Think of ecommerce landing pages as online Point of Sale displays. They’re not just part of your digital storefront — if organized well, they have the potential to turn into revenue-generating engines. The key ingredient? Having the right strategy.
Creating effective landing pages is about more than just aesthetics. It’s about delivering exceptional experiences that turn visitors into loyal customers. But with limited resources, how can you ensure every landing page delivers maximum ROI?
This post explores actionable ecommerce landing page best practices paired with real-life examples to help you increase revenue, reduce manual workload, and prove ROI through measurable improvements.
What are Ecommerce Landing Pages?
Think of your homepage as Times Square. It’s exciting, but bustling with distractions. In contrast, an ecommerce landing page is like a boutique store nestled off 7th Ave that provides a curated experience to guide customers directly to what they want.
In other words, an ecommerce landing page is a standalone page designed to convert visitors into customers by offering clear, straightforward paths toward a purchase. Unlike a homepage or product listing page (PLP), which may serve broader purposes, a landing page narrows the focus to guide visitors toward specific products.
For example, imagine you’re a grocer building a landing page for Valentine’s Day using AI. Initially, the AI might generate a couple hundred products to display, which could be overwhelming. But you could narrow it down to only those labeled with a specific ‘brand or ‘price’ attribute to streamline the shopping experience and improve the chances of conversion.
Online merchandisers can use AI to help them create personalized landing pages at scale, which can be further curated by setting up conditions, like brand, color, or size.
It’s worth noting that while some landing pages may resemble PLPs, they’re not the same. Landing pages often leverage dynamic hosting and product attributes to create hyper-focused experiences tailored to customer intent.
The business case for optimized landing pages
Well-designed landing pages significantly improve key performance indicators (KPIs) like add-to-carts, revenue per visitor (RPV), and click-through rates (CTR). This is because conversions (and satisfaction) increase when customers can easily find the products they need.
By optimizing landing pages with 1:1 product recommendations, high-quality visuals, easy filtering, and other features, merchandisers can build loyalty through better user experiences.
And when combined with site-wide personalization and powered by automation and data-driven insights, businesses can create targeted experiences that drive measurable results.
Ecommerce Landing Page Best Practices
Building a landing page is just the beginning. To achieve real impact, you must optimize it for your target audience and align it with your specific campaign goals. Here’s how to create high-performing ecommerce landing pages that drive results:
Enhance navigation with advanced filtering and sorting
Help customers navigate large catalogs efficiently and eliminate irrelevant products with advanced filtering and sorting options. These features streamline the path to purchase by enabling customers to find specific products faster.
For instance, a shoe shopper can filter by size, width, color, or material, narrowing down options quickly.
Sub-collections within larger categories further enhance navigation, as is seen below from the brand Birkenstock.
Birkenstock has a ‘Valentine’s Day Gift Shop’ sub-collection within their standard ‘What’s New’ collection. This allows them to spark gift ideas to casual shoppers while also positively impacting conversion rates.
Curate highly personalized landing pages
Personalization is key to maximizing conversion rates and improving user experience. By leveraging AI-native landing page tools that rank products based on customer behavior, you can tailor landing page content, product displays, and recommendations to meet individual needs.
For example, grouping products by themes or attributes (e.g., ‘organic’ for a grocery store) and re-ranking them based on user interactions and KPIs creates a seamless and engaging shopping experience that isn’t replicated from customer to customer.
This is possible at scale using a tool that offers AI-Generated Collections, which allows merchandisers to bulk create personalized landing pages.
Offer intuitive, brand-aligned navigation
Intuitive, brand-aligned navigation to ecommerce landing pages improves user experience and makes sure that no landing page is inaccessible, especially when not displayed prominently on the homepage. One UK fast fashion brand went all in on brand-aligned landing pages. Here’s a quick synopsis of their backstory and what became of their choices.
The brand was suffering from stale SEO and poor user experience, as out-of-stock product categories still remained onsite. By creating and managing dedicated landing pages, they were able to not only keep their main site clean and move away from heavy discounting (a key part of their brand’s wider corporate strategy), but also indulge in other benefits, like:
- Better SEO. The brand saw significant SEO benefits from this approach, as the dynamic pages and URLs improved their conversion rates, a core component of ranking organic online.
- Improved product freshness. The customer set up a filter to only display products in the Collections that were in the index for approximately 30 days, defining this as their "new" timeframe. The products would dynamically switch out from there.
- Greater control via the backend experience. The brand’s ecommerce team was able to go into their backend and manually finesse the "New In" collection, including pinning certain products and block-listing others.
