For an e-commerce company, capturing leads to use for future campaigns is ideal, but the end goal is always about the sale. A well-designed landing page can help you do both.
In this post, we’ll cover the essential elements that all successful e-commerce landing pages use to maximize their conversions.
We’ll also analyze over 35 different landing pages from the latest e-commerce trends, including subscription boxes, health food supplements, charitable causes, software, and tech. Finally, we’ll take a look at what each page got right and what still needs work so you can learn from their example and build your own successful landing page.
Let’s get started:
What Elements Should Your E-Commerce Landing Page Include?
To increase conversions, keep the following elements in mind when building your own landing page:
- Photos of the product and customers are always a safe bet for a solid opener.
- Strong copy includes a concise header and subheader that clearly defines the product and its benefits, all while staying on brand.
- Social proof like customer reviews, media shout-outs, and pictures from social media give credibility to the product.
- A call-to-action that encourages a sale should be repeated at the beginning and end of the page.
- Discounts and other offers help capture leads that might not be willing to buy yet but will be in the future.
As an example, the following landing page template from Landingi starts with a photo of the product, a bold header and subheader, and a call-to-action button highlighted with a contrasting color:
The above screenshot is just one of over 200 templates we have at Landingi.
You can find and use this exact e-commerce landing page here.
With these design elements in mind, let’s take a look at over 35 different landing page examples and see how those elements are best executed.
Subscription Box Landing Pages
These landing page examples entice visitors to sign up for a monthly or quarterly delivery service of a particular product.
Pros: Opening with a photo of underwear collaboratively designed with Keith Haring makes a strong statement, as does the bold header. The visual design is crisp and the copy is easy to read.
Cons: Offering two separate call-to-action buttons can confuse potential buyers about how the subscription service works. The lack of an offer or discount might be enough to convince them to ignore either button.
Pros: Aside from the fact that the header and subheader are concise and informative, they’re also snappy and fun. The beautiful picture reinforces exactly what this subscription service offers, and the “Get Started” call-to-action is repeated several times down the page.
Cons: There are few images on the rest of the page, giving this a strong start but a visually lackluster finish.
3. Dollar Shave Club
Pros: The video in the background features people from all walks of life using the subscription box’s products in different ways, suggesting that this service is far from a one trick pony.
Cons: Not only is the subheading text a bit small and difficult to read, the promise of a “Risk-Free Starter Set” gets lost in the shuffle further down the page. Keep the deal at the forefront of buyers’ minds by reinforcing it often.
Pros: This shaving kit subscription has more compelling call-to-action copy than their competitor. In addition, the promise of a trial set with free shipping and blades that are always less than $2 is enough to convert any buyer on the fence.
Cons: While the Harry’s call-to-action button stands out, this company’s voice and overall messaging falls a little flat, especially compared to the larger personality of their main competitor, Dollar Shave Club.
Pros: Examples of the typical kinds of products that come inside a Birchbox are well-displayed at several points throughout this landing page. If the customer reviews aren’t enough to convince you to sign up, maybe the pop-up with a 15 percent discount offer is.
Cons: Between “Sign up today,” “Let’s get started,” “Learn more,” there are a lot of different call-to-actions on this page. Even if all the buttons lead to the same place, the different copy might be confusing for some customers.
6. Hello Fresh
Pros: This page has a clear call-to-action that is repeated several times throughout, with slightly different wording each time, but always including the same keywords. This creates an element of consistency with an authentic tone.
Cons: While this is a very visually driven page with gorgeous colors, it sometimes seems busy and overloaded with text and details. For example, the button does not stand out as well against the busy background.
7. Blue Apron
Pros: This page is cleaner and quicker to read compared to its Hello Fresh competitor. Further down the page there are bold headers on a crisp white background, which make the copy pop without feeling like there’s too much negative space.
Cons: The lack of customer testimonials or photos sourced from social media gives the service an impersonal vibe.
8. Mysterious Package Company
Pros: The large photo and quirky copy makes it clear what this box is all about.
