The best ecommerce landing pages don’t just convert better—they make you more money. (Cha-ching!) Take a look at some of the best-selling examples from other marketers in the biz, and see how you can get more shoppers to click on that “Buy Now” button.
Why Not Just Use Product Pages for Your Ecommerce Campaigns and Promotions?
Pairing ads with product pages can lead to some pretty underwhelming results. According to Monetate, visitors convert half as often when they’re on a product page compared to a custom landing page experience.
That’s because most product pages don’t follow ecommerce best practices. They have boilerplate copy and design that tries to target everybody at the same time (and doesn’t sync up with your paid advertisements). Even worse—most product pages are stuffed with shiny links that end up distracting shoppers and keep them browsing instead of buying.
With landing pages, you can focus a visitor’s attention on a single product or offering and lead them on a personalized journey to purchase. They’re more targeted, customizable, and twice as likely to convert.
Not getting the results you want from sending traffic to your online store? Start building your own ecommerce landing pages today with a free 14-day trial of Unbounce.
10 Ecommerce Landing Page Examples
LIV WatchesTRIBEAscent FootwearBoxyCharmThistlewaterdropInfinite MoonSolo StoveNathan Sports Meowbox
Example #1: LIV Watches
Industry: ApparelModel: StorefrontPage Type: Click-Through
Image courtesy of LIV Watches. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Need to Show Off Your Product in Different Ways
Typical online storefronts have a pretty standard approach to showing off their products. There’s probably a carousel of images at the top of the page and… well, that’s about it. But this example from LIV Watches shows how powerful it can be to spotlight your product throughout the page in multiple ways.
In this case, LIV is featuring a special edition wristwatch in partnership with pro cyclist TJ Eisenhart. Notice how, as you scroll down, they show the watch featured in different lights, different scenery, and different situations. You get to see a video overview of the watch, close-ups of the various features, and even a pretty slick side-profile that really shows off the craftsmanship.
It’s a great example of how ecommerce marketers can break the mold of “traditional” product landing pages to show customers the details they actually want to see.
What Else We Love About This Landing Page:
LIV creates a sense of urgency with this limited edition product. If you want this particular wristwatch, you know that you need to make a purchase decision fast. (Tick, tock.)This brand is—in part—about lifestyle. That really comes through in the video, which explores idealistic sentiments like passion, aspiration, and truth to oneself.All of the photography (along with the video and additional animations) really gives customers an up-close look at the craftsmanship, so they know exactly what they’re buying.
Example #2: TRIBE
Industry: Food & BeverageModel: Storefront & SubscriptionPage Type: Click-Through
Image courtesy of TRIBE. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Can Make Special Offers to Close More Customers
Setting up limited-time deals or special offers on your regular ecommerce shop can be a huge pain. Standard product pages often don’t properly show off a deal, and they can be pretty rigid if, for example, you only want certain people to be able to access the promo.
That’s why this example from TRIBE is worth looking over. Their marketing team set up an “Exclusive Shortlist Offer” on a landing page, so they could carefully control who the promotion went out to—rather than make it available to every single visitor who happened across their website.
Better still, because this is a landing page built using Unbounce, the team from TRIBE had complete control over how they presented the promotion. To help sell the offer, the team incorporated the value of the deal into everything from the CTA (“Enjoy Your First TRIBE Box for £2”) to the subscription details (“Custom built pack and tailored to your needs”). Very smart!
What Else We Love About This Landing Page:
The focus on athletics throughout the page—including a great training photo underneath the hero section—helps visitors understand the value of these natural performance products, and who they are meant for. (Hint: not me.)The emphasis on social proof helps make the offer more compelling as well. Not only are there testimonials from a recognizable customer review website, but there are also familiar media outlets and supermarket logos to increase your confidence.
Example #3: Ascent Footwear
Industry: Apparel Model: Storefront Page Type: Click-Through
Image courtesy of Ascent Footwear. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Should Focus on the Product Details Your Customers Care About Most
If you’re selling apparel that’s more function than fashion (like a shoe that’s designed to correct your walking stride), it’s important to put emphasis on the mechanics of how your product works. Case in point: this example from Ascent Footwear.
Not only does this landing page show off exactly what goes into each shoe, but it also explains why that makes such a difference. (Now, I just need to figure out what the heck “ample lateral stability” means.) The page removes all the fluff and focuses on answering one very specific question: How does this shoe actually work?
