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10 of the best eCommerce landing pages

Categories: Design, PPC

Creating eCommerce landing pages can be difficult. While it’s relatively easy to create a focused landing page for a single product or service, it’s difficult to achieve this kind of relevance when you’re promoting an entire range of products.

The fact is that product pages tend to perform worse than other types of landing pages.

eCommerce landing page benchmarks

 Source

To help solve this problem, eCommerce brands are focusing less on product sales and more on promoting a service around their products and secondary conversion goals that generate leads for nurturing the buying process.

Here are 10 of the best eCommerce landing pages out there and what you can learn from them.

1. Pull&Bear

Pull and Bear

What makes this a great landing page?

  • Engagement: By asking users to select “woman” or “man” users are instantly engaging with Pull&Bear.
  • Personalisation: This also starts the personalised experience which continues with cookies stored in the browser and Pull&Bear’s email marketing strategy.
  • Clear offers: Despite having multiple offers on this page, they’re all compelling and differentiated.
  • Money-off deal: That up to 60% sale is going to grab attention.
  • Free delivery over £40: This is always an important offer for eCommerce brands.
  • Layout: Great use of white space in a grid layout that effortlessly adapts into a single column for mobile.
  • Contrast: Strong contrast all over the page and great use of black text on plain white backgrounds.

Designing eCommerce landing pages for online clothing brands is a real challenge, especially if you’ve got a wide range of products to promote. Pull&Bear does a great job of condensing its huge stock into a select few categories on a single, highly-compelling landing page.

Pull and Bear landing page

Most of its competitors suffer from bloated landing pages, overloading users with too many offers and products. However, Pull&Bear has stripped this landing page down into core offers while pointing users to more specific product categories, one step at a time.

2. Ermenegildo Zegna

Ermenegildo Zegna

What makes this a great landing page?

  • Personalisation: The entire premise of this landing page is to deliver tailored, custom suits.
  • Soft conversions: None of the CTAs are asking users to buy anything; they’re soft conversions for booking appointments and other lead gen strategies to get potential customers on board.
  • Visuals: The imagery shows the kind of product on offer but also demonstrates the customised service being provided around them.
  • Concise messaging: Minimal text makes each message clear and relevant CTAs are present every step of the way.
  • Layout: Full-screen layout allows those background images to make a real impact.
  • Contrast: White text on dark backgrounds and black text against plain white backgrounds make each message stand out.

This landing page from Ermenegildo Zegna doesn’t have a single CTA asking visitors to buy anything. Instead, the aim here is to start a truly personalised customer experience that delivers a 100% unique suit for every buyer.

Pull ans Bear landing page example

There are no product images either. This landing page is selling the service more than the product itself and every CTA encourages visitors to start imagining what their tailored suit will look like. The main conversion goal of this page is for visitors to book an appointment, but there are also CTAs calling for users to look at suit examples for inspiration, choose fabrics or learn more about the company’s fully-customised service.

Related content: Check out our landing page services here

3. FabFitFun

Fab Fit Fun landing page

What makes this a great landing page?

  • Single offer: One conversion goal is repeated multiple times across the page – no distractions.
  • Bold CTAs: Every CTA is bold and attention-grabbing.
  • Compelling images: Great product images and photos of people using them to convey the key benefits.
  • Bright colours: Perfectly suits the branding and helps the black text on white background stand out even more.
  • Icons: The icons on this landing page are informative, making it easy for visitors to understand how the customer journey plays out.
  • Special offers: Clear emphasis on the money-saving aspect of the product and free shipping for US customers.
  • Trust factors: Showing high-profile publications that have covered FabFitFun in the media increases authority and trust.

FabFitFun is only promoting the one service with this landing page and this makes it much easier to create a concise message. While there are multiple CTAs on this page, they’re all telling users to do the same thing – to “Get the box”.

In an ideal world, you should only have one main offer on each landing page, or one main offer and a secondary follow-up offer (e.g. newsletter signup or coupon), but this isn’t always possible for eCommerce brands.

How it works section on Fab Fit Fun

FabFitFun does a great job of explaining the unique nature of its service, thanks to some effective icons, headings and plain text. The rest of the page focuses on showing the product with compelling images of people using the items to demonstrate their key benefits.

4. AXIS

AXIS

What makes this a great landing page?

  • Single offer: Again, there’s only one offer here, but multiple CTAs are placed throughout the page as users scroll down.
  • Practical imagery: Used throughout the page to showcase the product, how it’s used and the benefits compared to other window shades.
  • Clear benefits: AXIS knows what the strengths of its product are and communicates these well with icons and punchy text.
  • Demo video: Demo videos are only a click away for users to see how the product works in more detail.
  • No navigation: AXIS has removed all navigation and aside from converting, the only other action users can make on this page is viewing the demo video.
  • Trust factors: Shows which publications have been talking about its product and uses testimonials from existing customers to establish trust in new prospects.