Cons: The white text is sometimes difficult to read on top of the picture, while the company logo partially obscures the summer sale header.
Pros: This simple, one-note landing page immediately asks that users sign up for an email list and has a deferral option in very small text, giving the impression that they can only receive information if they fork over access to their inbox.
Cons: While this might be a smart strategy for securing more qualified leads, others may feel put off and leave rather than learn more.
10. Runner Box
Pros: The company’s tagline, “Leave the research to us. We’ll leave the training to you,” is clearly displayed and helps convey what results can be expected of this box. The brand’s signature green color is also used in several design components.
Cons: Sample contents of the box are rarely displayed, causing visitors to wonder what exactly they will receive when signing up for this service. Additionally, the green button doesn’t stand out well against the grass in the image background.
Health Food Landing Pages
Health foods and supplements are increasingly trendy, so it’s important to have a strong landing page that will help your product stand out from the crowd.
11. Bulletproof Coffee
Pros: The carousel header at the top of the page immediately advertises a ten percent discount on one of the products, enticing potential buyers to click through to a product page.
Cons: If you’re new to Bulletproof Coffee, this page won’t supply much introductory information. It’s up to potential buyers to do the digging on product pages before they make a decision to stick around.
12. Four Sigmatic Mushroom Coffee
Pros: An email subscription pop-up immediately asks potential buyers to sign up for a ten percent discount, capturing leads for future campaigns and product launches while incentivizing sales in the present.
Cons: The rest of the page seems cluttered. It’s not immediately clear what some of the sections are there to accomplish, as the headers often seem to play second string to the images.
13. Impossible Burger
Pros: The call-to-action (find locations that serve the Impossible Burger) is clear and repeated at the beginning and end of the page.
Cons: The call-to-action relies on the fact that customers will have to get out and do most of the legwork themselves to enjoy the product. There’s also no lead capturing of any kind to help Impossible Burger promote future campaigns or product launches.
14. Vital Proteins Collagen
Pros: The first call-to-action is also bundled with a with a great offer: 20 percent off your first subscription order plus free shipping on all US orders.
Cons: Overall, the page is cluttered and doesn’t do a good job of educating new buyers about the benefits of their products. It’s only after a good deal of digging that buyers begin to understand why they should go with this product.
15. Health-Ade Kombucha
Pros: A small button at the top of the page advertises promotions, giving potential buyers added value for going with this product. Each section is tailored to help inform people new to the world of kombucha. Further down the page, a group of Instagram photos provides another look at the company’s products and culture..
Cons: The Instagram pictures aren’t enough; with few pictures of the actual product on this page, the message starts to fall a little flat.
16. Optimind Focus Supplement
Pros: The header and copy make it clear what this product offers and why it’s beneficial for potential buyers. The call-to-action enforces a sense of urgency by including the words “Rush My Order”.
Cons: There’s only one review with a photo of the customer attached. To enhance the credibility of a product, it’s best to feature at least a few.
17. Matcha Source Tea
Pros: If the promise of 137x the antioxidants of green tea doesn’t pull customers in, then the 10 percent discount for signing up to the email list might.
Cons: The header and smaller text are slightly difficult to read on top of the image, and there’s even less information about the product available the further you scroll down the page.
18. Live 24k Golden Milk
Pros: The photos are beautiful and do a lot to help potential buyers imagine what this product might look like as a part of their daily lives.
Cons: This isn’t a good landing page for someone who isn’t familiar with golden milk. In addition to the text being difficult to read, it’s also not that informative. A lack of a call-to-action doesn’t help this page make many – if any – conversions.
19. HTWO Hydrogen Water
Pros: If, like many people, you don’t know the relative benefits of hydrogen water, this page does a great job of clearing the air. Customer testimonials from celebrities and high-level athletes further boost the product’s credibility.
Cons: The text on the header image is sometimes hard to read, and potential buyers might be quick to pass up the big, wordy paragraphs further down the page. The call-to-action is not made clear until the very end.