Compare this to most product pages, which often get lost in the details that don’t matter as much. Manufacturer references, lengthy product descriptions, related products—if your customers don’t actually care about these things, they might just be distracting them from making a purchase.
What Else We Love About This Landing Page:
Ascent uses an expanded view of its shoe to showcase the technical components that contribute to its comfort and durability.By including an explainer video, Ascent is able to elaborate on the value propositions of the product without taking up much space on the page.The clean, single-column layout and short length mean that visitors aren’t being overloaded with information. That way, they can focus on Ascent’s core message.
Wanna see all 27 ecommerce landing page examples? Download The Ultimate Ecommerce Landing Page Lookbook to help inspire your next high-converting masterpiece.
Example #4: BoxyCharm
Industry: Cosmetic Model: Subscription Page Type: Lead Generation
Image courtesy of BoxyCharm. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Can Use Landing Pages to Build Hype for Product Launches
Launching a new product is always exciting—but getting the word out to customers can sometimes be a challenge. That’s where this example from BoxyCharm comes into the mix.
To help promote their new upscale beauty subscription box, their marketing team put together a promotional landing page that builds anticipation for the product and directs interested shoppers to enter their email address. This lead generation tactic proved to be quite useful—when the subscription box officially launched, the team at BoxyCharm already had a big list of shoppers who were interested.
Brains and beauty? This example really is the full package. 😉
What Else We Love About This Landing Page:
The sleek layout, on-brand color scheme, and parallax scroll effect all demonstrate that BoxyCharm has a flair for design. Nice.The landing page copy helps BoxyCharm’s brand identity with the #hashtag generation, and the social links included make it easy for visitors to engage further.The video gives us a look at the process behind the product and shows that BoxyCharm hears (and acts on) customer feedback.
Example #5: Thistle
Industry: Food & Beverage Model: Subscription Page Type: Click-Through
Image courtesy of Thistle. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Should Always Optimize Your Landing Page for Mobile Devices
Making purchases on your phone is the new norm. According to Google, when people have a negative experience on mobile, they are 62% less likely to make a purchase from your brand in the future. That means for every page you create, you should be optimizing it for smartphones and tablets as well.
This example from Thistle shows how simple it can be to optimize your page for mobile devices. Using Unbounce, they created a landing page for their plant-based meal subscription service that looks stunning regardless of which type of device you’re using.
What Else We Love About This Landing Page:
The page does a great job highlighting the unique value proposition of this meal subscription service: nutrition-optimized, ready to eat, plant-based meals made with high-quality ingredients.Thistle knows its audience. They understand how health-conscious their subscribers are, and made sure to include extra info about how each Thistle meal is curated to include the right mix of macronutrients, vitamins, and minerals.
Example #6: waterdrop
Industry: Food & Beverage Model: Storefront Page Type: Click-Through
Image courtesy of waterdrop. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Can Target Specific Audiences to Get Better Results
While your product pages typically have to be generic enough to speak to everybody at the same time, you can build landing pages to speak specifically to one particular audience or use case. This example from waterdrop sets the bar for targeted messaging—and, by converting more than half of all visitors, it makes a compelling case for you to do the same.
Everything on this page is meant for one audience: women. Contextual shots? Women. Testimonials? Women. This brand knows who they’re talking to, and their strategy seems to be working.
What Else We Love About This Landing Page:
The design is spectacular and complements the product well. Can colors be flavorful? This landing page says they can, and our abrupt craving for something sweet and fruity makes us believe it.The page also does a good job of leveraging social proof by including recognizable media logos and positive customer reviews.
Example #7: Infinite Moon
Industry: Home Model: Storefront Page Type: Click-Through
Image courtesy of Infinite Moon. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Should Always Back Up Your Claims with Your Best Testimonials
Any ecommerce marketer will be able to tell you that reviews and testimonials are some of the most powerful tools in your arsenal. And this example from Infinite Moon and Wallaroo Media shows how you can use them more effectively on a landing page to make a sale.
Whereas on a typical product page you might just automatically surface up the latest customer reviews, the testimonials on this page have been carefully curated to help tell the brand story. Each one touches on an important benefit of Infinite Moon pillows: maximum comfort, serious pain relief, and high-quality materials.