Sync with product discovery tools
Landing pages should integrate seamlessly with your product discovery ecosystem. Data from holistic tools like quizzes, dynamic recommendations, and category pages feeds into a feedback loop that powers 1:1 personalization and, thus, customer engagement.
In a nutshell, a strong product discovery system means that the right products appear at the right time. Thanks to clickstream data and machine learning, merchandisers can connect the different touchpoints across the entire onsite (and offsite) discovery experience to reduce bounce rates and increase conversions.
Highlight trust-building elements
Incorporate trust-building elements like customer reviews, ratings, and high-quality product images to provide social proof and reassure customers about their purchase decisions.
Concise copy, clear CTAs, and visually appealing layouts also build credibility and drive conversions. For instance, featuring multiple images from various angles, alongside testimonials, encourages customers to complete their purchase with confidence.
Prioritize mobile-friendly design
Make sure your ecommerce landing pages are mobile-friendly and responsive — both for Google and for the overall user experience. For the past decade, Google has made it clear that they rank sites higher when they load quickly and work well on all devices (phones, tablets, laptops, and desktops).
If you have any doubts when setting up your design, test different layouts, calls to action (CTAs), and other variables to see what works best. Above all, remember to keep the design simple, the copy clear, and the navigation easy to follow. This keeps mobile users engaged and more likely to buy.
Real-World Examples of Ecommerce Landing Pages
Successful ecommerce landing pages are designed with both user experience and conversions in mind. Let’s look at how some brands excel in this area:
Bonobos
Here’s how the company Bonobos has designed its landing page:
Bonobos engages visitors with its bold headline, interactive "Fit Quiz" option, and diverse model imagery, all of which showcase its men’s fashion collection while fostering inclusivity. The clean, user-friendly design — paired with prominent CTAs — creates an engaging and intuitive shopping experience.
PetFlow
This landing page on PetFlow’s website is a great example of helpful filtering tools:
The filters in the lefthand sidebar simplify the shopping journey to help users quickly find the perfect dog food. Clear organization into categories like "Dry Food" and "Puppy Food," combined with features like review-based filtering and personalized recommendations, creates a user-friendly experience.
Princess Auto
Let’s take a look at a landing page from Princess Auto:
This landing page for their ‘February Wrecker’ sale effectively showcases products with high-quality images and clear pricing. The bold color contrast and larger font on their sale prices highlights the deals, making them more enticing. Detailed product information, trust elements like customer reviews, and customizable navigation options also make it user-friendly.
Scrubs & Beyond
By focusing on categorized collections, Scrubs & Beyond tailors its landing pages to specific audiences so customers can easily find what they need:
This landing page (titled ‘All Women’s Scrubs,’) combines clear filtering options, product badges like NEW COLOR, and a clean, user-friendly design. The promotional banner also incentivizes purchases.
Optimize Your Landing Pages: Your Next Step to Ecommerce Success
The best landing pages turn visitors into long-term, loyal customers. By implementing these ecommerce landing page best practices, you’ll encourage purchases with social proof, create seamless checkout experiences with well-placed CTAs, and provide visitors with relevant, engaging information. Prioritizing user experience and personalizing the journey means you can stop losing potential revenue and instead maximize ROI.
Ready to increase conversions with well-crafted landing pages? Explore how AI-native software can help you personalize landing pages at scale and achieve measurable results.
Frequently Asked Questions
- Why do you need ecommerce landing pages?
Ecommerce landing pages are designed to drive conversions by creating a focused, streamlined shopping experience. Unlike the home page or PLPs, they group collections of products together to target specific occasions or offers, making them essential for improving revenue and customer engagement year round.
- What are common mistakes to avoid when creating ecommerce landing pages?
The most common mistakes to avoid are: skipping data-driven testing, which help refine designs and layouts; ignoring mobile users; and using static, generic pages instead of dynamic, product-specific pages that engage your audience.
- What tools can help optimize landing page conversions?
- How can you personalize landing pages for different audiences and regions?
Personalization involves grouping products by themes, attributes, or user preferences, and leveraging clickstream data to further tailor content. Adjusting product rankings, names, descriptions, and URLs for specific regions further enhances relevance and user experience.
- How do ecommerce landing pages help SEO?
Landing pages improve SEO by increasing user engagement, lowering bounce rates, and boosting conversions. Additionally, optimizing the name, description, and URL of collection pages ensures better visibility on search engines.
- What are some common mistakes that enterprise ecommerce merchandisers make when creating ecommerce landing pages, and how can they avoid them?
Ecommerce merchandisers often make the following mistakes:
- Overlapping collections: Track previously created collections to avoid redundancy
- Overly broad collections: Keep collections targeted. Avoid including more than 10,000 items per collection
- Poor organization: Use sub-collections and filters to create a more intuitive user experience