A complete guide to designing an ideal eCommerce landing page

*This article was written by Siam Khan, an executive at RankPa.

We can all agree that an ideal eCommerce landing page should look tempting and peaceful; you don’t want to lose an audience to another site because it has a better landing page. First impressions matter!

We often say, ‘don’t judge a book by its cover.’ However, when offered multiple similar options, we usually rely on the cover to pick one. That’s why an eCommerce business can’t neglect its landing page.

The landing page is related to customer psychology. Upon entering a website, the landing page must look nice and attractive to the beholder. It must also guide them to the purchasing funnel.

In this article, we’ll discuss the designing of an excellent eCommerce landing page and its importance for eCommerce sellers.

What is a landing page?

Many people believe the homepage is the landing page, which isn’t always the case. We’ve also seen some focusing on the product category page, deeming it the landing page; it is not necessarily correct, either.

The landing page refers to any site’s main page that guides or lands visitors to the product page. If the website is a store, then the landing page will be a salesperson standing at the entry, greeting you and taking you to the product collections.

As such, an ideal eCommerce landing page can be the homepage, the product category page, the product detail page, or the service page.

Many users find themselves in an eCommerce site through product pages after searching for those specific keywords. Hence, businesses often focus on beautifying both their homepage and product pages. It is like having a store where people may enter through several gates.

A survey in 2023 showed that many businesses had better conversion shifts after creating multiple landing pages.

Tips and tricks for designing an ideal eCommerce landing page

The landing page will give your audience the first impression of your website, making it significant to organize well. A single element on the page may make a big difference. So, you may need to give it ample thought before starting the project. Learning how to optimize eCommerce landing pages for SEO is also another wise thing to do.

Here are some tips for designing an ideal eCommerce landing page:

1. Apparent aims

As we mentioned before, a landing page may serve multiple purposes, from offering a promotion to showcasing a newly released product. As a result, your landing page may need to change or update in accordance with any new big thing in your business.

While designing an ideal eCommerce landing page, you must have a focused goal of what you are trying to convey through it. Once you have that clear goal, your designing process will also get easier.

2. Headlines and subheadings

Various sources will tell you that the headline is the first thing most people notice on a landing page (unless you have flashy visuals). So, it is basically your hook and must be alluring enough.

The headline in an ideal eCommerce landing page should stand out among the elements. It has to showcase a few things –

• What the business is trying to sell
• The quality or value proposition of its products

It is somewhat of a rule of thumb that you don’t usually add a headline alone – you pair it with a subheadline. Suppose you run a fashion eCommerce website. The headline of your landing page can be:

‘Discover the cutting-edge of fashion’

And the subheadline – ‘and the fabrics of creativity’

As you can see, the headline and subheadline must describe your business while compelling the audience to explore further. For example, we liked how Hoka changed their headline here prior to wintertime, but made sure it still fits the subheadline –

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3. Minimalism is the key

Picture this: you are looking at a restaurant menu, and it is cluttered with too much information. It takes out the element of appeal almost completely. The same is true for an ideal landing page – you can’t have too much going on in it.

The task or challenge here is to provide as much information with as few elements as possible. Enough space is vital as it won’t cause visual pollution and will provide breathing space. Numerous reports have found evidence supporting this.

Filter out any unnecessary bits from the landing page and don’t overdo the design. Instead, make the few elements more attractive and focus on your specific niche.

4. Copy that leads

In marketing contexts, copy refers to written content (usually on the landing page) that humors, informs, or drives the audience to do something. People often add a CTA (call to action) at the end of the copy.

A copy can be anywhere between 400-1000 words. It must have specific traits, such as:

• Addressing the wishes and demands of the audience.
• Mentioning the quality and value proposition of the business. Value proposition refers to the service or products a business offers to its buying or returning customers.
• Discussing the pain point of the industry. The pain point is the issues people in that specific niche or community usually face with those products or services.
• Presenting interesting information in an engaging way (don’t simply throw it in, but make it look natural).
• Clear and comprehensive language for experts and newcomers alike.

5. Trust signals

An eCommerce business can’t always garner trust like a brand. However, it can add trust signals on its website – an ideal landing page must contain some elements that make the audience confident in the value proposition of the business. Some exemplary trust signal elements are:

• Customer reviews
• Testimonials
• Credentials and certificates
• Being cited
• Badges and awards

The following image is an example of trust signals on a landing page:

6. Visual elements that are both aesthetic and helpful

Visuals serve several purposes in an ideal eCommerce landing page. It can create an aesthetic feeling, showcase your products in detail, and attract attention.

You may combine various types of visuals, including pictures, animations, videos, interactives, etc. For example, having a zoomable picture of a product sample that explains different details when zoomed in can be a practical feature.

Depending on the scope of visuals, it may be the costliest part of your landing page. However, it is worth it. Again, you don’t have to overdo it. But ensure the elements are of high quality. Here’s an example of Bliss’s visual aesthetic that changes depending on the season:

7. Memorable CTA

The call to action is one of the most important parts of an ideal eCommerce landing page. We highly recommend planning it strategically to get the most impression from it. There are various things to do here:

• Keeping the color contrasts appropriate and noticeable
• Positioning it at the front so that the user doesn’t have to scroll down to find it
• Giving it a large size (especially for smartphone screens)
• Getting creative with the wordplay if applicable (try to use imperative sentences, like ‘order now’)

Even simple CTAs like ‘shop now,’ ‘check our inventory,’ or ‘enjoy the festival’ work amazingly.

The CTA is so significant that it calls for another whole article. But anyway, you get the message – don’t neglect it.

8. Responsive to various screen sizes

An ideal eCommerce landing page must be responsible for different screen sizes, including a tab or smartphone screen. Research conducted in the US in 2018 revealed 39% of the participants use smartphones to shop on average, with the rest using PCs. That’s your cue to make your landing page mobile-friendly.

In addition to mobile adaptation, we recommend making sure that your server can handle an influx of users, and that it doesn’t crash due to a high volume of visitors or too many visual elements that may weigh down the website.

Conclusion

Your landing page should be clear and concise with as little distraction as possible. Keep it personalized, too. Don’t make it for every group; instead, only solely on your target audience range.

Many experts create a wireframe or structure for their landing page, which is a wise way to go about it. It helps you know where to put the headlines, visuals, copy, bullet points, and CTA. Tools like WordPress help with it. You may need secure WordPress hosting for your eCommerce website.

Once you finish designing your landing page, remember to test it well. Your eCommerce landing page is more than just a digital storefront – it’s the gateway to conversions and customer loyalty. A well-designed, goal-oriented page can be the difference between a casual browser and a loyal customer. 

As you wrap up your design, keep testing, optimizing, and refining to ensure it resonates with your target audience. After all, your landing page isn’t just about aesthetics – it’s a powerful tool for driving growth.

Want to build more than just a great landing page? 8fig’s flexible funding can help scale your eCommerce growth.

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Have article ideas, requests, or collaboration proposals? Reach out to us at editor@8fig.co – we’d love to hear from you.

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