20. Bulu Box
Pros: This subscription service helps customers discover new health products. The call-to-action to subscribe is clear from the get-go and repeated several times throughout the page.
Cons: While the call-to-action is repeated often, it’s not very compelling. A discount offer or other incentive may help convert more customers.
Products with a Purpose Landing Pages
Products that have a charitable component need to explain to potential customers how the product will benefit them as well as others. A good landing page accomplishes both.
Pros: TOMS wastes no time offering a deal on its shoes that helps capture leads and incentivize purchases. The promotion itself is presented in large, bold text and is easy to read against the crisp white background.
Cons: The pop-up appears almost immediately upon entering the page, which could be a deterrent for some people. Consider timing it so that it pops up after scrolling or just before leaving the page.
22. Girlfriend Collective
Pros: A pop-up appears after you scroll halfway down the page that offers a $10 discount in exchange for your email. Anyone who still needs convincing can check out the carousel of customer photos or the glowing review from Vogue.
Cons: It’s not made clear until you scroll down that the clothes are made from recycled water bottles. With many more well-known brands already dominating the athletic wear market, keeping the eco-friendly aspect front and center is crucial for setting the company apart.
23. Warby Parker
Pros: This page lets the glasses speak for themselves. The header is bold and makes the offer clear, and the call-to-action is highlighted in blue (so it stands out among the other visual elements on the page). With few other distractions on the page, clicking through is a simple decision.
Cons: Warby Parker has a “buy a pair, give a pair” business model that could lead to more sales, but you’d never know it from looking at their page. Potential customers only learn this if they do some digging.
24. Smile Squared
Pros: The brand sticks to its basic message that for every toothbrush purchased, a toothbrush goes to a child in need. There’s no confusion about the social value the company offers.
Cons: There’s no call-to-action that’s carried throughout the page. Instead, each section leads off to different information. To capture more leads or convert customers, a consistent call-to-action at the start and finish would help.
25. One World Play Project
Pros: The page opens with a large, colorful photo of young children with the product. The bold header reinforces what that product is and what makes it valuable. The call-to-action, to “Shop & Give Now,” reinforces that there’s a charitable aspect to this company, even if we’re not sure yet what it is.
Cons: The overall page is very short, with additional information being housed on other pages. It might be better to break down the story into different sections on the same page so potential customers can form a better connection to the product.
26. Rescue Box
Pros: Signing up for Rescue Box’s email list promises a $5 discount while capturing leads and increasing chances of conversion. The bright green button with enthusiastic copy makes the call-to-action compelling.
Cons: The chance to sign up for the email list and claim the discount pops up before potential customers have even had a chance to view the page and see what sets Rescue Box apart from other subscription services.
Pros: This subscription sock company makes it clear from the first section that purchasing from them benefits a different charity each month. The call-to-action to subscribe is also highlighted, and appears again at the end of the page.
Cons: The product itself is not featured well and takes a back seat to the overall message. Plus, while the initial header is eye-catching, the text that comes after is small and a bit wordy.
28. Lokai Bracelet
Pros: The three-column section at the bottom of this page briefly outlines what makes Lokai’s bracelet special, its origin, and its charitable aspect.
Cons: The page lacks a firm call-to-action. Instead, there are several buttons that take you to different pages of the website. .
29. We Wood
Pros: The page opens with an attractive picture that features several different models of We Wood watches.
Cons: It takes a bit of scrolling to find the information about the company’s “buy a watch, plant a tree” model, and when you do, the text is small and difficult to read.
30. Hand in Hand
Pros: The images are bright and large, which shows off the brand’s colorful packaging. A carousel header scrolls to photos of brand ambassadors that potential customers can easily relate to.
Cons: The email subscription pop-up has cookie cutter copy that isn’t very compelling. Larger font with a noticeable offer or discount could lead to more conversions.
Tech and Software Landing Pages
Technology and software companies may not immediately come to mind when you think of an e-commerce website. Nevertheless, these companies do conduct transactions online thus they require a compelling landing page to convert visitors into customers.