What Else We Love About This Landing Page:
Using lightboxes to give visitors an up-close view of the product and provide additional information means that the page isn’t cluttered.InfiniteMoon makes good use of the space above the fold, communicating their value prop through a punchy headline and emotive hero shot.
Example #8: Solo Stove
Industry: Cookware Model: Storefront Page Type: Click-Through
Image courtesy of Solo Stove. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Can Overcome Purchase Objections Using Photos and Other Multimedia
Are you relying on the fact that visitors will actually read your product descriptions? As a copywriter, I know as well as anyone that (and this is hard to admit) text and bullet points will only get you so far when it comes to overcoming purchase objections. A lot of shoppers skim or skip over the content you write, and they usually end up missing those key product details.
With ecommerce landing pages, you have the flexibility to overcome purchase objections in whichever ways you think will resonate most with your shoppers.
In this example from Solo Stove, their marketing team uses a combination of text and visuals to answer every possible question you might have about the product as you scroll down the page. (“What does it do?” It protects you from the flame. “Where am I gonna store all this?” It all nests inside the stove. “Can you still roast weiners?” With grooved ridges, this shield makes it easier than ever to get your wiener roast on.)
What Else We Love About This Landing Page:
Combining this product promotion with a limited-time 20% off pre-sale offer is a great way to encourage visitors to click through today, rather than wait until tomorrow.The footer at the bottom of the page reminds shoppers that they’ll get free shipping, free returns, and a lifetime warranty. All of these promises help to eliminate risk and build trust in the brand.
Example #9: Nathan Sports
Industry: Sport Model: Storefront Page Type: Click-Through
Image courtesy of Nathan Sports. (Click to see the whole thing.)
What This Ecommerce Example Reveals: You Can Get More Creative with Promotions on Landing Pages
Consistent visual branding is more important than ever, but it does place limits on how imaginative you can be with your product pages. After all, they have to exist within the greater ecosystem of your online store. You can’t just go changing up the color schemes or formatting for every new product release!
But that’s why so many marketers are flexing their creativity with their ecommerce landing pages instead. Take this campaign from Nathan Sports, for example. It’s so different from the rest of their online store that it demands you take notice (and maybe put on some retro 3D glasses while you’re at it).
What Else We Love About This Landing Page:
The theme is so cool, and Nathan fully commits to it—from the loud, neon visuals, to the flashy animations, to the campaign slogan. Awesome.This page might feel like it’s from another era, but today’s best practices still apply. Strong headline, benefits-oriented copy, rule- of-three layout—it’s all here.Nathan even includes a custom playlist to help runners get pumped with retro jams from Duran Duran, Blondie, and Run DMC. Someone teach us how to run right now!
Example #10: Meowbox
Industry: Pet Model: Subscription Page Type: Click-Through
Image courtesy of Meowbox. (Click to see the whole thing.)
What This Ecommerce Example Reveals: Any Landing Page Can Be Improved With a Couple of Cat Photos
OK, I’m going to level with you. I was pretty much ready to finish this article… but I just couldn’t resist including this example. Meowbox is a monthly subscription box with toys and treats for your favorite feline. What’s not to love?
What Else We Love About This Landing Page:
It’s one thing for pet owners to say that Meowbox is wonderful, but pairing customer testimonials with pictures of their cats enjoying the treats adds another level of credibility.The headline conveys Meowbox’s main value proposition and, paired with the hero shot, helps visitors understand what they’re getting as soon as they hit the page.This is a click-through landing page, but Meowbox includes a newsletter signup form as a secondary conversion goal to try and capture those precious email addresses. No lead left behind.
What Do the Best Ecommerce Landing Pages Have in Common?
The best ecommerce landing pages target one specific audience, focus on a singular CTA, and include just enough persuasive elements to help a shopper convert. They also:
Show off the product in multiple different waysMake special offers to close more customersFocus on the details shoppers care about mostBuild hype for future product launchesOptimize the shopping experience for mobile devicesTarget specific audiencesBack up claims with real testimonialsOvercome purchase objectionsGet more creative with special promotions
Oh, and I should also mention that all of the examples featured in this article were built using Unbounce. If you’re interested, you can check out some of our high-converting ecommerce landing page templates to get started on your own today.
To discover more visit: unbounce.com