The best takeaway from AXIS’ eCommerce landing page is that it removes all navigation and only allows users to complete a single action. Aside from watching a demo video, users can’t click away from the landing page, which is a really important best practice to follow where you can.

Of course, this isn’t always possible for eCommerce brands, but you can apply this to landing pages for seasonal offers, new product ranges or even launching individual products. If you can stick to a single offer and remove all potential distractions, it’s generally a good idea to do so.

What Gear can do for you - AXIS example

While AXIS has the advantage of only promoting a single product on this page, there’s a lot of info it needs to get across. It manages to do this with effective images and by focusing on the core benefits. We’ve got another example of icons and brief text at work here, as well as images that display the benefits of buying into AXIS shades.

The other key feature of this landing page is its use of trust factors with more press coverage demonstrating the hype around the product and testimonials further down the page.

5. Harry’s

Harry's landing page

What makes this a great landing page?

  • Strong branding: Branding is pretty much everything to this company in an industry dominated by major corporations.
  • Unique offer: Customers are buying into a service, not just a razor, and this key selling point is communicated as soon as users land on the page.
  • Icons: Once again, it’s up to icons and text snippets to explain the unique nature of Harry’s customer experience.
  • Celebrity endorsement: Harry’s uses a celebrity figure likely to be popular with the majority of its target audience.
  • Differentiation: Harry’s makes a strong case for why its razors are better than what you’re used to finding in the supermarket.
  • Value: Harry’s makes it clear you’re going to get a better shave and save money.

Harry’s positions itself as the shaving brand for the modern man and the prospect of buying Gillette razors suddenly feels very outdated after scrolling down this landing page. Above all, the product makes a strong case for itself with five German-engineered blades, promising to deliver a close, comfortable shave direct to your door.

Every bloke knows German cars are the most reliable so the same thing probably applies to razors, right? Then we’ve got that Harry Kane celebrity endorsement – captain of the English national team and spearhead of its attack.

Harry Kane story landing page

Clearly, Harry’s has defined its target audience and tailored every part of its messaging to resonate with them.

6. Stitch Fix

Stitch Fix landing page

What makes this a great landing page?

  • Personalisation: This landing page starts a highly-personalised shopping experience instead of bombarding users with product listings.
  • Engagement: This results in strong engagement with every click, guiding users closer to the purchase.
  • Problem-solving: Stitch Fix isn’t just selling products here, it’s solving some of the most common problems of buying clothes online.
  • Single offer: Stitch Fix’s business model allows it to promote the service it provides, rather than the individual products customers are going to buy – not only differentiating the brand but also creating a more focused, compelling offer.

Stitch Fix offers a personalised online shopping experience, including advice from stylists, recommendations based on your preferences, a try-before-you-buy policy and algorithms that find the best-fitting clothes for you.

These selling points bypass some of the biggest barriers to buying clothes online. This unique offer makes it easy for Stitch Fix to create an eCommerce landing page that focuses on its service, rather than simply sending users to a product page.

Stitch Fix - how it works

The personalised experience begins with the first click and it never really ends from there. Style advice, product recommendations, feedback requests and the constant promise that Stitch Fix will find better clothes as it learns more about you make this one of the most personalised shopping experiences around – and this is made clear from the moment you land on the page.

Related content: Read about our landing pages services here

7. GoPro

GoPro landing page

What makes this a great landing page?

  • Strong visuals: GoPro lets the images do the talking on this landing page by highlighting the challenging conditions its waterproof HERO7 Black camera can operate in.
  • Deal: The company’s money-off deal for trading in old cameras is clearly displayed multiple times on the page.
  • Free shipping: This is made clear right at the top of the page.
  • Money-back guarantee: Also features at the top of the page, helping shoppers feel confident they have nothing to lose by trying the product out.
  • Localised pricing: Geo-targeting means GoPro always shows the price in the local currency, based on user location.

If you’re selling individual consumer tech products, then GoPro is a good brand to take notes from when it comes to landing pages. These products are designed to record videos and take images so the company doesn’t waste time or space on text – it shows visitors the key selling points of its cameras through images.

Users can learn more about specs and performance but this page focuses on the key benefits of the product and GoPro’s special offers; a trade-in deal, free shipping and a money-back guarantee.

8. CAUSEBOX

Causebox landing page

What makes this a great landing page?