This type of landing page should focus on the software’s features and how they will benefit the customer.
Pros: The call-to-action to “Get Started” leaps out right at the beginning of the page and offers a quick way to capture leads. The header font is attractive and the subheader text is just the right size.
Cons: For such an all-inclusive product, the page length is shorter than what would be expected. It’s not until the very end that it’s made clear that you can start using Slack for free.
Pros: There are almost no links navigating away from this page except for the 14-day free trial call-to-action button. Drip does a great job of quickly explaining its service as you scroll down the page. They also feature customer reviews and frequently asked questions before ending on a final call-to-action button.
Cons: It’s not immediately clear that Drip is an automated email marketing service that integrates with Shopify and other services. A short, simple subheader near the top could help bridge the gap.
Pros: The page opens with an immediate offer to start a free trial. All it takes to start an account is a work email and password. Further down the page, Zendesk receives glowing reviews from heavyweights such as Uber.
Cons: There are few visuals to break up the sections of text, so potential customers are left with no impression of how the product looks and functions.
Pros: The page starts with a picture of a person using the software. If that didn’t make the product clear enough, the header and copy will. The call-to-action to “Try it for free” is another great way to grab a potential customer’s attention.
Cons: Usually some repetition of the call-to-action is a good thing, but CleverReach tends to overdo it. Each section ends with the same call-to-action without any variation in wording, which makes the offer feel a bit more annoying than valuable.
Pros: The header references this software’s main competitor, automatically setting it apart. The video in the background shows how the interface works but is soft enough to not distract the customer from the call-to-action button.
Cons: The page could benefit from some social proof in the form of reviews or testimonials.
Pros: This unusual toothbrush uses augmented reality to encourage kids to brush their teeth. The call-to-action button is repeated a few times and captures only the most qualified leads, as anyone who signs up to the email list does so to be notified when this product launches.
Cons: The headers, text, and photos on this page seem poorly proportioned relative to the negative space. Watching the video is as easy as pressing a button, but there’s no way to adjust the sound without navigating away from the page to YouTube.
37. Leaf Bracelet
Pros: The first photo shows off this unusual piece of jewelry, while the header lets potential customers know that there’s more to it than meets the eye.
Cons: However, all information stops there. Without navigating away from the page, customers can’t learn more about this product — and there’s no call-to-action or offer enticing them to do so.
38. Anker Powerwave
Pros: The company does its best to explain a complex and relatively new piece of technology without overcrowding the page with details. The benefits of using this technology, namely, that it charges devices quickly and wirelessly, is made apparent.
Cons: Anker could’ve picked a better photo to open the page with, as the product itself is camouflaged by the white tabletop.
39. Sonos Sound Bar
Pros: This product page almost passes for a landing page, with several sections of information and praise from heavyweight reviewers like CNET. A bulleted list near the top outlines all the best benefits of this particular piece of tech.
Cons: There’s almost too much information on the page, which gives it a cluttered and confusing vibe.
40. Nike+ Run App
Pros: Nike’s minimalist branding is definitely on display here, with several pictures of athletes meant to inspire potential customers to join their ranks.
Cons: The copy in the subsections is sometimes a little wordy while the font is small, making it tempting to breeze right past.
Create Your Own E-Commerce Landing Page with Landingi
Designing your own e-commerce landing page can be a challenge, especially if you’re not a web designer. In order to convert visitors into leads, and eventually paying customers, your landing page has to have a clean layout and design, a clear call-to-action, and strong copy.
Fortunately, we’ve made it possible for e-commerce sites to build their own landing pages even without needing any prior design experience. With over 200 templates to choose from, Landingi makes it quick and easy to build a high-converting e-commerce landing page. Building your page is as simple as picking a template, adding your brand’s message and elements, and hitting “Publish”.
For those that want more flexibility and customization, our drag-and-drop editor can help bring your original design to life. When you’re finished, track and measure the success of your page by monitoring conversions and other metrics.