions visitors actually ask (Voltra)

No matter how many product benefits you outline in your landing page optimization, visitors will still have questions about the most practical aspects of the purchase. How and where you showcase your FAQ then becomes critical to landing page conversions. Gym brand Voltra features their FAQ section within the first two scrolls + highlights that shoppers can head to the blog for more nuanced info: 

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Other key ways to optimize this landing page strategy:

✅ Trigger an auto-play FAQ video - feature a real team member or expert to answer these 

✅ Use a question-led product feature breakdown - round up 5 to 6 key areas shoppers would want to know more of to formulate these questions and then answer with features, specifications and benefits. 

29. Highlight expedited delivery (Wayfair)

60% of shoppers openly admit that they will pay for faster delivery. So, you see, there’s a clear demand among shoppers for their purchases to reach them faster—especially if they don’t have to pay a $ extra for it. Something that Wayfair taps into without forcing it across several of their occasion-led category pages that also serve as eCommerce landing pages. Why this one works is because of the promise of free 1-day delivery + offers on the mentioned products: 

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Other key ways to use this landing page best practice:

✅ Use a “get free 1 day delivery if you order by <insert date>” hook - and display it prominently on the notification bar and also beneath the main CTA on the page. 

✅ Feature a real-time social proof-led delivery celebration counter - keeping it sticky and on the left, with microinteractions to draw attention, works well. 

✅ Showcase delivery speed badges - for example, if you host your shop on Shopify, you can consider applying for their on-time seller badge. 

30. Reduce cognitive load with a secondary CTA (Catalina Crunch)

Whether your landing page features one hero product or several recommendations, many shoppers wouldn’t know how to react. Unless you let them make an active choice by making an offer on a bundle that they can build themselves. This is what Catalina Crunch focuses on in their landing page design optimization, displaying a distinct secondary CTA + featuring convincing social proof right above it:

Other key ways to use this landing page optimization:

✅ Feature a personalization quiz - this works well for visitors across the funnel, and turns in both conversions and micro-conversions. 

✅ Use a “learn more” button - this provides soft encouragement to those who’re very new to the brand but can slowly move towards being a more confident buyer. 

31. Sharpen personalization (Flash Routers)

The best website landing page optimization efforts can fail if the page doesn’t help visitors narrow down products instantly. This is why what Flash Routers does on their landing page is classic—they use a “find a perfect router” nudge + feature multiple CTAs for various stages of the customer journey right below: 

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Other key ways to apply this landing page best practice:

✅ Change hero image & headline based on time of day - this can help you tap into the visitor state of mind better, even if you’re selling the same product (for example, the morning headline may have the tone of “rise and shine with <product name>” while the night headline may be more like “unwind without a care with <product name>) and make sure to call out varied benefits based on the mood)

✅ Show social proof based on geographic location - shoppers feel more confident when they see social proof specific to the area they live in—you can also offer distance markers like “Shannon, 13 kms away, rated this *****”.

32. Make a smart upsell (Arena Strength)

The more targeted your landing page design, the better. It’s for this reason that a landing page that displays multiple recommendations may actually not convert very well. But instead, make a smart upsell and you’ll see many more visitors adding to cart. This is the idea Arena Strength works with in their landing page strategy, showing the same product within the bundle context + featuring a way better price than the original one: 

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Other key ways to optimize this landing page strategy:

✅ Color block a section to highlight a premium version - this could even be a version that’ll carry a greater amount of personalization, like a mystery bundle that you will put together for the shopper. 

✅ Feature a “before you checkout” pop-up deal - a last minute “hey wait! Upgrade for just $20 more” can.

