How to Create High-Converting Landing Pages in Shopify
on 24 May 2022, by Sergiu, in Shopify, Guides
by Sergiu
Attracting a decent volume of traffic to your store is difficult and often expensive. You have to consult SEO experts to acquire organic traffic, pay for ads to get paid traffic or run a blog. No matter the method you use to get traffic to your store, your priority is converting this traffic to customers.
When you’re getting this decent volume of traffic but the conversion rates are disappointing, your landing page could be the problem (that’s if you have one). Most businesses are in this situation 75% of businesses are not satisfied with the conversions they get from their traffic.
A high-converting landing page can solve this problem for you. Research shows that well-designed landing pages increase conversions to just over 5% with the best of the best breaking the 10% mark. This is why it is imperative to have high-converting landing pages for your store.
In this post, we’ll be showing you how to create a high-converting landing page.
What is a Landing Page?
A landing page is a single webpage destination for traffic that visit your website. When customers click on your store’s link as a result of SEO rankings or advertisement, this is the page they will land on. A landing page has only one purpose: to get traffic to convert. A conversion could mean different things depending on the type of business you run or what you intend to promote. It could be:
- Purchasing a product.
- Creating an account.
- RSVP for an event.
- Subscribing to email updates/follow-ups from your store.
- Joining a waiting list for a ‘coming soon’ product.
- And so on.
Based on these examples, you can build different types of landing pages including discount pages, single product pages, product bundle pages, collaboration pages, etc.
If you’re new to digital marketing, you have probably confused a home page for a landing page. Are these two the same thing? Well, no. However, a new potential customer can land on your home page, but this doesn’t qualify it as a landing page. Why is that?
A landing page and a home page are built differently and for different purposes. A homepage lays out the land of your website, giving the customer an overview of what to expect from your store and the links to the important sections. A landing page on the other hand is designed for a more specific purpose, to allow the customers to accomplish a specific goal.
A high-converting landing page has been designed to maximise conversions from the traffic a store gets. Your conversions will be higher as a result of this page, which means more revenue for you. It allows you to make the most out of your investment to get your business out there, either through SEO or ads.
Now let’s see why you should have landing pages in your store.
Reasons to create landing pages in your Shopify store
1. To build anticipation for products yet to be launched
A landing page exists as a separate entity from your store. You can harness this independence to promote specific products or product groups that are yet to be released. Any other page in your store wouldn’t be as effective in building hype for future product launches.
2. To improve SEO rankings
Landing pages are designed to target a specific audience using a specific set of search terms. They can also be promoted via paid options or Google Ads Keyword planner. These work to move your business up the rankings so that the targeted audience can easily find you.
3. To optimise the purchasing/subscribing experience
It instantly compels store visitors to click the call to action button and become leads or customers. Once visitors arrive at your landing page, they know what they need to do next, eliminating the Paradox of Choice. In this way, a landing page makes it easy for customers to decide whether they want to proceed to the next phase of your sales funnel.
That being said, let’s look at how you can create high-converting landing pages for your store.
How to Create High-Converting Landing Pages
Before getting started
Before you get started with building a landing page for your brand, there are a few things you should first establish. These include:
- What is the purpose of your landing page? Is it to get customers to purchase a product or download content?
- Who is your target audience and what do they hope to achieve? You must understand your ideal customer to write content in their preferred tone.
- How did your customers get to your landing page? You should write different content depending on where users who have arrived at your landing page come from. It could be Google ads, social media, etc.
You can create multiple landing pages for different campaigns. This is recommended and businesses with more landing pages tend to have a higher proportion of conversions.
What Methods Can You Use?
Depending on your level of experience with Shopify, your budget, and your technical expertise, you can use either of these methods to build your landing page.
1. Building manually from scratch
If you’re well versed with the Shopify interface, you can build your landing page from scratch. All you need to do is go to the dashboard and go through the normal process of creating a page on your shop.
. Using Liquid (Requires coding)
Liquid is a coding language created by Shopify written in Ruby. If you have coding/programming experience or the budget to hire a developer, this would be a great option.
3. Using page builder apps
This is the easiest and most convenient method to build a landing page. Shopify has powerful page builder apps that contain all the tools to enable you to design beautiful, neat, and high-converting landing pages. The best page builder apps grant you a lot of control of what your landing page will look like. You can add and position elements as you please without writing a single line of code.
Page builder apps allow you to save time and effort when building your landing page. Before deciding on a page builder, there are some things you should consider. These apps typically have a 10 - 14 day trial period which you can utilize to get the look and feel of the capabilities they provide to help you make a decision. For reference, here are the best Shopify page builder apps:
- Pagefly
- Shogun
- Gempages
- LayoutHub
- Unbounce
Each of these suits businesses of different sizes, at different stages of their journey, and on different budgets. This is why you should do your research before picking one.
Now that you know what you can use to create a landing page, let’s see how you can leverage these tools to create a high-converting landing page.
The Best Practises for Creating High-Converting Landing Pages
Irrespective of the tool you choose, here’s how to go about building a high-converting landing page. When it comes to designing landing pages, the ‘one size fits all’ rule doesn’t work. However, some elements are common across all landing page types. This includes:
1. Direct headline and subtitle
The purpose of the headline is to grab the user's attention in the quickest way possible while the subtitle supplements it with additional information. The headline should be short and simple, match the tone of your intended audience, and inform the audience of the value your product/service will provide to them. Spotify's headline "Listening is everything" is an ideal example.
2. Clear CTA and offer
Your call to action should be as clear as possible, preferably big bold text, and enticing. Customers should not have any doubts as to what the next step is. The best way to get conversions is to ensure that the offer is irresistible, for example, 50% off.
3. Present social proof
If you have done business with reputable businesses (for example Google in the tech industry) or won awards, or you have association memberships, this is the best place to present them. Social proof enables you to build trust with your visitors, especially new ones, allowing them to convert with confidence.
4. Showcase testimonials
If you have received outstanding reviews in the past as a result of your product/service, this is where you can use this information. You can add customer reviews/ratings from your website or from social media, to help you build trust with new customers.
5. Remove navigation tools
To ensure customers focus on what the landing page is promoting, you need to remove your links including the header, footer, navigation menu, and sidebars. This way, users visiting your landing page have only one goal.
6. Maintain consistency with your brand design
Although a landing page can exist as an independent entity from other pages in your store, its design should match the design of the rest of your store. This includes typography, color scheme, art, etc. This way customers will know your brand, and if they are satisfied with your service they will know where to return.
Optimising the Landing Page to Get Maximum Conversions
After building your high-converting page, you can go a step further to get the best out of it through A/B testing. A/B testing is a slightly advanced technique that new Shopify users might not know. To conduct A/B testing, you’ll need to create two variants of your landing page and show them to different groups of users at the same time, then compare the number of conversions. The variation that drives more conversions is the one you should adopt as the main landing page. Some page builder apps like Shogun come with this capability pre-built.
That’s it. This is what you need to know to create high-converting landing pages in Shopify. We must mention that there’s still a lot more in optimising landing page conversion which we haven’t covered here.
Conclusion
A high-converting landing page has been optimised to get maximum conversions. You can build your landing page in three ways: manually, using Liquid, or using a Shopify page builder app. You can follow these practices to ensure your landing page is high-converting. You can also go a step further to maximise your page’s full potential via A/B testing. If all of this is done correctly, it guarantees you high conversions for your landing pages.
Article by Sergiu
One of the Co-founders & CTO, Sergiu is the brains behind the technical part of Brizy. He loves technology and played professional Starcraft in his youth. He is always happy to share and connect with others. Drop him a line in the comments.
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