  • Niche target audience: CAUSEBOX targets the conscious consumer by delivering ethical products throughout the year.
  • Emotional messaging: CAUSEBOX is literally telling people they can feel good about looking good by buying products in an industry normally riddled with ethical issues.
  • Value proposition: There’s still a heavy emphasis on the value for money aspect.
  • Visuals: Product images highlight its products and show the ethical aspect of its service.
  • Strong CTAs: CTAs throughout the page are attention-grabbing, compelling and focused towards the same conversion goal.
  • Free shipping: Once again, free shipping is on offer.

CAUSEBOX is another service-orientated eCommerce brand; this one is targeting the conscious consumer niche. With 75% of British consumers adopting ethical shopping and eating habits, this is a rapidly growing audience and CAUSEBOX is tapping into the trend.

Causebox imagery

This is constant throughout the messaging on its landing page. The copy plays on the emotional resonance of feeling good about the purchases its customers make and doing something good with their money.

CAUSEBOX ticks just about all the boxes in the eCommerce landing page best practice guidebook but the real star of this page is the ethical nature of its USP.

9. Rituals

Rituals landing page

What makes this a great landing page?

  • Branding: Rituals creates the sense of a luxury brand on its landing page, which is otherwise a fairly typical product feed.
  • Differentiation: In a saturated market, Rituals promises to deliver “unique, feminine perfumes”.
  • Product images: Bottle design is clearly an important aspect of Rituals’ products and this is showcased well in its product images.
  • Free gifts: Customers who spend more than £45 get a free gift with their purchase, encouraging shoppers to buy more than one bottle.
  • Special deals: Customers get a special deal for buying three bottles of selected items.

Here, Rituals takes on the classic product eCommerce landing page design, which is surprisingly difficult to pull off. With minimal text space available to influence unconvinced visitors, Rituals has to make every word count. The mix of branded imagery and concise text works well in this case, allowing the products themselves to become the focus of the page.

Rituals category page

This is clearly the priority for Rituals, based on the stylistic designs of its perfume bottles. For this landing page, it’s all about creating and maintaining that luxury brand image and letting the products themselves take centre stage.

10. Samsung

Samsung landing page

What makes this a great landing page?

  • Bold hero section: It’s a simple hero section with minimal text but it grabs attention while showcasing the company’s top product.
  • Strong USP: Samsung makes it clear that the Galaxy S10 is a phone for the future and backs this up with its 5G capabilities.
  • Navigation: Samsung leads with its flagship smartphone and then showcases its other ranges, encouraging visitors to click through for more information.
  • Compelling visuals: High quality product images that highlight the key features of each device range, differentiating them to potential buyers.
  • High contrast: Once again, we’ve got a lot of black and white to achieve high contrast throughout the page.

Samsung’s challenge with this eCommerce landing page is to pitch an entire range of smartphones to visitors. The South Korean tech firm doesn’t go all out to get visitors to buy a phone on this page; instead, there’s more of a focus on finding out more information about each device or product range.

Only its more premium devices have a “buy now” or “pre-order now” CTA button.

Samsung phones on landing page

The page offers a preview of each device, differentiating them by highlighting their key features and encouraging users to click through for more information about the phone that captures their attention.

This approach reduces the weight of clicking through to specific product pages, at which point Samsung is able to target users with more relevant remarketing ads. Any click back from there will take users back to the landing page, not Google.

Most of the landing pages we’ve looked at in this article either focus on promoting the service provided around the sale or secondary conversion goals that start the consumer journey. In fact, many of the brands we’ve looked at have built an entire business model around a service that delivers their products in a certain way – for example, the tailored suits from Ermenegildo Zegna, Harry’s razor subscriptions and CAUSEBOX’s ethnical shopping service.

The other big trend among these landing pages is their click-through nature. Instead of asking users to buy right away, the goal is to get users to click through to a more relevant page and complete a less demanding conversion goal. This is designed to increase conversion rates and allow these eCommerce brands to nurture leads along the buying process with targeted messages via remarketing and other channels.

Need help with your landing pages?

We have an awesome team of designers in-house who can create stunning landing pages to wow and convert your website visitors. You can find out more about our landing page services here, or if you’d prefer to chat, just give us a call on 02392 830281.

Andy has been working in marketing for over 8 years and digital marketing for 5 years. He has worked with clients in a wide variety of industries such as leisure, manufacturing, tourism, events and retail. He specialises in all aspects of online advertising from search to social campaigns. Outside of work he enjoys drawing and art, woodworking, gardening and spending time with his family and three dogs in the New Forest.

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