Further Reading: How to Increase AOV on Shopify: 27 Upselling Ideas

33. Make your selling points super clear (Bean Box)

Even paid visitors come across several highly targeted ads at the same time. And that means how you differentiate from your competitors the second they arrive at your landing page, is crucial. Here’s how curated coffee brand Bean Box does it, highlighting the most convincing brand benefits + formatting them into an easy-to-scan checklist:

Other key ways to apply this landing page best practice:

✅ Use icons to call attention to benefits - but don’t use more than 5 to 6 as this can become overwhelming for visitors. 

✅ Show a comparison chart to differentiate from competitors - use it within the first two scrolls so that most visitors actually see it without bouncing off. 

How to optimize the landing page experience?

Explore these landing page best practices to improve your conversions:

1. Focus on type (as much as copy)

The right font influences purchase decisions 75% of the time. 

Good typography creates a great impression, demonstrating your brand tone. 

a) Average age of your target audience 

The age group of your target audience decides how susceptible they are to age-related eyesight problems. For instance, Americans aged between 19-40 have really good eyesight. 

While people between the ages of 41-60 develop presbyopia—an age-related issue that makes reading small fonts difficult. In such cases, 16-18px is the recommended font size for your eCommerce landing page. 

b) Typeface 

While the Serif font is best suited for print media, Sans Serif is considered plain and simple to make it easy to read on digital screens. 

Your H1, H2, and microcopy should enable cognitive ease—the ease of fluency of the brain to process information. Montserrat, Lato, and Roboto are some of the other fonts belonging to Sans Serif. 

Beast uses Montserrat in its H1, H2, and microcopy enabling visual hierarchy. 

Refrain from using fonts like Comic Sans, Papyrus, Curlz MT, or any other font that affects readability. 

In the end, bigger is not always better. Memorability should always be the top factor. In a neuropsychology study, younger and older adults exhibited higher recall for larger fonts between 18 to 48 px. It’s up to you to find the sweet spot. 

2. Appeal to emotions with colors

Certain colors trigger certain emotions in your customers. You can use these to elicit particular actions. 

For example, the chart below depicts which colors portray which emotions. 

You can choose a combination of colors that symbolize your brand and use them on your landing page.

3. Design for mobile responsiveness 

74% of eCommerce traffic came from mobile devices in Q4. Unless you make your landing page mobile responsive, conversions will be highly poor.  

a) Split-Screen Layout 

A split-screen layout divides the landing page into two equal vertical sections. While they offer better user experience, mobile responsiveness, and navigation, they are best suited for a minimalist landing page design. 

Before selecting a split screen layout for your landing page, consider: 

• Will the content break if you implement them?
• Will it adversely affect the user experience if the attention is divided?
• Will it affect decision making abilities? 

Moncler uses split-screen layout in its high converting landing page template. 

Using split-screen layout works exceptionally well if your goal is direct the user’s attention to specific elements on your eCommerce landing page. 

b) Vertical Navigation 

Vertical Navigation is a navigation menu placed towards the left side of the screen. It has a simple and hierarchical structure. Studies have shown that users spend 80% of their screen time viewing the left side of the page. 

Another distinct advantage of vertical navigation—it's easier to add/delete more options in the list, a feature necessary for high-converting product landing pages. 

Patagonia uses a vertical navigation menu in its high-converting eCommerce landing pages. 

c) Tabbed Navigation 

Tabbed Navigation is a UI and navigation practice grouping a particular content into different tabs. This allows users to sift through important content at a time, without having to come back and forth between the pages. 

Here’s one of the high-converting product landing page examples by Rumpl using tabbed navigation. 

Before you move to tabbed navigation, consider the following: 

• Are category names short and easily displayed in one line? If Yes, then go ahead
• Do you frequently add/remove/change category names? If No, then go for it
• Do your products require customers to compare information frequently? If Yes, then drop it 
• Can you summarize vast information? If No, this is isn’t for you 

4.  Ensure visual hierarchy 

High-converting landing page designs share one thing in common—visual hierarchy. It refers to the order in which the elements on a landing page are arranged in order of importance, to prompt users in taking action. 

a) Implementing the 60:30:10 rule 

According to this rule, 60% of your product landing page must be of the dominant color, and 30% should be of the secondary color. The accent color must account for the remaining 10%. 

The dominant and the secondary color must be neutral colors while the accent must be bright. Either of these must highlight important elements like the CTA. Finn applies this rule on the landing page with brilliance. 

In the image above, green is the dominant color, while blue is the secondary color and white is the accent color that strikes the balance between green and white. 

If you’re unsure, go for monochromatic colors such as black and white. 

b) Make use of white space  

White space enables visual hierarchy. It helps improve the readability and legibility of your eCommerce landing page. It guides the user by using the natural pattern of the eyes. 

It connects the individual elements by evoking the Law of Proximity. As per this law, the elements which are closer to each other are perceived to be related to each other. 

c) Optimize your landing page for layering cake pattern 

The layer cake pattern of eye viewing focuses mostly on the heading and subheadings, with little emphasis on the description. This is until users find something really interesting. 

It is shaped in the form of a cake starting with the headings, blank in the middle, and then on a vital piece of information.  

• Use bullets to highlight key information 
• Highlight terms that match the user’s intent 
• State the benefit and feature to make scanning and skimming easy
• Bold the key elements such as numbers and percentages

Hims hands down has one of the best high-converting product landing page designs that is optimized for cake layer patterns. 

5. Use sensory marketing 

93% of customers base their decisions on product visuals. 

On high converting landing pages, sensory images influence the users via aesthetic appeal and its functions. 

Here’s how UnderArmor brings forth sensory marketing by communicating comfort, performance, and breathability. The features customers look for when it comes to sports apparel. 

6. Avoid form fatigue

When it comes to form fields, less is more: the fewer the form fields, the better the landing page conversion rates.

For example, in this case study, ImageScape was able to record a 120% conversion rate by reducing their form fields from 11 to 4. 

7. Use the PRICE framework 

If you have a product landing page and want to make it a conversion driver, evaluate your eCommerce website landing page design for heuristics. Use the PRICE framework—Persuasiveness, Relevancy, Interference, Comprehension, and Efficiency. 

a) Persuasiveness 

The product landing page must contain one copy that nudges customers towards completing a goal. The above-the-fold portion messaging must contain the problem, solution, and benefits, your visitors can utilize. 

b) Relevancy 

The landing page content must be relatable to the site visitor. It must qualify their intent and interest them to go deeper into the funnel. For instance, here’s how RXBar assures customers that have landed at the right place. 

It clearly outlines that this place is for people looking to snack healthy and meet their protein requirements. 

c) Interference 

Your landing page must convey a clear goal that the user is supposed to fulfill. Too many CTAs cause friction leading to higher drop-offs. Eight Sleep uses one CTA to guide users to drive awareness about the product. 

This is especially important if you are selling a high-consideration product where purchase decisions involve more rational reasoning than usual. 

d) Comprehension 

For a landing page design to be high-converting, it is important that your site visitors must be able to understand what your landing page has to offer in the first five seconds. 

Run a five-second test, and evaluate your landing page based on these parameters: 

• Are customers able to identify the product you’re selling?
• What’s the main information they can recall?
• Are you able to relate to the messaging and content?
• Did the color and design guide usability?
• What problems did they encounter? 

These objective questions help you assess where you stand and the areas that need improvement. 

e) Efficiency 

The final step is to find out how your eCommerce product landing page website fares for efficiency. Meaning, how easy or difficult do your customers find it to complete tasks to go from point A to point B? 

This includes problems like non-intuitive navigation, lengthy form fields, lack of product comparison tables, and pricing display. 

Squatty Potty makes navigation intuitive and uses visual cues to guide the user to the messaging. The shopping cart, search and key pages make it optimized for conversions. 

Including a video on landing pages increases the conversion rate by 86% while increasing user engagement. 

Landing page UX is the key...

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem Convertcart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

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